What can 14 years of Cannes Lions-winning work teach us about social media marketing?

Social media keeps changing, but the principles behind effective work often remain the same. Based on an analysis of 8,000 Cannes Lions-winning pieces from 2012 to 2026, this report uncovers the strategies, patterns, and creative principles that help brands create social work that drives attention, engagement, and impact.

Download our inspiring report and discover the best lessons in social media marketing, straight from Cannes Lions 2026.

• What drives engagement: The key motivations behind winning social work.
• Winning social strategies: Branded actions, real-time marketing and creators.
• What makes all this work? The principles and framework behind effective social media marketing.
• E muito mais!

“If you want to create work worthy of a Lion, social media can no longer sit on the sidelines. More than nine in ten Cannes Lions-winning campaigns now make social a core part of the idea”. Jari Lähdevuori, Executive Creative Director & Partner at SAMY Nordics.