CMOverheard: Cannes Lions, Bad News for Brands on Facebook and Why Lowe's Is Turning to Science Fiction Live

We're paying attention, so you don't have to. Here are a few of the most interesting things happening in the content marketing world this week.

By Stephen M Zorio

Cannes Lions Kicks Off

While the eyes of the world are firmly planted on soccer pitches in Brazil, marketers and advertisers are likely dividing their focus to keep an eye on what unfolds at
Cannes Lions. The "world's biggest ad festival" kicked off June 15 and runs until the 21st.

The event, which draws around 11,000 delegates from 90 countries, will feature storytelling as one of its major themes. While no awards have been handed out yet*, you can find a list of Cannes Lions nominees and more (including, of course, an official app) at the Cannes Lions site. MediaPost is also providing comprehensive coverage of the week-long festivities.

The impact of the 2014 World Cup on Brazil is so massive, its even extends to Cannes Lions. Click through our Instagram gallery to see some of the sights (and slides) from the festival thus far.
by andrewmorse via Instagram
#mccannhel #canneslions
by comatimo via Instagram
.@amykarr: Checked out the Google Creative Sandbox today - they created interactive playground that lets you experience their brand. I even coded a smoothie order! #canneslions #globalsmg
by globalsmg via Instagram
Sarah Jessica Parker #canneslions
by thesleepingwolf2 via Instagram
Byebye @gumball3000 Welcome @cannes_lions #team76fi #gumball3000 #miami2ibiza #miami #atlanta #newyork #edinburgh #london #paris #barcelona #ibiza #edm #dj #miamitoibiza #rollsroyce #wraith #gumballfamily #supercars #gumballarmy #worldofbetsafe #batterydrink #cannes #canneslions
by markoedfelt via Instagram
#change The Power of Photography to transform hearts and minds. Debemos luchar por ese cambio que queremos ver en el mundo! #natgeo #canneslions
by lendofasoc via Instagram
BEST. FESTIVAL. EVER. #canneslions2014
by fannylaerdsen via Instagram
Talking innovation! #adworld #canneslions #awardweek #cannes #buzzfeed #mindshare 🎉🎉
by elenamegalou via Instagram
Tip #HowtoCannes #Ebuzzing#inside#CannesLions
by ebuzzing via Instagram
Oh hey look it's Spike Jonze #CannesLions
by pagesix via Instagram

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And even though this year's festival is just getting started, officials are already looking toward 2015. Philip Thomas, CEO of Cannes Lions, revealed that next year's event will feature a portion dedicated to data and its growing role in the creative process.

*Cannes Lions was preceded for the first time this year by the Cannes Health Festival, aka Lions Health. The top prize in health and wellness went to Dentsu for its "Mother Book."

Facebook Has Bad News for Brands

When Facebook made its algorithm change, it clearly bore ill tidings for brands as we highlighted in this article back in April. Now the extent of the damage is becoming clear, and it's not a pretty picture.

A study by Simply Measured looked at 10 major brands and compared their Facebook engagement year-over-year. Eight of the 10 brands saw declines in engagement, including staggering declines of 81% and 94% for Ferrari and Audi USA respectively.

Brian Boland, Facebook's Vice President of Ad Product Marketing discussed the sharp decline in organic traffic in a blog post on Facebook. He said the drop-off can be attributed to two things:

The first reason involves a simple fact: More and more content is being created and shared every day. There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.

The second reason involves how News Feed works. Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300.

However, the news is not all bad. Business Insider found engagement (defined as comments, shares and likes) with brand posts is actually up since the algorithm change. Still, if it weren't evident a couple of months ago, these new stats provide a clarion call to brands: Relying solely (or even largely) on Facebook to drive digital engagement is a losing strategy. ScribbleLive can help your brand bring the Facebook conversation to your site and show you how to use content to meet your business goals.

Why Lowe's Is Going Sci-Fi

A little less than a week ago, Lowe's unveiled something called the Holoroom. The company describes the Holoroom as "a home improvement simulator which applies augmented reality to provide homeowners an intuitive, immersive experience in the room of their dreams."

The somewhat complicated definition aside, the Holoroom (which is highlighted in the YouTube clip below) is the result of the company's fledgling Innovation Labs. In order to realize this concept, the company reached out to science fiction writers to help give shape to their vision.

Judging by the customer reactions in the clip below, the efforts paid off. The lesson here is simple: You must innovate. Lowe's looked at a common problem (customer inability to visualize what renovations might look like) and found a unique solution.

Lowe's Innovation Labs: The Holoroom (Long Version)
by Lowe's Home Improvement via YouTube

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