APPENDIX

from World Class Lesson on Social Media Marketing

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

Based on our research since 2012, we see some trends over the years. The both graphs below have insights gained from the Sociability of the Brand analysis.

Looking at the share of winning campaigns per role, we see that both the top and bottom roles are clearly visible: Volunteer and Master Of Ceremony have been dominating over the years, with Sage trailing them, and now taking the second spot. On the other hand Pitchman and Host have struggled – except for the first surging upwards this year.

The graph for weighted points (i.e. awards) per role shows the total domination of Volunteer (note that the number of Cannes Lions winning campaigns, be that with or without social media, decreased since 2018, which explains the overall declining trend).

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

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Analysis

The social brand framework

IDOL

VOLUNTEER

HOST

PITCHMAN

This article is from:

World Class Lesson on Social Media Marketing