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The Case for Seeking Out More Diverse Influencers

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"Revolve, which recently filed for an IPO and generated sales of $400 million last year, has never been a brand to highlight diversity, but whether or not that has had an effect on its sales is unclear. Revolve’s earned media value (EMV) dropped during the controversy to the brand’s lowest for the year, at $83.8 million, according to the marketing technology firm Tribe Dynamics. A spokeswoman for Tribe said that cannot be solely attributed to the controversy, however, but “to the natural ebb and flow of events and campaigns.” And the dip was temporary: Revolve’s EMV bounced back to more than $140 million in each of the subsequent two quarters."

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Hedi Slimane and the Art of the ‘Drop’

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"So far, this autumn’s drops have at least generated notable consumer buzz. During September 2018, #ThomasBurberryMonogram drove more than $100,000 in earned media value for the brand, and #TheBSeries drove over $130,000, according analytics firm Tribe Dynamics. Overall, Burberry’s earned media value was $9.6 million for the month, up from $5.4 million from August. Tribe attributed the jump to the chatter around the new drops, as well as an increase in content around the runway show."

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So Exactly How Did Fashion Nova Turn Around Those Kardashian Looks So Fast?

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"Fashion Nova boasts more than 13 million followers on its Instagram feed and an army of 3,000 influencers, known as #NovaBabes, promoting its clothes. That group drove $54.1 million in earned media value, or the value of the publicity it receives via posts and engagement on social channels, from the second half of last year through the first half of this year, according to Tribe Dynamics, a San Francisco-based marketing technology firm. “They run one of the most sophisticated influencer programs that we track,” says Conor Begley, Tribe’s co-founder."

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Beachwaver Adds Full Hair-Care Range

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"Undaunted, she and her sister Erin Potempa Wall charged ahead launching the Beachwaver, which frequently sells out on QVC, sits at the top 10 of prestige best-sellers on Amazon (according to Tribe Dynamics) and has been singled out by Ulta Beauty executives as a shopper favorite.”

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Origins re-enters cosmetics category with lip color and pop-up push

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"Origins has been a fairly bright spot for Estée Lauder Companies, which reported a net sales increase of 16 percent for the company for the 2018 fiscal year. It called out the beauty brand as a key driver in the business’s skin-care net sales, along with Estée Lauder, La Mer and Clinique. Additionally, Origins ranked seventh in Tribe Dynamics’ earned media value report for March with $2.7 million in EMV, which is a 181 percent year-over-year increase. Origins EMV was also high in April with $2.3 million around the brand’s #GreenThePlanet social campaign."

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Anastasia Beverly Hills, Farsali, Brazilian Bond Builder Top Tribe Dynamics’ Earned Media Value Report

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"Anastasia Beverly Hills topped the Tribe Dynamics earned media value color cosmetics report for February.

The brand recorded $105.1 million in earned media value, flat from the previous year. Its earned media value can also be attributed to the pre-launch of the brand’s collaboration with influencer Amra Olević. The highlighter in the collaboration collected $14.9 million in earned media value with content from 929 influencers."

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