altruism, brands, cannes the abcof winning big · altruism, brands, cannes the abcof winning big...

ALTRUISM, BRANDS, CANNESTHE ABC OF WINNING BIG

@jarilahdevuori // @kurio_marketing27/9/2017 // IAB Finland

KURIO HAS BEEN ANALYSING OVER 3,600 CANNES LIONS WINNERS OVER THE PAST YEARS IN THEIR ANNUAL RESEARCH. THIS YEAR THE COLLABORATION WITH CANNES

LIONS EXPANDED TO NEW FIELDS WITH THE CANNES LIONS CHATBOT AND VIDEO

INTERVIEWS IN CANNES FOR THE RESEARCH.

THE FOLLOWING FINDINGS WILL ALSO BE PRESENTED AT EUROBEST 2017 IN LONDON.

WHY CANNES & CREATIVITY?

Source: Case For Creativity (James Hurman 2012)

“All other things being equal, creativity is an advertiser’s best bet.”

OK, CANNES. WHAT NEXT?

2012 2013 2014

PERCENTAGE OF CANNES 2017 WINNING CAMPAIGNS WITH SOCIAL MEDIA AT ITS CORE (KURIO 2017)

2015 2016 2017

SOCIAL MEDIA IS GROWING AS A KEY ELEMENT IN WINNING CAMPAIGNS

SOCIAL MEDIA. ISN’T THAT JUST_________?

helps to discover the social dynamic

begins with the brand persona & dna

based on academic

motivational research

gives you focus and

drives better engagement

WHAT WORKS ON SOCIAL?

“VOLUNTEER” DOMINATES THE SEVEN ROLES YEAR AFTER YEAR

ROLE DESCRIPTION: VOLUNTEERAsk yourself: “Would someone care for the brand?”, “Does the brand stand credibly for some cause?” Motivators for consumers to engage: altruism, helping othersStereotype: brands that have a connection to a movement / NGO / ideology.

2012 2013 2014 2015 2016 2017

WINNING CAMPAIGNS 2012-2017 Master Of Ceremony

Sage

Muse

Pitchman

Host

Volunteer

Idol

MAIN ROLE SUPPORTIVE ROLECANNES WINNING CAMPAIGNS’ ROLES PER SOCIABILITY OF THE BRAND FRAMEWORK (KURIO 2017)

ALTRUISM BY WHOM?

ANY KIND OF ORGANIZATION CAN THRIVE AS A VOLUNTEER

(WEIGHTED) WINNING VOLUNTEER CAMPAIGNS PER ADVERTISER 2015-2017 (N=174) (KURIO 2017)

34% Companies

9% Public sector

57% NGOs

ALTRUISM JUST HOW?

TOP OF THE FUNNEL DOMINATES

(WEIGHTED) WINNING VOLUNTEER CAMPAIGNS PER FUNNEL 2015-2017 (N=174) (KURIO 2017)

15% Conversion

29% Activation

56% Awareness

ALTRUISM FOR WHAT?

VOLUNTEER CAMPAIGN THEMES BY WEIGHTED WINNERS 2015-2017 (N=174) (KURIO 2017)

0 20 40 60 80 100 120

Other

Homeless

Illiteracy

Economicissues

Corruption

Downsyndrome

Catastropheadi

Missingchildren

Bullying

Developingcountries

Sexualequality

Environment

Animalrights

Freedomofspeech

Blood/organdonation

Gunviolence

Peace

Violencetowardswomen

Refugees

Roadsafety

Tolerance

Womenempowerment

Disease

ABC FOR WINNING?

76% OF CANNES LIONS WINNERS USE ON SOCIAL MEDIA45% OF SOCIAL MEDIA WINNERS TAP INTO ALTRUISM

57% OF THEM ARE NGO CASES 56% OF THEM FOCUS ON AWARENESSTOP 2 THEMES: “DISEASE” AND “WOMEN EMPOWERMENT”

DO USE SOCIAL MEDIA AT THE CORE OF THE CAMPAIGNDO STAND FOR A CREDIBLE CAUSE & TAP INTO ALTRUISMDO THE CAMPAIGN FOR/WITH AN NGODO IT TO MAINLY RAISE AWARENESSDO STAND FOR ”DISEASE” OR “WOMEN EMPOWERMENT”

THE ABC OF WINNING BIG

THE KEY FINDINGS

Get the white paperBIT.LY/KURIOXCANNES

@jarilahdevuori // @kurio_marketing