Cannes in Cairns: Four days of creativity, media, tech, and tropical fun

Four days filled with creativity, media, and technology, all set against the stunning backdrop of Cairns. That was the essence of “Cannes in Cairns,” a festival that promised not just inspiration but also a deep dive into the latest trends shaping our industry. I had the chance to attend, and let me tell you, it was an awesome event for a number of reasons.

Here are my highlights from the 4-day event.

Social Media and Body Image

Having young children, one of the sessions that hit home for me was about the impact of social media on body image. Did you know that 80% of kids say social media gives them anxiety? It’s a crazy statistic. The session reminded us to be mindful of what we post, especially when it comes to young audiences. We should even try to avoid negative comments about our own or others’ bodies. Taryn Brumfitt shared a brilliant idea she had at the crack of dawn: instead of using people to represent body diversity, she used dogs. It was a creative way to address a sensitive topic without adding to people’s anxiety.

Letting Go of Creative Control

Gina Chick, winner of the show “Alone” , talked about the power of raw, unscripted content. Messy, authentic imagery with bad sound and non-scripted messages connect with people because they see themselves in it. When it comes to content marketing, as creatives, we sometimes need to take a step back and let the creators do their thing. Authenticity is more important than perfection, and this session really drove that point home.

Creator Marketing Trends You Can’t Ignore

This session led by Jules Lund, Founder of Tribe, was particularly interesting and stood out as it was less of a chat and more educational, focusing on recent trends, offering valuable tips for creator marketing. Here are some key trends they discussed:

Employee Creators
Employee creators are becoming a crucial part of marketing strategies. Who better to advocate for a brand than its own employees? They understand the brand’s values, culture, and products inside out. This authenticity resonates with audiences, as employees can genuinely share why they love the product and how it benefits them in their daily lives. This trend is growing as companies realise that their employees can be their best brand ambassadors, creating content that feels real and relatable.

Gen AI
AI is transforming creator marketing by making it easier and faster to test new ideas and gather insights. Gen AI tools can analyse large volumes of data to identify what content resonates best with audiences, predict trends, and even generate content. This allows marketers to make data-driven decisions quickly, optimising their campaigns in real-time. AI can also personalise content at scale, ensuring that each piece of content is relevant to its target audience.

Social Search
The way people search for information is changing. Increasingly, users are turning to social media platforms instead of traditional search engines. Platforms like TikTok and Instagram are becoming go-to sources for discovering new products, getting recommendations, and learning about trends. Videos, in particular, are more engaging and easier to digest than text. This shift means that brands need to optimise their content for social search, creating visually appealing and informative videos that capture attention quickly.

Social Commerce (s-Comm)
Social commerce is revolutionising the online shopping experience. TikTok Shop, for example, allows users to discover and purchase products directly within the app. This seamless integration from discovery to transaction is a game-changer, reducing the steps a customer needs to take to make a purchase. While there’s some hesitation in Australia due to trust issues, the demand for such platforms is undeniable. Social commerce compresses the sales funnel, making it more efficient and driving higher conversion rates.

Fandom
Leveraging the power of fandom is becoming a popular strategy for brand building. Celebrities and influencers like Taylor Swift have dedicated fan bases that brands can tap into. This trend involves partnering with well-known personalities whose values align with the brand, creating a synergy that feels authentic. It’s not just about using the celebrity’s fame; it’s about engaging with their fans in meaningful ways. This can create a strong emotional connection with the audience, balancing both brand building and performance marketing.

KIC Starting Fandom

KIC (Keep It Cleaner), founded by Steph Claire Smith and Laura Henshaw, was another standout talk. Steph’s journey from a model with an eating disorder to a wellness advocate was truly inspiring. They focus on organic social media with different strategies for each platform, ensuring that their content stays fresh and engaging. Their podcast, KICPod, is a testament to their honesty and deep connection with their audience.

One of the secrets to KIC’s success is their relatability to their target audience. Steph and Laura are incredibly authentic and don’t do anything that doesn’t align with their audience’s values. Whether it’s the topics they discuss or the brands they partner with, everything is chosen with their community in mind. They’ve built a brand that’s trusted and beloved because they stay true to their mission and values, never compromising on authenticity. This genuine connection has helped them stand out in a crowded market and foster a loyal and engaged following.

Disrupting the Disruptors

Henry Innis delivered a thought-provoking session on innovation in the Australian market, highlighting some eye-opening statistics and concepts. Nearly half of Australian CEOs are now focusing on new products and innovations to drive their revenue, signalling a shift towards more proactive and forward-thinking business strategies.

One of the most interesting concepts Henry introduced that i’d not heard of before was the idea of “one-way doors” and “two-way doors.”

One-way doors represent big decisions that are hard to reverse. Once you walk through a one-way door, there’s no turning back, which means these decisions require careful consideration and planning.
Two-way doors, on the other hand, are decisions that you can test and then change if needed. They allow for more flexibility and experimentation, which is crucial in a fast-paced and continually changing market.

This framework encourages businesses to distinguish between decisions that need thorough, upfront analysis and those that can be approached with a test-and-learn mindset. By understanding and applying this concept, companies can innovate more effectively, taking calculated risks where appropriate while maintaining agility and responsiveness in their strategies.

The Future of Audio

Audio is a powerful medium with immense potential for brands and marketers. Unlike traditional radio, podcasts have the advantage of an already engaged audience, which allows for deeper and more meaningful connections. Listeners choose to tune in, often seeking content that resonates with their interests and needs, creating a more intimate and personal experience.

Considering audio in media plans is a smart move for several reasons. Firstly, audio content has a unique longevity; it doesn’t suffer from the same wear-out as visual media. People can listen to their favourite podcasts repeatedly without losing interest, providing a consistent touchpoint for brands.

Secondly, audio can effectively prime audiences. It engages listeners in a way that visual media often can’t, using the power of voice and sound to create a strong emotional connection. This makes audio an excellent medium for storytelling and brand messaging, allowing brands to convey their values and narratives more compellingly.

Additionally, with the rise of smart speakers and voice-activated devices, audio content is becoming more accessible, reaching audiences in new and convenient ways. This shift in consumer behaviour highlights the importance of integrating audio into media strategies, ensuring brands stay ahead in the evolving digital landscape.

Networking: My Favourite Bit

The best part of Cannes in Cairns for me was the networking. I caught up with old clients, reconnected with industry peers, and even met someone that I went to school with 25 years ago, such a small world we live in. These connections are invaluable for both personal growth and future business opportunities.