“On social platforms, Moncler earned $15.2 million in equivalent unpaid marketing spend in the third and fourth quarters of 2018, according to marketing technology firm Tribe Dynamics. On average, that's a 63 percent increase year-over-year.“
“For Revolve, Bushnell, Ashley Iaconetti (season 19), Amanda Stanton (season 20), Kaitlyn Bristowe (season 19 and “The Bachelorette” season 11), Rachel Lindsay (season 21 and “The Bachelorette” season 13) and Corinne Olympios (season 21), drove $6.2 million in earned media value from January to November 2018, according to Tribe Dynamics.”
“But the biggest collaboration, thus far, would have to Fenty Beauty. This, too, was an LVMH enterprise, specifically under the company’s Kendo Holdings, Inc., which also produces Marc Jacobs Beauty. According to a 2017 report by Tribe Dynamics, Rihanna’s cosmetics collection with Kendo earned a media value of $72 million, most of which came through Instagram and YouTube. Rihanna’s Instagram handle @badgalriri has 67 million followers and her YouTube channel has 31 million subscribes.”
“Other forms of disruption we see in fashion include exclusivity, faster fashion and new channels. Numerous established brands are rethinking their business models to reflect these evolutions. For instance, some are moving away from the traditional fashion calendar and imitating the “drop” approach commonly used by streetwear labels to release smaller and more frequent collections that create rarity value and elevate anticipation. Moncler’s launch of its “Genius Project” is an example, with Hiroshi Fujiwara’s first drop driving a 43 percent month-on-month increase in earned media value (EMV) in June 2018 according to Tribe Dynamics.“
"It was reported that the brand had $120 million sales at retail last year and Tatcha managed to land in the top-10 skin-care brands in earned media value (EMV) month over month since February 2018, according to social media engagement company Tribe Dynamics. In the third quarter alone, Tatcha’s community of more than 1,200 unpaid influencers created about $15,000 in EMV, which was more than cult brands Glossier and Drunk Elephant. (The former had nearly $10,000 in EMV, while the latter had around $8,000.) In 2018, Tatcha’s influencer community grew by 107 percent year over year, which resulted in a 256 percent year-over-year growth in EMV."
‘“I still feel most proud when I get a print story, but it’s rare that anything is going to be seen first in a magazine anymore,” admits an executive at one of LVMH’s beauty brands.
“If you’re in a magazine, it’s still an image-builder,’ confirms Tractenberg, “but it has to be in conjunction with everything else. Everyone now is focusing on online engagement and what moves the needle in sales, which is ultimately the barometer of what is successful. And instead of ad value, it’s earned media value [EMV]: What did this post get for us?”
While PR firms used to measure much of their success by the number of in-book product credits or the length of a feature, they now have far more granular data, like that from Tribe Dynamics, the research firm many brands hire to record and analyse EMV.”
"In many ways, Women’s social plan was similar to Calvin Klein’s approach with its rebrand around its jeans category dubbed #MyCalvins. It, too, had high-level celebrities at its pillar — in this case, the Kardashian-Jenner family — and also looked to user-generated content for brand awareness. While Tribe Dynamics reported that Calvin Klein had a 37 percent quarter-over-quarter change in earned media value, thanks to My Calvins and Women, resulting in over $30 million in EMV in the third quarter of 2018, this did not translate in parent company PVH’s third-quarter results when it came to the clothes."
"Brit McCorquodale, svp of revenue at Tribe Dynamics, a marketing technology firm, said that while Instagram likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, last year, consumers are craving real recommendations more than ever. “The influencer ecosystem tends to be very self-regulating,” she said. “Consumers will stop engaging with influencers they no longer trust, or who are no longer providing compelling, relevant recommendations."
"Maybelline, like other mass players, has had to borrow from digitally native upstarts like Kylie Cosmetics, which have made product drops and experiences part of their DNA, said Tribe Dynamics co-founder and president Conor Begley. “Indie brands like Kylie Cosmetics have been doing this since the beginning, so offering unexpected newness keeps companies like Maybelline relevant — it’s something they had not done before,” he said. Tribe Dynamics reported that this has worked before for Maybelline: Its limited-edition Lemonade Craze palette, which was first teased in February and released in April, has garnered $1.7 million earned media value (that is, the publicity gained through promotional efforts versus traditional media), more than any other new Maybelline product during the second quarter of this year. By comparison, Kylie Cosmetics’ Weather Collection, which launched in February , had about $3 million EMV in the first quarter of 2018, said Begley."
"Data from Tribe Dynamics, a marketing technology firm that tracks influencer impact, shows that consumers at large have not rejected influencer content. Last year on Instagram, likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, the company found, but that unpaid content is most effective at driving conversions. For Masse, this means that the app could complement the product content driven by Instagram.
‘My question about that would be how they are supporting the development of recommenders?” said Brit McCorquodale, senior vice president at Tribe Dynamics. “It would be important for an app like this to understand and really cultivate a creator community so they have the tools to access information for their followers.’"