Even Justin Bieber has to buy a little buzz every now and then.
The teen-pop phenom and unofficial king of Twitter debuts atop the Ad Age Viral Video Chart this week with a new ad for his fragrance, Someday. The campaign was supported by paid ads on Facebook, a custom iPhone app and a branded YouTube channel, among other placements, and given extra visibility from his headline-making trip to Hawaii with girlfriend Selena Gomez -- enough to rack up 3.1 million views in its first week. So much buzz, even Marc Jacobs is vying for a piece of it.
The Bieber ad is one of seven new videos to enter the chart this week, including a No. 4 debut from Lady Gaga. The pop star's new ad for Google, which premiered during her appearance on "Saturday Night Live" May 21, is already outpacing Google's previous two entries in its "The Web Is What You Make of It" spots for Chrome, including "Savage Love."
Dirt Devil shoots onto the chart at No. 2 with its month-old "You Know When It's the Devil" campaign. After an asset from the "Exorcist"-themed clip was uploaded onto video-hosting site Vimeo, the campaign received a major boost in awareness, to the tune of more than 2 million views. Other new entrants include Reebok's "76 Buddies" at No. 5, a campaign for the shoe brand's RealFlex sensors; Canadian retailer the Camera Store's "Battle At F-Stop Ridge" at No. 6; Friskies" Games for Cats" at No. 7, proving once again that cat videos are a virtually foolproof way to get lots of views; and Acuvue's "1 Day" video contest, which received a boost after musical host Charice appeared on the season finale of "Glee."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Justin Bieber Fragrance||Someday||HOWL group||3,153,596||New|
|2||New||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wurttemberg||2,083,143||New|
|3||1||Evian||Live Young||BETC Euro RSCG||1,357,989||+3%|
|4||Back on Chart||The Web Is What You Make Of It||BBH, Google Creative Labs||1,226,633||Back on Chart|
|6||New||The Camera Store||Battle At F-Stop Ridge||N/A||813,100||New|
|7||New||Friskies||Games for Cats||N/A||743,165||New|
|8||5||Blendtec||Will It Blend?||In-house||630,230||+2%|
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.