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5 May

Chatty Celebrities Are a Boon for Brands

LONDON — What’s in a reputation? Quite quite a bit when that name comes out of the mouth of a star.

A recent report by the London-based WeArisma shows that engagement rates surge when a star talks on social media about what they’re wearing, even when the mention is temporary.

There isn’t a mystery here. Much of the time, viewers don’t have any clue what people on the red carpet are wearing, so it helps when the celebrity name checks their outfit.

WeArisma, a data-crunching company that wishes to assist brands measure and optimize their investments in influencer marketing, analyzed the social media numbers generated on the 2023 Met Gala. They found that celebrity — and even influencer — mentions are gold dust for brands.

In line with WeArisma, Simone Rocha, Valentino and Dior were the highest performers when it comes to engagement.

RELATED: The Met Gala Generated Nearly $1 Billion in Media Impact Value

Rocha saw a bounce in numbers following a TikTok interview for Vogue between Emma Chamberlain and Billie Eilish. Through the interview Eilish discussed her black lace Rocha gown.

The mention generated $204,500 in media value, a 268 percent engagement rate and a reach of two.8 million.

Billie Eilish on the 2023 Met Gala.

Lexie Moreland/WWD

Valentino’s engagement rate soared after a Variety TikTok showed Rihanna telling the interviewer she is wearing the brand. “It’s Valentino, baby,” she told the interviewer. That mention resulted in a media value of $496,800, an engagement rate of 1,945.4 percent and a reach of 1.4 million.

Dior got a lift from influencer Priscila Escoto, who blasted out a TikTok video in regards to the gala where she discusses the Dior looks in Spanish. The post resulted in $118,800 in media value, a 61.4 percent engagement rate and a reach of three.1 million.

WeArisma said that “appearing in an influencer’s TikTok content can aid a brand’s engagement rate.”

Meanwhile, a TikTok from Vogue France of an interview with Alton Mason discussing his Chanel look generated a media value of $42,500, an engagement rate of 28.1 percent and a reach of 1.3 million.

Plainly viewers were glued to Vogue’s conversation with Blackpink’s Jennie Kim, where she talked about her Chanel look and the way it was inspired by a past Karl Lagerfeld collection. The conversation generated $142,000 in media value, an engagement rate of 135.2 percent and a reach of two.8 million.

Overall, Chanel, Gucci and Versace generated essentially the most media value on the night, whether the celebrities were promoting their outfits with words, or pictures.

The information company noted that each one three brands collaborated with, and dressed, A-listers who’re on the forefront of popular culture, “showing how effective partnerships with the proper influential personality will be in driving brand media value.”

The theme of this 12 months’s Costume Institute exhibition was “Karl Lagerfeld: A Line of Beauty.” Many guests wore Chanel in honor of the brand’s longtime designer Lagerfeld, whose name had been synonymous with the home until his death in 2019.

WeArisma said the Lagerfeld theme was a big driver for the Chanel brand, leading to a “remarkable surge” in mentions and media value. The brand witnessed a 20,210 percent increase in mentions, and a 52,315.1 percent increase in media value in comparison with the previous 12 months.

Amplifying the chatter about Chanel was an Instagram post by Dua Lipa, who cohosted the Met Gala this 12 months wearing a Chanel gown. The one post had a media value of $6.7 million.

Dua Lipa at the 2023 Met Gala: Karl Lagerfeld: A Line of Beauty held at the Metropolitan Museum of Art on May 1, 2023 in New York, New York.

Dua Lipa in Chanel, and Tiffany & Co. jewelry. 

Lexie Moreland for WWD

WeArisma said it calculates media value based on a proprietary estimate of the investment required to generate the precise level of following and engagements based available on the market rate of the platform, geography and sector.

Chanel wasn’t the one luxury name lighting up mobile screens on the night.

Gucci continued longtime collaborations with Serena Williams and Salma Hayek, while Versace dressed Anne Hathaway.

An Instagram post from Williams showing her Gucci look generated $1.7 million in media value, a 6.2 percent engagement rate and a reach of 16.6 million.

Hathaway’s Instagram post showing her in a slinky, safety-pin stitched dress and long gloves generated $3.1 million in media value, a 6.5 percent engagement rate and a reach of 28.3 million.

Sometimes engagement can soar consequently of the sheer volume of content produced.

WeArisma noted that Fendi’s “significant media presence” on the night was primarily a results of the brand dressing the South Korean actress Song Hye-Kyo.

The corporate noted that Harper’s Bazaar Hong Kong created six pieces of content featuring the brand and the actress, one in all which generated a media value of $10,600 and an engagement rate of seven percent.

Meanwhile, a single fan account for the star produced 43 pieces of content, generating an overall engagement rate of 14.2 percent, a media value of $59,800 and a bumper night for the Fendi brand.

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