Partnerships proved to be the winner once again for brands at this year’s Cannes Film Festival. Official partners Chopard and L’Oréal came out on top in Launchmetrics’ analysis of media impact value (MIV).
Longtime festival sponsor Chopard earned $32.3 million in total MIV through its association with the festival, which it has sponsored since 1998. The Geneva-based jewel house is also the designer of the festival’s coveted film prize, the Palme d’Or.
“Consistently topping the brand rankings four years in a row, Chopard has yet again reaped significant benefits from this partnership,” said the Launchmetrics report.
But it was the brand’s dominance of the red carpet that helped boost its numbers, through its placement on Demi Moore and Bella Hadid.
Moore, who served as godmother of its Trophée Chopard prize for emerging actors, wore the brand’s jewelry to events throughout the festival, as well as her own film premiere of The Substance. Her appearances wearing Chopard were worth $1.3 million in MIV.
Hadid’s major fashion moment of pairing a see-through Saint Laurent gown with Chopard jewels for The Apprentice premiere was immortalized on her personal Instagram, with the single post worth $736,000 for each brand.
The outfit also garnered significant play on other social networks, for a total of $7.2 million MIV for Saint Laurent and $4.2 million for Chopard.
Saint Laurent was the most successful of the fashion brands under parent company Kering, which is also an official partner of the festival. The fashion brand earned buzz through its backing of films Emilia Perez, The Shrouds, and Parthenope under its Saint Laurent Productions film division.
The brand earned $21.6 million in MIV throughout the festival.
“In addition to their luxury brand partnerships during the event, Saint Laurent took on a larger role through Saint Laurent Productions, a relatively new division created to produce films, premiering three films at this year’s event and driving their brand performance through the voice of media,” said Launchmetrics in its report.
