Ubiquitous pop sensation Justin Bieber may command legions of tween girls, but that didn't stop the uncanny spot for his new fragrance from freefalling almost completely off the viral video chart last week, according to data released by Visible Measures.
The singer's spot, entitled "Someday" after the fragrance it's selling, debuted last week at No. 1 on the chart with more than 3 million views (thanks to a boost from paid ads on Facebook, a custom iPhone app and a branded YouTube channel, among other placements). It dropped a dangerous 84% this week, barely landing in the No. 10 spot with just over 500,000 views. The awkwardly sensual spot features a dream-like Bieber visiting one of his millions of female fans in a fragrance-induced fantasy.
Speaking of fantasy, the Women's Tennis Association launched its "Strong and Beautiful" campaign with a spot featuring the sport's biggest female stars -- including Serena Williams -- in sweaty, glittery scenes of slow-motion strength. Its debut this week landed it in the No. 4 spot, with 1.1 million views. The Goodby, Silverstein & Partners vid was shot by photographer and filmmaker Dewey Nicks as part of a larger global campaign to promote the WTA Championships in Istanbul.
Izod and Hot Wheels topped the chart with an impressive haul for a promo for its "longest jump by a four-wheeler" stunt, as well as new campaigns from Tom Tom and Heineken, which is back for the next iteration of its ongoing series, "The Date."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||Back on Chart||Izod & Hot Wheels||Fearless at the 500||Mistress||5,705,847||Back on Chart|
|2||2||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Württemberg||2,226,006||+7%|
|3||3||Evian||Live Young||BETC Euro RSCG||1,225,649||-10%|
|4||New||WTA||Strong is Beautiful||Goodby, Silverstein & Partners||1,157,431||New|
|5||New||Heineken||The Date||Wieden & Kennedy||991,064||New|
|6||New||TomTom||Break Free||Pool Worldwide||831,503||New|
|7||Back on Chart||Chrysler||Imported From Detroit||Wieden & Kennedy||822,453||Back on Chart|
|8||8||Blendtec||Will It Blend?||In-house||697,541||+11%|
|9||4||The Web Is What You Make Of It||BBH, Google Creative Labs||526,452||-57%|
|10||1||Justin Bieber Fragrance||Someday||HOWL group||511,458||-84%|
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.
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