Press Releases

Miley Cyrus And The Snowden Files Engage The Public Most for 2013

Major crowd-sourced study reveals that engaging content and shocking headlines create the biggest impact

LONDON, 12th December 2013: What do Papal intimacy, a screaming goat and candy-deprived children have in common? They all appear in the definitive Scoreboard of Content 2013, compiled by Ogilvy Public Relations and The Huffington Post UK. The Scoreboard of the most impactful online content this year was revealed today following a crowd-sourced appeal to more than 7.7 million* influential consumers and creators.

The Scoreboard includes everything and anything from videos and tweets to hash-tags and selfies from around the globe.

An expert panel of judges from the worlds of academia, media, marketing, content creation and social networks divided the crowd-sourced favourites into Top Fives across five genres: Sex, Humour, Fame, News and Lifestyle.

The top scoring content in each category, and overall, is as follows:

• Miley Cyrus’ fusion of sex and shock at the MTV Video Music Awards, tops off a year of increasingly sex-fuelled music video content,and puts her at the pinnacle of the sex category, and overall
• For news, The Guardian’s ‘NSA Snowden Files’ scored highest, leading impactful news sharing online
• A home-production YouTuber, MrEpicMann, takes the top spot in humour with ‘How animals eat their food’
• Number one in the fame category is another home-generated piece of content, ‘Pope Selfie’, taken by @FabioMRagona
• In lifestyle, Dove’s ‘Real Beauty Sketches’achieved the top grade
Whether fun or serious, the impact of the year’s top content is clear: between them, the Scoreboard’s Top 25 generated more than 1,113,100,000 views and 5,787,600 shares across social media.
Statistics, celebrity or monetary investment alone, however, did not guarantee impact in the mind of the public or top scores from our judges.

It was a combination of a hot title or headline, surprise and intimacy that our judges revealed asthe keys to success.
The three secret ingredients of content success:

The keys to creating and identifying content that lives, catches fire across media, across mediums, across lives and through the years are:

• A teasing, grabbing title or headline that demands universal engagement: People need to know why to look, why to care and why to share in the first millisecond content is encountered
• A promise of extremity: Extreme intimacy, exclusivity, sexiness, revelation, humour, shock or surprises are required to get noticed by the right people, and to get those people reacting, talking and sharing
• A promise of social currency: People need to feel that reacting to, with and sharing content reflects their own values and will benefit their own social standing and group

Red Topping: the new trend in online excellence
The Scoreboard reveals long-held principles of story-telling and mass appeal continue to define and determine popularity and success in the digital world. Humour, exclusivity, intimacy, shock, scandal, cuteness and teasing – the core facets of traditional ‘red-top’ reporting – kept the public engaged online and struck a chord in the UK’s collective psyche.

Money talks, but great storytelling walks
The Scoreboard demonstrates that whilst celebrity, professional production values and media-spend contributed heavily to the success of many top scoring entries, great content is does not rise to the top as a result of these factors alone. Across all the categories, home-grown or user-generated content which has been created with the keys detailed above, demonstrate another way exists. The algorithms of YouTube, Google and Facebook also ensure that the very rare pieces of content which drive engagement with no help are given help by the platforms themselves, and thus seen.

The 2013 Content Scoreboard in full
Sex: Music videos featuring nudity, tongues and twerking are the most impactful pieces of sex related content and this loud genre has drowned out all other mainstream forms of ‘sexy’ content in 2013.

1. Miley Cyrus Twerking at the VMA's : http://www.youtube.com/watch?v=K8WGYuSGRmI
2. Robin Thicke's uncensored Blurred Line's on-line preview: http://www.vevo.com/watch/robin-thicke/blurred-lines-unrated-version/USU...
3. Miley Cyrus Wrecking Ball on-line video preview: http://www.youtube.com/watch?v=My2FRPA3Gf8
4. Lily Allen - Hard Out Here: http://www.youtube.com/watch?v=E0CazRHB0so
5. A short film by Guy Ritchie starring David Beckham: http://www.youtube.com/watch?v=il21FZu-IUY#t=0

Humour: The popularity of sketch-comedy dominates this category, and reveals that home generated, simple, universal humour is dominating the online world.

1.How animals eat their food: http://www.youtube.com/watch?v=qnydFmqHuVo
2. Goat roulette: http://goatroulette.com/
3. Sasha Baron Cohen kills award presenter: http://www.youtube.com/watch?v=sQrG8fBtH-c
4. Jimmy Kimmel's 'I told my kids I ate their Halloween candy' - vol 3: http://www.youtube.com/watch?v=RK-oQfFToVg
5. BatDad: On you Tube http://www.youtube.com/watch?v=YlVi0noRr-o&feature=youtu.be&t=13s or alternatively the original vines on twitter: https://twitter.com/BatDadVine

Fame: Famous faces are pre-empting and replacing gossip sites, glossies and tabloids by offering intimacy and exclusivity directly to fans and beyond as they focus attention online.

