- For social campaigns to be successful, they have to compete against the news cycle and other demands on people’s attention; a brand needs to be useful or it will be ignored.
- Whilst a focus on short-term objectives is still in evidence, there has been a huge decline in promotional offers and prizes as incentives for engagement among shortlisted entries.
- Influencer strategies can only be effective as part of the solution: Fewer than 30% of the shortlisted cases used influencer strategies to any degree, and the majority added significant paid support and challenged influencer norms.
- Also included...
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