• Like

Opening Weekend Social Media Buzz for Cannes Lions

  • 3,631 views
Uploaded on

The opening weekend at Cannes introduced us to #dronie (Drone + selfie) and the power of David Hasselhoff. Follow along throughout Cannes for Daily Updates from the ExactTarget Marketing Cloud. …

The opening weekend at Cannes introduced us to #dronie (Drone + selfie) and the power of David Hasselhoff. Follow along throughout Cannes for Daily Updates from the ExactTarget Marketing Cloud.

Top social media trends from the opening weekend at Cannes Lions included:

· Sir Patrick Stewart helped Twitter become the big winner on day one of Cannes Lions, with the social platform featuring in over 1,200 mentions
· While much of Ogilvy’s social-cut through is driven by the firm’s own channels, its social campaign continues to storm ahead in the conversation stakes
· David Hasselhoff showed the power of celebrity, helping to lift Golin into a prominent position after attending a session with the agency and promoting the #Hoffornot hashtag
· Storytelling continues to be a key theme at the festival. Twitter’s #LiveStories and #LiveStorytelling have taken over from Game of Thrones in sparking conversation around how to tell stories. As a buzz word, ‘storytelling’ was second only to ‘creativity’, generating 1,257 mentions
· #dronie also proved popular with 234 mentions, which was driven by the first #dronie of the festival with Patrick Stewart on Sunday.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,631
On Slideshare
0
From Embeds
0
Number of Embeds
10

Actions

Shares
Downloads
7
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Latest Social Media Trends from Cannes Lions 2014 – Opening Weekend buzz Friday 13th June (1am CET) – Sunday 15th June 2014 (11.59pm CET)
  • 2. Opening weekend buzz: Key findings • Sir Patrick Stewart helped Twitter become the big winner on day one of Cannes Lions, with the social platform featuring in over 1,200 mentions • While much of Ogilvy’s social-cut through is driven by the firm’s own channels, its social campaign continues to storm ahead in the conversation stakes • David Hasselhoff showed the power of celebrity, helping to lift Golin into a prominent position after attending a session with the agency and promoting the #Hoffornot hashtag • Storytelling continues to be a key theme at the festival. Twitter’s #LiveStories and #LiveStorytelling have taken over from Game of Thrones in sparking conversation around how to tell stories. As a buzz word, ‘storytelling’ was second only to ‘creativity’, generating 1,257 mentions
  • 3. Cannes Lions 2014: Volume 13.06.14 (1am CET) – 15.06.14 (11.59pm CET) Cannes Lions generated 21,982 posts over the weekend. Social conversations grew slowly on Saturday before taking off on Sunday as the festival finally kicked off. Sunday accounted for 62% of all conversations between Friday and Sunday, peaking at midday with 1,480 mentions, much of which was fuelled by Sir Patrick Stewart’s presence on stage with Twitter.
  • 4. Top Brands (by mentions) at Cannes Lions 2014: 13.06.14 (1am CET) – 15.06.14 (11.59pm CET) 127 324 72 3638 1218 0 500 1000 1500 2000 2500 3000 3500 4000 Golin Instagram Microsoft Ogilvy Twitter Golin Instagram Microsoft Ogilvy Twitter Ogilvy continued its prolific social campaign, making excellent use of the #OgilvyCannes hashtag to generate over 3,600 mentions. While much of this was driven by Ogilvy’s own streams rather than through wider engagement, it still allowed the company to storm ahead in the social stakes. Twitter’s session with Patrick Stewart drew 1,218 mentions alone, while agency Golin’s use of David Hasselhoff enabled it to create decent cut -through ahead of more widely known companies, securing the fourth top spot among all brands.
  • 5. Top buzz words (by mention) at Cannes Lions 2014: 13.06.14 (1am CET) – 15.06.14 (11.59pm CET) Creativity was the most popular buzz word with over 1,200 mentions, propelling it to the top by its official place within the festival’s title. Storytelling featured a close second, only 21 mentions further back, with Twitter’s #LiveStories session driving much of the buzz. The topic of women in advertising also helped ‘advertising’ retain its place as a prominent keyword with over 1,100 mentions. 24% 22% 25% 2% 3% 24% Buzz words Storytelling Advertising Creativity Design TV Inspire
  • 6. Most Mentioned Celebrities at Cannes Lions 2014: 13.06.14 (1am CET) – 15.06.14 (11.59pm CET) Sir Patrick Stewart’s appearance at Twitter’s storytelling session stole the show on the opening day, with the acclaimed actor clocking up over 1,300 mentions online, demonstrating the power of a celebrity presence. Surprisingly, Abraham Lincoln remained a prominent figure into the weekend, retaining momentum from Ogilvy’s pre-event social campaign which quoted his famous stance that “the best way to predict your future is to create it”. David Hasselhoff was the other winning celebrity on the opening day, following his appearance at Golin’s session. This sparked the #hoffornot hashtag, which helped drive conversations further. 0 500 1,000 1,500 Patrick Stewart Abraham Lincoln David Hasselhoff Celebrity mentions Patrick Stewart Abraham Lincoln David Hasselhoff
  • 7. Top Hashtags at Cannes Lions 2014: 13.06.14 (1am CET) – 15.06.14 (11.59pm CET) #OgilvyCannes continued to dominate in the hashtag stakes when we discount the official #CannesLions tag (which garnered 17,753 uses). However, Sunday’s #Hoffornot hashtag also generated significant conversation on the day, rising to a high of over 350 posts per hour following David Hasselhoff’s presence alongside Golin. #dronie also proved popular with 234 mentions, which was driven by the first #dronie of the festival with Patrick Stewart on Sunday. 7% 4% 3% 77% 9% Top hashtags #seeitbeit #LiveStories #dronie #OgilvyCannes #Hoffornot