P&G’s #LikeAGirl Ad Scored The Most Social Buzz During Super Bowl 2015

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The SaaS Adventure

The 2015 Super Bowl between the Patriots and Seahawks has wrapped, but the scores on how well this year’s advertisements performed are just now rolling in. These coveted time slots reach millions of viewers, and advertisers take advantage by showing some of their best – or, in some cases, most controversial – ads of the year. Adobe this evening has been monitoring the “social buzz” around this year’s Super Bowl ads, and is now calling the winners based on posts and sentiments from viewers on Facebook, Twitter, Tumblr, Instagram and elsewhere across the social web.

To come up with its Top 10 list of Super Bowl ads, Adobe used Adobe Social, one of the company’s “Marketing Cloud” solutions, in order to analyze over 4 million social media mentions on Twitter, Instagram, Facebook, YouTube, Tumblr, Flickr, Reddit, Foursquare, Google+, WordPress, VK, Disqus, Metacafe, Dailymotion, and other blogs.

The algorithm takes into account a combination of total mentions, Super Bowl buzz growth over an average day, sentiment, spend efficiency, and international reach.

The following ads (see below) produced the highest combined score, with Proctor & Gamble’s “#LikeAGirl” ad snagging the top spot with the highest volume of mentions – over 400,000. P&G also drove the highest positive sentiment across social media mentions, says Adobe, with 84% of mentions focused on feelings like admiration and joy.

In case you missed it, the ad was focused on female empowerment, and is meant to inspire an effort to change the meaning of the phrase “#LikeAGirl” from being an insult into more of a compliment. The overall message involves a problem facing young girls: that confidence plummets during puberty and often never recovers.

It may have helped that the ad was designed for social media buzz, thanks to its hashtagged title, and a call out at the end which said, “Let’s make #LikeAGirl mean amazing things.”

Still, I have to admit it’s nice to see this sort of ad beating out those where the women were objectified to sell products. Progress, right?

Meanwhile, says Adobe, Nissan’s ad saw the largest international reach of the top 10 with more than 55% of its buzz coming from outside the U.S. And Avocados of Mexico saw the highest social buzz growth compared to an average day with an increase of 3,000%.

Adobe also pointed out that it was the “year of the fathers” this year with 3 of the top 10 commercials telling a story around dads.

Here’s the top 10:

1. #LikeAGirl
2. Avocados from Mexico
3. Dove Men Care
4. eSurance
5. Clash of Clans
6. Squarespace
7. Nissan
8. Toyota
9. Loctite
10. Anheuser Busch (Budweiser and Budlight)

And here are the top 10’s ads:

1. P&G’s (Always) “#LikeAGirl”

2. Avocados from Mexico

3. Dove Men Care

4. eSurance

5. Clash of Clans

6. Squarespace

7. Nissan

8. Toyota

9. Locite

10. Anheuser Busch (Budweiser and Budlight)