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Final Social Media Engagement Report for #CannesLions

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Friday and Saturday saw industry big-hitters become as prevalent in the online conversation stakes as their celebrity counterparts. While Bono took the crown following a discussion around RED, the …

Friday and Saturday saw industry big-hitters become as prevalent in the online conversation stakes as their celebrity counterparts. While Bono took the crown following a discussion around RED, the likes of Apple designer Jon Ive and WPP chief Sir Martin Sorrell sparked significant buzz online as they shared their expertise on all things advertising and design. Only Bono’s 2,328 mentions could stop Jon Ive from reaching the top spot after featuring in 1,200 conversations.

A debate between Sorrell, Twitter’s CEO Dick Costolo, and Viacom’s Phillipe Dauman was the major cause for this rise of the industry experts. The three talked about everything from Twitter’s e-commerce plans, to the future of mobile advertising and the growing trend of more data-driven ‘programmatic’ approaches. This resulted in over 2,100 mentions combined for the three brands as the social sphere sought to discuss the experts’ insights.

Bono’s presence was also boosted as he was awarded the first everCannes Lionheart Award. The power of celebrity has been omnipresent all week during Cannes Lions as the likes of Kanye West and Sir Patrick Stewart helped to drive conversations, but Bono’s award sought to recognise the value that a celebrity can have in building a humanitarian brand or campaign that can “achieve greater good for humankind”. Bono founded RED in 2006 in an attempt to get both businesses and consumers to unite in the fight against AIDS, and was on stage to raise awareness further. RED was also the second most mentioned brand during the closing days of Cannes Lions 2014, gaining 1,169 mentions and only being trumped by Ogilvy, which rounded off the week on a high with over 5,000 mentions, owing to its continually well-executed social strategy and mass pick-up of the #OgilvyCannes hashtag.

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  • 1. The Latest Social Media Trends from Cannes Lions 2014 – Friday 20th June – Saturday 21st June Friday 20th June (1am CET) – Saturday 21st June 2014 (between 11.59pm CET)
  • 2. Friday & Saturday buzz: Key findings • The closing days of the festival generated just under 29,500 conversations (almost 16,000 on Friday and over 13,500 on Saturday) • Bono’s presence was a significant factor in the chatter, with his appearance on stage generating over 2,300 mentions when he was awarded the inaugural Cannes Lionheart Award on behalf of his AIDS organisation (RED). RED also benefitted from this success, rising to become the 2 second most mentioned brand after Ogilvy with over 1,165 mentions • The other big talking point from the closing days was a debate between WPP, Twitter and Viacom, which explored everything from e-commerce strategy to native advertising, and drove 2,100 social conversations • #OgilvyCannes continued its prolific social presence, appearing in over 5,500 mentions across Friday and Saturday
  • 3. Cannes Lions 2014: Volume 20.06.14 (1am CET) – 21.06.14 (11.59pm CET) The closing days of Cannes Lions saw 29,468 conversations, with 15,943 taking place on Friday and 13,525 on the closing Saturday. A debate involving Viacom’s Phillipe Dauman, Twitter’s Dick Costolo and Sir Martin Sorrell sparked the most conversations, as the trio discussed everything from e-commerce to the future of mobile advertising and social. Bono’s appearance on Saturday also caused a stir with a peak of over 1,400 conversations that evening.
  • 4. Top Brands (by mentions) at Cannes Lions 2014: 20.06.14 (1am CET) – 21.06.14 (11.59pm CET) The final two days of the festival saw Ogilvy’s brand domination continue, accumulating almost 5,000 mentions across Friday and Saturday. Elsewhere, WPP generated substantial chatter alongside Twitter and WPP as the three companies joined on stage to discuss a range of topics including native advertising and the shift toward data-driven programmatic systems. Similarly, RED was fired to over 1,100 mentions as its founder Bono discussed the progress of the organisation. There was also a rise in the brand stakes for Harvey Nichols after its Christmas ad campaign picked up a Grand Prix for Adam & Eve. The retailer clocked 180 online conversations. 557 1169 741 4963 274 1146 180 0 1,000 2,000 3,000 4,000 5,000 6,000 Google RED Twitter Ogilvy Viacom WPP Harvey Nichols Google RED Twitter Ogilvy Viacom WPP Harvey Nichols
  • 5. Top buzz words (by mention) at Cannes Lions 2014: 20.06.14 (1am CET) – 21.06.14 (11.59pm CET) Buzz on Friday and Saturday continued to focus around ‘creativity’ and ‘advertising’, which generated over 2,000 and 1,800 conversations respectively. ‘Design’ proved a major talking point on Saturday as Apple’s SVP of design, Jon Ive, took to the stage alongside Bono. Of the buzzword’s 753 appearances, 582 came on Saturday. 11% 30% 33% 8% 4% 12% 2% Buzz words Mobile Advertising Creativity TV Women Design Short-form
  • 6. Most Mentioned Celebrities at Cannes Lions 2014: 20.06.14 (1am CET) – 21.06.14 (11.59pm CET) Bono’s attendance at Cannes Lions on Saturday sparked significant chatter as the star was recognised with the inaugural Cannes Lionheart Award on behalf of his AIDS organisation (RED). The award acknowledged the way in which Bono used his celebrity to create a global brand to “achieve greater good for humankind”. Bono’s co-presenter, Jon Ive of Apple, generated 1,200 mentions on a day when A-listers (Bono aside) took a backseat to some of the advertising industry’s big hitters. Another shining example of this was the hype around Sir Martin Sorrell’s presence. The CEO of WPP jumped up to third place, ahead of Kim Kardashian, in the celebrity charts, featuring in just under 830 social conversations. 1200 289 2,328 829 643 353 0 500 1000 1500 2000 2500 Jon Ive Dick Costolo Bono Sir Martin Sorrell Kim Kardashian Kany West
  • 7. Top Hashtags at Cannes Lions 2014: 20.06.14 (1am CET) – 21.06.14 (11.59pm CET) The official #CannesLions hashtag featured 24,130 times over the final two days of the festival. This averaged 12,065 per day, a drop of 33% from Thursday as the event continued to wind down. Unofficial hashtags were dominated by those on stage, as #Bono was used 656 times, and #JonIve proved even more popular with 746 mentions. #RED, a major topic of discussion between the two, appeared in 104 online conversations on Saturday. As with earlier in the week, #OgilvyCannes continued to lead the way overall, featuring in over 5,695 conversations 4% 8% 7% 73% 8% Hashtags #brightfuture #france #monks #OgilvyCannes #backineurope