Google is the most successful social video brand of 2012. 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 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.
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.
Unruly co-founder Sarah Wood said: “The Unruly 2012 Social Video Share Index  is the definitive chart for measuring a commercial brand’s social video success as it’s 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.”