We are closing in on the end of the year; so expect to start seeing a bunch of “Year in review…” or “Countdown of 2014’s [insert topic]” posts to start popping. To help get things started, iMedia Connection has posted the “Top 10 most-watched video campaigns of 2014.” Through a bunch of fancy math, they are able to track a campaign’s online reach.
Let’s talk about some stats, and then we can just watch some videos (I feel kind of like a substitute teacher, I’ll just gloss over some details at the beginning of class and then wheel the TV cart into the classroom and hope no one asks me a real question – because I don’t have the answers). According to Mallory Russell, the average viewership of the top 10 campaigns has increased 11.9 million views from 2013 to 2014 (69.4 million views in 2013 and 81.3 million in 2014). In 2013, only one campaign surpassed 100 million views, and this year three campaigns hit that six figure mark.
What is interesting is if you look at a general theme between these top 10 campaigns, there are two topics that a lot of these videos fall into – World Cup or Female Empowerment. Five of the ten campaigns were related to the World Cup, and two are Female Empowerment. I’ve picked my favorite campaign from those two groups, and I’ll post them below.
World Cup – Nike actually had two campaigns that were popular enough to find there way into the top 10 list for 2014, but my favorite is “Risk Everything.” Racking up 138,929,384 True Reach views, I like this video because it does such a good job of getting the viewer to invest – not only into the video, but also the material as a whole. This video introduces some of the top players from different teams. This puts a name, country, jersey and even number to a person, so viewers have recognition and maybe someone to root for.
Female Empowerment – Dove is celebrating its tenth anniversary of its “The Campaign for Real Beauty.” This video has 58,645,812 TrueReach views. Watch as women test out a patch that was developed to change the way they perceive their physical appearance. The women give testimonials describing their feelings for two weeks while on the patch, then after those two weeks, they return to find out what was in that patch to give them more self-confidence. When the women return at the end of the two weeks, look at their hair and wardrobe compared to the beginning the video. Without a doubt, the production team had makeup artists and wardrobe experts on set, but even still… This is such a great example of how video can visually and subtlety tell a story. You can see a difference in how each woman carries and presents herself. I feel like this is a very powerful campaign.
At Transformation Marketing in Lincoln, Nebraska, our production department can work with you to develop the proper video for your website, TV commercial, or social campaign. Whether your video should be entertaining, informative, funny, or inspiring… we can help you develop the right type to effectively connect with your visitors. After all, ‘it all comes down to trust and results.’