LionsCannes

2014

social impactReport

The TeamAdAm 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

“If you can’t advertise yourself, what hope do you have of being able to advertise anything else?”

LionsCannes

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 @ThamKhaiMeng’s Twitter presence to personalize Ogilvy’s social activation effort and increase his reach at Cannes

LionsCannes

2014 End Result

End Result

worldwide Ceo & CHAirmAn ogilVy & mAtHer

Miles Young “We also put together a Grand Prix performance on the ground here in Cannes—in operations, social, content, public relations, and as representatives of the best agency in the world.”

LionsCannes

2014

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 discussedbrAnd 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

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...

ogilVy owned SHAre-of-VoiCe

55% - 75% the entire week

Public facing charts by BuzzRadar who monitored #CannesLions using visual dashboards.

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 Salesforce’s 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  

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

@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

@tHAmKHAimeng feAtured on

The huffington Post

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 tweetsout of all of #CannesLions tweets. This was posted prior to the start of the event.

5,163 retweets 3,637 retweets

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 Campaign’s dedicated Cannes landing page.

impact: 13 million impressions & 666 mentions on Twitter

our foCuS wAS on tHougHt leAderSHip

& real-time tweeting

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

@tHAmKHAimeng lAunCHed HiS Storytelling

red paper during his panel

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

generAl feedbACK

verbatims

our pAnel feAturing neil degrASSe tySon & tHAm KHAi meng HitS

Page six & adweek

Meet the Core TeamL i o n sCannes2 0 1 4

TeamAdAm 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