In the previous post, 6 Steps to Viral Content, we talked about why some ads go viral and others just…don’t. While we used to think that viral ads were just somehow lucky, we now know there are 6 pillars we can attribute virality to: social currency, triggers, emotion, public, practical value, stories—and how including these in your ads will make it more powerful and more likely to catch on. Below are a few of the top 20 most viral ads of the year. How do you think they did on the viral attributes?
John Lewis – #BusterTheBoxer
If this commercial from department store John Lewis doesn’t give your heart a happy jolt, you just might be a Grinch. It was this year’s number one most viral video ad—and for good reason. Really, who doesn’t love watching a cute dog and other forest creatures experience pure delight on a trampoline? Wrapped in an enchanting narrative, this ad gives viewers a large dose of story, emotion, and social currency.
Channel 4 – We are the Superhumans | RIO 2016 Paralympics
This commercial was emotion packed and full of social currency, as it aired during the 2016 Paralympics. It’s a very inspiring story, with the theme stemming from the music selection which repeats “Yes, I can” as incredible feats are performed.
Shell – Best Day of My Life | #makethefuture
Harnessing and generating power probably aren’t top of mind very much for most of us—but it is for Shell. This video takes advantage of the public pillar and makes something that may have been a private initiative for Shell tractionable to the public. Not only is the video upbeat and visually entertaining, the song “The Best Day of My Life” could be counted as a trigger, as the next time you hear the song you are likely to be reminded of this ad and its purpose.
To view the full list of the top 20 Viral Ads of 2016, click here: