#ogilvycannes 2014 social impact report at #canneslions
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
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