Samsung’s Secret to Viral Videos: Load Up on Celebrity Endorsements

Musicians drive clicks

Headshot of Lauren Johnson

Samsung grabbed three of this week’s top YouTube videos on the Adweek/VidIQ top 10 video chart, two of which center around celebrities and athletes to prove that the company does more than sell phones and tablets.

Samsung’s YouTube video for its music-streaming Milk service is this week’s No. 1 clip and includes cameos by Iggy Azalea, Little Dragon, Childish Gambino, John Legend, Lady Antebellum, Cold War Kids and Chromeo. The video has 22.8 million views, 458 tweets and more than 9,500 Facebook Likes.

Samsung’s spot has been climbing up the chart for the past few weeks since it launched on July 2, thanks in part to a paid media push and underscores how the marketer is trying hard to compete against heavyweights Spotify and Pandora.

Meanwhile, the second part of Samsung’s video series dubbed "The Match" makes its first appearance on the chart this week, claiming the No. 2 spot. The spot builds some post-World Cup buzz by enlisting soccer players Lionel Messi, Cristiano Ronaldo and Mario Götze in an epic six-minute battle. Since debuting on July 15, the video has been viewed 12 million times, shared 20,700 times on Facebook and 11,400 tweets.

Samsung’s third top-charting video in the No. 5 spot positions the Galaxy Tab S tablet as the go-to device for a busy multitasking dad by pitting it against Apple’s iPad. The video shot up 78.6 percent week over week.

Check out the top video clips below in the VidIQ-powered infographic. 


NOTE: Adweek's VideoWatch Chart, powered by VidIQ, reveals the Top 10 Branded Web Videos on YouTube every week. The chart tracks more than just pure views, as VidIQ incorporates sharing data from Facebook, Twitter and YouTube, among other data sources, in an effort to measure true engagement. Every video is also ranked with VidIQ’s proprietary Score, which helps judge the likelihood of a video being promoted in YouTube Related Videos, Search and Recommended Videos.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.