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

If there is one clear insight from the ten years of analysing the Cannes Lions work via our frameworks, it is this. People are best engaged with the motivation of helping others, of solving some wrong in the world. Out of the seven motivational factors that make us engage in any activity online, the number one is altruism. Doing good is truly good for business. When brands want to leverage this strategy in their marketing efforts, it is vital that they first walk the walk. The greenwashing days should be long gone.

37% of social media winners include RTM activities

Social enables us to leverage real-time marketing – meaning that some elements are rolled out in as things are happening. This can range from operational such as livestreaming to more strategic such as tapping into an event such as Halloween. Even thou this year saw a minor drop from last year’s 44%, we’re still at more than one third of the social winners of Cannes Lions. Comparing that to the 18% in 2016, 22% in 2017 and 30% in both 2018 and 2019, we see that RTM is elemental to social media marketing.