The social media engagement of fashion brands rivaled celebrities on the Croisette.
As the star power at Cannes began to filter through social media this year, luxury brands were also using the event to engage with their followers. Social media measurement and valuation firm MVPindex tracked the most engaging social media content around the festival and found many luxury brands earning social media engagement and impressions on par with celebrities.
MVPindex took a look at the top 100 most engaging posts from celebrities and brands, and they found that brands are using celebrities at Cannes to earn engagement that would normally be reserved for the celebrities’ accounts themselves. Brands like Fendi, Valentino, Balmain, Gucci, Dolce & Gabbana and Givenchy were among the top influencers, but what were the top 5 luxury brands earning the most engagement on social media at Cannes? See the ranking below.
Versace earned more than 6.4 million impressions on social media by posting two Instagram shots of Kendall Jenner in a printed silk gown and Blake Lively in a sleek cocktail dress at Cannes. These two posts combined earned more than 120,000 likes on the platform for the brand.
What happens when you dress Edgar Ramirez, Shia LeBeouf and Natasha Poly in Prada? Huge Instagram likes and even more impressions: Three posts featuring those stars generated almost 133,000 likes and over 13.6 million impressions.
Karlie Kloss, Julianne Moore, Riley Keough and Sasha Lane stepped out on the French Riviera in Louis Vuitton and helped the French luxury label capture the No. 3 spot of most engaging fashion brands at Cannes. The three Instagram posts by LV featuring these celebrities all ranked in the top 50 most engaging posts at Cannes thus far, earning more engagement than posts from power celebrities like Eva Longoria, Salma Hayek and Amy Schumer. Posts by Louis Vuitton accumulated almost 18 million total impressions and more than 160,500 likes.
The Italian fashion house has been churning out impressive social media content around Cannes with eight posts making our top 100 most engaging around the festival. Their top post featured The Nice Guys star Matt Bomer stepping out in a navy blazer and white-collared shirt. The brand's soical media platforms also featured Chris Pine, Juliette Binoche, Russell Crowe, Joel Edgerton, Viggo Mortenson and Robert De Niro, earning them more than 22 million impressions and over 231,000 total likes.
Dior is hands-down the winner in high-fashion engagement at Cannes. With six of their eight posts making the top 30 on our list, their Instagram engagement around the festival earns them a seat alongside Kim Kardashian, Kendall Jenner, Kris Jenner, Anna Kendrick and Blake Lively as one of the top Cannes influencers overall.
Their top post promoted Dior’s Snapchat account, which followed French actress Marion Cotillard as she walked the red carpet for her "Day in Dior" campaign. The brand’s eight posts on Instagram racked up more than 517,000 likes and an astounding 43.4 million total impressions on the platform, making them the fourth most engaging influencer at the festival overall.