An ad for Danone’s Activia yoghurt starring Colombian pop princess Shakira has become the most shared ad of all time, according to data released today by our friends at Unruly. The three-and-a-half minute music video – called “La La La (Brazil 2014)” and released in partnership with the World Food Programme - has overtaken Volkswagen’s Super Bowl commercial “The Force”, which has held the number one position since February 2011.
Released on May 22, ‘La La La (Brazil 2014)’ has attracted 5,375,756 shares across Facebook, Twitter and the blogosphere. Volkswagen’s ‘The Force’ (5,372,945 shares) had previously held the top spot for more than three years, while ‘La La La (Brazil 2014)’ was able to leapfrog the number one within two months of launch.
Most Successful Brand Collaboration Ever?
Driving the success of the video was Danone yogurt brand Activia’s collaboration with the Colombian pop star, who recently became the first person to reach 100 million Facebook likes. This ad is also the most successful example of a brand capitalizing on the growing trend of "trackvertising", where a brand and musical artist co-release a video which is both a musical track and advertisement.
Nicolas Frerejean, Activia’s global marketing director, says:
It is fantastic to see such a positive response for the video. Reaching more than 250 million views and becoming the Most Shared Ad of All Time in just 2 months is incredible! We are delighted that we have been able to relay our message of support to the World Food Programme through the video ‘La La La (Brazil 2014).
Music Videos are the Most Shared Type of Content
Sarah Wood, co-founder and COO at Unruly, confirmed that:
Music videos are by far the most shared type of content, so it's no surprise that brands are now blurring the lines between traditional ads and music videos in order to get themselves seen and heard on social. Activia’s success with Shakira exemplifies a fundamental change in the way brands are now approaching video advertising.
“La La La (Brazil 2014)” was one of the YouTube success stories that I presented last week in the pre-Summit workshop, “Become an Expert in YouTube TrueView Advertising.” It was also featured in the “Reel Video Summit 2014 Opening Video” created by Bonfire Labs.
Information is based on data from the Unruly Viral Video Chart and Unruly Analytics, which ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere, ranking branded content by the volume of active pass-on rather than views which is a more passive metric of video consumption.