As the year winds down, it’s time to take a look at which brands were the most successful in their online video marketing efforts and why. Visible Measures, an engagement platform for branded videos, has done the hard work of crunching the numbers and coming up with the list of the top 10 brands.
What worked in 2015? Creating campaigns around specific events, adding a little celebrity buzz, and partnering with a hot upcoming movie were all strong strategies for getting views and engaging viewers. As Facebook video rises in importance, Visible Measures says that some brands created short animated videos designed to catch people’s attention as they scrolled through their newsfeed.
Here are 2015’s top ten brands, with links to their most successful videos.
Top 10 Brands
Samsung received more views than any other brand, with 975 million in 2015, and also launched more video campaigns than any other brand. Samsung took a variety of approaches, including informational feature-focused videos, humorous spots, music videos, heartwarming pieces, and brand comparisons. It also created campaigns around Avengers: Age of Ultron, Jurassic World, and The Hunger Games: Mockingjay Part 2.
“Video content advertising is the fastest growing segment of video, making it more and more competitive for brands to rise above the noise,” says Brian Shin, CEO for Visible Measures. “Year-over-year, the growth in both the average views of the top 10 campaigns, as well as the views needed to reach the number 1 spot, demonstrate this.”
Here are the top 10 brand campaigns for 2015.
- Facebook, What’s on Your Mind?
- Ad Council, Love Has No Labels
- Adidas, Create Your Own Story
- Wrigley’s Extra, The Story of Sarah and Juan
- Adidas, Take It
- Purina, Puppyhood
- Air France, France Is in the Air
- Samsung, Galaxy Note5 Official Introduction
- Amazon, Amazon App
- Samsung, Assemble
“The Rise of Facebook as a force in video means that the battleground for capturing consumer attention has expanded beyond YouTube, and now brands need to think about the broader landscape including Twitter, Snapchat, and dozens of other venues where consumers are spending time,” Shin adds.