Top Social Media Brands of the 40th Toronto International Film Festival

Strategic Insights -

The 40th annual Toronto International Film Festival (TIFF) drew a record 500,000 public attendees and 408,117 tickets sold this year, making it a grand event that attracted numerous illustrious sponsors. Brands associated with the festival saw an opportunity to boost their reputation and expose themselves to a wider audience base via social media activations. Engagement Labs, a technology and data company, analyzed the performance of several top sponsors during the festival, demonstrating how a festival sponsorship can improve brands' social media performance.

Key Takeaways:

  • L'Oreal Paris, Hudson's Bay, Express, and Moet & Chandon were amongst the top social media brands of the 40th TIFF, leveraging festival content to their advantage and improving their eValue scores.
  • Cineplex Entertainment scored an eValue score of 71.34 on Twitter, leveraging their sponsorship by posting content related directly to the event, such as trailers for upcoming festival films or images of celebrities from red carpet premieres.
  • Major Sponsor L'Oreal Paris posted makeup looks from the red carpet events, increasing their eValue score over 20 points from pre-festival rankings.
  • Hudson's Bay provided a branded red carpet for several of the premieres, scored an overall eValue score of 73.52, and posted images of celebrities gracing the red carpet.
  • Moet & Chandon earned an eValue score of 71.47 on Facebook, boasting an increase in their Engagement subscore during the festival by over 10 points to 82.6.
  • 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.
  • Bell, the Lead Sponsor, amplified their Engagement subscore on Facebook, while Major Sponsor Visa Canada improved both their Engagement and followers during the course of the festival through their red carpet images.
  • The Toronto Star, a media partner of the festival, scored an impressive eValue score of 93.68 and an Engagement subscore of 100 on Facebook, consistently posting content related to the festival.
  • Express scored an overall eValue score of 75.75 on Instagram through their posting of festival-related content, incorporating celebrities wearing their brand to create engagement and increase their already highly active user base.

Statistics:

  • The 40th TIFF drew a record 500,000 public attendees and 408,117 tickets sold this year.
  • Cineplex Entertainment scored an eValue score of 71.34 on Twitter.
  • L'Oreal Paris increased their eValue score by over 20 points from pre-festival rankings.
  • Hudson's Bay scored an overall eValue score of 73.52 on Twitter.
  • Moet & Chandon earned an eValue score of 71.47 on Facebook.
  • The Toronto Star scored an impressive eValue score of 93.68 on Facebook.
  • Express scored an overall eValue score of 75.75 on Instagram.

Sources:

  • "Lights, Camera, Action! L'Oreal Paris, Hudson's Bay, Express and Moet & Chandon Are Amongst the Top Social Media Brands of the 40th Toronto International Film Festival," issued October 2 by Engagement Labs (TSX VENTURE: EL).
  • Engagement Labs (TSX VENTURE: EL) press release, October 2, 2015.