This year again, partnerships proved to be winning for brands at the Cannes Film Festival. Official partners Chopard And L’Oreal came in first in Launchmetrics’ analysis of Media Impact Value (MIV).
Historical sponsor of the festival Chopard has earned a total of $32.3 million at MIV through its association with the festival, which it has sponsored since 1998. The Geneva-based jewelry house is also the creator of the festival’s coveted film prize, the Palme d’ Gold.
“Chopard, consistently at the top of the brand rankings four years in a row, has once again reaped significant benefits from this partnership,” states the Launchmetrics report.
But it’s the brand’s dominance on the red carpet that has helped boost its numbers, thanks to its placement on Demi Moore And Bella Hadid.
Moore, who was its godmother Chopard Trophy Award for Emerging Actorswore the brand’s jewelry at events throughout the festival, as well as at the premiere of her own film The substance. Her appearances wearing Chopard were worth $1.3 million in MIV.
Demi Moore, wearing Schiaparelli and Chopard jewelry, attends “The Substance” red carpet during the 77th annual Cannes Film Festival at Palais des Festivals on May 19, 2024 in Cannes, France.
Gareth Cattermole/Getty Images
Hadid’s big fashion moment of pairing a transparent Saint Laurent dress with Chopard jewelry for The apprentice first was immortalized on her personal Instagram, with a single post worth $736,000 for each brand.
The outfit also garnered considerable interest on other social media, totaling $7.2 million MIV for Saint Laurent and $4.2 million for Chopard.
Saint Laurent was the most successful fashion brand of parent company Kering, which is also an official partner of the festival. The fashion brand created buzz thanks to its support of films Emilie Pérez, The ShroudsAnd Parthenope under its film division Saint Laurent Productions.
The brand earned $21.6 million in MIV throughout the festival.
“In addition to their partnerships with luxury brands at the event, Saint Laurent played a larger role through Saint Laurent Productions, a relatively new division created to produce films, by premiering three films at the event this year and by driving the performance of its brand through the voice of the media. said Launchmetrics in its report.
The brand’s support for film projects led to an award Best Actress Overall Award for its stars Adriana Paz, Karla Sofía Gascón, Selena Gomez and Zoe Saldana. They all wore Saint Laurent on the red carpet and throughout the festival, giving additional visibility to the brand.
Salma Hayek’s sequinned Saint Laurent column at Pérez premiere was the highest revenue source for the brand at $382,000 per placement.
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