Dive Brief:
- With 8.1 million plays, Macy’s “Wish Writer” ad is the most-viewed holiday ad so far this season on YouTube, according to Socialbakers, a social media analytics firm.
- Target had four ads place in Socialbakers’ Top 10 that together attracted 15.7 million views during the first six weeks of the season.
- Other retailers to make the Top 10 include Coach, H&M, Tiffany & Co., and Apple; KFC was the only non-retailer to make the list.
Dive Insight:
Macy’s leads a list of most-viewed holiday video ads on YouTube with its “Wish Writer” ad. Attracting 8.1 million views from Nov. 1 through Dec. 14, the ad depicts the story of a magic pen that brings children’s holiday wishes to like before their eyes.
Target is the viewership leader, however, with four ads in the Top 10 attracting more than 15 million views. Three ads in its serialized, five-part “Holiday Adventure” campaign made the list, along with the news-style “Target 10-Day Deal Forecast” report starring Barbie and a gingerbread man as anchors.
Feel-good musical ads from Apple (“Someday at Christmas” with Stevie Wonder and Anita Day) and H&M (From the Makers of Happy & Merry” with Katy Perry) were also big hits, with 2.7 million and 4.9 million views, respectively.
Retailers dominate Socialbakers’ most-viewed list, with only KFC the only non-retailer to land a spot in the Top 10. Retail has been a leader in producing shareable video content, according to the social analytics company—and the expectation that big players such as Macy’s, Target, and Apple come out with something new and magical every year doesn’t hurt, either.
