New Reports Reveal Cannes Lions Winners’ Anatomy: 89% Social Media, 5% Generative AI

Two stories analysing the profitable work of Cannes Lions have been launched at present, as a part of a analysis mission established in 2012 by Kurio and Cannes Lions. Nine out of 10 Cannes winners utilise social media as a core ingredient of marketing campaign, states the ‘World-Class Lessons on Social Media Marketing’ report. The inaugural report titled ‘World-Class Lessons on Generative AI in Marketing’ exhibits that 5% of all of the Cannes victors leveraged gen-AI.The annual ‘World-class Lessons on Social Media Marketing’ evaluation has been revealed since 2012. “We now discover ourselves in an period the place social media advertising and marketing is mainstream, ubiquitous even,” mentioned Jari Lähdevuori, artistic director of Kurio and analyst-in-chief of the report. “But our evaluation isn’t nearly whether or not or to not use social media, moderately easy methods to make it resonate with the shoppers.”One development that’s current among the many Cannes Lions social media winners is that actual and genuine guidelines are over staged and dramatised. In 2023, 95% of winners use “proof advertising and marketing methods”, in comparison with the 83% in 2022 – the time period dubbed by Kurio implies that the campaigns present one thing actual and true, because the identify suggests. Furthermore, 94% of social winners have actual individuals as a part of the marketing campaign in comparison with the 88% final 12 months. Both of those features have been on a gentle rise through the years.Another development that’s selecting up tempo among the many social media victors is function. This 12 months 43% of the Cannes Lions winners with social as a key ingredient constructed their marketing campaign on an even bigger why, a strong function. “Some say that ‘function’ has recently changed into probably the most excessively utilised advertising and marketing jargon phrases, and that manufacturers ought to be taught to behave in a ‘post-purpose’ market,” commented Jari. “The actuality, nevertheless, exhibits that purpose-driven advertising and marketing is simply now changing into mainstream.”Another development in Cannes Lions is that manufacturers are getting higher at utilizing influencers. This 12 months 23% of social media victors had influencers on the core of their marketing campaign thought, which is a record-high quantity. “Marketers have been utilizing influencers extra as media placements, as an afterthought to the marketing campaign, however the statistics clearly present that 12 months after 12 months they’re getting significantly better at correctly integrating them into the concept itself. This advantages each the entrepreneurs and the influencers – and each of their followers, because the executions really feel extra genuine, entertaining, and galvanizing”, Jari commented.Generative AI enters the stage5% of all of the Cannes Lions 2023 winners tapped into generative AI. The most typical manner to make use of gen-AI was to create pictures, as 3% of the Cannes winners capitalised on it. Looking on the particular image-generation instruments, Stable Diffusion was most generally used, adopted by DALL-E 2 and Midjourney.“Even in the event you weren’t accustomed to generative AI earlier than, after November 2022, it was not possible to cover from it. Despite gen-AI platforms equivalent to Stable Diffusion, DALL-E 2, and Midjourney being launched earlier that 12 months, the huge mainstream breakthrough occurred with ChatGPT”, commented Jari. “Taking under consideration the Cannes Lions entry deadline of April 2023, it didn’t depart an excessive amount of time for the entered campaigns to actually capitalise in gen-AI. That’s why we predict the 5% is a moderately large quantity. This can also be why it may be properly anticipated that this quantity will enhance subsequent 12 months.”When it involves synthetic intelligence typically, 10% of Cannes 2023 winners used it of their campaigns. This implies that half of the campaigns that used AI used the generative facet of it.Even although the usage of gen-AI is gaining recognition, the variety of winners who used AI typically was the identical in 2023 because it was in 2019 and 2018, when Kurio revealed their newest AI stories with Cannes Lions. “The numbers being the identical as just a few years in the past raised two hypotheses. It is feasible that these AI crazes come and go, with entrepreneurs at all times tapping into the brand new shiny toy, or it may be that AI has merely develop into such an on a regular basis a part of advertising and marketing campaigns that folks don’t state the usage of it of their entries,” commented Jari. “Either manner, gen-AI appears to be the larger winner right here. This 12 months, no less than.”Cannes Lions is probably the most important competitors of the advertising and marketing & promoting business, and a number one pageant on creativity. The seventieth annual Cannes Lions was held on nineteenth – twenty third June 2023. The World-Class Lessons On Generative AI in Marketing was launched for the primary time. Its pattern was the whole thing of the Cannes Lions profitable campaigns, spanning all 32 classes, and 479 campaigns. The World-Class Lessons On Social Media Marketing report was launched for the tenth time. Its pattern consists of winners in eight classes, which collectively specific a large spectrum of selling: Brand Experience & Activation, Design, Direct, Media, Mobile, PR, Social & Influencer and Titanium. A complete of 340 winners have been analysed this 12 months.Download the stories right here.

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