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Twitter said nearly one-half of the Grand Prix- and Gold-winning campaigns at last year’s Cannes Lions International Festival of Creativity included the social network, so it teamed up with intelligence provider Contagious to study 1,856 Twitter-centric entries submitted at Cannes between 2014 and 2018.
The two companies said they identified six “pillars” that defined the type of work consumers want to engage with, share and elevate, and they then spoke with some of the brands and agencies behind that work and developed The Participation Playbook, a report they introduced on the main stage at Cannes earlier this month.
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