It was another breakout year for web video, and for the ads that inspired people to watch, post, like, share, tweet or Digg. In a word, the ads that went "viral."
This year the top-10 ads of the year racked up a little more than 320 million views, compared to 196 million for the top 10 in 2009, a 63% increase. Driving the increase is more video consumption and more use of popular sharing tools on YouTube, Facebook and Twitter, not to mention outstanding creative and, in the case of Old Spice, an interactive element that inspired people to participate in the campaign.
The clear winners: Old Spice and agency Wieden & Kennedy, which combined for three campaigns in the top 10 and 168 million views -- nearly as much as the entire top 10 last year. Weiden actually has a fourth video in the top 10, it's "Write the Future" for Nike, an ad campaign that leveraged Nike's biggest stars in soccer, Didier Drogba, Fabio Cannavaro, Wayne Rooney and Franck Ribery, to gain more views on the web around the World Cup than the World Cup's official sponsor, Adidas. It was, as Advertising Age reported at the time, one of the best "ambush-marketing" efforts of the web video era.
|Campaign||Industry||Agency||2010 Views*||Release Date||Watch the Spot|
|1||Old Spice - Responses||Health & Beauty||Wieden & Kennedy||68,299,955||7/12/10|
|2||Old Spice - Odor Blocker||Health & Beauty||Wieden & Kennedy||41,633,251||3/31/10|
|3||Doritos - Crash The Super Bowl 2010||Packaged Food||Goodby Silverstein & Partners||36,544,211||1/5/10|
|4||Old Spice - The Man Your Man Could Smell Like||Health & Beauty||Wieden & Kennedy||36,357,426||2/4/10|
|5||Nike - Write the Future||Apparel & Accessories||Wieden & Kennedy||35,219,072||5/15/10|
|6||DC Shoes - Gymkhana Three||Apparel & Accessories||In-house||22,684,962||8/24/10|
|7||Old Spice - The Return of The Man Your Man Could Smell Like||Health & Beauty||Wieden & Kennedy||22,437,071||6/29/10|
|8||Pepsi - Oh Africa||Non-Alcoholic Beverages||N/A||20,239,289||2/27/10|
|9||Gillette - Perfect Length||Health & Beauty||Jack Morton||18,505,753||6/19/10|
|10||E-Trade - Super Bowl 2010||Financial Services||Grey||18,425,875||2/1/10|
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.
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.