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Facebook won this year's viral race, not only by being the platform where most videos got shared, but also with its own video content. The campaign "What's On Your Mind?" won the No. 1 spot in this year's top video campaigns as compiled by Visible Measures.
The rankings reflect views for both marketers' original uploads as well as user generated copies, spoofs, and mash-ups; they also include both organic, user-driven views and paid placements.
Facebook's campaign, which revolved around the moments and feelings that lead up to a status update on the social network, generated 295 million views, almost twice as many as the second spot in the list. The promo videos took advantage of commemorative dates such as Father's Day, Fourth of July and Thanksgiving.
The second campaign, The Ad Council's "Love Has No Labels," was boosted by a post on Upworthy's Facebook page that delivered 46 of the 162 million overall views that the campaign acquired since its launch.
Along with Purina/BuzzFeed's "Puppyhood" (6th place), the campaign shows that partnering with online influencers that share the content in their own channels often pays in buzz. Wrigley's "The Story of Sarah and Juan" (4th place) had over 70% of its traffic generated from one link that Ellen DeGeneres posted on her Twitter account.
Another foolproof way to go viral is to go the sports-star route. That's how Adidas made it twice to the chart, with "Create Your Own Game," featuring soccer players from the European League, and "Take It," a medley of athletes the brand sponsors in action their respective sports, including Barcelona's Lionel Messi.
By the way, Messi also makes it to Samsung's "Assemble," which brings together several other sports celebrities around Marvel's movie "The Avengers: Age of Ultron".
However, total views doesn't always mean social interactions and buzz. Amazon's "Amazon App" generated enough views to earn a place in the top 10, but fell flat on engagement, generating less than 500 social interactions, according to Visible Measures.
*Top 10 campaigns of 2015 that launched in 2015. Data as of 12/20/15.
Ad Age's Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
Note: This analysis does not include Visible Measures' paid-placement (e.g., overlays; pre-, mid-, and 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. View counts are incremental by week.
**Indicates percent change in views compared with the same period the week before.