HypeAuditor analyses the real impact of influencers on the prestigious week-long event, the Afterpay Australian Fashion Week 2021.
1,020 influencers took social media by storm, sharing a total of 2,380 social media posts about the event, generating a staggering $385K in Earned Media Value (EMV) for designers, brands and labels.
As a metric that benchmarks influencer marketing campaign efficiency and estimates the price of targeted advertising with an equivalent reach and audience, EMV is in a nutshell the social recognition a brand has earned on social media in the form of recommendations, reviews, user-generated content, and shares.
Alexander Frolov, CEO and Co-Founder, HypeAuditor commented, “The fashion industry has always been an early adopter when it comes to influencer marketing, but it is only in recent years that haute couture has started to embrace the power of influencers.
“Despite the unexpected lock-down in the fashion capital of Australia, Victoria, which prevented many fashion influencers from attending Fashion Week in Sydney, it was surprising to see the high volume of social media content shared by influencers, promoting the event, shows, designers or brands throughout the week. The EMV achieved is a clear indication that influencer marketing is a highly cost-effective conduit for advertising for the fashion industry”.
When it comes to high-end fashion, it’s the mega influencers, with follower counts above 1 million, who seem to move the needle for marketers. Four of the top five influencers with the most mentions of Fashion Week on Instagram fall into the mega tier of influencers.
Top 5 influencers during Fashion Week:
Engagement Rate: 1.13 per cent
Followers: 2.1 M
Engagement Rate: 1.03 per cent
Followers: 1.4 M
Engagement Rate: 1.99 per cent
Engagement Rate: 12.1 per cent
Engagement Rate: 1.95 per cent
Please login with linkedin to commentinfluencers
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]