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
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#OgilvyCannes 2014 Social Impact Report at #CannesLions
"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.’”
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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...
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
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
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.”