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LONDON, NEW YORK, PARIS, BERLIN, STOCKHOLM — December 10, 2013 — Samsung is the most successful social video brand of 2013. The technology giant’s video campaigns attracted more shares this year than any other advertiser, according to new data released today by Unruly — the award-winning platform for social video advertising.
Thanks to the global success of such campaigns as “S4: Sound & Shot”, Samsung attracted 7.3 million shares* - 2.3 million more than insurance company GEICO in second spot and a 201.20% increase from the previous year, when they finished eighth.
In third spot is Dove, the Unilever brand which attracted 4.52 million shares in 2013 (source: Unruly Viral Video Chart*) thanks to its record-breaking campaign “Real Beauty Sketches”, the most shared ad of the year and the most viewed online video ad campaign of all time.
After just missing out on last year’s top 10, Budweiser makes the cut in 2013, while Evian returns to the social video spotlight following the success of “Baby&Me”, their follow-up to the record-breaking “Roller Babies” campaign of 2009. Pepsi also replaces Coca-Cola in the top 10 following an incredible year of social video success, which included the controversial ‘prankvert’ “Test Drive”.
Last year’s number one brand, Google, does not make the top 10 in 2013, dropping down to 12th place, with a 48.5% decrease in sharing from the previous year. Other brands to drop out of the top 10 are Nike, TNT Benelux, DC Shoes, P&G, Abercrombie & Fitch and Volkswagen. Kmart, EA and Unilever ice cream brand Cornetto make it into the top 10 for the first time.
Unruly co-founder and COO Sarah Wood said: “A sharing event is the gold standard in the social economy because it demonstrates deep viewer engagement and active viewer endorsement. Precisely because it’s based on the number of shares rather than the number of views, Unruly’s 2013 Social Video Share Index is the definitive measure of brands social video success.”
It means Samsung will also pick up the award for the Most Shared Brand of 2013 at the inaugural Unruly Video Sharing Awards (#VSAs), the first event of its kind to honor the year’s social video stars, with the winners announced on Twitter today (December 10).
The VSAs will also recognize the most shared music video, movie trailer, meme-jack and crowd-sourced ad, plus a breakdown of top-performing brands by product category.
The ceremony will begin at 11am EST/ 8am PST, so tune in on Twitter using the hashtag #VSAs to see who picks up a coveted Golden Cat as their prize. A full list of the winners will also be published on the Unruly website today at 11am EST as the awards are announced.
Wood added: “We are delighted to be hosting the first-ever Unruly Video Sharing Awards. They are a celebration of the best social videos of the year and the brands and video creators that have moved us and entertained us over the last 12 months. Online video is the most powerful and accessible medium of our time for anyone wanting to engage an audience and spread a message, whether that’s brand advertisers or social campaigners.
“An online video hit, spread by online word-of-mouth, is like a megaton sneeze that travels round the world. The impact and importance of the medium is only going to increase as video consumption continues to rocket and the text web is displaced by the visual web. That’s why it’s so important to recognize and celebrate the best work in the field.”
Unruly’s 2013 Social Video Share Index and Video Sharing Awards are based on the number of shares tracked - regardless of content release date - between January 1, 2013 and November 18, 2013. Data comes from the top 5,000 most shared videos during this period.
The data was sourced using Unruly Analytics™ and the Unruly Viral Video Chart™, which ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views. As such, it’s a true measure of a brand’s viral success, ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption (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. To see where your brand ranks, email firstname.lastname@example.org.
UNRULY, UNRULY VIRAL VIDEO CHART, UNRULY ANALYTICS and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
Marketing technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates.
Our end-to-end solution cracks the code on social video sharing. Brands can predict shareability with Unruly Labs, engage their audience across the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 2.7 million customizable data points.
The Unruly Viral Video Chart has tracked 365 billion video views since 2006. With an engaged audience of over a billion consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 3.5 billion video views across 3,000+ social video campaigns for over 400 brands including Volkswagen, Dove, Coca-Cola, T-Mobile, Microsoft, Warner Bros and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.
Founded in 2006, Unruly has 12 offices and employs over 130 people globally. In 2012, Unruly secured a $25 million Series A investment led by Amadeus, Van den Ende & Deitmers and Business Growth Fund - the largest ever for a private company in the social video space. The company has won over 15 awards including 'Best Content Distribution Service' at the Braves Awards; 'Digital Innovator of the Year' at the Sunday Times Hiscox Tech Track 100; 'International Management Team of the Year' at the BVCA Awards 2013 and #14 on the Deloitte Technology Fast 500 EMEA.
To find out more visit www.unrulymedia.com.