Cannes Lions Thursday update

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The key trends to emerge from Cannes Lions Festival of Creativity 2013 on Thursday.

Technologie Divertissement et humour

The Latest Social Media Trends
from Cannes Lions 2013 –
Thursday
June 20, 2013

Thursday: Key findings
As many attendees begin their travels home, Cannes Lions generated
6,047 posts by 1pm CET Thursday – just over half the number of posts
that appeared yesterday.
Lou Reed stole the celebrity show today, generating more than five
times the number of posts about his fellow celebrities.
Visualisation also rocketed onto the buzz word radar, following the
release of Twitter’s new TV ad targeting visualisation tool.

Cannes Lions 2013 – Volume on Thursday as of 1pm CET
Cannes Lions generated 6,047 posts by 1pm CET on Thursday.
That’s an average of over 431 posts per hour.
Conversation reached its peak at midday, when Lou Reed joined Grey Group’s CEO
and Vice Chairman to discuss creativity and inspiration, contributing to 1,186
mentions that hour.
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00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00

Top Brands (by mentions) at Cannes Lions 2013: Thursday as of
1pm CET
Ogilvy’s continued social media presence resulted in the company maintaining its top position with 882 mentions.
YouTube’s presentation, citing Dove, put the company in a firm second place, with 866 posts. It also gave Dove a 10
post lead on Saatchi & Saatchi, which took to the stage to celebrate its 28th birthday the Festival.
5
10
125
50
28
21
6
882
115
866
0 100 200 300 400 500 600 700 800 900 1000
AOL
Coca-cola
Dove
Grey Group
Heineken
Microsoft
Mother
Ogilvy
Saatchi & Saatchi
YouTube
AOL Coca-cola Dove Grey Group Heineken
Microsoft Mother Ogilvy Saatchi & Saatchi YouTube

Top buzz words (by mention) at Cannes Lions 2013: Thursday
as of 1pm CET
Advertising continued its lead in the buzz word stakes, generating 609 mentions – more than 50
additional posts compared to yesterday.
Visualisation secured second place today, following the launch of Twitter’s new TV ad targeting
visualisation tool.
36%
0%
14%12%
11%
5%
4%
18%
Advertising
Collaboration
Creativity
Data
Design
Mobile
Social media
Visualisation

Most Mentioned Celebrities at Cannes Lions 2013:
Thursday as of 1pm CET
Thursday saw Lou Reed steal the celebrity show following his appearance on stage with the Grey
Group, leading to over 500 mentions. Meanwhile, Conan O’Brien chatter plummeted following his
departure from the Festival, with mentions depleting by over 100.
4 16 3
512
3 4
0
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400
500
600
Anderson
Cooper
Conan
O'Brien
Jack Black Lou Reed Nick Cannon Vivienne
Westwood
Anderson Cooper
Conan O'Brien
Jack Black
Lou Reed
Nick Cannon
Vivienne Westwood

Top Hashtags at Cannes Lions 2013: Thursday as of 1pm
CET
Removing the official hashtags (#canneslions, #canneslive), we can see that
Ogilvy once again held its lead in the top hashtag stakes. We also saw YouTube
and Dove establish themselves on the radar after the companies’ presentations
this morning.
29 41
113
134
75
164
889
0
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1000
#advertising #dove #youtube #newhouseidsm #walnutmedia #canvas #ogilvycannes
#advertising
#dove
#youtube
#newhouseidsm
#walnutmedia
#canvas
#ogilvycannes

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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 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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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 really kicked-off on Monday, generating over 25,300 online conversations – over 3,300 more than the entire weekend period. This puts online conversations averages at over 1,100 per hour. Activity peaked at around 3pm local time as film director Spike Jonze took to the stage alongside SapientNitro to talk about the crossover between technology and storytelling – reaffirming established themes from this year’s festival around the power of celebrity and the interest in storytelling.

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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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MediaWeek: "Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions." "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." Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’” Links: MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/

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