Top Performing Sponsors at the 40th Toronto International Film Festival (TIFF)

Strategic Insights -

The Toronto International Film Festival (TIFF) attracted a record 500,000 public attendees and 408,117 tickets sold in its 40th year, making it a significant platform for sponsors to expose themselves to a wider audience. The festival's social media presence allowed Engagement Labs to analyze the performance of various sponsors and identify key takeaways on how to effectively engage with the festival's audience. Cineplex Odeon Corporation, L'Oreal Paris, Hudson's Bay, Moet & Chandon, Royal Bank of Canada, Bell, Visa Canada, and The Toronto Star were among the top performing sponsors.

Key Takeaways:

  • Cineplex Odeon Corporation scored well on Twitter with an eValue score of 71.34 by leveraging their sponsorship by posting content related to the festival, such as trailers and images of celebrities from red carpet premieres.
  • Major Sponsor L'Oreal Paris and Official Multi-Brand Retailer Hudson's Bay performed extremely well on Twitter by taking a similar approach to Cineplex, leveraging festival content to their advantage, with L'Oreal Paris posting makeup looks from the red carpet events, increasing their eValue score over 20 points from pre-festival rankings.
  • Moet & Chandon earned an eValue score of 71.47 on Facebook and boasted an increase in Engagement subscore during the festival by over 10 points to 82.6 by posting images from their red carpet campaign involving celebrities autographing a giant bottle of Moet & Chandon.
  • Royal Bank of Canada (RBC) increased Engagement, Impact, and Responsiveness on Facebook during the festival by engaging their audiences through videos of correspondents on the red carpet speaking to celebrity attendees.
  • Media partner of the Festival, The Toronto Star, scored an impressive eValue score of 93.68 and an Engagement subscore of 100, out of a possible 100, on Facebook due to their consistent posting of festival-related content.
  • On Instagram, Express scored an overall eValue score of 75.75 through their posting of festival-related content, including celebrities wearing their brand.

Statistics:

  • The 40th Toronto International Film Festival (TIFF) attracted a record 500,000 public attendees and 408,117 tickets sold.
  • Cineplex Odeon Corporation scored an eValue score of 71.34 on Twitter.
  • L'Oreal Paris increased their eValue score by over 20 points from pre-festival rankings to 71.34 on Twitter.
  • Moet & Chandon earned an eValue score of 71.47 on Facebook.
  • The Toronto Star scored an impressive eValue score of 93.68 and an Engagement subscore of 100, out of a possible 100, on Facebook.
  • Express scored an overall eValue score of 75.75 on Instagram.

Sources:

  • Engagement Labs (TSX VENTURE: EL)
  • Marketwired via COMTEX
  • The Toronto International Film Festival (TIFF)
  • The Keller Fay Group
  • Engagement Labs' eValue(TM) Analytics tool
  • Engagement Labs' Total Social data, analytics and insights