Activia, Samsung and Nike the most shared social video brands of 2014

Nicolas Frerejean, global marketing director at Activia, said: “We’re delighted to receive the award for the Most Shared Brand of 2014.

“The video produced with Shakira in support of the World Food Programme has received an incredible response online, and it is amazing to see the campaign at the top of the charts as the most shared branded video of all time.

“Achieving this is also important in our approach of brand advertising, as viral or social videos have the ability to create a strong level of viewer engagement, and an active endorsement, which is a great measure of success.”

Activia was followed by last year’s winner Samsung, who has racked up 4.3m video shares, and sports giant Nike (3.8 m) in third.

Each of the top three had launched a video to tie in with the World Cup.

They were followed by Coca-Cola, the NBA, Budweiser, Go-Pro, Adidas, Pepsi and EA.

Unruly will also look at the success of brand using video in its second annual Unruly Video Sharing Awards (VSAs), the winners of which will be announced today (3 December) on Twitter.

Unruly’s EMEA managing director, Olly Smith, said of the awards: “In a cluttered media landscape, these are the hero brands that have cut through the noise, the social brands that have invested in making a genuine connection with their consumers and are creating ads that people choose to watch and share.

“Increasingly, these brands are also tying social success to business results and aiming for valuable virality that delivers value for the bottom line, as well as fame at the top of the social leaderboard.”

The ceremony will begin at 4pm GMT and the audience is invited to tune in on Twitter using the hashtag #VSAs, with categories including most shared music video, trackvert and movie trailer.