Since the moon landing 45 years ago, National Aeronautics and Space Administration (NASA) has a fairly stellar track record for creating buzz from outer space through broadcast channels. Since its astronauts first tweeted from the International Space Station in 2010, it's also enjoyed moments of success with digital media.
Add Instagram to its celestial triumphs, while building an audience of 1.3 million followers on the photo-sharing mobile app. And thanks to World Cup-inspired work, the space exploration agency is making its first appearance in the Adweek/Shareablee Top 10 Brands Using Instagram Video Weekly Chart.
Coming in at No. 8, NASA released a 15-second video of American and German cosmonauts having a little fútbol fun 230 miles above Earth while taking a break from their collaborative research. Of course, the United States and Germany are in the same FIFA World Cup group, so Instagram legions quickly showed a ton of love. (The U.S. and Germany, both currently 1-0 in the Cup, go head-to-head on June 26.)
Each side's national pride—combined with the biggest sporting event on the planet—made for a social media match made in heaven. Kudos to NASA's marketing team for the timeliness.
Meanwhile, sport marketers continue to do extremely well on our Instagram rankings. But now that the National Basketball Association has wrapped up its season, it will be intriguing to see whether the pro league's social staffers can continue to keep it atop our weekly chart.
Check out NASA and the NBA's work below, as well as the full rankings with our multimedia infographic, which lets viewers watch last week’s top Instagram videos while seeing what kind of organic reach the brands created.