What if we learned from 2012's biggest buzzes?

This is the time of year when we make lists. The top books of the year, movies, and TV shows are perennially written up in newspapers, magazines, and blogs in December. In years past, on my blog, I’ve listed my favorite campaigns of the year. This year, I think that my friend Gregory Pouy, digital strategist and planner, has crafted a great slideshare presentation of the top digital campaigns of 2012.

What I appreciate about Greg’s presentation is that in addition to showing the best of viral videos, he shows the steps needed to create viral buzz (some of which remind me of my 10 steps for Killer Ideas that I looked at when I examined Gangnam Style). Below are Gregory’s top elements of viral videos and corresponding examples from his slideshare presentation:

1. Fear, sex, humor

Like Bodyform, the English feminine product company, did a quick turnaround to a Facebook comment by posting a hilarious ad that spoke truth to advertising clichés.

2. Surprises

For example, the invisible Mercedes, whose idea is so fantastic and unexpected.

3. Latest trends

For example, the launch of the Nike Fuel Band, which combined a lauded communications campaign with a new, innovative product.

4. Pushing limits

The ad for Belgium’s TNT channel, “Push to Add Drama” garnered praise and hits through an element of surprise.

5. David vs. Goliaths

This was seen in the controversial call-to-arms documentary Kony 2012. Launched by invisible children, this viral sensation brought the war crimes of Joseph Kony to the attention of Millennials.

6. How to’s

For example, American Express’ idea of “Shopping Small” provided free marketing tips and tools to small businesses, helping them better promote their activity.

7. Personal Stories

This was perhaps best seen in Google’s project Re-Brief, with revising the iconic Coca-Cola “Hilltop” ad for today’s media consumers.

8. Dreams & Aspiration

Cartier’s Odyssey shows the DNA of a storied house through a trip around the world with some of its most iconic pieces.

9. Celebrities & Glamour

This was probably best encapsulated by the infectious lipdub to Carly Rae Jepsen’s “Call me Maybe” done by Justin Bieber and Selena Gomez. What better way to launch the song of the summer than by a goofy video by 2012’s biggest stars?

Although I think that Gregory’s list of films and his analysis is excellent, I would add OPI’s first ever branded film “Instinct of Color” as one of 2012’s viral hits. In addition to garnering over 7 million total hits on Youtube and Dailymotion, it combined many of Greg’s criteria: Latest trends—between nailpolish becoming the fashion accessory of 2012 and using the C2C hit “Down the Road” this video is on the pulse of what’s cool; and Surprises – as a dance battle between a ballet dancer and a horse is not an everyday occurrence! What are your favorite viral videos of 2012?