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ALTRUISM, BRANDS, CANNESTHE ABC OF WINNING BIG
@jarilahdevuori // @kurio_marketing27/9/2017 // IAB Finland
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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.
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WHY CANNES & CREATIVITY?
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Source: Case For Creativity (James Hurman 2012)
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“All other things being equal, creativity is an advertiser’s best bet.”
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OK, CANNES. WHAT NEXT?
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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
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SOCIAL MEDIA. ISN’T THAT JUST_________?
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helps to discover the social dynamic
begins with the brand persona & dna
based on academic
motivational research
gives you focus and
drives better engagement
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WHAT WORKS ON SOCIAL?
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“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
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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)
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ALTRUISM BY WHOM?
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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
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ALTRUISM JUST HOW?
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TOP OF THE FUNNEL DOMINATES
(WEIGHTED) WINNING VOLUNTEER CAMPAIGNS PER FUNNEL 2015-2017 (N=174) (KURIO 2017)
15% Conversion
29% Activation
56% Awareness
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ALTRUISM FOR WHAT?
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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
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ABC FOR WINNING?
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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
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Get the white paperBIT.LY/KURIOXCANNES
@jarilahdevuori // @kurio_marketing