Unruly Media has released a list of the top 20 most-shared ads of 2013. Topping the list is “Dove Beauty Sketches,” a three-minute video that examined how women viewed themselves in terms of physical beauty. The ad struck a chord with online audiences making it not only the most shared ad of 2013, but also the most shared online video ad of all time, according to Unruly.
The Dove ad has been shared across Facebook, Twitter, and other social media platforms 4.24 million times, dethroning previous chart topper “Hump Day” from GEICO. Unruly has been tracking online ads since 2006, and nothing has yet to gain the level of engagement that “Dove Beauty Sketches” has.
Following the Dove ad is GEICO’s “Hump Day” video ad, which tapped into the humor vein of social media engagement. As Dove’s beauty ad resonated sentimentally, “Hump Day” can chalk its 4.03 million shares to the popularity of humor-based content online. Additional ads on the list bank on a similar premise, including third place holder, “Baby & Me” from Evian. The follow up to the water company’s “Roller Babies,” the Evian ad tickled audiences to the tune of 3.34 million social media shares.
“The top 20 list shows how brands, big and small, local and global, can make a big impact using social video across the web,” said Richard Kosinski, U.S. president at Unruly. “With the right content and the right distribution strategy, advertisers have the ability to engage consumers at speed and scale.”
According to Unruly, 2013 saw the rise of brands creating their own engaging content online. With few global events to build ads around — Unruly uses the Olympics as an example — brands were forced to experiment with different “emotional triggers,” as seen in Dove’s ad. Scanning Unruly’s rankings, we see that the majority of ads found that the ideal emotional trigger sat somewhere between humor and sentiment.
The data for this study was gathered using Unruly Analytics and the proprietary Unruly Viral Video Chart. Top ad shares were measured from January 1, 2013 to November 18, 2013.