Visa's new social media journey started with last summer's Olympic Games, of which the company was a major sponsor. Visa went younger on its marketing team, hiring "digital natives" to make all of its social media content "irresistibly shareable," says Antonio Lucio, Visa's chief brand officer. "[We] turned everything on its head." The result was the company's most successful social media campaign to date, with over 60 million total engagements and 48 million unique YouTube views during the three-week-long games. Visa also hired an outside marketing firm, MRY, to handle increased day-to-day engagements across all of its platforms. The next major stop on Visa's social media journey: the 2014 World Cup in Brazil, where the company will once again be a major sponsor. "Our objective," says Lucio, "will be to beat the Olympics."
Wal-Mart retook the top spot, Berkshire Hathaway made the top five, and Apple grew enormously.