POPULARITY CONTEST: Burberry was the biggest winner on social media during London Fashion Week, according to data insights from Launchmetrics.
The marketing and technology platform uses an algorithm, dubbed Media Impact Value, which determines the impact of online, social or print media placements in the form of a number measured in pounds.
Burberry’s media activity across Instagram, Twitter and Facebook outperformed all other brands during the five-day event in London and the value was estimated at 1.5 million pounds.
Launchmetrics also highlighted model Winnie Harlow’s Instagram as one of the top-performing celebrity accounts, with a media impact value estimated at nearly 80,000 pounds.
Among the influencer crowd, Rawan Bin Hussain, Amy Jackson, Eurika Santos and Tamara Kalinic had the most impactful media activity during the London shows, according to Launchmetrics.
In terms of paid partnerships between influencers and brands on social media. Leonie Hanne, also known by her Instagram handle @ohhcouture, and Lucas Castellani were among the top names.
According to Launchmetrics, Hanne’s partnership with Swarovski, which saw Hanne posting a slideshow on her account of runway finales by Mary Katrantzou, Halpern and Peter Pilotto using the filter Swarovski created with the app Kirakira, was the most successful fashion-related Instagram ad during London Fashion Week, estimated at 19,387 pounds.
Castellani’s outfit post, where he recommends the online knowledge platform One1, aimed at young entrepreneurs, came second and was estimated at 15,897 pounds.
The Queen’s attendance at London Fashion Week at emerging designer Richard Quinn’s show, also stirred up a lot of activity on social media. Posts by E! News and the Royal Family showing the Queen in the front row seated next to Anna Wintour generated the biggest hype.