April’s Top Fashion Brands Promote Social Good With Creative Campaigns

TTT's Fashion

As we all navigated a “new normal” in April, fashion brands that would have otherwise enjoyed an overwhelming influx of (now-postponed) Coachella outfit content had to get a bit more creative to stir up influencer conversation. While the fashion vertical as a whole continued to see declines in Earned Media Value (EMV) this month, many top apparel and luxury brands stoked influencer enthusiasm—and achieved impressive EMV surges—through campaigns geared towards the stay-at-home climate. Here are some highlights.

Boohoo & Fabletics Inspire Content With Social Good Initiatives

With festivals cancelled to curb the spread of COVID-19, many Top 10 apparel labels experienced month-over-month EMV declines, averaging a -6% decrease. However, several rising brands bucked this trend with thoughtful social good initiatives.

Screen Shot 2020-05-21 at 4.02.44 PM-1

Influencer-favorite label Boohoo, for example, introduced its #BoohooInTheHouse social distancing campaign, encouraging bloggers to rep the brand in their at-home outfit content. The hashtag emerged as Boohoo’s No. 1 April tag, contributing to the brand’s overall 5% month-over-month EMV boost. Meanwhile, Fabletics enjoyed an impressive 24% MoM EMV increase, thanks to the launch of its limited-edition collaboration with singer Demi Lovato (@ddlovato on Instagram)—proceeds of which benefited the World Health Organization’s COVID-19 relief fund. Lovato herself powered notable EMV for the line in promotional posts tagged #Demi4Fabletics, and ranked as the brand’s top April EMV-driver.

Jacquemus & Fear of God Power Growth With Innovative Campaigns

While this month proved challenging for many luxury fashion labels (the top 10 brands averaged a 26% MoM decline), Jacquemus and Fear of God saw respective 25% and 66% EMV increases thanks to buzzy brand activations.

Screen Shot 2020-05-21 at 4.03.39 PM-1

When you’re looking to inspire online chatter, who better to turn to than the Hadids? Jacquemus celebrated its 10th anniversary in April with a trailblazing “Jacquemus at Home” campaign, featuring model Bella Hadid serving looks in a FaceTime photoshoot. The brand also featured in creative quarantine content from influencers like fashionista Leonie Hanne (@leoniehanne), who sported a tiny Jacquemus bag in her rendition of the viral #PillowChallenge trend. Outside the Top 10, streetwear brand Fear of God stoked enthusiasm by dropping its much-hyped sneaker collab with Nike. The release garnered significant attention from streetwear aggregators like Sneaker News (@sneakernews), which emerged as the brand’s top April earner, while #Nike ranked as Fear of God’s No. 1 hashtag this month. 

It’s clear that fashion brands, which have historically relied on in-person events to generate content creation, must pivot their influencer marketing strategies to keep up with the new stay-at-home economy—or risk getting left behind. To learn how much EMV these, and other, campaigns generated, and how influencer content and audience engagement continued to change in April, read our April COVID-19 Impact Study Update & Tribe Top 10.

READ THE COVID-19 IMPACT STUDY

Read More

Related Articles

Quarantine, But Make it Fashion: How March’s Top Luxury and Apparel Brands Inspired Content Through COVID-19

COVID-19 caught the world off-guard in March, and while verticals like skincare saw self-care content skyrocket at a stressful...

TTT's Fashion Luxury

April’s Top Beauty Brands: WISHFUL, Summer Fridays, Briogeo Power Growth With New Launches

April was the first full month of widespread social distancing measures in the U.S., with many brands attempting to navigate...

Beauty TTT's Skincare Haircare

May’s Top Fashion Brands Launch Creative Campaigns, Support Black Lives Matter Movement

From the Met Gala to the Cannes Film Festival, May typically brings dramatic spikes in content creation—and Earned Media Value...

TTT's Fashion

Ready to unlock your brand’s influencer marketing potential?

Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, Chief Digital Officer,
Rare Beauty

"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."

Joy Findeisen, Brand Relations and Digital PR Manager,
Benefit