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Red Bull Crowned Most Shareable Video Brand

Unruly Announces Top 10 Brands In Advance of Annual Video Awards; #TheUnrulies Will Celebrate The Videos That Moved The World

LONDON, NEW YORK, SINGAPORE, SYDNEY – January 5, 2017 – Red Bull is the most shared video brand of 2016, according to new data released today by video ad tech company Unruly.

The energy drinks company jumped one place from the previous year to finish ahead of Samsung and McDonald’s in Unruly’s annual round-up of the top 10 brands whose videos have attracted the most shares across social media.

Red Bull’s sports and music videos altogether generated over 14.5 million more shares than runner-up and 2013 winner Samsung (12.5M). McDonald’s finished third after its videos attracted 8.6M shares. Despite not landing a spot on Unruly’s Most Shared Ads of the Year list, Red Bull took home the top spot by relying on an always-on strategy, releasing hundreds of videos throughout the year.

Other brands to feature in Unruly’s top 10 most shared brands include Asus, the Australian Tourist Board, Almarai, Shell and Cadbury, as well as rivals Nike and adidas.

The energy drinks company will receive its award at a special ceremony this month celebrating the most successful video brands and campaigns of the year. #TheUnrulies – a virtual awards show hosted live on Twitter on January 10 – will celebrate the ads and brands that moved the world through video.

Devra Prywes, Unruly’s SVP Insights and Marketing, US, said: “The winners hit the mark by creating highly emotional ads that resonated with viewers, resulting in high levels of engagement and sharing. We have a truly global list of top brands, many of which created videos specifically for and released in individual territories topping the list.”

Unruly’s top 10 most shared video brands of 2016

  1. Red Bull – 27,047,591 shares
  2. Samsung – 12,481,540 shares
  3. McDonald’s – 8,618,554 shares
  4. Australian Tourist Board – 6,417,279 shares
  5. Asus – 5,275,867 shares
  6. Nike – 5,002,131 shares
  7. Almarai – 4,556,429 shares
  8. adidas – 4,512,703 shares
  9. Shell – 4,142,156 shares
  10. Cadbury – 4,082,750 shares

The Unrulies award ceremony will be hosted on Twitter (#TheUnrulies; @unrulyco) on Tuesday, January 10, 2017. Winners will be announced from 11am EST (4PM GMT).

The finalists for each category, which range from Most Emotional Ad of the Year to Most Inspiring Video, can be found here.

“The Unruly Video Awards were created to celebrate the brands that succeeded in creating ads that moved the world and we’re excited to honour them next week in our live, virtual awards show,” added Prywes.


Unruly’s rankings are based on the number of shares – as opposed to views – that ads on Facebook and YouTube attracted across 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, paid metric of video viewership. Data was collected from January 1, 2016 to December 31, 2016.

To help advertisers create an emotional connection with consumers, Unruly has developed Unruly EQ™ – a content testing tool that gives advertisers the data they need to maximise the emotional, social and business impact of their video content.