Since the Coca-Cola America Is Beautiful ad ran during the Super Bowl, it ignited a media and consumer firestorm. And it’s been fascinating to watch the ad unfold behind the scenes on YouTube, which is what our Video Scoreboard reveals.
The Coke ad now tops the chart in Effectiveness for the brand, displacing the Budweiser Puppy, RadioShack, Microsoft Empowering and others. But it still lags in views. How’s that?
Unlike most other Super Bowl ads that kicked off their mega campaigns prior to the big game, building views and momentum along the way, Coke held the ad back, revealing it first during the game. These are two different campaign approaches and our Video Scorecard is revealing which is the most effective strategy.
Given its late start, Coke is still middle of the pack in Views, a measure most people have been using to anoint the Super Bowl ad champion. But what’s most telling, is the Coke ad is now #3 in Likeability (compared to all others in the Super Bowl category), and #1 in Velocity. The true measure is Effectiveness, however, and it shot into the #1 slot today.
The Effectiveness metric is the coveted one, as it blends all key metrics—Views, Likes, Subscriber Conversion and Velocity—with a formula that presents a numerical ranking of the most effective ads at building audience for the brand.
Views and shares are fine, but those can be bought. Genuine audiences are built based on true ad success, and Coke has the right stuff.
Keep checking back to see how it climbs. The data is changing every day!