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Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/I Buy My Own Batteries
Grade B20 sourcesHIS-00575

I Buy My Own Batteries

Campaign · 2023 · Notable

40Editable slideCertificate

Duracell's Ariana Madix ad drew 32.8 million video views, its agency reported.

Original · Duracell / Ariana Madix
Clip · Instagram
Clip · Instagram
Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana
@duracell on TikTok
Citizen Rundown: Vol. 3 | Citizen Relations
Citizen Relations
Media Relations Awards Luncheon 2023
PR Daily (award organiser)
Citizen Receives Honorable Mention at PRWeek US Awards | Citizen Relations
Citizen Relations
Citizen Takes Home 9 Wins At Innovation SABRE Awards | Citizen Relations
Citizen Relations
Ariana Madix made another Duracell ad, this time with Tom Sandoval’s former assistant - VaynerMedia
VaynerMedia
Citizen Takes Gold At The Global Influencer Marketing Awards | Citizen Relations
Citizen Relations
Digitas, Critical Mass and Twitch are among the 2024 Digiday Awards winners
Digiday (award organiser)
Duracell — Jason Chan - Brand & Marketing Strategy
Jason Chan (campaign strategist)
I Buy My Own Batteries | Citizen Relations
Citizen Relations
The Toast - That's A Wrap On Scandoval: Thursday, June 8th, 2023 Transcript and Discussion
Podscripts / The Toast
Ariana Madix roasts her ex-boyfriend in Duracell commercial - Auralcrave
Auralcrave
Most Effective Collaboration or Partnership – Citizen Relations & Duracell
Hello Partner

Spread Score

How it works
Reach67Contagion20Breadth20VelocityNo data yetLongevityNo data yet40

Numbers

Earned-media estimate; entrant retrospective
6.7B
Press · Self-reported · Shorty Awards (entrant submission)
Milestone date
Week of Jun 9, 2023
Jun 7 ’23 to Week of Jun 9, 2023
Platforms
6
Started on TikTok
Origin
Mixed
Home & lifestyle

Mechanics

  • NewsjackingPrimary
  • Identity badge
  • Pairing
  • Platform jump
  • Press loop

How it spread

Trace the origin

Duracell hired Ariana Madix after Tom Sandoval complained about buying batteries. The ad launched on social media, reached podcasts and press, and received paid streaming amplification. Its agency reported video views; a strategist separately claimed an Amazon sales lift.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Jun ’23JulSepNovFeb ’24AprMayJulSepTikTokRedditAudioPressInstagramOpen web
TikTokRedditAudioPressInstagramOpen web

12 more events on this chart

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Timeline (15)

  1. June 2023

    Duracell seed · Jun 7 ’23

    Duracell posted its battery ad with Ariana Madix on TikTok and Instagram.[1][2][3][4]

    Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana
    Open the first post ↗

  2. r/vanderpumprules users platform jump · Jun 7 ’23

    An unaffiliated Reddit thread shared the ad and discussed Madix's sponsorship.[5]

  3. The Toast platform jump · Jun 8 ’23

    The Toast discussed Madix's Duracell ad in its reunion recap.[4]

    The Toast - That's A Wrap On Scandoval: Thursday, June 8th, 2023 Transcript and Discussion
Origin
Mixed
Sector
Home & lifestyle
Region
US
Earned-media estimate; entrant retrospective
6.7B
Press · Self-reported · Shorty Awards (entrant submission)
Evidence
Grade B

Spread the same way

McDonald's France: Olympic Curry

Instagram · 2024

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Anthropic (Claude): A Time and a Place

X · 2026

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

Heinz: Heinz Ketchup & Seemingly Ranch

Instagram · 2023

52
Heinz on Instagram: "It’s a new Era for Heinz. Introducing Ketchup and Seemingly Ranch. Limited-edition bottles coming soon. #SeeminglyRanch #ItHasToBeHeinz"

4.7B impressions

Nike: LA Loves A Sequel

TV · 2025

36
Opening credits frame from LA Loves a Sequel on producer Todd Piskin’s official portfolio

41M views

New cases, every week

How the next thing spread, the week it does.

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Jun ’23JulSepNovFeb ’24AprMayJulSepTikTokRedditAudioPressInstagramOpen web
TikTokRedditAudioPressInstagramOpen web

12 more events on this chart

Join free to see them

  1. June 2023

    Duracell seed · Jun 7 ’23

    Duracell posted its battery ad with Ariana Madix on TikTok and Instagram.[1][2][3][4]

    Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana
    Open the first post ↗

  2. r/vanderpumprules users platform jump · Jun 7 ’23

    An unaffiliated Reddit thread shared the ad and discussed Madix's sponsorship.[5]

  3. The Toast platform jump · Jun 8 ’23

    The Toast discussed Madix's Duracell ad in its reunion recap.[4]

    The Toast - That's A Wrap On Scandoval: Thursday, June 8th, 2023 Transcript and Discussion

  1. press · Jun 9 ’23

  2. owner response · Jun 9 ’23

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Why it worked

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