Cannes lions end of week update

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Salesforce Marketing Cloud

The key trends to emerge from Cannes Lions Festival of Creativity 2013 throughout the week.

Technology Business

Cannes Lions 2013: Social
Media Trends for the Week
June 24, 2013

Cannes Lions 2013 – Volume from the week
Cannes Lions generated 107,058 posts from Sunday 16th – Sunday 23rd June 2013.
That’s an average of over 15,294 posts per day.
Conversation reached its peak on Wednesday, when a total of 40,337 posts appeared. This was led by seminars and
appearances from the likes of Time Warner and Conan O’Brien, Translation and Sean Combs, LinkedIn, Microsoft,
Unilever and Twitter.

Top Brands at Cannes Lions 2013
Ogilvy is crowned the overall conversation leader at Cannes, generating over 15,000 posts during the
week.
However, YouTube drove the most substantial peak in chatter when it took to the stage on Thursday,
generating 1,965 mentions during the company’s presentation alone.

Top buzz words (by mention) at Cannes Lions 2013
Advertising established itself as this year’s top buzz word, generating over 6,000 mentions
throughout the week.
The Festival’s focus on cutting-edge creativity shone through, with mobile and big data following
closely behind in volume of mentions, highlighting how new technologies are becoming
increasingly relevant to the creative community.
32%
22%
14%
10%
8%
7%
6%
1%
Advertising
Creativity
Mobile
Big data
Design
Visualisation
Social media
Collaboration

Most Mentioned Celebrities at Cannes Lions 2013
Vivienne Westwood achieved the most social media mentions throughout the week, with her appearance resulting
in over 876 posts.
Meanwhile, Jack Black and Lou Reed pushed Martin Sorrell’s overall position in celebrity mentions back to fourth
place.

Top Hashtags at Cannes Lions 2013
Official hashtags (#canneslions, #canneslive) aside, Ogilvy remained leagues
ahead in the hashtag stakes, producing 11,532 more mentions than its nearest
competitor, Clear Channel Outdoor’s ‘#Canvas for Creativity’ mural.

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A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity. We’re talking about brands that do things for and with people. These brands create value and earn attention. Today’s successful brands find the mutual value exchange between brand and consumer.

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Thursday saw awards become a major talking point for the first time – being mentioned over 1,000 times online. Chipotle took advantage of this as it won the Cannes PR Award for its anti-Big-Food ad, promoting sustainable food. The restaurant exploited this success effectively on social media, generating over 500 online conversations around the brand which helped to promote it’s the positive news further. The other major talking point in terms of awards was that of the Future Lions. The #brightfuture hashtag rose to become the fifth most popular as buzz increased around the creativity and advertising stars of the future. On stage, Unilever’s CMO Keith Weed delivered a presentation exploring the changing nature of marketing that resonated with the online audience, enabling the brand to create significant noise via social channels. Weed spoke about the importance of finding creative talent, as well as the increasing threat of the fragmented customer experience. The insight shared clearly struck a chord with the creative audience, as Unilever became the first brand to generate this level of conversation without a celebrity presenting alongside them. While celebrities didn’t quite have the same on stage presence as Wednesday, Kim Kardashian’s attendance at the MailOnline’s boat party not only saw her rise to second place on the social charts, but also prove great value to the UK news outlet as it closed in on 1,000 mentions. Jared Leto also continued to top the charts in the celebrity stakes after tweeting a photo of himself with a monk. Despite the lack of a celebrity keynote on Thursday, the influence A-listers hold on conversation was proven through their continued, significant contribution. Celebrities were featured in 25% of all Cannes Lions related chatter on Thursday.

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Cannes Lions 2014 conversations continued to rise as Tuesday saw a further 26,000 mentions around the festival – the highest number yet. This was in no small part down to the presence of superstar Kanye West, whose 3,500+ mentions saw him rise to easily become the most mentioned celebrity of the entire festival, overtaking Patrick Stewart’s 1,300 mentions on Sunday. Kanye took to the stage to discuss a whole host of topics, including the role that technology plays in cultural evolution, highlighting the likes of Instagram, Apple and Beats. Aside from Mr. West, Tuesday saw Marissa Mayer spark a conversation around creativity in digital advertising that propelled the buzz word to over 1,600 mentions. Storytelling, which has been a major Cannes Lions theme so far, actually dropped in the ratings yesterday with 626 mentions. However, its draw and relevance was still made apparent through the ‘Storytelling with Story creators’ panel, which generated the biggest buzz word peak of the day with 204 mentions, with TV producer Rebecca Eaton driving the conversation. Meanwhile, Google made a significant play in the brand stakes as activity at its Creative Sandbox really took off, helping the tech giant to hit over 1,055 mentions. First off, its Chief Business Officer, Nikesh Arora, spoke of how technology can help to achieve the ‘impossible’, while later sessions with TED and Lego sparked further discussion around creativity and how to inspire an audience with a universally appealing advertising campaign.

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