The opening weekend at Cannes introduced us to #dronie (Drone + selfie) and the power of David Hasselhoff. Follow along throughout Cannes for Daily Updates from the ExactTarget Marketing Cloud. Top social media trends from the opening weekend at Cannes Lions included: · Sir Patrick Stewart helped Twitter become the big winner on day one of Cannes Lions, with the social platform featuring in over 1,200 mentions · While much of Ogilvy’s social-cut through is driven by the firm’s own channels, its social campaign continues to storm ahead in the conversation stakes · David Hasselhoff showed the power of celebrity, helping to lift Golin into a prominent position after attending a session with the agency and promoting the #Hoffornot hashtag · Storytelling continues to be a key theme at the festival. Twitter’s #LiveStories and #LiveStorytelling have taken over from Game of Thrones in sparking conversation around how to tell stories. As a buzz word, ‘storytelling’ was second only to ‘creativity’, generating 1,257 mentions · #dronie also proved popular with 234 mentions, which was driven by the first #dronie of the festival with Patrick Stewart on Sunday.

1. The Latest Social Media Trends
from Cannes Lions 2014 –
Opening Weekend buzz
Friday 13th June (1am CET) – Sunday 15th June 2014 (11.59pm
CET)

2. Opening weekend buzz: Key findings
• Sir Patrick Stewart helped Twitter become the big winner on day one of Cannes
Lions, with the social platform featuring in over 1,200 mentions
• While much of Ogilvy’s social-cut through is driven by the firm’s own channels,
its social campaign continues to storm ahead in the conversation stakes
• David Hasselhoff showed the power of celebrity, helping to lift Golin into a
prominent position after attending a session with the agency and promoting the
#Hoffornot hashtag
• Storytelling continues to be a key theme at the festival. Twitter’s #LiveStories
and #LiveStorytelling have taken over from Game of Thrones in sparking
conversation around how to tell stories. As a buzz word, ‘storytelling’ was
second only to ‘creativity’, generating 1,257 mentions

3. Cannes Lions 2014: Volume 13.06.14 (1am CET) – 15.06.14
(11.59pm CET)
Cannes Lions generated 21,982 posts over the weekend. Social conversations grew slowly on
Saturday before taking off on Sunday as the festival finally kicked off. Sunday accounted for 62%
of all conversations between Friday and Sunday, peaking at midday with 1,480 mentions, much
of which was fuelled by Sir Patrick Stewart’s presence on stage with Twitter.

4. Top Brands (by mentions) at Cannes Lions 2014: 13.06.14 (1am
CET) – 15.06.14 (11.59pm CET)
127
324
72
3638
1218
0 500 1000 1500 2000 2500 3000 3500 4000
Golin
Instagram
Microsoft
Ogilvy
Twitter
Golin Instagram Microsoft Ogilvy Twitter
Ogilvy continued its prolific social campaign, making excellent use of the #OgilvyCannes
hashtag to generate over 3,600 mentions. While much of this was driven by Ogilvy’s own
streams rather than through wider engagement, it still allowed the company to storm ahead in
the social stakes.
Twitter’s session with Patrick Stewart drew 1,218 mentions alone, while agency Golin’s use of
David Hasselhoff enabled it to create decent cut -through ahead of more widely known
companies, securing the fourth top spot among all brands.

5. Top buzz words (by mention) at Cannes Lions 2014: 13.06.14
(1am CET) – 15.06.14 (11.59pm CET)
Creativity was the most popular buzz word with over 1,200 mentions, propelling it to the top
by its official place within the festival’s title. Storytelling featured a close second, only 21
mentions further back, with Twitter’s #LiveStories session driving much of the buzz. The
topic of women in advertising also helped ‘advertising’ retain its place as a prominent
keyword with over 1,100 mentions.
24%
22%
25%
2%
3%
24%
Buzz words
Storytelling
Advertising
Creativity
Design
TV
Inspire

6. Most Mentioned Celebrities at Cannes Lions 2014: 13.06.14
(1am CET) – 15.06.14 (11.59pm CET)
Sir Patrick Stewart’s appearance at Twitter’s storytelling session stole the show on the opening day,
with the acclaimed actor clocking up over 1,300 mentions online, demonstrating the power of a
celebrity presence. Surprisingly, Abraham Lincoln remained a prominent figure into the weekend,
retaining momentum from Ogilvy’s pre-event social campaign which quoted his famous stance that
“the best way to predict your future is to create it”.
David Hasselhoff was the other winning celebrity on the opening day, following his appearance at
Golin’s session. This sparked the #hoffornot hashtag, which helped drive conversations further.
0
500
1,000
1,500
Patrick Stewart Abraham Lincoln David Hasselhoff
Celebrity mentions
Patrick Stewart
Abraham Lincoln
David Hasselhoff

7. Top Hashtags at Cannes Lions 2014: 13.06.14 (1am CET) –
15.06.14 (11.59pm CET)
#OgilvyCannes continued to dominate in the hashtag stakes when we discount the
official #CannesLions tag (which garnered 17,753 uses). However, Sunday’s #Hoffornot
hashtag also generated significant conversation on the day, rising to a high of over 350
posts per hour following David Hasselhoff’s presence alongside Golin.
#dronie also proved popular with 234 mentions, which was driven by the first #dronie of
the festival with Patrick Stewart on Sunday.
7%
4%
3%
77%
9%
Top hashtags
#seeitbeit
#LiveStories
#dronie
#OgilvyCannes
#Hoffornot