Tribe Dynamics’ September earned media value reports revealed that brands and retailers such as Topshop, Adidas and Nordstrom succeeded in significantly growing their value via heightened engagement with top social media influencers.
Tribe Dynamics quantifies the estimated value of publicity gained through digital earned media and respective engagement levels to devise its earned media value. The agency assigns a specific dollar value to each piece of content based on the publishing value of digital word-of-mouth.
Once aspirational images and advertising campaigns depicting unattainable settings were the way to succeed in getting consumers’ mouths to water. These days, shoppers aren’t interested in what they can’t have, they’re looking for how seemingly real-person bloggers are wearing certain brands and mimicking their apparent shopping behavior — despite the fact a chunk of bloggers’ wardrobes are frequently gifted or provided in exchange for a social shout-out.
Topshop and Adidas — representing the number-one spots in third-party retailer and non-luxury apparel segments, respectively — have cashed in on the blogger and social media frenzy while expertly aligning themselves with the socially minded Millennial set.
What’s arguably more interesting is the revitalization of Tommy Hilfiger and Bloomingdale’s. Tommy Hilfiger created waves during its New York Fashion Week show, debuting a collaboration with social supermodel Gigi Hadid. The report noted that Hadid’s runway show and social gushing accrued about $2.2 million in earned media value from her 26 posts. What’s more, mentions of Tommy x Gigi earned $9.6 million EMV.
Bloomingdale’s secured the number 10 position in third-party retailers with impressive year-on-year growth — about 195 percent. In September, the retailer tapped top influencers to hold meet and greets in various Bloomingdale’s locations. In the beauty sector, the retailer hosted in-person events in partnership with Allure magazine. This triad of engagement served its growth well.
Across all brand and retailers in the top 10 earned media value rankings, Instagram served as the top provider for earned media value.
Top 10 Non-Luxury Brands by EMV — September 2016
- Forever 21
- Fashion Nova
- Tommy Hilfiger
- Michael Kors
Top 10 Third-Party Retailers by EMV — September 2016
- Urban Outfitters