The recipe for viral success is as follows: Add one Sharika to a handful of World Cup players, mix in a little yogurt, and serve across social media.
Activia’s “La La La” video with the Colombian pop princess made the top spot of Unruly’s Top 10 Social Video Brands of 2014 . The video reached more than 5.8 million shares across Facebook, Twitter and the blogosphere, becoming the most shared ad of all time (VW’s “The Force” Super Bowl ad held the previous record at more than 5.2 million shares.)
Samsung, Nike, Coca-Cola, NBA, Budweiser, GoPro, Adidas, Pepsi and Electronic Arts rounded out Unruly’s list as social media brand superstars.
Richard Kosinski, president of the U.S. branch of Unruly, said brands are now aiming for the sort of “valuable virality” that not only makes them a social media success but also bolsters business goals. Here are a few ingredients that enhance a brand’s recipe for social success:
Using trends and events