{"id":282877,"date":"2025-06-09T04:26:04","date_gmt":"2025-06-09T04:26:04","guid":{"rendered":"https:\/\/som2nynetwork.com\/advertising\/vccps-tiffany-mondesir-my-top-social-tips-for-cannes\/"},"modified":"2025-06-09T04:26:04","modified_gmt":"2025-06-09T04:26:04","slug":"vccps-tiffany-mondesir-my-top-social-tips-for-cannes","status":"publish","type":"post","link":"https:\/\/som2nynetwork.com\/?p=282877","title":{"rendered":"VCCP\u2019s Tiffany Mondesir: My Top (Social) Tips for Cannes"},"content":{"rendered":"


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I\u2019d confidently say that the best work this past year shared one brilliant trait: it didn\u2019t just spark cultural conversations, it drove <\/span>cultural participation<\/b>. For me, the standout brands and agencies definitely understood that when you empower audiences to get involved, to play, and to genuinely feel a part of your narrative, that\u2019s when they truly engage (and advocate). Social media, undoubtedly, played a huge role, providing an opportunity where everyone could join in and have a voice in one way or another.\u00a0\u00a0\u00a0<\/span><\/p>\n

Duolingo \u2013 \u201cThe Dead Owl\u201d<\/b><\/p>\n

Starting with the obvious: Duolingo. The brand \u201ckilled off\u201d the beloved green mascot, and people couldn\u2019t help but talk about it. What I loved was that it kicked off a global mourning event spanning multiple platforms and multiple markets with every local Duolingo account playing along. It was an invite for the public to play along too, with a gamified element to help bring Duo back to life. Part dark comedy, part product mechanic, and entirely internet-native, it\u2019s a masterclass in driving product and social engagement.<\/span><\/p>\n

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Billie: \u201cScratch-and-Sniff Pits\u201d<\/b><\/p>\n

When I saw this in my feed, I said to myself \u201cWTF\u201d, quickly followed by \u201cI wish I could\u2019ve been a part of that!\u201d. Billie, a natural deodorant brand, plastered city streets with scratch-and-sniff posters featuring real armpits. They posted the \u2018experience\u2019 on their TikTok, a visual sight that was impossible to scroll past. Influencers and social publishers helped amplify the moment, and it became an actual invitation (for those close enough) to join in. I hope this one gets recognition for being a smart example of how bold IRL creativity can fuel FOMO and generate being part of an online conversation.<\/span><\/p>\n

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Cadbury: \u201cMade to Share\u201d<\/b><\/p>\n

Some people say it\u2019s like a \u2018meme\u2019 in real life \u2013 I say it\u2019s a relatable, cultural insight captured in clever packaging. Cadbury\u2019s limited-edition bar tapped into the everyday scenarios of sharing (or not sharing). While it launched with a multi-channel push, the real magic happened online once the bars hit shelves. People began posting their own takes and the internet did what it does best: spreading it far and wide. While participation may not have been the intent, it definitely became part of what made this so good, and so shareable. I, for one, definitely enjoyed going through them all.<\/span><\/p>\n

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Bonus: GAP x Troye Sivan \u2013 \u201cGet Loose\u201d<\/b><\/p>\n

I\u2019d love for this one to win something, but I have no idea what for! GAP\u2019s \u201cGet Loose\u201d campaign cleverly leveraged Troye Sivan\u2019s rising online momentum off the back of his \u2018Rush\u2019 video virality, in an unmistakably \u201990s GAP style. The choreography in the ad felt intentionally replicable \u2014 a smart move in the TikTok era \u2014 and the results speak for themselves: over 100K videos under \u2018#GetLoose\u2019 where people participated in attempting the dance, including influencers and celebs. It\u2019s a case study in how to ride a cultural wave, and lean into native platform behavior. Kudos to the team that did this!<\/span><\/p>\n