Unruly Blog Social Video Marketing

Unruly's Vine Study Shows Branded Vines 4x More Likely To Be Shared Than Branded Videos

09.05.2013 by Eddie Tomalin

5 Vine Tweets Sent Every Second, Says New Research

Five Vine videos are shared on Twitter every second. That’s according to new research released today by video technology company Unruly into the sharing patterns surrounding Twitter’s popular new mobile video app, which this week celebrated its 100-day birthday.

Using data collected from Unruly’s new Vine app, the study also found that branded Vines are four times more likely to be shared than branded online videos and that, generally, more Vine tweets occur during the weekend than all of the weekdays combined.

Collecting data from over 10 million Vines during a one-month period, it found that:

On average, 5 tweets per second contained a Vine link;
Weekends are the most popular time to share Vines. In fact, in most cases, they are more popular than all the previous weekdays combined;
Branded content accounts for 4% of the Top 100 tracked Vines (in comparison, only 1% of content is branded in the Unruly Viral Video Chart Top 100 Most Shared Videos);
Between 10-11 am EDT is when most Vine activity occurs;
Out of the 10 million Vines sampled, only 433 had more than 500 tweets, 176 had over 1,000 tweets and just 51 had more than 2,000 tweets;
The largest number of Vine tweets during the sample period (19,667) was sent on Monday, April 15 at 3-4pm EDT – just after the Boston Marathon explosions;
The number one Vine tracked over the period had 47,000 tweets, while the 100th most shared Vine video had 1,400 (see link below for top 100).

“This data can really help brands determine a strategy for using Vine in their marketing efforts. We have already seen brands like General Electric, adidas, AT&T, Volvo, Pepsi-Co and GAP adapt to the platform,” said Matt Cooke, CTO and co-founder at Unruly. “Vine is being used in a very complementary way to Twitter, with the 6-second video becoming the ‘ad’, much like the 140-character tweet.”

Top 20 Most Tweeted Vines

	Author	Description	RTs	Link
1	Harry Styles	Emo's getting ready	47,894	http://vine.co/v/btBiEqQpgeU
2	Doug	Boston Marathon news	39,546	http://vine.co/v/bFdt5uwg6JZ
3	Harry Styles	Running and getting swooped at	33,757	http://vine.co/v/bUn7ddg2j9r
4	Lou Teasdale	Clickin clubbing	25,146	http://vine.co/v/btbFIFKh9qX
5	TylerTheCreator	SIKE!!!!!	16,708	http://vine.co/v/btXPeEhvpjL
6	TylerTheCreator	Real Harlem Shake	12,573	http://vine.co/v/bDFIMdrr6BK
7	Mike Carroll	FBI agent climbing	11,015	http://vine.co/v/bU6YvrOvnvx
8	Mike Lerner	That's a lot of phones	7,515	http://vine.co/v/bUMaEpnnjLn
9	The Wolverine	Movie Teaser	7,312	http://vine.co/v/bDExaiMjJ1F
10	Will Sasso	I Will Always Love You	7,076	http://vine.co/v/bgep05eMY3l
11	Lou Teasdale	Happy Birthday Tour	6,751	http://vine.co/v/bDMMiIjLVq0
12	Darren Criss	Blaine/Darren	6,204	http://vine.co/v/bUXa5dq22HW
13	Wiz Khalifa	Best mom ever	6,121	http://vine.co/v/bFqbzzH2zmD
14	Lou Teasdale	Me and Niall tour bus	5,525	http://vine.co/v/bDbuFEZd1BX
15	Wiz Khalifa	Im finna teleport	5,403	http://vine.co/v/btlIn0b067x
16	Uncle Blazer	PSA	4,974	http://vine.co/v/bj17p6hiiv0
17	Darren Criss	Principal’s office	4,629	http://vine.co/v/bTKiUUpZJFd
18	Darren Criss	Blaine on tour	4,290	http://vine.co/v/bPF6rA5bjpL
19	Kellin Quinn	Me getting naked	4,142	http://vine.co/v/bjj6erPUPEa
20	Marlo Meekins	MarLo Meekins's post	3,972	http://vine.co/v/b623zdwVuJB

“Vine sharing is really starting to take off. In just over 100 days, we are already seeing 5 Vine videos being shared every second. There is a massive opportunity here for brands to get really creative with this 6-second sensation, either to grab people’s attention quickly or as part of a much larger content marketing strategy,” continued Cooke.

