Cannes Lions proved as popular as ever this year, with online conversations reaching 147,389 between the opening Sunday and closing Saturday. This number comfortably tops a staggering 150,000 if we include the substantial pre-event chatter that took place throughout the social sphere.
Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts. The company used #OgilvyCannes to spark debate and promote content, a tactic that proved successful, enabling Ogilvy to achieve over 22,000 mentions.
As ever, celebrities were a big source of online discussion, and Cannes Lions 2014 taught us the impact that tapping into the power of celebrity can have. Twitter used Sir Patrick Stewart’s presentation to great effect, and capitalised on his participation in the first ever #dronie to drive conversation around the brand. Elsewhere, Kanye West presented alongside Translation, speaking about his own brand ideas for the likes of Beats and Instagram. His appearance created the most hype on social media with over 7,000 posts, as well as its own hashtag.
Online data shows that, alongside the predictable hot topics of creativity and advertising, storytelling made its mark at Cannes Lions 2014. The presence of TV producers including David Benioff and Rebecca Eaton helped to spark these discussions as attendees looked for expert insight on how to deliver this concept within the advertising and marketing industries. Storytelling was the source of 3,446 conversations, the fourth most at the festival, demonstrating its rise to the top of the advertising world’s agenda this year.