What makes a video go viral? Some would say it can’t be known—that there’s no “magic formula.” Still others would say it’s completely formulaic and they’ve got the formula down (one they’re not sharing). We think the answer lies somewhere between both points of view. So, we went on the hunt for the top branded viral videos in hopes of unearthing some of their secrets and best practices to share with you, our Pulse followers. You’re likely already familiar with some, but we also included some surprise twists. We focused not only on the popularity of any given video—as seen in share and view metrics—but also on how the brands behind the clips engaged in social media in general. Finally, we used our own Sysomos MAP listening tool to monitor some of the online buzz about these videos. We think we came up with some real winners. Take a look for yourself and watch for takeaways that you can apply to your industry.

2. VIRAL VISIONARIES
10 Top Branded Viral Videos
What makes a video go viral? Some would say it can’t be known—that there’s no
“magic formula.” Still others would say it’s completely formulaic and they’ve got the
formula down (one they’re not sharing). We think the answer lies somewhere
between both points of view. So, we went on the hunt for the top branded viral
videos in hopes of unearthing some of their secrets and best practices to share with
you, our Pulse followers.
You’re likely already familiar with some, but we also included some surprise twists.
We focused not only on the popularity of any given video—as seen in share and
view metrics—but also on how the brands behind the clips engaged in social media
in general. Finally, we used our own Sysomos MAP listening tool to monitor some of
the online buzz about these videos. We think we came up with some real winners.
Take a look for yourself and watch for takeaways that you can apply to your industry.

3. 1. Volkswagen
May “The Force” Be with You
This video is a veritable trifecta of
sharable features. It includes a wildly
popular movie theme. It includes a cute
kid. Plus, it was launched in 2011 during
the Super Bowl.
The video features a child attempting to
work his Jedi mojo at his house – on the
clothes dryer, the dog, his Mom fixing
him a sandwich. He finally is able to
kickstart the Volkswagen in his driveway
(with a little help from the remote his
Dad is holding) and he’s adorably
amazed. We think the numbers will
amaze you: 52M+ video views, 4.9M+
Facebook shares, 37K+ comments, and
4K+ blog posts written about it. Wow.
That’s using the power of “cute” to drive
engagement.
VIRAL VISIONARIES
10 Top Branded Viral Videos

4. 2. Old Spice
Not Your Father’s Aftershave Campaign
Reviving an older brand is a tough
proposition. Doing it with advertising
that not only sells product, but also
becomes a cultural meme is nearly
impossible. To that, we say, “Meet the
Old Spice Man.”
More great numbers to report here:
42M+ video views (on the first video
alone) with subsequent videos coming
with 12M, 8M, 22M, 8M and beyond.
Even a spoof made by movie character
Puss-n-Boots captured nearly 8M
views! This campaign is sharable,
amusing, it has verve and snark, and
it’s selling product. How does a 107%+
increase in sales sound? We’re betting
you wish your video smelled like this
one.
VIRAL VISIONARIES
10 Top Branded Viral Videos

5. 3. Evian
Animation, Roller Babies and Bottled Water
This video came in with very high
numbers. For a long time, it has ranked
at the top of many lists. Its international
version has seen 54M+ views, the U.S.
version 16M+ views, and the
international version alone has enjoyed
nearly 2M in Facebook shares, and over
5K blog comments. Released in 2008, it
remains one of the most popularly
viewed brand videos.
Of course, babies are popular for use
with brands, with the E-Trade baby being
one of the most famous, but babies on
roller skates? It seems bringing the
impossible to life is a common theme in
viral videos and, yes, even animated
babies sell stuff.
VIRAL VISIONARIES
10 Top Branded Viral Videos

6. 4. DC Shoes
Ken Block Gymkhana 4: Hollywood Megamercial
What happens when you hire Ken Block,
a professional rally car driver, to star in
your videos, and then add in tons of
product placement, tongue-in-cheek style,
and over-the-top special effects? Video
magic is what happens.
This video has stand out numbers: 16M
video hits, 2.2M Facebook shares, nearly
1K blog posts, and 100s of product
shown in the video that aren’t the hired
client’s product. Plus, it’s nine minutes
long! In a marketing world that gravitates
toward a singular product focus and 15
second sound bites, this push against the
status quo certainly makes this video a
standout. Well, alright, the cool car and
stunt driving makes it a standout, too!
VIRAL VISIONARIES
10 Top Branded Viral Videos

7. 5. Dear 16 Year Old Me
Heartfelt Melanoma PSA
You’d better get your tissues out
before you watch this video. For
advocacy-branded public service
announced (PSA) videos with a
purpose, this one gets our top marks.
It’s relatively hard to find great PSAs
that go viral, even though video can be
a moving and powerful messaging
vehicle to catalyze a cause. PSAs
often have messages that, frankly,
mostly of us want to avoid hearing or
acknowledging. This video, however,
created by the David Cornfield
Melanoma Fund, has been viewed by
5.5M+ people and shared on
Facebook by 1.2m+. Millions have
been reached with this message. Isn’t
that what a great brand does? We
think so.
VIRAL VISIONARIES
10 Top Branded Viral Videos

