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/

1. 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

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

3. Lions
Cannes
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

4. Lions
Cannes
2014 End Result

5. 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.”
Lions
Cannes
2014

6. 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 discussed
brand 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

7. 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...

8. Ogilvy owned share-of-voice
55% - 75% the entire week
Public facing charts by BuzzRadar who monitored
#CannesLions using visual dashboards.

9. 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

10. 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

11. @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

12. @ThamKhaimeng featured on
The Huffington Post

13. 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 tweets
out of all of #CannesLions tweets. This
was posted prior to the start of the event.
5,163 retweets 3,637 retweets

14. 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

15. our focus was on thought leadership
& real-time tweeting

16. 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

17. @ThamKhaiMeng launched his storytelling
red paper during his panel

18. 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

19. General feedback
verbatims

20. our panel featuring Neil degrasse
tyson & tham khai meng hits
Page Six & Adweek

21. Meet the Core Team
L i o n s
Cannes
2 0 1 4
Team
Adam 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