coca-cola's america is beautiful | touchstorm video scoreboard
DESCRIPTION
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.TRANSCRIPT
Video Index
Touchstorm Video Scoreboard The data behind the Coca-Cola #AmericaIsBeautiful controversy
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Video Index 2
The Touchstorm Video Scoreboard for Super Bowl Ads analyzes the performance of video content on adver<sers' YouTube channels related to the 2014 ad campaigns to determine which adver<sers are building real rela<onships with consumers on YouTube.
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What is the Touchstorm Video Scoreboard?
Video Index
Overall Ranking Progression
3 1 We omitted restaurants and retailers who sell services, like spas.
The Top 10 Super Bowl campaigns on YouTube have been calculated daily using a weighted average of four metrics: Total Views, Subscriber Conversion Growth, Likeability and Velocity.
As of Thursday Feb. 6 Coca-Cola’s #AmericaIsBeautiful commercial has been #1 for two consecutive days.
Date Posted
Controversy Explodes
Achieves #1 Ranking
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Video Index
Day Over Day View Growth on YouTube
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Coca-‐Cola has more views than any other adver=ser that did not post content to YouTube prior to the Super Bowl.
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Video Index
Likeability Ranking
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• Touchstorm's Likeability Ranking is a measure of posi=ve engagement with YouTube viewers.
• The metric is calculated by dividing Total Likes by Total Views. The average Likeability for all campaigns is set to 100 and all campaigns are compared to this average.
• The #AmericaIsBeau=ful campaign has generated over 50,000 Likes in 5 days or one Like per every 200 video views, placing it in the top 3 campaigns in terms of posi=ve engagement with users.
• The Coca-‐Cola | #AmericaIsBeau=ful campaign has been able to generate more Likes per View than any other campaign, except Geico and MicrosoT, indica=ng that viewers have been extremely mo=vated to click Like and show how much they enjoyed the content.
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Video Index
Subscriber Conversion
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Subscriber Growth proves that Super Bowl ad and video campaigns can result in deeper consumer rela=onships with brands.
Our Subscriber Conversion metric is calculated as follows:
• First, it determines a baseline daily subscriber growth rate. We watched adver=sers’ channels for weeks in advance of the Super Bowl to see, on average, how many subscribers per day they were adding to their channels.
• Each day post-‐Super Bowl, we compared their channels’ Subscriber Growth metric to their baseline to formulate the final number.
• For instance, if Baseline Growth = 1% and 2/2/2014 Growth = 5% then the Subscriber Conversion metric = 500%
Coca-‐Cola has seen strong Subscriber Growth as a result of their campaign peaking Wednesday 2/5/2014 at over 1100%.
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