Your guide to doing the Festival de Cannes right

The Festival de Cannes 2016 ended a few days ago and, just like every year, celebrities proudly posed in their designers’ outfits on the red carpet. Brands, just as they do every year, happily shared photos of celebrities wearing their latest designs across their social media channels.

Some brands, however, decided to shake things up. Surprisingly, the two brands I have in mind went for a similar message: a guide to experiencing the Festival de Cannes the best way.

Dolce&Gabbana’s guide to making the most of the Cannes Film Festival

Dolce & Gabbana took advantage of the famous movie festival to launch a social media campaign centered on the event. The brand share pictures (of models only) at Cannes, doing things celebs do at Cannes, and wearing the brand’s designs. The twist of the campaign was in the posts’ descriptions.

Dolce & Gabbana clearly positioned its campaign as a “guide to making the most of the Cannes Film Festival” and shared 16 rules. Rules ranged from “dress to impress“, to “surround yourself with stylish friends“, “never blend in with the crowds” or “take an ice-cream break“. This touch of humor, paired with the too-perfect-to-be-true scenes pictured, made for an entertaining campaign that spread over 4 days on Facebook, Instagram and Twitter.

Too bad it didn’t the brand long to go back to sharing photos of celebs wearing its creations again, slightly ruining the efforts of the campaign to position the brand as a self-deprecating one.

#whathappensinCannes (stays in Cannes!) with Elie Saab

Elie Saab, on the other hand, mixed celebrities photocalls with fun and self-deprecating content, ranging from gifs of a suitcase being filled, to pictures featuring a key piece form the brand’s collection and a second degree caption.

For example, the brand shared a gif of woman scrolling through her Instagram feed, with the caption “Half way through, time for a recap”.

Mixing fun, on-point insights of young women with high fashion content, the brand successfully twisted the traditional Cannes communication. All contents of the campaign are gathered on the brand’s site.


These two initiatives brought a refreshing touch to the way brands approach major red carpet events, and it follows the trend of campaigns focusing on humor and millenials’ insights that we have seen among luxury brands in the past few months. It seems luxury brands are finding their voice one after the other, and they seem to have chosen a young, friendly and social media savvy voice.

Are you a Four Seasons expert? Find out through a social quiz

It’s not always easy for luxury hotels and resorts to engage with customers in a simple way. Last Sunday, the Four Seasons group posted a little quiz on the Four Seasons Hotels and Resorts Facebook page, displaying 4 photos of their hotels and asking their fans if they recognized any of these.

Given the 285k fans of the page, the post received a quite low engagement rate: over 300 liked the post and nearly 20 commented.

Still, this quiz led to several positive results on the customer experience side. It led to a real engagement on both fans and brand sides. Fans who liked the post manifested interest in the topic, those commenting showed they had brand knowledge and showed it to other fans at the same time. Thanks to a rather low engagement in comments, the brand managed to answer to each fan who tried to answer. This personalized treatment shows the quality of service you would get in a stay at a Four Seasons resort and it surely benefits the brand image. It also gives a young and connected image of the brand, using social media to stay in touch with visitors beyond their stay.

Yet this low engagement seems to show that the Four Seasons social media strategy is not on the same level as their fans’ expectations. Other posts on the page show pictures of various resorts, redirect to the company’s website, mention recent news about resorts, but not many of them engage with customers, leading to a couple hundred likes and a few comments. Four Season should diversify its posts and make them more surprising and in line with their fans’ (if not visitors’) language and preferences.