Thought Leadership

3 Quick Things from Cannes LIONS 2023 Fans, fans, fans for your brands, brands, brands

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We finally had a chance to recoup after Cannes LIONS and we can’t stop thinking about fandom. Aside from AI, fandom was the hot topic in the Palais, along the Croisette, and at SPORT BEACH. Today in 3 Quick Things: Let’s talk about fandom: How to build it and why it matters. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)

WAIT, THE DISHWASHING LIQUID COMPANY? At SPORT BEACH, NRG’s Fotoulla Damaskos revealed a major surprise. In a survey of 12,500 people about 250 brands, Dawn had the 5th highest brand fandom score, topping major entertainment, tech, and sports brands. What’s going on? People say Dawn connects with their values. (think of clean baby ducks); innovates by releasing products they use and love; and creates community. Seriously, spend a few minutes on #CleanTok. THE LESSON: Yes, Nike, Marvel, and other buzzy brands made NRG’s Fandom 50. But any type of brand can attract fans with the right strategy.
IT TAKES TWO Delta’s Tim Mapes put it nicely at the Palais: “Are we loyal to you when you need us?” Translation: When loyalty program members are stuck overnight at O’Hare, they expect Delta to show loyalty to them – through the empathy and actions of its employees. That’s how you build a sense of community. WHY IT MATTERS: Building a community is a huge part of attracting fans, who are 3x more likely to stick with a brand during a crisis.
ALWAYS LEAVE THEM WANTING MORE A boring website isn’t enough. Expedia’s Jon Gieselman, speaking at the Palais, talked about attracting fans by creating a “subscription-like business.” Expedia isn’t literally selling subscriptions. The idea is to use technology (like Expedia’s ChatGPT tool) in inventive products and features that will keep customers coming back — “managing the business for lifetime value rather than a one-time transaction.”
INNOVATE OR ELSE: The key to building fandom is to keep innovating and evolving in ways that surprise and delight consumers.

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS.

JPMorgan Chase’s Leanne Fremar talked with Code and Theory’s Brent Buntin about everything from purpose to Chase Sapphire’s new airport lounges.