The Cannes Lions International Festival of Creativity has long been seen as a playground for global brands with seemingly unlimited budgets. With its sun-soaked beaches, exclusive events, and larger-than-life activations, it's easy to assume that a meaningful presence at Cannes is only possible for those who can afford to go big. But that’s simply not the case.
For businesses looking to make an impact without blowing the budget, there are smarter, more strategic ways to approach Cannes. It’s not about how much you spend—it’s about how well you spend it. At Propeller, we work with companies who want to show up with purpose, generate real business outcomes, and ensure every pound spent delivers measurable return on investment (ROI).
Here’s how you can take a focused, ROI-driven approach to activating at Cannes Lions:
Choose the Right Format for Your Goals
One of the best things about Cannes is the sheer variety of activation opportunities available. From high-profile panels and beach takeovers to intimate dinners, roundtable discussions, or invite-only networking events, there’s no shortage of ways to engage.
The key is to start with your goals. Are you looking to raise brand awareness? Build deeper relationships with clients? Launch a new product or service? Once you’re clear on the “why,” it becomes easier to select the “how.” That might mean joining forces with a partner, sponsoring an existing activation, or hosting something entirely your own.
Working with trusted partners—whether that’s the festival itself, venue providers, or experienced event teams—can make all the difference. They’ll help you cut through the noise, focus your resources, and deliver an activation that truly works.
Set Realistic Expectations
Cannes is busy. The festival draws thousands of attendees, many of whom are juggling packed schedules filled with meetings, parties, panels, and private events. As exciting as it is, this level of activity also means that plans can shift at the last minute and attendance at events can be unpredictable.
It’s important to build your event plan with flexibility in mind. For most activations—especially those that aren’t official Cannes events—it’s not uncommon to see a 50% to 75% drop-off rate. That’s not a failure; it’s simply the nature of the festival.
By planning accordingly—whether that means having a smaller, more targeted guest list or offering multiple touchpoints throughout the week—you’ll set yourself up for success without disappointment.
Get More Value from Your Efforts
One of the most effective ways to get the most out of your budget is to make sure your activity has a life beyond the festival itself.
Let’s say you’re hosting a panel or a fireside chat. Don’t let that content live and die in the moment. Film it. Record it. Turn it into a series of social clips, a podcast episode, a blog post, or even a gated lead magnet for your sales team. Repurposing content from your Cannes presence can provide weeks (or even months) of ongoing value, helping you nurture leads, showcase thought leadership, and keep your brand front-of-mind.
The Bottom Line: Be Strategic, Not Splashy
To make your mark at Cannes Lions you need a clear strategy, a focus on ROI, and a team that knows how to deliver effectively.
By aligning your activation with your business goals, setting realistic expectations, and creating content that continues to deliver after the festival, you can show up in a way that gets noticed—without overspending.
At Propeller, we help brands of all sizes make the most of Cannes. Whether you’re planning your first activation or looking to refine your approach, we’re here to ensure your presence is purposeful, polished, and impactful.