“However, advertisers need to remember the fundamentals of why people share videos, short or long. First, they need to elicit an emotional reaction from their audience, and secondly they need to give their consumers a reason to share.”

To view the 100 Most Tweeted Vines, please click here. Unruly has also developed a Social Video Player plug-in that allows brand to integrate Vine into their current social video campaigns.

You can gain more insight into Twitter’s Vine app by downloading Unruly’s Guide For Brands On Vine here.

About the Methodology

The data collected is from March 22, 2013 to April 22, 2013. Data was sourced from Twitter querying Vine links, and over 10 million Vines were collected by Unruly during the sample period. Data points were collected using Unruly’s proprietary technology, which powers Unruly Analytics™ and the Unruly Viral Video Chart™.

Friday Round-Up: 5 New Video Ads You Should Watch Right Now (17/05/13)

17.05.2013 by David Waterhouse

VW, Microsoft And Old Spice Among Hottest Ads Of The Week

Old Spice behemoth Terry Crews has a bodybuilder baby, Microsoft asks girls to apply a full face of make-up in 10 seconds and ungrateful babies tell their mums they are doing 'OK' . Yep, it's just another week in Adland.

But which new ads have been gaining eyeballs on the Unruly Viral Video Chart over the last seven days? Which ads have been the talk of the online world this week? Well, here are our five picks:

5. Volkswagen: Lucky Man

Here is an ad that is sure to wake you from your morning drowsiness with a jolt. Volkswagen's "Lucky Man" may start like a saccharin-sweet breakfast treat, but it certainly doesn't end that way.

Created by Deutsch LA, the commercial begins with the perfect family man waking up from his perfect slumber in his perfect house. Let's call him Jim.

Jim kisses his perfect wife and then bonds perfectly over the breakfast table with his son. Even the song - a cover of Emerson Lake and Palmer's "Lucky Man" by My Morning Jacket's Jim James - perfectly portrays Jim's life. Lucky Jim!

But can Jim's luck last? Well, clearly, Jim has taken his blessed life a little bit too casually as he seems to think that if he reverses into the path of a speeding car he will somehow avoid an accident.

Well, he doesn't, but thanks to the Volkswagen Passat (and the vehicle's coveted status as a 2013 IIHS Top Safety Pick) he escapes unscathed. Not sure about the other driver, though!

The choice of music is, of course, ironic. Jim is a lucky sod, but the fact that he walked away from the accident is more down to the vehicle's design, not luck.

Directed by MJZ director Matthijs van Heijningen, who also shot the Cannes-conquering "The Bear" spot for BETC and Canal+, the spot is a well-made safety message that could well make you think twice the next time you buy a car.

4. JOHNSON'S Baby: You're Doing OK, Mom

Tissues at the ready! This Mother's Day ad from JOHNSON'S Baby is sure to have a lot of mums reaching for the Kleenex.

The ad tries to imagine what it would be like if babies could talk. Just what would they say?

Well, as this is a commercial for Mother's Day rather than some terrible 80s horror flick, you will be delighted to know that they only have nice things to say, particularly about their mums (sorry dads).

They love the way you sing the Barber of Seville when you wash their hair (these babies are smart), and they really love the foot rubs.

But let's not mention the "strained carrots incident", OK.

3. Ryan Lee Chiropractic Center: Cracked

The Commercial Kings, Rhett & Link, this week returned with a new commercial - and this cracking campaign will make you feel even more uncomfortable than their usual ads.

