Partnerships proved to be the winner once again for brands at this year’s Cannes Film Festival. Official partners and came out on top in Launchmetrics’ analysis of media impact value (MIV). Longtime festival sponsor 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 and . Moore, who served as godmother of its , wore the brand’s jewelry to events throughout the festival, as well as her own film premiere of . Her appearances wearing Chopard were worth $1.
3 million in MIV. Hadid’s major fashion moment of pairing a 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 and $4.2 million . 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 , , and under its Saint Laurent Productions film division. The brand earned $21.6 million in MIV throughout the festival.
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