Activia, Samsung And Nike Top List Of Unruly’s Most Shared Social Video Brands Of 2014
Former Winner Samsung Drops to Number 2 Spot as Activia Becomes Most Shared Brand of 2014; Unruly Hosts Second Annual Video Sharing Awards
Wednesday, December 3, 2014 — Activia has been crowned marketing technology company Unruly’s number one social video brand of 2014, thanks to its record-breaking collaboration with Shakira around the World Cup.
“La La La (Brazil 2014)”- the most shared ad of all time, with more 5.8 million shares worldwide – puts the Danone company ahead of last year’s winner, Samsung (4.3 million shares), and sports giant Nike (3.8 m), in third.
Each of the top three brands capitalized on the global popularity of the 2014 World Cup by launching videos during the year’s biggest sporting event.
Activia launched “La La La” just prior to the month-long soccer championship in May, while Samsung launched multiple videos to coincide with the event, including #Galaxy11: The Training (538,262 shares) and #Galaxy11: The Beginning (404,348 shares).
Nike once again outperformed arch-rival and official sponsor adidas (8th) at the World Cup, with “The Last Game” (2,151,809 shares) and “Winner Stays” (1,432,957 shares) the second and third most popular ads created around the sporting spectacle.
Other brands to feature in the top 10 include Coca-Cola (4th), Budweiser (6th) and Pepsi (9th).
Nicolas Frerejean, Global Marketing Director at Activia, said: “We are delighted to receive the award for the Most Shared Brand of 2014.”
“The video produced with Shakira in support of the World Food Programme has received an incredible response online, and it is amazing to see the campaign at the top of the charts as the most shared branded video of all time!”
“Achieving this is also important in our approach of brand advertising, as viral or social videos have the ability to create a strong level of viewer engagement, and an active endorsement, which is a great measure of success.”
No auto brands made into the top 10, due to a poor ad performance at this year’s Super Bowl, which saw online video shares plummet by almost a third for the first time in the event’s history. Google, which was the winner in 2012, also missed out.
As a result of its success, Activia will pick up the award for the Most Shared Brand of 2014 at the second annual Unruly Video Sharing Awards (#VSAs), the annual award that honors the top social video brands. Winners will be announced today on Twitter.
“We’re delighted to be hosting the second annual Unruly Video Sharing Awards,” said Richard Kosinski, President, US Unruly.
“In a cluttered media landscape these are the hero brands that have cut through the noise, the social brands that have invested in making a genuine connection with their consumers and are creating ads that people choose to watch and share.”
“Increasingly these brands are also tying social success to business results and aiming for valuable virality that delivers value for the bottom line as well as fame at the top of the social leaderboard.”
The VSAs will also recognize the most shared music video, trackvert, movie trailer, plus a breakdown of top-performing brands by product category. The ceremony will begin at 11am EST and the audience is invited to tune in on Twitter using the hashtag #VSAs.
Unruly’s rankings are based on the number of shares – as opposed to views – across Twitter, Facebook and the blogosphere. As such, they are a measure of the ad’s online buzz or virality, ranking ads by the volume of active pass-on rather than the passive, frequently paid metric of video viewership.
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Marketing technology company Unruly is the leading programmatic platform for social video advertising. With 3 out of every 4 video views now taking place outside of YouTube, 83% of Ad Age 100 brands use Unruly’s proprietary technology to reach and engage super-sharers across the Open Web. We’ve delivered 4.69 billion views across 9,200+ campaigns to a global audience of 1.27 billion monthly unique users. Our super power is our predictive tech and unique data. Our secret weapon is our team of passionate people on a mission to #DeliverWow.
Founded in 2006, Unruly employs 160 people across 13 offices in 10 countries, with regional HQs in London, New York and Singapore. As well as a number of accolades recognizing our technical innovation and product excellence (Digiday, Sunday Times, Braves), the company has won ‘Best Companies to Work For’ (Sunday Times), ‘Best Digital Ad Ops Team’ (AOP) and has been named as the UK’s #2 Fastest Growing Tech Company (Deloitte).
Powered by a unique data set comprising 521 billion video views and analyzing 24 million shares per day, Unruly’s technology enables advertisers to algorithmically predict content shareability and programmatically target super-sharers across In-Page, In-Feed and In-Stream ad formats, with guaranteed viewability, shareability and brand safety across desktop, tablet and mobile devices.
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