Executive summary

>> 87% of Cannes Lions winners use social media as a key element

>> Rising steadily: 20% (2012), 44% (2014), 66% (2016), and 83% (2018)

>> 93% of social media winners are what we call act marketing: doing something, not just saying

>> Up from 55% in 2016 and 68% in 2018

>> 83% of social media winners used evidence marketing techniques

>> Bringing the brand to life thru real-life content, rather than fabricated ones

>> 88% of social media winners have input by real people

>> Be that own staff members, customers, influencers, or just random passers-by

>> 54% of social media winners engage people using altruism as the motivator

>> Out of the seven motivational factors, this one reigns year after years

>> 40% of social media winners are based on a purpose

>> With a consistent and credible “big why” behind the brand and its campaign

>> 17% of social media winners have influencer(s) at the core

>> And 58% of the winners use them to some extent

>> 16% of social winners are metaverserelated

>> But even higher for Social & Influencer Lions winners (21%)