Dentsu Aegis doubles share of voice with LinkedIn Live from Cannes

For Dentsu Aegis Network, the Cannes Lions International Festival of Creativity is a vital touchpoint for reinforcing brand profile and reputation. However, with every major digital marketing network leveraging the occasion for thought leadership on social media, standing out amid the noise is a challenge. Adopting LinkedIn Live as a platform for streaming interviews and panel discussions transformed reach and engagement. It drove a 48% share of voice for Dentsu Aegis, establishing it as the most talked-about digital marketing network at the Festival.

The Challenge

• Increase the reach and impact of Dentsu Aegis Network’s thought leadership content at Cannes

• Grow the Network’s share of voice during the Festival

• Generate meaningful engagement at scale

Why LinkedIn?

• Organic reach among a relevant B2B audience

• Quality of engagement in a professional environment

• Launch of LinkedIn Live enabling live video streaming

The Solution

• Live video of two thought-leadership events each day, streamed through LinkedIn Live

• Organic promotion to Dentsu Aegis Network’s follower base on LinkedIn.

The Results

• LinkedIn Live significantly outperformed all other live video platforms for reach and engagement

• Live streaming helped to drive a 48% share of voice for Dentsu Aegis during the Festival, more than doubling the target of 20%

• The engagement rate on LinkedIn reached 31%, trebling the target rate of 10%

• Dentsu Aegis was the most talked-about digital advertising network on social media during the festival (and featured in the Top 10 most talked-about brands)