#OgilvyCannes 2014 Social Impact Report at #CannesLions

download #OgilvyCannes 2014 Social Impact Report at #CannesLions

of 22

  • date post

    08-May-2015
  • Category

    Business

  • view

    22.438
  • download

    0

Embed Size (px)

description

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/

Transcript of #OgilvyCannes 2014 Social Impact Report at #CannesLions

  • 1.Lions Cannes 2014 Social Impact Report The Team Adam Kornblum, Social Media Director & Sr. Content Strategist, O&M Jeremy Katz, Worldwide Editorial Director, O&M Nikolaj Birjukow, Worldwide Managing Director of Marketing, O&M Jennifer Hubbard, Social Content Manager, O&M Harley Saftler, Creative Project Manager, O&M Natalie Lyall, ogilvydo publisher, O&M Tuan Ching, Creative Director, O&M Luis Vilches, Lead Art & Social Creative Director

2. If you cant advertise yourself, what hope do you have of being able to advertise anything else? 3. Lions Cannes 2014 Social Impact Report our goals for #CannesLions 2014 Dominate share-of-voice at the Cannes Lions using hashtag #OgilvyCannes (increasing engagement by 20% Y-O-Y) Increase impressions by 20% (from 175 million in 2013) Use @ThamKhaiMengs Twitter presence to personalize Ogilvys social activation effort and increase his reach at Cannes 4. Lions Cannes 2014 End Result 5. End Result Worldwide CEO & Chairman Ogilvy & Mather Miles Young We also put together a Grand Prix performance on the ground here in Cannesin operations, social, content, public relations, and as representatives of the best agency in the world. Lions Cannes 2014 6. 7 things worth highlighting Sources: Sysomos, BuzzRadar, Twitter, Salesforce #OgilvyCannes earned Over 390 million impressions 123% increase y-o-y #OgilvyCannes earned Over 40,100 mentions on Twitter 129% increase y-o-y 36,878 retweets (162% increase Y-O-Y) Ogilvy was the most discussed brand on social @ThamKhaiMeng was the most talked about speaker on social #OgilvyCannes went trending on Twitter#OgilvyCannes was the most used hashtag (outside of the official #CannesLions hashtag) earning 1,352% more than the nearest competitor (#HavasCafe) @Ogilvy and @Thamkhaimeng had the two most retweeted tweets compared to all other tweets using the official #CannesLions hashtag 7. Competition was high Twitter had drones, Havas had a real-time studio set up with social experts monitoring & pushing out content. Mail Online had Kim Kardashian tweeting, Clear Channel had Jared Leto, SapientNitro had Spike Jonze, Twitter also had Patrick Stewart, Golin had David Hasselhoff, and more... 8. Ogilvy owned share-of-voice 55% - 75% the entire week Public facing charts by BuzzRadar who monitored #CannesLions using visual dashboards. 9. 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. Click here to see Salesforces final report for the week 2,648 1773 3615 22652 2165 1430 1601 0 5,000 10,000 15,000 20,000 25,000 Google RED Twi7er Ogilvy MailOnline WPP Apple Google RED Twi7er Ogilvy MailOnline WPP Apple 10. Top 5 hashtags (outside of the official #CannesLions) Salesforce quote: In terms of unofficial hashtags, #OgilvyCannes led the way throughout the week, averaging over 3,800 uses per day on its way to 27,132. Ogilvy achieved awards success which contributed to this domination, but its own prolific social campaign was the main driver as it produced engaging content on a daily basis. Source: Salesforce #msftcannes, 992 #dronie, 1160 #HavasCafe, 1,867 #OgilvyCannes, 27132 #Hoffornot, 1207 #JaredLeto, 826 11. @ThamKhaimeng was the most talked about speaker (source: Buzzradar) Throughout the entire week (and a week prior to #CannesLions), @ThamKhaiMeng was the leader in share-of-voice among personalities (over Bono, Keith Weed, Jared Leto, Kanye West, Sarah Jessica Parker, and many others). His SOV ranged from 40% to 65% throughout the week. Impact: 57.5 million impressions & 8,410 mentions on Twitter 12. @ThamKhaimeng featured on The Huffington Post 13. pre-cannes: We set the stage with quotes & shareable graphics Being relevant: An Executive Producer of Game of Thrones spoke on a panel. Instead of waiting for his panel, we pushed out his quotes during GOT. #1 and #2 most retweeted tweets out of all of #CannesLions tweets. This was posted prior to the start of the event. 5,163 retweets 3,637 retweets 14. We partnered with campaign magazine to increase reach of our content Co-branded graphics increased engagement and reach for #OgilvyCannes while driving significant traffic to Campaigns dedicated Cannes landing page. Impact: 13 million impressions & 666 mentions on Twitter 15. our focus was on thought leadership & real-time tweeting 16. Tweeted the first gif ever at #CannesLions Adapting in real-time to not just content demands but to platform updates. Twitter announced that they are allowing users to tweet GIFs. GIF tweet Feedback - verbatims 17. @ThamKhaiMeng launched his storytelling red paper during his panel 18. Launched a study with Google and TNS Salesforce quote (Tuesday report): Google also released research in partnership with Ogilvy, which helped drive conversations around both. Ogilvy continued to lead the way with almost 4,800 mentions [on Tuesday], with its joint research looking at purchase decisions playing a key part in this achievement. The most-read Cannes post on Campaign Magazine 19. General feedback verbatims 20. our panel featuring Neil degrasse tyson & tham khai meng hits Page Six & Adweek 21. Meet the Core Team L i o n s Cannes 2 0 1 4 Team Adam Kornblum, Social Media Lead Jeremy Katz, Editor-in-Chief of content & architect of Google study Nikolaj Birjukow, Managing Director of Cannes effort & operations Jennifer Hubbard, Cannes Community & Content Manager Harley Saftler, Creative Project Manager Natalie Lyall, ogilvydo publisher Tuan Ching, Photographer Luis Vilches, Lead Art & Social Creative Director