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Contagious and Twitter analysed 1,856 Twitter-led campaigns entered into Cannes between 2014 and 2018, and then interviewed the brands and agencies behind the work, to find out what it takes to make content worth talking about.

We establish six pillars to help guide you to ideas and work that people will want to elevate and share with their friends. In the report you will find tips and insights from some of the most Twitter-literate brands and social-media savvy agencies, and discover how they make winning work. This is The Participation Playbook.