It's for the Ryan Lee Chiropractic Center, in Los Angeles, and essentially consists of the eponymous Lee cracking the bones and contorting the bodies of a number of his patients.

His tagline is "Gentle. Comfortable. Professional" - but by the looks of the terrified faces of the array of attractive ladies he has on his table and the sickening, bone-crunching noises that accompanies every procedure he makes, I'm not so sure about the second adjective.

However, as always, The Commercial Kings have come up with an ad that is far more watchable than it should be.

From The South Of France To Shoreditch: Book Now To Find Out The Secret Of Social Video Success

16.05.2013 by Hayley Strang

This quarter we’ll be popping up at some of the hottest content marketing and social video events on the planet!

From Cannes to Shoreditch - we’ll be giving some hands-on workshops and presentations, screening the best branded content out there right now and explaining the science behind sharing.

Join our CEO, Scott Button at Cannes Lions 2013 as he runs a hands-on workshop about how brands can make video content which causes people to laugh out loud, tingle with anticipation or feel the hairs on the back of their neck stand on end.

Or hop along to Brand Innovators in New York to hear more about emerging platforms, consumer behaviour and how to reach consumers across multiple screens.

Wherever you are in the world, come along if you want to hear how you can create contagious content, how you can predict a viral hit and take away some top tips for social video success.

Check out our upcoming events calendar below and make put it in your diary if you want to say hello!

Unruly Americas Events

WOMM-U

When: 20 May, 2.45 – 3.45 pm CDT

Where: Radisson Blue, Chicago, IL

Who: Unruly VP of Sales, Amanda Farrell

What: Join us for a panel on the ‘Recipe for the “Secret Sauce" in Creating Contagious Content’.

An interactive session showing the best branded videos, revealing share rates and showing the science behind the sharing.

Sign up!: http://www.womma.org/calendar/detail/3/WOMM-U

Brand Innovators

When: 13 June, Time TBC

Where: L’Oreal, Redken Exchange Theater, New York

Who: An Unruly!

What: Unruly will be at Brand Innovators’ Integrated Media Buying Summit. Come and join us for a day of discussions about emerging platforms, consumer behavior and how to reach consumers across multiple screens.

Sign up!: http://brandinnovatorsintegratedmediabuying.com/

Unruly EMEA Events

Digital Shoreditch

When: 22 May, 11.00 - 11.20am (Cat: Unruly ShareRank) 20^th May from 2.30 – 2.50pm (Deana: City Unrulyversity)

Where: Shoreditch Town Hall, Assembly Hall

Who: Cat Jones, Director of Product Innovation, and Unruly’s Chief People Officer, Deana Murfitt

What: Cat will be presenting data from Unruly ShareRank, our proprietary algorithm which allows advertisers to accurately predict the ‘shareability’ of a video, before it is even launched. She will also be dispelling some social video myths. Deana will be presenting alongside Caroline Wiertz, Associate Professor of Marketing at Cass Business School, about City Unrulyversity, the pop-up university at the heart of Tech City which, in collaboration with Unruly and City University, is on a mission to inform, inspire and empower a new generation of Tech City entrepreneurs.

Sign up!: https://tickets.digitalshoreditch.com/

FODM

When: 6 June, 9.15am – 5.30pm

Where: Grange Tower Bridge Hotel, London

Who: Unruly co-founder and COO, Sarah Wood

What: Sarah will be presenting a ‘7x7 session’ – a seven-minute session on ‘The Seven Trends for Social Video’. Find out what brands are already winning big and hear Sarah talk about the hottest trends in social video right now.

Sign up!: http://econsultancy.com/uk/events/fodm_london

Cannes Lions

When: 20 June, 9.30-10.30am and 2-3pm

Where: TBC

Who: Unruly co-founder and CEO, Scott Button

What:Join Unruly at the highly-anticipated Cannes Lions 2013. Our CEO Scott will be presenting on ‘The Golden Rules of Advertising’. Join this interactive session for a rollercoaster ride through video content; the most exhilarating, powerful and spellbinding medium of our times.

