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BizReport : Advertising archives : May 09, 2014

Using celebrities won't guarantee your ads go viral

What do the four most-shared Super Bowl ads have in common? None of them contain a celebrity. Instead the most-shared ads were those that promoted emotional responses from the audience.

by Helen Leggatt

Following the release of Unruly's recent "The Science of Sharing 2014" report, which focused on the performance of this year's Super Bowl ads, the company's U.S. President, Richard Kosinski, said that celebrities should be reserved for the game's half-time show.

"It wasn't famous faces which had people sharing at this year's Super Bowl," he said, "it was a cute puppy, a caring soldier and a multi-cultural ad from Coca-Cola that stole the show."

In fact, of the top twelve ads ranked by shares, just three featured celebrities of which the most-shared was Bud Light's 'Ian Up for Whatever' with just over 201,000 shares compared with the top-shared ad, Budweiser's 'Puppy Love' which generated almost 1.7 million shares.

According to the report, few ad viewers were driven to share because a celebrity featured in an ad. And, says Unruly, this is also true for ads other than those associated with the Super bowl with just 13% of the most-shared ads of all time in the Unruly Viral Video Chart featuring a celebrity.

Image via Shutterstock

Tags: advertising, research, social media, viral marketing

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