A Decade of Influence: MG Empower’s Strategic Brand Activations at the Cannes Film Festival

In any sphere of marketing, it doesn’t take long for a concept to go from being considered bold and innovative to standard mainstream practice. That is exactly what happened with what began as a disruptive idea from our Founder & CEO, Maira Genovese, ten years ago. Maira suggested to a client that they activate their brands through bloggers on the Cannes red carpet, an early iteration of the influencer marketing movement that has reshaped how brands engage with audiences.

“In the early days of my journey within the influencer marketing industry, I received a hesitant reaction from a client when I suggested taking an influencer—then known as a ‘blogger’—to the Cannes Film Festival red carpet instead of a major celebrity. Despite initial reluctance, they decided to proceed. It became the first of several successful branded activations I have led at the festival since then.”  – Maira Genovese

For over ten years since the original idea, MG Empower has been at the helm of some of the most memorable brand activations at the Cannes Film Festival. Let’s explore the reasoning behind this strategy and our most recent collaborations with leading brands.

The Power of Cannes in Brand Strategy
There are few events as iconic as Cannes. As a result, the festival has become a powerful platform to help brands build meaningful connections with their target audiences, driving engagement, brand recall, and long-term value. The true power of Cannes lies not just in its glitzy red carpet moments but in the ability to tell compelling, immersive stories that draw audiences in on a deeper level.

The challenge lies in creating activations with narratives that align with a brand’s core values and resonate with its audience long after the festival ends. Over the past decade, we’ve mastered the art of blending digital and physical experiences to create integrated campaigns that amplify a brand’s presence far beyond the festival week.

Blending Innovation With Tradition
Our strategy has always been to find ways to push the boundaries of what’s possible, combining traditional elements with innovative digital strategies. Our activations have included everything from immersive beachside experiences to behind-the-scenes livestreams, each designed to create a unique, memorable experience for the audience.

2024: A Year of Unforgettable Activations
This year, we partnered with a range of global brands to create experiences that resonated with audiences on and off the red carpet. One of the highlights was our activation with Nespresso, where we helped amplify the brand’s presence through a series of experiences that captured the essence of the French Riviera.

At the heart of our Nespresso strategy was the Nespresso Plage, an immersive solar experience inspired by Nespresso’s Unforgettable Mediterranean Summer collection. We further enhanced the brand’s presence with high-profile influencer partnerships, such as Brazilian actress Marina Ruy Barbosa and digital talent Livia Nunes, alongside exclusive events, turning Nespresso Plage into a must-visit destination at the festival.

Another standout activation was designed with Campari, an official partner of the 77th Cannes Film Festival. The Campari Lounge became a space where the festival’s glamour was reinterpreted through Campari’s creativity and passion. Brazilian actress Marina Ruy Barbosa provided a glamourous connection to the world of cinema, reinforcing the brand’s positioning as a leader in the luxury space.

Chopard, a long-term partner of MG Empower at Cannes, achieved remarkable success this year with our continued strategy of leveraging the brand’s heritage and luxury status. Brazilian actress Marina Ruy Barbosa dazzled on the red carpet in a breathtaking outfit adorned with Chopard Diamonds, further solidifying the collaboration. In another head-turning moment, Brazilian talent Livia Nunes graced the hallowed carpet, showcasing Chopard’s exquisite jewellery as the final touch to her stunning outfit.

Key Takeaways: What Makes a Cannes Activation Successful?

Over the past decade, we’ve learned that there are a few key elements that make a brand activation successful:

1. Storytelling: At the core of every effective activation is a strong narrative that aligns with the brand’s values and connects with the audience. Whether it’s a carefully crafted moment or an experience that invites them in, the story being told must be consistent and compelling.
2. Integrated Approaches: A successful activation requires a mix of digital and physical elements to create an engaging experience for the audience. From influencer marketing to live events, every campaign element should be designed to complement and enhance the others.
3. Consistency: Building a brand’s presence at Cannes is not a one-time effort. It requires a long-term commitment to creating meaningful connections with the audience through consistent messaging and strategic activations. This approach keeps the brand top-of-mind long after the festival ends.

The Future of Cannes Activations
By staying true to their core values along with creativity, authenticity, and strategic thinking, brands will continue to explore Cannes as an awareness and positioning moment and opportunity to create impact and relevance.

The Cannes Film Festival offers an unparalleled opportunity for brands to connect with their audiences through a combination of storytelling and innovation, leveraging this iconic event to drive engagement, build brand recall, and achieve long-term ROI.

Cannes is always one of our team’s calendar highlights, and we look forward to many more years of successful collaborations at the event. To learn how we can empower your brand through innovative influencer marketing and integrated strategies, reach out to our team today!