Event marketing and influencer marketing have traditionally been treated as two separate strategies. However, in recent years these synergies have become intertwined, with influencers becoming integral to brand events.
So, when reviewing the current media calendar for upcoming events, one location will undoubtedly be the destination for luxury brands in particular, Cannes.
Since May the French Riviera has quickly transformed to become the meeting point for both brands and creatives alike, specifically, the location draws upon two key activations that are the perfect setting for both brand endorsement and content creation, The Cannes Film Festival and The Cannes Lions.
Continue reading to discover why your brand should launch your next campaign at Cannes.
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Who else could in just a smile be up the radiance of our one-of-a-kind 42 carats pear cut diamond, blue sapphires & white diamonds necklace. Follow @romeestrijd on her route to the red carpet. #meetyouinCannes #deGRISOGONO #daringcreativity #Cannes2018 © @fashiontomax
1. GAIN RICH – HIGHLY ENGAGED CONTENT
The dazzling city is a decorative location for any type of content creation. Whether you’re a brand which specialises in fashion (which can be adorned by talent during their red carpet highlights), or you are a beauty brand looking to promote your new line during the height of backstage moments, Cannes provides you with an array of media opportunities.
One such brand who successfully highlighted their identity through influencer marketing via an event at Cannes Film Festival earlier this season was Magnum.
This is because Magnum’s positioning as a premium sweet treat, makes a glam affair like the Cannes Film Festival the perfect opportunity to plot an extravagant activation that matches the brand’s decadence in a summer setting. It couldn’t be more perfect.
This year ‘Magnum Cannes’ was hosted by world-renowned designer Alexander Wang on the famous Croisette. The expertly crafted evening celebrated the importance of pleasure with Bella Hadid who embodied the attitude of the brand perfectly. In a stunning dress designed by Alexander Wang, she wowed the crowds as she danced to Simihaze and Dorian, mingled with the VIP guest list, and posed for the cameras.
Following this main event, Talent Village was briefed to source premium talent to attend the Nabilla Vergara X Quay Australia pop-up event in collaboration with Magnum. The purpose of this campaign was to drive awareness of the new collection for Quay Australia and increase their association to Cannes Film Festival.
The selected talent attended the Quay pop-up event at the Sandra and Co Suite, creating IG story content of their live brand experience. Following this event, professional creatives captured the talent wearing their favourite sunglasses in a street-style theme, whilst exploring the city.
Additionally, each talent attended Quay’s event, sponsored by Magnum, where they continued to share organic stories with their hyper-engaged audience. Overall the campaign exceeded its targets, delivering 162% higher reach than planned. The activation also achieved over 3x the expected engagement whilst CPE was 58% lower than the benchmark.
2. DRIVE HIGH-END DIGITAL TRAFFIC
The luxury jewellery brand De GRISOGONO also successfully leverage live events by approaching a the strategy: quality talent over content quantity.
By recognising the opportunity for investment at Cannes and aligning their identity alongside this prestigious event they are able to better communicate with their clients through the influence of true talent who resonate with their luxury identity.
They have previously collaborated with an array of premium talent including, Natasha Poly, Alessandra Ambrioso, Cindy Bruna and Michelle Rodriguez. All hold their own prestigious reputation, and equally have an aligned audience requirement that match with the brand.
The results of their 2018 Cannes event presence was impressive and reflects this quantified success rate, as De GRISOGONO saw an increase in traffic of 450% with 20K unique visitors and 100K pages viewed, with their product pages being viewed first.
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Like a fairy emanating from wonders with ruby, white diamond and pink gold High Jewellery earrings, when Natasha Poly – @natashapoly – blows a kiss make sure to be there to catch the spell. © @FashionToMax #meetyouinCannes #degrisogono #daringcreativity #Cannes2018 #rubies #diamonds #HighJewellery
3. CURATE YOUR OWN BRAND SPACE
If you wish to step away from the spotlight of the red-carpet, but still evoke your brand presence during Cannes, you may wish to host your own pop-up experience.
The iconic Promenade de la Croisette provides creative opportunities to flourish, so whether you want to integrate with a bar, nightclub, cafe or restaurant you can easily discover something suited to your brand and overall ethos.
For example, Spotify made a name for itself with the inception of Spotify Beach at Cannes, which aims to celebrate the connection between brands and and consumers.
This valuable intelligence provides advertising partners with opportunities to place personalized and inspiring ads in ways that resonate deeply with a wide range of cultures.
The annual event functions as a venue for client meetings and small parties, transforming the 50 Boulevard de la Croisette into an ideal summer setting for musical inspiration. They also host a panel which focuses on hot topics that concern the company such as female empowerment.
As a result Spotify has successfully built a bespoke, educational brand experience to enlighten their target market and ultimately present an array of exhibits and interactive tools that give a real, tangible impression of who they are and what we have to offer both brands and consumers alike.
Certainly the wealth of opportunities that Cannes can present for your brand exposure is endless.
However, what is key is that brands use this podium opportunity carefully and must ensure they utilise a combination of well thought through talent and purpose behind each campaign in order to be resonate with their audience and stay true to their brand ethos, furthermore they must follow the best practise and steer away from fraudulent behaviour.