Marketing technology company Unruly have released figures showing that an Activia yoghurt advert featuring Shakira has overtaken Volkswagen’s 2011 Super Bowl ad “The Force” to become the most-shared ad of all time.
“La La La” by Shakira has generated 5,375,756 combined shares across Facebook, Twitter and the blogosphere since its release on the 22 May. The ad was released in partnership with the World Food Programme in support of an initiative that aims to offer school meals to children in poverty-stricken countries.
Previouly the top spot had been held by Volkswagen’s “The Force” ad since February 2011 with 5,372,945 combined shares.
According to Unruly “La La La” is also the most successful example of a brand capitalizing on the growing trend of “trackvertising”, where a brand and musical artist co-release a video which can function as both a musical track and advertisement.
Nicolas Frerejean, Activia’s global marketing director, said: “Reaching more than 250 million views and becoming the Most Shared Ad of All Time in just 2 months is incredible! […] Partnering with Shakira to support the School Meals initiative is a great fit between Activia’s beliefs in good nutrition for all and the engagement that Shakira has demonstrated for a long time to support access for every child to quality education.”
Shakira recently became the first person to break through the 100 million Facebook likes barrier.