Activia’s ‘La La La’ with Shakira Becomes Most Shared Ad of All Time

/ Jul 30, 2014

Screen Shot 2014-07-30 at 11.47.20 AM

After topping the 2014 FIFA World Cup ad charts from one week to the next, Activia’s collaborative “La La La” has become the most shared video ad of all time.

Created with Shakira and The World Food Programme, this particular commercial has gained such serious sharing traction because it counts as evergreen content, according to Unruly. Though naturally relevant to the World Cup, it’s also a music video, and music sensation Shakira is not about to lose her thunder any time soon.

Now at 5,375,756 shares, the Activia ad claimed the number one spot from former Volkswagen Super Bowl commercial, “The Force,” which had been at the top of the ad share charts since February 2011, according to data from Unruly. “The Force” counts 5,372,945 shares, which “La La La” exceeded within just two months of its initial launch.

The yogurt commercial’s popularity also has a reflection in that of the Colombian pop star’s. Shakira became the first person to gain 100 million Facebook likes not so long ago. Plus, as Sarah Wood, the co-founder and COO of Unruly notes, “Music videos are by far the most shared type of content, so its no surprise that brands are now blurring the lines between traditional ads and music videos in order to get themselves seen and heard on social.”

But let’s not forget about the ad’s third collaborator.

“This video is introducing the World Food Programme to millions of people for the very first time,” points out Jay Aldous, the director of private partnerships for the WFP. “We are grateful to Shakira and Activia for highlighting our work and supporting school feeding programmes that help create the future we all want. A future of zero hunger and infinite possibilities.”

With mutual benefits for all three groups (the Dannon yogurt brand, Shakira, and the WFP), there’s no denying the ad’s effectiveness. It marks a “fundamental change in the way brands are now approaching video advertising,” added Wood. In order to stand out on the internet, brands need to make a splash. Unlike on television, where certain commercials run on the channel you’re watching whether you like it or not, the web gives viewers power over the ads they watch…and brands the ability to create video ads people want to see.

Tags: , , , , , , , , , , , ,


CableCross

FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal

 
lights-out-shoot-blackbox-tv-collab

Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

 
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal

 
storyful-marketplace

Storyful Launches Viral Video Marketplace

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
lyor-cohen-youtube-music

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...

 
alpha-legendary-digital

Legendary Digital Reveals Alpha Subscription Service Launch...

 
time-inc-jash

Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

 
Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series

 
cartoon-network-app

How the Cartoon Network Combined the Best of VOD and Linear TV...

 
jukin-media-ethos

Jukin Media Goes Viral for Brands with Ethos Division Launch

 
Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again

 
zefr-alignment-report

Matching Ads to Videos Not So Simple, According to Zefr’s...

 
shomi

Plug Pulled on Canadian SVOD Service Shomi

 
Twitter

What’s Trending on the Twitter Sale

 
Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show

 
Hearst

AwesomenessTV, Vice, Complex to Power New HearstLive...

 
dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series