8. 6. Kia Party Rock Anthem Hamsters
You Can Have This Or You Can Have That
Would you have proposed a video with
hip-hop dancing, animal-costumed
characters to your big brand C-suite?
Would you have envisioned those
characters as hamsters? We confess
that we probably wouldn’t have had the
nerve. Making “gangsta” hamsters cool
is an impressive feat. Kia’s creative
team was pretty brilliant, we think.
This video’s share and view numbers
suggest many other fans agree. Kia
incorporates cultural elements targeted
to its demographic to demonstrate a
competitive brand advantage without
being cut-throat. The “You Can Have
This or You Can Have That” theme
works for us, and 16.7M others!
VIRAL VISIONARIES
10 Top Branded Viral Videos

9. 7. Ojai Valley Taxidermy
Chuck Testa Goes Viral Like a Big Brand
Many didn’t believe this commercial was
for a real business when it came out.
With nearly 1M shares on Facebook and
over 11M video views, it looks like this
taxidermy shop knows how to rack up
more than just deer antlers.
So much doubt was in the marketplace
that the owner did a follow up video just
to confirm that, yes, he represented a
real business and the video was not a
spoof. Kids have made videos in
response, Chuck Testa has been
featured on the Tosh.0 TV show, and
over 30K comments are part of the viral
fever. Pretty astonishing for a
taxidermist, don’t you think? It goes to
show that best practices extend beyond
big brands.
VIRAL VISIONARIES
10 Top Branded Viral Videos

10. 8. Geico
Maxwell the Piggy Scores Big
Dogs aren’t the only ones who like to
stick their faces out of car windows.
Apparently, pigs do, too. In this Geico
Insurance commercial series, that’s
exactly what Maxwell, an animated,
smart-aleck, fun-loving piggy, does.
Another big numbers winner, these
videos have an extreme polarizing effect.
Cyberland is abuzz with people who love
the pig and people who simply cannot
stand him. The parody videos making fun
of Maxwell and his adventures are very
prolific (and very popular) and don’t hold
anything back. But, please, if you enjoy
this commercial series, go check all of
the videos. You simply have to witness a
“Piggy Street Luge”!
VIRAL VISIONARIES
10 Top Branded Viral Videos

11. 9. Corning
A Day Made of Glass
Art, futurism and brand meld beautifully
in this popular video. With zero dialog
and a great soundtrack, it doesn’t need
words to make its point. The numbers
are impressive—18M+ video views,
1.3+ Facebook shares—but what
makes this video special is that it
features end-user products that are not
even invented or available for sale yet.
This video follows an idyllic family
through its day, suggesting creative
ways in which Corning’s products could
potentially be used throughout the
home, in cars, and beyond. These
products are simulated, futuristic ideas
that suggest uses rather than highlights
current items to buy. For vision and
style, we pick Corning.
VIRAL VISIONARIES
10 Top Branded Viral Videos

12. 10. Budweiser
9/11 Commemorated
Marketers often leverage national
news to promote brands. Of course,
the terrorist attacks on 9/11 have
been an exception. Many would
argue the tragedy shouldn’t be
referred to commercially at all and the
U.S. national psyche has resisted any
branded attempts at doing just that.
This video is an example of the most
tasteful and accepted uses of brand
imagery coupled with 9/11 references.
There is no dialog, so the moving
pictures and moving music really
strike an emotional chord here. With
7.7M+ video views and 2M+
Facebook shares, it’s obvious that the
commemorative video was tasteful
enough to impress millions.
VIRAL VISIONARIES
10 Top Branded Viral Videos

13. VIRAL VISIONARIES
10 Top Branded Viral Videos
Making Magic Happen
If you’re sitting on a 100% foolproof formula for creating effective and sharable
viral videos, you should be vacationing on an island somewhere with billions in
the bank. As mentioned, however, there is likely no true “secret sauce” to going
viral.
Viral videos do often share similar elements, however—ranging from humor and
surprise, to moving music and a light touch when it comes to the use of logos.
They also often poke fun at convention, and sometimes incorporate well-known
emotional triggers. As some of these standouts have shown, many also
incorporate a cute animal or funny child! What they all share is an ability to
resonate and be remembered. Here’s to hoping that your brand finds its own
magic video formula!
To read all the Pulses and other Slideshare.net presentations, click here.

14. VIRAL VISIONARIES
10 Top Branded Viral Videos
THE PULSE:
Delivering shareable and shareworthy content with a twist
so integrated marketing and communications professionals can work smarter, succeed and enjoy.
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