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
Cheil Worldwide has hired WPP's Chris Chalk to run its European operations as president and chief strategy officer, as part of its ongoing efforts to boost its senior management team. […]
TV ads with augmented reality technology like Blippar can bring disjointed viewers in a family together, according to Jide Sobo, MEC's head of mobile. […]
Sudocrem, the nappy rash cream brand, has appointed independent advertising agency The Minimart to its £3m UK ad account as it looks to expand the brand. […]
For an industry supposedly in demise, the music business is leading the way when it comes to generating social currency. And, for the savviest of social marketers, generating sales as well. Read more » […]
Bricks and motor retail business is under huge pressure and technology sometimes seems to be its enemy. But in fact technology could be offline retail’s saviour. A challenge is to know what technology to invest in when it everything changes so fast. In such circumstances, it is a great help to root oneself in the way consumers make decisions and consider how […]
Can Yahoo get its “cool back”? As that is what it is trying to do according to CFO Ken Goldman and one of the ways it might try and achieve that is to buy Tumblr. Read more » […]
The marketing world is a very different place from what it was fifteen, ten or even five years ago. The impact of technology on how marketers approach and engage audiences is something that is still in a major state of flux and, with the current speed of technological development, this isn’t likely to change soon. But this is familiar ground. Read more » […]
We’ve heard this before: we need to get serious about mobile as game-changer, especially in retail. And, yes, we’ve heard it because it’s impossible to ignore. The rapid developments are particularly acute in the UK. We love our smartphones: the average UK mobile connection used 424 megabytes of data per month, ahead of Japan (392 megabytes) and the US (319 […]
Yahoo! will integrate Twitter into its news frontpage, continuing its battle to be relevant in the social age. Certain tweets will now be included amongst the aggregated news headlines, although it’s not yet clear how they will be selected. Read more » […]
It’s been a good few days for YouTube sensations. After Commander Hadfield was a Space Oddity, the latest thing to go viral across the web is a video of Abercrombie and Fitch clothing being given to homeless people in the US. Read more » […]
Tesco’s UK Twitter feed is the best in the world for social customer care, according to a survey by social analytics expert Socialbakers. The company found that despite having almost 80,000 followers, @UKTesco answers 65% of user questions in an average of 81 minutes in its survey for Q1. Read more » […]
Nice idea here from the Guardian to celebrate reaching the Twitter milestone of one million followers. To mark the occasion it wants to find out more about its followers and where they are tweeting from. Read more » […]
Like many of the digital folk reading this, I read a lot of blogs, books and pretty much anything that piques my interest. Hell, I’ve even been known to drop into the occasional Google+ Hangout. Doing the rounds, there is a common theme on approaches to content marketing. Read more » […]
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.
Pingback: Top 10 des publicités virales les plus partagées en 2012 ! | Il Était Une Pub
Pingback: Google is the most shared social video brand of 2012 | The Wall Blog
Pingback: Super Bowl 2013 - Social video facts that every brand should know [infographic] | The Wall Blog