While Coca-Cola, Chevrolet, P&G, Nike and Volkswagen all feature prominently in the 2012 Unruly Global Viral Video Ads Chart it is a little-known non-profit that we all came to know the name of that is the year’s overall winner.
Kony 2012, created and released by the not-for-profit Invisible Children, was by far the most shared ad of 2012, generating 10.1 million shares since it launched on March 5.
The incredible success of this 30-minute video demonstrates how a relatively unknown entity can make a global impact in social media with powerful content and a comprehensive distribution strategy.
The social video rankings are derived from the Unruly Viral Video Chart, since 2006 the definitive source of video sharing behavior across the social web (Twitter, Facebook, blogs). Since Unruly measures shares rather than views it is a truer metric of an ad’s “virality” and the strength of the emotion it triggers in viewers.
Other brands in the top 20 include TNT, A&F, Volkswagen and GoPro. Only three brands appear in both the 2011 and 2012 rankings: Volkswagen, Red Bull and DC Shoes.
Overall, the number of video shares of branded content increased in 2012. The top 500 ads of the year attracted a total of 113 million shares in 2012, a 21% increase over 2011 (93.34M).
Shares of the top 10 ads rose from 16.8 million in 2011 to 28.0 million in 2012 – an increase of 67% and a clear sign that media consumption habits are continuing to evolve rapidly.
Unruly Co-Founder and COO Sarah Wood, said: ”Emotive content and bottom-up sharing stole the show this year,” . “The world’s biggest brands can learn from Invisible Children: it’s not about a 30-second commercial anymore when a 30-minute video gets 10 million global shares.”
1. Invisible Children: Kony 2012
2. TNT: A Dramatic Surprise On A Quiet Square
3. Abercrombie & Fitch: Call Me Maybe
4. DC Shoes: Gymkhana 5
5. P&G: Best Job
6. Dancesport Studio: Two-Year-Old Dancing The Jive
7. Melbourne Metro: Dumb Ways To Die
8. Chevrolet: OK Go, Needing/ Getting
9. Volkswagen: The Bark Side -
10. PBS Studios: Mister Rogers Remixed, Garden Of You Mind
The classic scene is set: Charles Dance in full Shakespearean mode, issuing a rousing speech to the England rugby team, "Cry God for Harry, England, and Saint George!'" and all that. Except there is a Welshman sat in the dressing room.
The connected home, moving beyond the early adopter stage, is now trickling into the mainstream. Research we recently undertook highlighted that 17% of Brits would like and have no concerns about installing smart devices into their home. While on the other side of the pond a study by Accenture illustrates that 69% of consumers are planning to buy a connected […]
Brands including Babyliss, Illamasqua, Nails Inc, Max Factor, Murad, Real Techniques and Bourjois will be showcasing their products on board Very.co.uk’s ‘Very Beauty’ bus, touring the UK this autumn. The online fashion and beauty retailer’s £600,000 campaign has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter, bringing toge […]
From September, advertisers using Google AdWords will no longer have the ability to de-select close variants. Close variants matching is an AdWords feature that allows ads to occur on misspellings and close variations to keywords within a campaign. Read more on SMEs urged to recalibrate AdWords campaigns ahead of close variant changes… […]
The results from a recent iProspect study into how older consumers (50+) use the internet when booking holidays showed one in three 50-69 year olds would make an online booking after watching video content about a destination. Read more on Infographic: The golden age of travel booking… […]
From Dolly Parton, George W Bush and Oprah to this ‘cute’ two-year-old, everyone is doing it: unless you’ve been living under a rock for the past fortnight, your news feed is probably as full as ours with the now infamous Ice Bucket Challenge. Read more on Has the Ice Bucket Challenge reached its tipping point?… […]
How do you get your charity noticed in a space already overflowing with e-petitions and direct mail? You could build a life-sized 3D printed elephant, which is how World Animal Protection (previously known as WSPA) has creatively chosen to get its message across as part of a campaign urging holidaymakers to boycott elephant rides and shows. Read more on Worl […]
About The Wall
The Wall is a digital blog that helps the marketing, media and communications industries to understand the effects of emerging technology and media change.
From ecommerce and email, to search and social media, The Wall features expert commentators and analysis of digital developments.