Throughout the Cannes Lions Festival of Creativity, the ExactTarget Marketing Cloud will provide the top social trends from the event, including everything from the Game of Thrones to “La Galerie d’Instragram” photography competition, as seen in today’s recap.

2. Pre-event buzz: Key Findings
• Ogilvy has comfortably dominated the first week of Cannes thanks in part to a prolific and well-
executed social campaign
• #OgilvyCannes and #inspire, both created by Ogilvy, account for 93% of hashtag uses outside of
the official Cannes Lions hashtags
• The success of Game of Thrones, and the will to discover more about the storytelling experience,
has seen the show’s producer top the buzz around speakers. ‘Storytelling’ was mentioned
alongside the TV exec and his successful show, seeing it rise to become the third most popular
buzz word after ‘advertising’ and ‘creativity’
• Ogilvy aside, Microsoft is leading the way amongst brands with the #MSFTCannes hashtag
proving a useful tool for driving conversation
• Facebook and Instagram’s ‘La Galerie d’ Instagram’ photography competition is also gaining
traction pre-event

3. Cannes Lions 2014 by Volume
09.06.14 (1am CET) – 12.06.14 (4pm CET)
Cannes Lions generated 9,617 posts so far this week by 4pm CET Thursday. We can see buzz is slowly building up with the number of
posts increasing by 52% compared to the same period last week.
However, since Monday, conversation has remained steady, with the most mentions coming in at midday at the beginning of the week. This
was fuelled by Ogilvy’s Cannes preparations, which has driven 3,668 mentions throughout the week so far. It will be interesting to see if the
firm can maintain its share of voice when other brands begin to drive their own conversations next week.

4. Top Brands (by mentions) at Cannes Lions 2014
09.06.14 (1am CET) – 12.06.14 (4pm CET)
95
126
86
59
17
24
34
19
195
0 50 100 150 200 250
Google
Instagram
Samsung
WPP
Microsoft
Google Facebook Instagram McDonald's Samsung LinkedIn WPP Yahoo Microsoft
Ogilvy’s prolific social campaign, including the prominent #OgilvyCannes hashtag, has been central to the agency dominating brand mentions in
the build up to Cannes. If we exclude Ogilvy, as in the above chart, it is evident brands have yet to engage social audiences in the run-up to the
festival, which in part may come down to many focusing resource on FIFA World Cup campaigns.
Microsoft leads the way as the ‘best of the rest’ with its #MSFTCannes hashtag driving conversation – much of this has been driven by its own
@MSAdvertising account. Facebook generated 125 mentions, which it owes in part to Instagram’s ‘La Galerie d’ Instagram’ photography
competition.

5. Top Buzz Words (by mention) at Cannes Lions 2014
09.06.14 (1am CET) – 12.06.14 (4pm CET)
Unsurprisingly, ‘advertising’ was the top buzz word in the build up to the event, generating 810 mentions. Its closest rival was ‘creativity’ with 579
mentions. Rivalling these more traditional themes, the growing importance of ‘storytelling’ has also seen significant cut-through with 421
mentions. It will be interesting to see if any other buzz words can spark conversation once the festival kicks-off.
38%
6%27%
5%
20%
4%
Buzzwords
Advertising
Mobile
Creativity
TV
Storytelling
Design

6. Most Mentioned Celebrities at Cannes Lions 2014
09.06.14 (1am CET) – 12.06.14 (4pm CET)
Amazingly, Abraham Lincoln has featured as the most mentioned famous figure this week. Ogilvy demonstrated the value of a well-executed
social media campaign with a relevant image and quote from the former president. “The best way to predict your future is to create it” tied in with
the themes of Cannes and struck a chord with the Twitter-sphere, generating 713 retweets.
When it comes to non-historical figures, Game of Thrones producer David Benioff is sparking conversation ahead of his appearance at the
festival. With the likes of Bono, Courtney Love and Jared Leto set to star next week, we’re expecting much more celebrity buzz in the coming
days.
0
100
200
300
400
500
600
700
800
900
Abraham Lincoln David Benioff Bono Sheryl Sandberg
Abraham Lincoln
David Benioff
Bono
Sheryl Sandberg

7. Top Hashtags at Cannes Lions 2014
09.06.14 (1am CET) – 12.06.14 (4pm CET)
Removing the official hashtags (#canneslions, #canneslive), we can see confirmation of Ogilvy’s domination during this first week, with
#OgilvyCannes being used 3637 times. #inspire, also created by Ogilvy, is the second most popular hashtag, with 1,756 mentions. Excitement
around the appearance of David Benioff and D.B Weiss of Game of Thrones fame has boosted #GoT and #GameOfThrones with 134 and 135
uses respectively.
63%
30%
2%
2% 3%
#OgilvyCannes
#inspire
#GameOfThrones
#GoT
#MSFTCannes