The Festival Spotlight: Toronto International Film Festival Receives a Standing Ovation on Social Media

Published by Engagement Labs on October 5, 2015

With 500,000 public attendees, 408,117 tickets sold and 71 countries represented in 2015, the Toronto International Film Festival (TIFF) is a pretty big deal. Known globally as the leading public film festival, the Festival has been drawing in A-list celebrities and the most buzz-worthy films from around the globe for the last 40 years.

According to 2014 statistics, TIFF is responsible for 30% of Toronto’s global profit and 22% of its prominent media coverage. Pulling in numbers like that, it’s no surprise that major brand’s attach themselves to the Festival through sponsorship activations.

We decided to take a look at how the Festival’s many sponsors managed to perform during this years event. Did partnering with a global event as big as TIFF boost their social media performance to standing ovation-worthy levels?

Stepping into the Festival Spotlight

What we gathered from our eValue analytics data is that the more brand sponsors leveraged their partnership with the international Festival, the stronger their social media performance became. Brands that performed well according to their eValue scores, made the most of their association with the Festival through sharing TIFF-related content, aligning their social channels with TIFF’s brand voice and placing themselves in the midst of all the hype and celebrity.

After all, during the Festival, TIFF themselves had an eValue score of 90.27 on Facebook and increased their Instagram eValue score by almost 30 points to 82.5. The Festival’s Engagement subscores of 98.38 on Facebook and 92 on Instagram shed a light on an intrigued audience base ready to be exposed to relevant brands.

Here are some of the different ways some of TIFF’s sponsor brands stepped into the spotlight and made the most of their Festival partnership:

The People’s Choice for Social Media Strategy

As the major cinema brand in Canada, Cineplex Entertainment made the very smart move of strategically attaching themselves to the Festival.

As a top performing sponsor on Twitter, with an eValue score of 71.34, the brand managed to increase their eValue score during the festival by 10 points, by leveraging direct content from TIFF and their own TIFF-related content, such as:

  • Trailers for upcoming films at the Festival that were generating buzz
  • Celebrities on the red carpet
  • Interviews with celebrities attending the festival
  • Day-to-day updates about what users may have missed at TIFF

By focusing on their film-going audiences, Cineplex posted content that caught their followers’ eyes and continuously attracted them back to their feed.

A Red Carpet Affair

While Cineplex focused on leveraging content related to film, fashion and beauty sponsors for the Festival focused on the aspects that were most relevant to them – the red carpet premieres.

Major Sponsor L’Oreal Paris focused on red carpet looks, posting content that showcased celebrities in their best red carpet attire. They even went a step further and posted tutorials teaching their followers how to achieve certain celebrity red carpet makeup looks.

Knowing their users, the brand catered TIFF content that would be relevant to their fans, helping them dramatically increase their eValue score 20 points during the Festival.

Similarly, Major Sponsor Express aimed their energy at sharing content specifically related to red carpet fashion, leading to the brand placing amongst the top sponsors on Instagram.

Their top post leveraged images from a TIFF red carpet premiere, however, the brand placed the emphasis on Ellen Page’s look, rather than the actual film. This is another example of the brand targeting TIFF-related content directly to their unique audience.

A-List Product Placement

As some sponsors posted TIFF-related content that directly correlated to their industry, other sponsors focused specifically on their own product or service. For instance, Moët & Chandon utilized their partnership with the Festival to run a campaign involving a giant bottle of their product being autographed by celebrities on the red carpet.

Through this campaign, the brand generated ample content that they could share across their social networks, gaining the attention of fans everywhere. Attaching their brand to an A-list event such as TIFF, Moët & Chandon established their brand’s reputation of luxury and refinement, pushing their eValue score and subscores positively across the board for Facebook.

Furthermore, RBC – Royal Bank of Canada, the Official Bank of the Festival, was able to improve their Engagement, Impact and Responsiveness subscores on Facebook. Integrating their #Someday campaign with their TIFF partnership by setting up a #Someday Studio near Festival headquarters, RBC connected their services to the Festival, helping to generate engagement amongst fans.

Closing Credits

With such widespread appeal and international attention, the annual Toronto International Film Festival is the perfect opportunity for relevant brands to improve their social media performance and reach new and unique audiences. As seen by numerous sponsors from this year’s Festival, partnering with the event ultimately improved brand affinity and reputation.

Crossing the 40 year mark, TIFF is still going strong and doesn’t look to be stopping anytime soon. It’s time for brands to jump on these opportunities, so they can always be standing in the spotlight.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of submetrics which are then benchmarked against a hand-picked database of 100,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.