1. Pope selfie: https://twitter.com/FabioMRagona/status/373177674107072512/photo/1
2. Paxmanvs Brand: http://www.youtube.com/watch?v=3YR4CseY9pk
3. First official image of baby George: https://www.facebook.com/photo.php?fbid=608738412481326&set=pb.151274568...
4. Stephen Fry open letter to the IOC: http://www.stephenfry.com/2013/08/07/an-open-letter-to-david-cameron-and...
5. Volvo trucks epic split: http://www.youtube.com/watch?v=M7FIvfx5J10

News: Long-form journalism, the access to sources only major outlets can achieve and the scandals revealed thus continue to drive impactful news content.

1. Guardian NSA exclusive: http://www.theguardian.com/world/interactive/2013/nov/01/snowden-nsa-fil...
2. Lance Armstrong's Confession: http://www.youtube.com/watch?v=N_0PSZ59Aws
3. #Horsemeat
4. Ed Miliband Daily Mail: http://www.dailymail.co.uk/news/article-2435751/Red-Eds-pledge-bring-soc...
5. Tweets from inside the Westgate mall: http://www.independent.co.uk/news/world/africa/kenya-shopping-mall-attac...

Lifestyle: The traditional airbrushed, soft focus image of family life and biological reality are being challenged online, and we are now given a chance to chuckle and self-identify without shame, and then celebrate the experience.

1. Dove 'Real Beauty' sketches: http://www.youtube.com/watch?v=XpaOjMXyJGk
2. Deb's OR flash Mob: http://www.youtube.com/watch?v=uPdheFjRm4E
3. Camp Gyno: http://www.youtube.com/watch?v=0XnzfRqkRxU&feature=youtu.be
4. Louis CK hates cell phones: http://www.youtube.com/watch?v=5HbYScltf1c
5. Emotional Baby: http://www.youtube.com/watch?v=nIsCs9_-LP8

Methodology:
Over 180 items of content were put before a panel of content experts, Carla Buzasi, Editor in Chief of the Huffington Post UK; Michael Darragh, Head of Digital and Content at Ogilvy Public Relations/London; Chris Hackley, Professor of Marketing at Royal Holloway, University of London; Robbie Spargo, Head of YouTube Activities at FremantleMedia; and Susi Weaser, Head of Partner Management at ChannelFlip. The panel of judges then decided upon a top five in each category, crowning one overall winner.

*October ComScore 2013

Michael Darragh, Head of Content, Ogilvy Public Relations said:
“Our Scoreboard is dominated notmerely by phenomenally successful sharable content, but by highly impactful images, videos and text thathave been forged from the eternal emotive centre of classical story-telling. While Miley Cyrus scored highest overall, it is not her celebrity that mattered. The conversation, parody and debate she ignited and the ability to cross mediums earned her the top spot.Miley’s Wrecking Ball was powered by the same fuel that fanned the flames of popular stories across the history of all media – from the Red Top to the Tablet.”

Carla Buzasi,Editor-in-Chief of Huffington Post UK, said:
“At HuffPost UK we are great proponents of startingconversations. We believe that consuming content online shouldn’t be a passive experience and encourage our users to interact as much as possible. With 1,600 pieces of content produced and shared on HuffPost daily, our readers are well placed to choose the greatest pieces of content that they shared and talked about both on and offline.”

ENDS

For further information about this press release please contact:
Blair Metcalfe
Account Director, Ogilvy Public Relations / London
+44 207 309 1024
blair.metcalfe@uk.ogilvypr.com

The Huffington Post
John Nolan
John.nolan@teamaol.com

About Ogilvy Public Relations/London:
Ogilvy Public Relations/London is the UK’s most awarded agency, 2012 winning over 30 major industry awards, including two coveted Cannes Lions, 5 PRCA Awards, 4 PR Week Awards, and 3 Corp Comms Awards. For more information, visit our Web site at www.ogilvyprlondon.com, follow us on Twitter at @ogilvyprlondon or Like us on Facebook www.facebook.com/OgilvyPRLondon

About Ogilvy Public Relations:
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.

About The Huffington Post UK
The Huffington Post UK (http://www.huffingtonpost.co.uk) part of AOL (UK) Ltd, launched in July 2011 and is a leading source of news, opinion, entertainment, community and digital information. The site combines journalism, technology, engagement and video to reach a global audience on every platform. The award-winning Huffington Post UK has 8,000 bloggers - from politicians and celebrities to academics and policy experts -- who contribute in real-time on a wide-range of topics making news today. Among them are Tony Blair, David Cameron, Ricky Gervais and Annie Lennox. The Huffington Post UK has won numerous awards over the past two years including the AOP Awards, Online Media Awards, Cannes Lions Awards, The Digitals and Marketing Week Engage Awards.