What makes branded content campaigns effective: a ten-year analysis

Branded content has evolved alongside shifts in the media environment, increased user involvement in content creation, and growing demand for immersive, authentic brand experiences. This study uses the media logic framework to analyze how these changes shape the creation and evaluation of branded content in marketing communication. Focusing on best practices, it offers a longitudinal review of award-winning campaigns from the Cannes Creativity Festival over a ten-year period. The results highlight key success factors, including narrative cohesion, cultural relevance, and platform-specific tailoring, that boost audience engagement. By linking structural media shifts to industry practices over time, this research advances understanding of branded content and provides a practical framework for achieving excellence in an increasingly hybrid media landscape.