San Francisco-based consulting firm Tribe Dynamics has developed a proprietary approach to tracking and measuring social influence that assigns an earned media value (EMV) to campaigns based on publicity gained through endorsements and social word-of-mouth marketing accomplishments. The value of an individual endorsement varies by social platform based upon perceived trends in engagement with content on each respective channel. In addition, endorsements within the same platform range in value according to expected audience size, projected impressions and publisher count.
WWD Beauty Inc asked Tribe to conduct a survey of holiday campaigns for the 2013 season. Tribe monitored the campaigns over a period of time spanning November 1 to January 1. Data for this study is based upon 50,000 top influencers within the beauty, fashion and lifestyle communities.
2013’s Most Socially Influential Holiday Campaigns
1. Nars Guy Bourdin Holiday: $480,907.30 EMV Originally launched via Snapchat, Nars’ Guy Bourdin campaign earned the top slot thanks to the impressive amount of buzz the collection earned via YouTube. Video endorsements for the line, inspired by the fashion photographer’s provocative and shocking style, generated triple the number of views of any other promotion.
2. MAC Stroke of Midnight: $264,436.80 EMV The most successful of MAC’s multiple holiday campaigns, Stroke of Midnight’s success can be attributed to word-of-mouth endorsements in the form of blogs and YouTube views. MAC’s community of fans over the entire year was one of the most active and influential in terms of original content created about the brand, and the holiday season was no exception.
3. Bobbi Brown Old Hollywood: $237,352.73 EMV With Katie Holmes as its centerpiece, Old Hollywood generated more buzz than any other campaign amongst both individual beauty blogs and high-circulation blogs like Refinery 29. The actress’ transformation inspired much of the social chatter.
4. OPI Mariah Carey Holiday: $124,284.40 EMV With just under 1,000 Facebook shares, this collection was endorsed by some of the most followed beauty influencers on the platform, including blogger Love for Lacquer.
5. Marc Jacobs Lovemarc: $107,869.10 EMV This campaign was a social standout, particularly on Twitter. In addition to organic tweets about the collection by influential bloggers, the brand ran a series of giveaways via its own profile that were retweeted and shared at a steady pace.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)