Sign up!: http://www.canneslions.com/the_festival/programme/event_detail.cfm?event_id=934

9^th Annual RBS Media Conference

When: 25^th June, TBC

Where: TBC, London

Who: Unruly co-founder and CEO, Scott Button

What: Join Scott as he talks about ‘How Technology is Disrupting the Media Landscape’.

Sign up!: http://www.rbsevents.co.uk/media-conference/

CDN World Forum

When: 26 June, 4.55pm

Where: National Hall, Olympia, London

Who: Unruly Co-founder and COO, Sarah Wood

What: Join Sarah as she talks about ‘Video Content Optimisation and the 7 Myths of Social Media Marketing’. Find out if size does matter? Can celebrity stardust make a difference and what's with the wave of anti-social "punk ads" currently sweeping the Internets?

Sign up!: http://www.cdnconference.com/conference/conference-agenda.html

IAB FMCG Forum

When: 27 June, 12.30 – 5pm

Where: IAB Offices, 14 Macklin Street, London

Who: Oliver Smith, Commercial Director EMEA, and Laura Huthwaite, Account Director

What: Join Olly and Laura as they discuss two years of research spent looking at the DNA of what makes a social hit. They will also discuss the FMCG ads we wish we’d made and what makes them so special.

Sign up!: http://www.iabuk.net/events/library/fmcg-forum-0

Friday Round-Up: 5 New Video Ads You Should Watch Right Now (10/05/13)

10.05.2013 by David Waterhouse

Audi, Samsung and Google Among Hottest Ads Of The Week

Old Spice Guy gets a new job, two Spocks battle it out and Google gets misty-eyed over moms. Yep, it's just another week in Adland.

But which new ads have been gaining eyeballs on the Unruly Viral Video Chart over the last seven days? Which ads have been the talk of the online world this week? Well, here are our five picks:

5. Samsung: Graduation Pool Party

Samsung has launched a new ad for its S4 smartphone which mocks Apple and depicts iPhone users as out-of-touch Baby Boomers.

Yep, just eight months after mercilessly making fun of Apple fan-boys in the incredibly successful The Next Big Thing Is Already Here, the South Korean giant is at it again.

This time the minute-and-a-half-long commercial, backed up by some serious TV air time, features a graduation pool party.

While the young and hip graduates all have Samsung S4s, their parents and grandparents all have, well, a certain other smartphone.

It means that while the younger generation enjoy certain cool features like Air Gesture, Air View, TV remote app and S Beam, their elders are left frustrated because theirs can't do the same.

The message of the video is summed up in one quote, uttered by the granddad. He says, "So what you are saying is some smartphones are smarter than others. So what are we doing with these phones?"

Ouch!!

Friday Round-Up: 5 New Video Ads You Should Watch Right Now (03/05/13)

03.05.2013 by David Waterhouse

Renault, Carphone Warehouse And Microsoft Among Hottest Ads Of The Week

Shoppers get prank calls, cats do yoga and Renault takes speed dating a bit too literally. Yep, it's just another week in Adland.

But which new ads have been gaining eyeballs on the Unruly Viral Video Chart over the last seven days? Which ads have been the talk of the online world this week? Well, here are our five picks:

5. Carphone Warehouse: Fonejacker Prank Quiz

It seems people will do anything to get their hands on the new Samsung Galaxy S4.

And if that means being stuck on the phone for ages supposedly by an annoying automated computer that keeps getting your responses wrong then so be it.

To make matters worse, some of the questions are a little odd. It asks one bemused shopper: "Are you an Israeli spy?" And to another: "Have you ever made love with your socks on?"

However, people are happy to go through this phone torture in the hope of winning the new smartphone. But no one wins, mainly due to the fact that the questions get a lot tougher and a little bit more subjective.

