The centerpiece of Meta’s activation at this week’s Cannes Lions International Festival of Creativity—where tens of thousands of executives gather to celebrate excellence in the marketing and advertising industries—was the creator-led Reels SuperStudio for the second consecutive year. But while the first collab with artist Felipe Pantone focused on how Reels’ augmented reality tools enable transitions and content development, this year’s iteration with KidSuper Studios hit on brands' opportunities to capitalize on Reels' explosive growth.

Meta’s backing up its pitch with impressive stats. For one, the number of Reels shared daily on the platform has doubled to two billion over the last six months. “Our goal was to try to educate our brand and media partners here at Cannes on the importance of all of the creative considerations and optimize best performance in Reels,” said Damien Baines, Global Experiential Lead at Meta. “We are focusing on where there are immediate opportunities and value.”

Here’s our conversation with Baines, which covers Meta’s strategic marketing goals at Cannes Lions; the origins of the KidSuper collab; the inspiration behind the activation’s design and aesthetic; and Meta’s experiential approach moving forward.

Speaking of explosive growth... Forward-thinking marketers are tapping ChatGPT to advance their businesses and create efficiencies in myriad ways, from copy generation to optimizing headlines to competitive analysis. Here are five ways the generative AI tool can improve your marketing and sales strategy.

Lastly, here’s our latest Pulse Survey on data privacy, which polls marketers about third-party cookie solutions, compliance and more. And in case you missed it, check out our infographic featuring five insights on martech stacks and budgets.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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