July 28, 2021
Practically every creative marketer dreams of pulling on customers’ heartstrings or quickening their pulse rate through emotional advertisements that go viral over social media. BrandTotal, a strategic marketing partner with the CMO Council, used its sentimental analysis engine to come up with a top ten list of “most loved” ads.
The big winner was Netflix with three different video ads making the list, followed by venerable media companies such as Wall Street Journal, BBC and The New York Times. Here is BrandTotal’s complete list with links to the ads:
1. Netflix’s The Circle Season 2: Where Are They Now? on YouTube
2. Netflix’s Drag Queens Trixie Mattel & Katy’s React to the Circle Season 2 on YouTube
3. Wall Street Journal’s China’s Zhurong vs. NASA’s Perseverance: Rover Tech in Mars Space Race on YouTube
4. Netflix’s Love Death + Robots Volume 2 on YouTube
5. Samsung’s Galaxy Book Pro: Official Unboxing on YouTube
6. BBC’s The Queen’s Speech Begins: The State Opening of Parliament 2021 on YouTube
7. The New York Times’ Pfizer Reaps Hundreds of Millions in Profits From Covid Vaccine on Facebook
8. Lancome on Instagram
9. Amazon Prime’s Actor on Actor - Without Remorse on YouTube
10. Wall Street Journal’s YouTube Home Tours Are Blowing Up. Enes Yilmazer Is Cashing In on YouTube
With three appearances in the top four spots, Netflix is doing something right. What’s the company’s secret to success? BrandTotal has distilled five key principles showing that Netflix ads:
1. Connect to what people are passionate about. Just read some of the comments on Love Death + Robots Volume 2, such as “I am binging this so hard” and “It’s one of the best things you’ve ever released.” BrandTotal says Netflix fuels this interest with provocative comments, such as “Do you realize what you’re doing is illegal?” and “Consume irresponsibly.”
2. Leverage an existing fan base. With the The Circle ads, Neflix has successfully leveraged engaged fans of the show who are more likely to react to specific posts with likes, shares or comments. BrandTotal says this generates tremendous exposure for the show and, by extension, the Netflix brand itself.
3. Maintain consistency in messaging. After trailers, Netflix appends the same promotional description about itself. This means the message gets viewed over and over again. Big brands aren’t above using social to promote their offerings, BrandTotal says.
4. Leverage pop culture. Netflix will tap into the latest cultural phenomenon, such as zombies, in its ads. Netflix knows how to leverage pop culture in its social strategy, BrandTotal says.
5. Innovate constantly. Netflix isn’t scared to break the mold both creatively and in its messaging, BrandTotal says, citing ads and posts that use language other brands often shy away from.
Tom Kaneshige is the Chief Content Officer at the CMO Council. He creates all forms of digital thought leadership content that helps growth and revenue officers, line of business leaders, and chief marketers succeed in their rapidly evolving roles. You can reach him at firstname.lastname@example.org.
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