According to research by Snapchat and Magna, 87% of users say they’re open to seeing brand-sponsored content from creators. And this is true across generations.
Read on to see the work that won attention in 2024 and hear what the Jury will be looking for from the Creator industry in this year's Cannes Lions Awards.
The creator economy is successful because it comes from someone who looks like someone. It comes from a bedroom that others can see themselves in.
Ashley Rudder
Chief Creator Officer
DNY
What did creator-led work look like in 2024?
I'm Dying Inside
Entrant: Howatson+Company, Sydney Brand: Modibodi Award: Shortlisted, Social & Influencer Lions
Objective: Increase relevance and consideration of Modibodi among Gen Z. Impact: The campaign amassed over 12m views in four weeks, resulting in 91.4% increase in brand engagement, 44% increase in website traffic and 75% increase in sales.
Chipotle Mukbang Survival Kit
Entrant: Day One Agency, New York Brand: Chipotle Award: Shortlisted, Social & Influencer Lions
Objective: Integrate Chipotle into the ongoing mukbang trend on TikTok to drive consideration and sales. Impact: The Chipotle Napkin Holder sold out within 55 minutes of launch and the announcement post explaining the product was Chipotle’s highest-performing social media post of 2023.
The Gravy Race
Entrant: AMV BBDO, London Brand: Sheba Award: Bronze, Social & Influencer Lions
Objective: Increase sales and steal attention from bigger-spending, more established competitors. Impact: The race saw an average engagement rate of 10.67% across Tik Tok and Instagram, more than triple the industry standard. The campaign tripled Sheba’s online share of voice from 8% to 25% and increased sales by 18% – helping to sell 850,000 packs of product.
adidas superstar concha
Entrant: adidas, Mexico City Brand: adidas Award: Shortlisted, PR Lions
Objective: Increase Superstar franchise demand and mitigate the gap of brand consideration versus main competitor in lifestyle segment. Impact: The campaign amassed more than 700 social media posts and over 200m organic video views. The Superstar Conchas sold out in one week (✕5 faster than forecasted) and were the number 1 best-selling product in Latin America during the launch week.
Watch last year’s Jury outline what they are hoping to see in this year’s winners
“It’s not necessarily the big names that drive social impact in the long run.”
Adetutu Laditan Creative Director, Woof Studios Juror, 2024 Social & Influencer Lions
Start your Creator journey here:
Learn about the Social & Creator Lions.
Get started on your Cannes Lions submission.
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LIONS Creators is a dedicated pass, programme and place for creators at the Cannes Lions International Festival of Creativity.
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