RESEARCH: PORTION OF SOCIAL MEDIA CAMPAIGNS IN CANNES LIONS UP TO 76 % ALREADY
Published for the 6th year in a row, the joint research of Kurio and Cannes Lions Organization shows that social media marketing has become mainstream. Up to 76 % of the 673 of this year’s winners utilized social media as an essential part of a campaign. The research, conducted for the 6th time, aims to highlight strategic and tactical choices behind the world’s most successful social media campaigns.
“One of the most crucial observations that we have found from over 3,600 Lions winners during these years, is the power of altruism as a factor that engages people,” comments Jari Lähdevuori, Creative Director of Kurio, who was in charge of the research. “Getting people to participate is one of the key objectives of social media marketing: it provides a much-demanded dialogue and, on the other hand, also increases visibility through algorithms. Appealing to people’s desire to help is the most likely recipe for success for both non-governmental organizations and commercial operators.”
Engaging is studied through Kurio’s Social Brand Framework, where humane motivators are divided into seven different dimensions. A record-breaking 45 % of the winners appealed to altruism. Other motivators that this year’s Cannes Lions winners emphasized were self-entertainment and curiosity.
>> Download the report: World-Class Lessons on Social Media Marketing 2017
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