Influencer marketing platform Lefty has released a 2025 Cannes Film Festival report.

This study analyses over 6,500 profiles with over 10,000 followers on Instagram and TikTok. Lefty identified and analysed these profiles based on attending the 78th Cannes Film Festival. Lefty’s proprietary algorithms attribute content to a brand based on direct @mentions or specific hashtags. 

In this report, Lefty combines the science of its proprietary data with the art of a full-service brand-building agency, Karla Otto’s insights, bolstered by 40 years of experience in the industry and a long-standing presence at Cannes.

Insights:

• Luxury brands have deepened their ties with cinema, leveraging it to world-build and immerse audiences in their aspirational universes. At this year’s 78th edition, this has become even more prevalent. With a more nuanced approach to entertainment, brands are prioritising storytelling over sales, building brand affinity through emotion.
• ‘‘Cannes remains an unparalleled platform for luxury beauty: the convergence of global cinema, red carpet prestige, and diverse cultural representation makes it uniquely positioned for brands seeking both cultural relevance and global resonance.’’ Unsah Malik Senior Director, Global Beauty & Digital Innovation, Karla Otto.
• The red carpet is not the only place to drive noise at Cannes: brands are creating buzz in the periphery of the event through beach takeovers and after-dark parties. Consumer brands in particular are benefiting the most from this alignment, capitalising on the prestige of Cannes and stellar guest lists to elevate their brand perception.
• Women in the industry were the highlight of this Cannes season. Taking up 82% of the talent ranking, leading female voices resonated far and wide with online audiences.

Key Takeaways

Entertainment can immerse your consumers in your brand universe

• As more and more luxury brands lean into Entertainment, they’re refining their strategies, becoming integral creative partners. Clear value alignments and a focus on storytelling are key for success.

Cannes’ influence reaches audiences across the globe

• Cannes is one of the few Western events with such a global ranking. With a diverse cast of celebrities, this is a key event for brands looking to reach new audiences.

Automotive partnerships present a key opportunity

BMW, the official automotive partner of Cannes since 2022, generated $1.5M EMV, and Chinese electric vehicle giant BYD unveiled a new model, Z9GT, in front of the Hotel Marriott. Still, these brands are outshone by other categories.

Hospitality brands should collaborate more actively with influencers

Air France is a Cannes sponsor and had a small activation. With many international guests, luxury airlines like Emirates and Qatar Airways have a great opportunity to partner with stars and boost their visibility.

Click here to view the top beauty and fashion brands, as well as influencers, at Cannes 2025. 

For the full report, visit lefty.io.