Foreword

“YOU CAN REALLY TELL GOOD WORK FROM WHETHER IT RESONATED WITH A COMMUNITY OR NOT.”

The

Social & Influencer Lions jury

But what resonates on social? That is the question we’ve been trying to answer since 2012.

This being the tenth (!) installment of our whitepaper, you the reader may be familiar with our approach already. Glad to see you coming back. For the first timers, even more glad to see you on these pages. Here’s what to expect.

Each year we take a deep dive into the best work in the world – the Cannes Lions winners. With the help of our frameworks, we try to uncover the secret sauce for social media success. Over the years, we’ve had the privilege to learn from 6000ish winners.

During this time social has changed a lot. Not only that, it has changed marketing a lot, too. This year saw some of the latest trends become ever more potent, and naturally the emergence of totally new ones. (Looking at you, metaverse!)

We hope you’ll find as much inspiration from the whitepaper as we’ve found compiling it. Let’s get social.

STEVE LATHAM Head of Talent and Training Lions Festivals

CEO & Partner Kurio

Creative Director & Partner Kurio