| VIDEO SPOTLIGHT |
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September
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138 Campaigns Launched
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717MM+ Total True Reach®
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Branded video campaigns released in September achieved a True Reach® of over 717 million views, an 11% increase from August despite fewer campaigns launching in September. Inspirational and empowering branded video campaigns as well as those featuring new technology or celebrities were the most successful in September.
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September is always a big month for smartphone and other technology launches, and this year the trend continued. Apple once again held their annual September event where the brand announced new products and innovations. Along with these announcements the brand launched a variety of video content highlighting the new products and technology. Three of Apple’s campaigns that were released around this event were the three highest viewed new campaigns in September. The top campaign of the month was Apple’s Don’t Blink which gives a quick overview of everything that happened and all of the new products that were launched during the event.
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In addition to having the top three campaigns of the month, Apple also grabbed first place for social views. Apple’s new product launches tend to lead to a lot of user-generated video content and this year was no different. Users uploaded copies of the brand’s ads and even created spoofs of the brand’s product announcement videos.
Lane Bryant grabbed second place with over 2 million social views. This was due to the brand’s newest installment in their ongoing #ThisBody campaign. The newest branded video campaign #ThisBody Is Made to Shine features celebrities Gabourey Sidibe, Danielle Brooks, Ashley Graham, Candice Huffine, and Alessandra Garcia reading negative comments that have been made about their bodies. The celebrities respond to these comments and talk about loving and showing off their beautiful bodies. The empowering and inspirational campaign was viewed over 5.8 million times in September.
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Technology took the top spot again in September with over 259 million views, an increase of 36%. While the technology category’s success in August was largely due to Samsung’s big video push around their new products and the Summer Olympics, the brand was unusually quiet in September. Samsung seems to have slowed down their advertising this month, likely due to the problems the brand has been experiencing with the Galaxy Note 7 batteries, allowing Apple to take the lead.
Although Apple dominated, GoPro also had success with a campaign promoting a product launch. The brand’s Hero5 + Karma campaign promotes the brand’s newest GoPro camera and Karma drone.
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While Audi didn’t have an individual campaign with enough views to make the top five campaigns of the month, the brand released multiple campaigns in September, many of which garnered millions of views, putting the brand in second place for the month.
With the presidential election drawing closer, brands have been creating content themed around politics and the election. One of Audi’s biggest campaigns in September was Duel, an ad the brand created for the first presidential debate. In the ad a man and a woman battle through a hotel. The whole ad is shown in reverse, and in the end it is revealed they are valets fighting to drive an Audi RS 7. The ad cleverly comments on the presidential race, while also including easter eggs that are references to the election including “vote” buttons and a television showing an advertisement for a debate.
Each campaign is measured by True Reach®, an MRC-accredited metric that measures the number of times a video campaign is viewed across top video platforms and websites, including YouTube, Facebook, Instagram and many more. Employing a proprietary technology, True Reach® is a holistic view of all publicly available data for video campaigns, which includes all official uploads, copies, and user generated clips.
All campaigns considered in the September Video Spotlight launched in September 2016 and views and social interactions occurred during the month.
*Social views are garnered by user-generated content – copies, mixes, mashups, spoofs, and “inspired by” clips.
**Social interactions include shares, Facebook likes, Facebook shares, Facebook comments, as well as comments and ratings from other public sources on videos in a campaign.
