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The 78th Festival De Cannes was a masterclass in purpose-driven storytelling, earning a collective €316.8M in earned media value (EMV). Here we look at the brands who led the way this year.
Published On: June 2, 2025
Following the excitement of this year’s Met Gala, we turned our attention to the 2025 Cannes Film Festival.
If you’d like a deeper dive into our Cannes Film Festival report metrics, 👉 Download the full report.
The 78th edition of this prestigious film festival did not disappoint. This year, brands, influencers, and filmmakers alike brought their A-game to the event with culturally relevant storytelling that really hit the mark.
These collective efforts resulted in a significant level of EMV and international buzz across platforms, making this instalment one of the most impactful years in the festival’s 78-year history. Let’s look at who came out on top.
“The Cannes Film Festival is a cultural and commercial showcase like no other. This year, brands that aligned themselves with meaningful, purpose-driven narratives, like Kering’s Women In Motion or L’Oréal’s Lights On Women, saw standout results. These brands demonstrate how to turn cultural relevance into measurable earned media value.” – Jenny, Tsai, CEO and Founder, WeArisma
Arguably, the most stand-out trend of the 78th Cannes Film Festival was storytelling with real substance. This year, many brands dug beneath the surface to capture cultural sentiment and create an emotional connection.
Here’s an overview of the results:
EMV: €316.8M
Brand mentions: €6,164
Engagements: 209M
This year, there were 20 obvious brand winners, with L’Oreal earning €93.6M in EMV, closely followed by Kering who achieved €49M in EMV.
L’Oreal’s roaring success was driven by the brand’s timely and culturally impactful storytelling. While it’s also a major sponsor of the festival, L’Oreal’s Lights On Women’s Worth Award generated significant engagement and visibility. This stand-out campaign placed female filmmakers in the spotlight to address the gender imbalance in cinema, making a significant impact during the festival.
Gala France played a key role in L’Oreal’s success, producing 110 mentions and generating €37M in earned media value for the brand.
A viral TikTok posted by Gala France featuring Eva Longoria and Formula 1’s Carlos Sainz Jr., two respected L’Oréal ambassadors, generated €393.4K alone. These results highlight the rising crossover between celebrity and motorsport culture.
Additionally, Pia Wurtzbach’s five social media posts mentioning L’Oréal generated €1.6M in earned media value, highlighting the effectiveness of the brand’s global influencer strategy.
We saw an impressive amount of Mentions during Cannes Film Festival 2025. As you can see, the same three brands hit the top three mark, but in a slightly different order. In terms of Mentions, Kering came out on top.
Here’s what Laurent Claquin, Kering’s Chief Brand Officer had to say to WeArisma about this year’s triumph:
“We are honored that Kering’s presence in Cannes has resonated so strongly this year. As we celebrate the 10th anniversary of Women In Motion and a decade of partnership with the Festival de Cannes, we are deeply grateful for this platform which continues to highlight the voices and creativity of women shaping cinema today and tomorrow.”
Kering marked its 10th year of Women In Motion. This ongoing initiative is a real testament to the luxury conglomerate’s enduring commitment to honouring the contributions of women in cinema and the arts.
With 1,206 pieces of content and an earned media value of €49M, Kering drove colossal impact across global media and social channels to become the festival’s most talked about brands.
The brand also featured in 104 posts, generating an earned media value of €33.5M, showcasing highlights from the star-studded Women In Motion Awards night.
Deliberately shifting away from standout red carpet coverage, the Kering focused on exclusive behind-the-scenes content with Nicole Kidman, this year’s Women In Motion Award recipient. We also saw interactions between guests like Salma Hayek Pinault, Charli XCX, Paul Mescal, Dakota Johnson, and Rosie Huntington-Whiteley, which further amplified Kering’s reach and resonance.
Notably, an emotive Instagram post from Salma Hayek Pinault celebrating the awards evening gained an EMV of €637.6K, reinforcing the connection between Kering’s messaging and its audience.
Shim Mina (Mina), a renowned member of the South Korean girl group TWICE, made her debut at Cannes as a Boucheron ambassador. This moment also served to push Kering’s presence to the forefront of public consciousness.
The star’s two Instagram posts from the event generated €2.9M in EMV, an epic 10.1M engagements, and an engagement rate of 10.83%, highlighting the global, cross-cultural appeal of Kering’s Women In Motion initiative.
As a brand that held a top three spot for EMV and Mentions, we’d like to shine a light on Chopard’s Cannes Film Festival 2025 initiatives.
The high-end jeweler ranked second in mentions (1,058) and third in earned media value (€43.3M), reinforcing its enduring relationship with the Festival. The Trophée Chopard awards, celebrating rising talents in cinema, became one of the most buzzworthy events, headlined by Angelina Jolie and an A-List mix of attendees.
Once again, Gala France proved supplied extra amplification, driving 41 Chopard mentions, which resulted in €10.9M in EMV. The brand’s content included exclusive red carpet coverage and behind-the-scenes glimpse featuring Paulo Dybala, Léna Situations, James Franco, Izabel Pakzad, and Carla Bruni to drive added engagement.
Supermodel Bella Hadid also added to Chopard’s success with one high-impact Instagram post, thanking Chopard’s Creative Director and long-time friend Caroline Scheufele. Sporting the brand’s jewels at the event, her post alone collected €1.9M in EMV and reached an audience of 61.2M.
If you’d like a deeper dive into our Cannes Film Festival report metrics, download the full report.
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The 78th Cannes Film Festival wasn’t just a celebration of cinema—it was a global stage for brands to shape culture, connect authentically, and drive massive earned media value.
Our exclusive report reveals how top brands, led by Kering, L’Oréal Paris, and Chopard, dominated headlines and feeds with purpose-driven storytelling and influencer amplification.
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