Scope: The Insights 100 Brands ranking is based-on Launchmetrics’ proprietary Media Impact Value™ algorithm (MIV®) according to the following scope:
- Period: January 1, 2019 to May 31, 2019
- Industries: Fashion, Luxury and Cosmetics
- Regions: Worldwide coverage
- Channels: print and online publications, blogs, social media (Instagram, YouTube, Facebook and Twitter)
About Media Impact Value:
Launchmetrics’ proprietary machine learning algorithm provides brands with a unified currency to measure the value of all marketing activities across Voices, Channels and Markets by assigning a monetary amount to every post, interaction and article. Finely tuned to specificities of Fashion, Luxury and Cosmetics, the algorithm was trained on actual media rates and 5+ years of FLC specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including: audience engagement, industry relevance, source authority and content quality, to create a highly accurate method of measurement. MIV offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
About Share of Voice:
The percentage of mentions generated by a brand, segment or influencer during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Voice can be used to identify the most talked about brand during an event or benchmark your marketing & communications strategies against competitors.
Launchmetrics’ Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle. From Traditional Media, Celebrities, Influencers, Partners and Owned Media, this methodology gives brands a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention. Voice Mix is a metric that provides the percentage of coverage or Media Impact Value generated by each of the five Voices that move consumers through the buying journey.
Traditional Media: Publications such as Vogue, Allure or Manrepeller.com. This includes print titles along with any online properties and social media accounts associated with the media outlet.
Celebrities: influential individuals that are known for something other than their digital presence such as actors, singers and athletes.
Influencers: influential individuals within Fashion, Luxury and Cosmetics that are known for their digital presence such as Chiara Ferragni or Aimee Song. Influencers are broken down into the following tiers:
- Micro Influencer (10K-100K followers)
- Mid-Tier Influencer (100K-500K followers)
- Mega Influencer (500K-2M followers)
- All-Star Influencer (+2M followers)
Partners: retail partners such as Matchesfashion.com or Sephora that can amplify a brand’s message across their own social media channels.
Owned Media: content posted on your brand’s own social media properties including Instagram, Facebook or YouTube.