Google is the most successful social video brand of 2012 beating Nike after the technology giant’s video campaigns attracted more shares this year than any other advertiser, according to new data released today by Unruly.
Thanks to the global success of such campaigns as Project Glass: One Day, Google increased the number of shares it attracted in 2012 by 196.8% from the previous year, beating Nike to the top spot by 421,359 shares. Project Glass proved a huge hit for Google and was also included among Time’s Best Inventions of the Year 2012.
This year sees a number of newcomers to the top 10, with TNT Benelux, Coca-Cola, Abercrombie & Fitch, Samsung and P&G replacing last year’s front-runners Budweiser, Evian, T-Mobile, Activision and Kia, showing that competition in social video advertising is heating up. Coca-Cola made the biggest leap, growing by 485.4% from last year. The top 10 brands accounted for a mammoth 35 million video shares.
Google Project Glass
Sarah Wood, Unruly co-founder, said the important thing about this chart is that it is based purely on sharing activity rather than views and subjective criteria.
“This is the content that people are choosing to share. Savvy brands are no longer creating content to merely watch their YouTube view counter tick up, they’re measuring who’s sharing the content, what they’re saying, and how it’s impacting brand metrics,” she said.
Nike Football: My Time is now
By far and away the most watched of the Nike ads was this one. The global film, which picked up more than 20 million You Tube views to date, was Nike’s fastest growing video of all time.
The Unruly 2012 Social Video Share Index
Last week we published The Top 20 Most shared social video ads of 2012. That list was topped by Kony 2012.
The 2012 Social Video Share Index includes all shares, tracked regardless of content release date, between January 1, 2012 and November 22, 2012. The 2011 comparison statistics were also from January 1 to November 22.
The 2012 Index, based on data from the Unruly Viral Video Chart and ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views.
The list shows the extent to which some brands have already recognized video’s potential for brand advocacy and are successfully leveraging the potential of the social web to increase sales. The top 20 does not include movie or TV trailers.
Zeitgeist 2012: Year In Review
Fittingly, we’re publishing this chart on the day Google releases its Zeitgeist 2012: Year In Review video, which is another one of those enjoyable ads that it does so well.