60 years after the inaugural Cannes Lions, agencies realize power of social experiences to improve paid media ROI

This year marks the 60th anniversary of the Cannes Lions International Festival of Creativity. Leaders from brands, agencies and media companies will gather to celebrate the best of creativity in brand marketing, discuss industry issues and network in the French Riveria. Undoubtedly, the world of advertising has changed dramatically since the festival began though. The event has grown from 130 delegates in its inaugural year to an anticipated 12,000 attendees today from around the world. Hunger to attend Cannes is driven not only by the desirous location of the festival, but also the need for advertising executives to stay on top of challenges facing the industry.

One of the most significant issues facing agencies today is the need to prove – and improve – the effectiveness of their paid media campaigns for clients. Brands are no longer satisfied with just a “creative idea” for a campaign. No matter how creative a concept, if it doesn’t generate brand awareness, loyalty or sales, it will quickly be left on the cutting room floor. Gone are the days of the 1960’s creative-led, Mad Men-esque days of advertising. Brands are demanding hard results from their media investments, and agencies are searching for new strategies and new partners to help them meet client expectations.

One such expectation facing agencies is the creation of campaigns that integrate paid, owned and earned media. According to a recent IBM study, only 35% of leading marketers currently integrate campaigns across channels. Ad agencies have realized they need to partner with best-in-breed technology companies to develop engaging converged media campaigns for clients, integrating paid, owned and earned media into seamless brand experience that drives sales.

It is in this vein that Mass Relevance is excited to announce our partnership with VivaKi, a global leader in digital advertising solutions.  Our partnership gives all Publicis Groupe agencies access to the Mass Relevance platform, so they can create and integrate social experience across any digital property for any client.

We are particularly excited about this partnership because we’ve seen firsthand the effectiveness of using social experiences to boost ROI from paid media campaigns. As we shared in our recent Hollister case study, driving paid media campaigns to owned media properties featuring social content improves both engagement and sales.  To appeal to their social-savvy consumer, Hollister partnered with Mass Relevance to build a dynamic experience that "unlocked" a special promotional price for a t-shirt once social chatter reached a peak.  The brand uses Twitter Promoted Products to increase awareness of the promotion, driving traffic back to the landing page. With over 40,000 #InHollister T-shirt Tweets, they successfully drove over a 600% increase in social mentions during the campaign. Online sales increased 45% from the average day, and 44% of the total sales volume during the campaign was driven by the promotional T-shirt. The campaign was a tremendous success, and shows the power of integrating paid, owned and earned media.

VivaKi is a global leader in paid media campaigns, and with the addition of the Mass Relevance platform to their solution set, they will be able to create unique, engaging and effective converged media campaigns for clients. We believe that integrating social conversations with paid media campaigns is the next generation of storytelling, and we are excited to partner with VivaKi to help move the advertising industry forward.

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