Google launched its social network Google+ by putting it behind a giant velvet rope: only the special few initially got in. That may have actually heightened public curiosity, given the amount of news coverage. And sure enough, a collection of Google's demo videos debuted at the top spot on the Viral Chart with 3.5 million views last week alone.
The campaign played to the public's piqued curiosity, putting together a set of ads, each of which explored a different feature of Google+, as well as an overview, called "A Quick Look," posted below. The good people at Visible Measures say it doesn't appear that Google needed to paid promotions for this campaign, with everyone jostling to learn more about their coveted product. As we've said before, Google is particularly adept at promoting its own products in video, as well as leveraging YouTube.
Dirt Devil slipped down from its perch this week, but with its 52% increase in views, didn't go far. At the No. 2 spot this week, its ad campaign is still sucking in plenty of eyeballs.
Vodafone's new campaign featuring F1 racers Lewis Hamilton and Jenson Button debuted at the No. 3 spot due to paid placements, a wise decision since its bland behind-the-scenes-like footage of a fashion shoot wouldn't have brought in those 2.1 million views. GE followed up last year's "Tag Your Green" campaign with "Tag Your Green 2011," hitting No. 4 on the chart this week.The campaign features prominent YouTube personalities iJustine, Shay Carl and Ryan Higa, reaching out to their online audiences, helping the campaign reach 1.1 million viewers last week.
Evian dropped two positions to No. 5 after a 3% drop in views, while Perrier rose up three spots to hit No. 6 with its 52% increase in views. BMW and Apple found their way back to the top 10 chart, while Newegg, a web service that allows users to buy products based on "real reviews by real people," debuted at 10 with an ad campaign supported by paid placements.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||The Google+ Project||N/A||3,576,443||New|
|2||1||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wurttemberg||2,417,326||52%|
|4||New||GE||Tag Your Green 2011||N/A||1,143,685||NEW|
|5||3||Evian||Live Young||BETC Euro RSCG||1,142,849||-3%|
|6||9||Perrier||Le Club Perrier||Ogilvy & Mather||1,050,473||52%|
|7||Back on Chart||BMW||MPowered Performance||Cundari||1,040,044||Back On Chart|
|8||Back on Chart||Apple||iPhone 4 Face Time||N/A||790,557||Back on Chart|
|9||5||TomTom||Break Free||Pool Worldwide||785,019||-16%|
|10||New||Newegg||Take It From a Geek||N/A||692,658||New|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.