Cannes Film Festival 2022

How L’Oréal leveraged the 75th Cannes Film Festival to drive brand performance and Media Impact Value™ (MIV®)

Lara Camagni

Founded in 1946, the Cannes Film Festival highlights many highly acclaimed films from around the globe. From documentaries to animations, stars from a wide array of industries gather to showcase their most anticipated works. 

While the event is centered around movie-focussed talent, the Cannes Film Festival is also considered a key event in the FLB calendar. By taking advantage of the spectrum of global audiences tuning in to watch, FLB companies can strategically leverage relevant voices and partnerships to drive brand performance and garner high Media Impact Value™ 

Heightened Media Impact Value™

Using our proprietary algorithm (MIV®), we took a deep dive into the 75th annual Cannes Film Festival, one of the sector's most impactful productions. Gaining an impressive total of $724M in MIV® across 194K placements, this year’s Festival had some of the most relevant attending industry Voices creating memorable moments in the spotlight. 

More specifically, L’Oréal’s strategy during the festival was truly one to watch. By taking a look into the brand’s performance at the 2022 Cannes Film Festival, our data experts analyzed the success of the beauty brand’s partnerships and understand just how impactful strategic affiliation can be. 

To explore more about how beauty brands can leverage large-scale global events, check out our whitepaper on How Beauty Brands can Maximize Return on Fashion Week Investment or our blog post about How Lancôme, Charlotte Tilbury and Dior Beauty leveraged the Oscars to drive Media Impact Value™

L’Oréal’s Strategy for Success 

Ranking 1st at Cannes among the beauty brands, L’Oréal garnered a total MIV® of $14.5M across 1.8K placements related to the festival. L’Oréal’s strategy for success consisted of many moving parts, but the brand’s impactful global campaign was the core value which guaranteed their high-ranking result. When diving into the data, a towering 60% of the total MIV® came from Instagram. Of the top 10 celebrity voices that dominated the festival, 9% of stars came from Bollywood, 27% from Hollywood and the remaining 64% were from other locations around the globe including Australia, Egypt, France, Germany, Saudi Arabia, and Switzerland. By partnering with top celebrity voices from global industries, L’Oréal was able to expand brand awareness to new audiences, and widen their overall reach. 

Valuable Partnerships 

Establishing a strong relationship with the correct Voices is crucial to any strategic marketing execution. By partnering with target-specific relevant celebrities and influencers, L’Oréal was able to use a unique approach to spark authentic engagement and leverage the strengths of each individual industry. 

Considering L’Oréal’s global infrastructure and product availability, the brand did a great job creating a diverse portfolio of celebrity and influencer representation on the red carpet.

Online Engagement 

Although social media took the highest share of Media Impact Value™, Online Media still created quite an impact for the brand. Of the total $14.5M MIV® generated for L’Oréal, 27% came from online sources from around the world. Media sources such as India Times, Le Journal des Femmes, and Hello! Magazine were amongst the top 10 Online Voices for L’Oréal. Additionally, 90% of the top 10 online placements came from India, France and Germany and only 10% from America, further backing the brand’s global media strategy. 

Dive Deeper

To take a deeper dive into L’Oréal’s performance at Cannes 2022, download the complete report here:

Key Takeaways 

  • Taking advantage of global events such as the Cannes Film Festival  is a powerful way to leverage Key Voices to enhance online visibility, and a great tactic to boost brand performance. 
  • Through strategic partnerships, L’Oréal was able to take advantage of the diverse audiences tuning in to watch and consequently amplify their overall MIV®.  

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