So when one participant answers that Jon Bon Jovi is more handsome than One Direction singer Harry Styles, a "wrong" buzzer is sounded and the call is ended. (Bon Jovi is clearly more handsome!)

Of course, it's not a real competition, just the latest in a long line of 'prankverts' - or filmed stunts created by brands - this year.

This time, rather than Samsung, it's from mobile retailers, the Carphone Warehouse, who enlisted the help of comedian Kayvan Novak - a.k.a. 'The Fonejacker' - to prank shoppers who answer a ringing phone in their stores.

A Carphone Warehouse spokesperson said the stunt was designed to show "the lengths customers would go to for the highly anticipated S4".

And they are not wrong!!

Most Shared Ads Of April 2013: Dove Pips Kmart And Evian To Top Spot

07.05.2013 by David Waterhouse

Three is the magic number in this month's Unruly Global Ads Chart. That's because for the first time in the chart's long history, three ads launched in the same month also made it onto the top 20 most shared ads of all time.

On any normal month, Evian's superb ad Baby&Me or Kmart's mammoth hit Ship My Pants - with 2.3 million and 2 million shares respectively - would have easily grabbed top spot.

But April was anything but normal, with three very different ads from brands with varying social video pedigrees totally dominating.

The number one spot instead went to Dove for its Real Beauty Sketches campaign. Launched on April 14, it attracted 3.1 million shares last month. The three-minute video, created by Ogilvy Mather for the Unilever brand, shows that when it comes to their beauty, women really are their harshest critics.

The idea behind the commercial is simple: get seven women and ask a forensic artist to create two sketches of the each woman - one based purely on her own description of her own appearance and the other created from a complete stranger's description.

The result, of course, is two hugely different portraits, with the first being distinctly less flattering than the second (although it has to be said that as he is a forensic artist most of the pictures look like they have just committed a bank robbery).

Looking at the ad's performance so far, it’s also looking very good for Dove, which last scored a big social video hit back in 2006 with Dove Evolution. Just over two weeks since its launch, it is already the fourth most shared ad of all time, above established hits such as Budweiser’s Super Bowl smashBrotherhood and P&G’s Olympic hit, Best Job.

It’s not hard to see why. As well as eliciting a very strong emotional response from its target demographic, the video’s inspirational message has to be shared. Why? Because anything that will make the women in your life feel better about themselves is surely worth sharing.

Chancellor George Osborne Visits Unruly HQ To Launch New Initiative Designed To Nurture High-Growth Businesses In The UK

26.04.2013 by David Waterhouse

Unrulies were delighted to welcome George Osborne to our London HQ yesterday to launch a new scheme aimed at encouraging high-growth businesses in the UK to grow even faster.

The Chancellor of the Exchequer was joined by Joanna Shields, chief executive of Tech City, Xavier Rolet, chief executive of London Stock Exchange Group and most of the world’s media as they rolled out the 'Future Fifty', a “concierge service for the 50 most promising high-growth companies that we want to see listing in London in the years ahead”.

Unruly's Princelet Street office in Shoreditch - at the heart of Tech City - was chosen as the ideal launch pad for the new initiative after we were listed by Deloitte as one of Europe’s fastest growing companies.

Osborne, citing Unruly has an example, said: “Growth is here. In London, in the UK, amongst our SMEs. We must nurture them. We need to back the insurgent businesses that create the majority of new jobs and innovations in the economy. We’re going to be rolling out the red carpet to the world’s fastest growing companies, and making it as easy as possible to list in the UK.”

The Future Fifty was launched to address the fact that “too many companies leave our shores when they become successful”.

Shields said: “There is a rising tide of successful, high-growth businesses in this country. But if we want to enable them to achieve their true potential, transform the markets in which they operate and generate significant economic benefit, we must do everything we can to help them grow. Too many companies leave our shores when they become successful. The Future Fifty programme will reverse this trend and ensure that the UK remains the best place in Europe to imagine, start and grow a business.”

Unruly co-founder and COO, Sarah Wood, who greeted the Chancellor on his arrival, said the scheme was welcome news.

