Google is the most successful social video brand of 2012, according to data released by Unruly, a social video advertising platform. The tech giant’s video campaigns attracted more shares this year than any other advertiser, thanks to the success of flagship campaigns such as ‘Project Glass: One Day’. Unruly’s Social Video Share Index focuses on the number of times a video is shared rather than total views, so it’s an interesting look at what goes into making a campaign viral.
Unruly say a number of newcomers have entered the top 10, Coca-Cola, Abercrombie & Fitch, Samsung and P&G replacing last year’s front-runners Budweiser, Evian, T-Mobile, Activision and Kia. Turner Media’s TNT Benelux made it to number three, thanks mainly to the success of ‘A Dramatic Surprise on a Quiet Square‘. In total, the top 10 brands accounted for 35 million video shares.
Unruly co-founder Sarah Wood said: “The Unruly 2012 Social Video Share Index is the definitive chart for measuring a commercial brand’s social video success as it’s based purely on sharing activity rather than views and subjective criteria. This is the content that people are choosing to share. Savvy brands are no longer creating content to merely watch their YouTube view counter tick up, they’re measuring who’s sharing the content, what they’re saying, and how it’s impacting brand metrics.”