Just a few weeks in the past, as the solely Australian choose I shifted via 400+ entries in the social and influencer class of Cannes Lions, excited to see the finest in creativity throughout the world. The Social & Influencer Lions have fun artistic social pondering and strategic influencer advertising options.
I’ll not have gotten to finish the judging whereas sipping rosé in the south of France, however it was nonetheless a enjoyable and an inspiring expertise, which afforded me new insights into the newest developments in addition to an inkling on the future course of this ever-growing kind of advertising.
So, what did I study?
1) Creativity via COVID made us smileThe COVID disaster unfolding round the world drove revolutionary pondering from manufacturers and creatives. You might see the hustle come out in folks and manufacturers. We noticed digital automotive reveals, baking bonanzas, exercises at houses, hair colouring at dwelling with celebrities and even theatre, gallery and museum experiences carried out just about. The business is to be recommended for making us all smile and persevering with to interact us whereas information bulletins spoke of the doom and gloom of COVID.
2) Culture drove social and influencer workThe magnificence of social and influencer campaigns is that they’re rooted in modern tradition and due to this fact more likely than conventional promoting to attach with audiences. Some of the finest examples are throughout gaming, esports and Twitch. The work being carried out on Twitch was phenomenal. #PauseToRemember #BringIt.
A standout marketing campaign was #PauseToRemember. On Remembrance Day 2019, the Royal Canadian Legion, a revered organisation that helps navy veterans, rallied the high online game streamers worldwide to #PauseToRemember our veterans with a second of silence. The world’s high streamers confirmed their help on-line to hold on the Remembrance Day custom that generated important earned media protection and elevated consciousness of the Legion’s very important work to a youthful technology throughout Canada. The initiative was recognised by mainstream media, in addition to tech and videogame specialist press, as an efficient technique to attain their viewers with the necessary message that War Is Not a Game.
Another nice gaming instance was The Uncensored Library for Reporters Without Borders, which received Gold.
3) We noticed an uptick in the connection of the actual world to the world of socialFrom merchandise, packaging, occasions, sponsorships, activations and extra, it was refreshing and encouraging to see partnerships driving social concepts and content material for manufacturers.
An instance I liked was the Google Pixel 4 x Domino’s partnership. Google showcased the hands-free options of its newest smartphone by partnering with Domino’s Pizza on an unconventional marketing campaign. Google despatched the Pixel 4 smartphone in specifically designed pizza packing containers, delivered by Domino’s, to greater than 50 influencers, together with directions on methods to use voice instructions and bodily gestures to function the Android-based gadget.
Instead of speaking about the traditional tech specs, influencers demonstrated the Pixel’s distinctive options on social media – and followers responded by asking how they may get their very own Pixel 4 with a pizza.
4) Celebrities used their energy for goodWe noticed some nice examples of high-profile celebrities in the US utilizing their social media attain for good. Julia Roberts, Hugh Jackman and others handed over their social media accounts to COVID-19 specialists for a day encouraging Americans to remain protected – showcasing the energy of ‘influencers’, particularly over authorities organisations.
In one other nice instance, the Chicago Public Library known as on some of Chicago’s most well-known library-loving mates to create breakthrough content material – remodeling the library’s Facebook web page from a quiet place the place occasions have been introduced into the place for kids to go for digital story time.
For half-hour each Monday via Friday, movie star influencers like Oprah, the Obamas, Kristin Bell, Matthew Broderick and Jane Lynch learn from their favourite books. Once the Obamas dedicated, different expertise simply flocked in to be half of it.
I even watched this content material with my toddler.
5) There’s positive line between influencer advertising and endorsementCreatives the world over are fighting methods to work with influencers versus celebrities. The majority of the influencer work being judged at Cannes featured celebrities and/or high-profile athletes, which I’d argue is extra akin to expertise endorsement than influencer advertising.
But the place manufacturers used influencers of their true sense was the place the magic occurred – whether or not that was turning to their staff, the gaming group or letting social media influencers drive PR, the alternatives and engagement that flows from real influencer advertising is recent and authentic. I’m excited to see how this house evolves as the energy shifts from creatives to influencers and how they create for his or her group versus how an advert exec tells them to.
We have extra influencers per capita in Australia than anyplace in the world, so it was shocking that there have been no Australian winners in the Social & Influencer class at Cannes. A whopping 74% of Aussies come to Instagram to attach with influencers so I’m trying ahead to extra Cannes-worthy Aussie campaigns in 2022. The viewers starvation is there, so let’s feed it!
Among this yr’s winners – Burger King and Reddit each scooped a Grand Prix for his or her Social & Influencer campaigns – the Burger King Stevenage Challenge was one of my favourites and will little doubt encourage lots of native creatives. Catapulting off an incredible perception, concept and understanding of hacking the system, it had avid gamers speaking about Burger King (and consuming burgers) throughout the world.
If you haven’t come throughout it, Burger King’s Stevenage Challenge marketing campaign invited FIFA 20 avid gamers to finish challenges whereas enjoying as Stevenage FC (a soccer group in the fourth division of English soccer, sponsored by Burger King) in return for prizes. The marketing campaign, created by David’s Madrid and Miami workplaces, additionally received a Grand Prix in the Direct class at Cannes.
Also a worthy winner, Reddit’s SuperbOwl advert “Blink and you’ll miss it” was a text-heavy TV spot that was solely 5 seconds lengthy – designed by R/GA to seem like a technical glitch in a bid to intrigue viewers sufficient to wish to pause it and learn the model’s message.
According to R/GA, it was the second most-searched advert on Google and third-most-searched advert on Twitter on the night time of the Super Bowl.
What each Burger King and Reddit confirmed us was that pondering outdoors the confines of what’s been carried out earlier than pays off with audiences. And that’s what’s so thrilling about the influencer and social house – the prospects are countless.Gold Lions – Social & Influencer Winners:● Bee Influencer for Fondation De France by Publicis Conseil, Paris● Super Wendy’s World for Wendy’s by VMLY&R, Kansas City● Swipe Night for Tinder for (Match Group) by 72andSunny, Los Angeles● Parkscapes for Regent Park School of Music by BBDO Toronto● Future Official Sponsors for Budweiser (AB InBev) by VaynerMedia, New York● #StillSpeakingUp Deeptruth for Propuesta Civica + Reporters Sans Frontieres by Publicis Mexico, Mexico City, and Publicis Latvia, Riga● The Uncensored Library for Reporters Without Borders by DDB Germany, Berlin● Back to School Essentials for Sandy Hook Promise by BBDO New York