What’s On

Facebook, the most associated brand with Cannes Lions

During the first three days of Cannes Lions festival, Facebook was the brand most associated with the festival from June 21-23, according to data released by Amobee. At the festival, Facebook previewed the concept behind a new mobile ad format that would give advertisers more agile and versatile ways to market to Facebook users on their smartphones.

Following the social media giant was, Unilever which had 74 per cent as much Cannes Lions related consumption as Facebook between June 21-23. This was because Vicelaunched a new woman’s channel called Broadly and Unilever was their launch sponsor. Vice itself had 39 per cent as much Cannes Lions related consumption between June 21-23, around the Broadly announcement.

Twitter came in at number three as it generated 55 per cent as much Cannes Lions related consumption as Facebook. The social media network talked at the festival about the importance of brands commenting on memes that organically go viral. Amobee’s data also highlights that Twitter has been the main platform for dissemination about updates about what’s been going on at the festival.

At number four was Google which had 54 per cent as much Cannes Lions related consumption as Facebook around their Mobile Grand Prix win for their Cardboard Virtual Reality project and their big beachfront venue.

Among executives most associated with the festival Snapchat founder Evan Spiegel led the ranking for his promise to advertisers that Snapchat will never be creepy and his sharing colourful anecdotes such as him creating the Snapchat logo in his dorm bedroom. Joanna Coles, CEO of Cosmopolitan, who interviewed Mr Spiegel on stage followed him in the ranking with 82 per cent as much Cannes Lions related consumption.

WPP’s head Martin Sorrell had 50 per cent as much Cannes Lions related consumption as Spiegel for the agency’s announcement of partnering with Snapchat and The Daily Mail to create a new content marketing agency.

Chris Cox, Facebook’s Chief Product Officer and who spearheaded Facebook’s address, was 35 per cent as associated to Cannes Lions as Spiegel in the same time period; while Facebook’s COO Sheryl Sandberg, who helped create the ‘Glass Lion’ award for campaigns that shatter gender stereotypes had 30 per cent as much Cannes Lions related consumption as Spiegel.

Among the agencies, WPP was the most associated with the festival between June 21-23 around the launch of content marketing company called Truffle Pig. On the other hand, Publicis, which presented around Healthcare PR and partnered on the PR Grand Prix winning Like A Girl campaign for P&G with Leo Burnett, got 60 per cent as much Cannes Lions related consumption in the same time period.

Ogilvy & Mather which has won 45 Lions Awards among their various regional office; had 49 per cent as much Cannes Lions related consumption as WPP; while Leo Burnett had 40 per cent as much Cannes Lions related consumption as WPP between June 21-23 largely around their part in the Like A Girl campaign. Omnicom had 36 per cent as much Cannes Lions related consumption as WPP during the three days.

According to the data released by Amobee, proportional to their size, 180LA was the agency that made the biggest impact at Cannes. Between June 21-23, they had 28 per cent as much Cannes Lions related consumption as WPP, around entering a case study into Cannes competition that was a thinly veiled attempt at a recruitment ad for a new creative director.

Among celebrities, Kim Kardashian topped the list in Cannes Lions associated consumption while Marilyn Manson and Pharrell Williams followed at #2 and #3 between June 21-23.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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