She added: “There are many companies like us, here in Tech City, across London and across the UK - high-growth, tech and innovation-led companies that represent a new wave of entrepreneurialism. And it’s these lean start-ups, with their ambition, imagination and open access to an incredible talent pool that are driving our digital economy.

“Access to capital is not so open, not so incredible. That’s why it’s great to see the London Stock Exchange and the UK Government taking action. The launch of the high-growth segment represents a significant milestone for UK entrepreneurship. Any support the government can give is helpful.”

Osborne, who also chatted with Unrulies in the staff kitchen, took time of out of his busy schedule to tweet about how much he enjoyed his stay.

Futher reading:

Friday Round-Up: 5 New Video Ads You Should Watch Right Now (26/04/13)

26.04.2013 by David Waterhouse

Evian, LG And Durex Among Hottest Ads Of The Week

Babies dance, a burglar falls over and men have some problems in an Amsterdam toilet. Yep, it's just another week in Adland.

But which new ads have been gaining eyeballs on the Unruly Viral Video Chart over the last seven days? Which ads have been the talk of the online world this week? Well, here are our five picks:

5. Durex: Fundawear

You can now reach out and 'touch' someone over the internet, thanks to Durex.

That's right, the condom manufacturer has been spending a lot of time in the lab (possibly too much time) recently as part of their "Durexperiments" and have come up with underwear, called 'Fundawear', which allows you and your partner to 'prod and rub' you over the web through remote sensors.

Skeptical? Well, just to show it works, Durex Australia - which has been working with ad agency Havas Worldwide, in Sydney, on the campaign - last week previewed the new tech to the world through a video conversation between a giddy Aussie couple, which was posted on the company's YouTube page.

In the clip, the young man uses the a phone app to prod and poke his giddy girlfriend in the breast. She responds through sensors attached to his underpants. For the benefit of those still unconvinced, she even chimes in with the assuring, "it feels like you're touching me".

Whether you are convinced or not, Durex Australia claims it could be the "future of foreplay". And certainly by the number of views and shares - 4.41 million and 131K respectively - they could be on to something (although I am sure some of the video's success is watching two attractive people getting 'touched' in their underwear).

You can even win some Fundawear by entering a competition on Durex Australia's Facebook page.

Ad Of The Day: New Vibrating Underwear Video From Durex Teases Its Way Up The Unruly Viral Video Chart

23.04.2013 by David Waterhouse

You can now reach out and 'touch' someone over the internet, thanks to Durex.

Whether you are convinced or not, Durex Australia claims it could be the "future of foreplay". And certainly by the number of views and shares - 3.4 million and 105K respectively - they could be on to something (although I am sure some of the video's success is watching two attractive people getting 'touched' in their underwear).

You can even win some Fundawear by entering a competition on Durex Austrialia's Facebook page.

Ad Of The Day: Evian Wants To Release The Dancing Baby In All Of Us

22.04.2013 by David Waterhouse

Love them or just a little bit creeped out by them, Evian's cheeky dancing babies are back for an encore.

This time the toe-tapping tots have taken off their roller-skates in the latest campaign to come from the French water brand.

Instead, they are represented as reflections of Paris passers-by on a mirrored city building. Of course, it's a less-than-subtle metaphor of how Evian can put you in touch with your inner child.

And how can we resist the sight of toothy toddlers in old women's clothes and facial hair dancing to a remix of 1990s Ini Kamoze hit, “Here comes the Hotstepper”?

Created by BETC, Paris, it has a long way to go to replicate the success of the original record-breaking Roller Babies ad, which since 2009 has attracted almost 3 million shares, making it the fifth most shared ad of all time.

But it has made a good start. According to the Unruly Viral Video Chart, it has so far attracted over 600,000 shares since its launch on Friday.

Interestingly, the launch has also boosted the popularity of the original ad, with 2009's Roller Babies also one of the most shared ads over the last 24 hours.

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