Chiara Ferragni certainly blew her 14.3 million followers away on her special day. One of the biggest influencer events of the year took place last weekend as the digital entrepreneur behind the blog The Blonde Salad wed rapper Federico Leonardo Lucia, better known as Fedez. Their wedding, a 3-day event dubbed #TheFerragnez, generated a total audience-driven Media Impact Value™ of $36 million across online and social, and sparked over 67 million interactions (a.k.a engagement).
At Launchmetrics, we wanted to understand the digital impact for fashion & cosmetic brands thanks to Chiara Ferragni's collaborations for her fairytale wedding. Our team of Data Scientists tracked all three days of the wedding plus the day after – from August 31st to September 3rd – and revealed the following figures behind the buzz.
The Digital Impact for Fashion & Cosmetic Brands at Chiara Ferragni & Fedez's Wedding
Dior
Celebrity influencer Chiara Ferragni – and by the way, a celebrity influencer is any influencer with over 2 million followers – chose to work with Maria Grazia Chiuri for her custom made Dior gown to walk down the aisle. As reported by Vogue, Chiara shared that Dior had always been one of her favorite brands, and that she loved what the Creative Director, Maria Grazia Chiuri, was doing at the French luxury house. Choosing Dior for her wedding resulted in incredible buzz for the heritage brand, generating over $5.2 million in audience-driven Media Impact Value (MIV®) and an engagement of 5.6 million globally. Meanwhile, Chiara's posts around the brand represent $1.6 million in MIV, 31% of the global MIV for Dior. Also interesting to note is that 41% of the MIV gained was from online sources while 59% came directly from social media platforms.
But it wasn't just the big white dress in which she walked down the aisle that everyone was talking about, for the celebration after the ceremony she wore another custom made Dior gown. A special design in which the tulle of the skirt was embroidered with lyrics from “Favorisca I Sentimenti,” the song Fedez wrote to propose to Chiara. We found that this Instagram post below about the second dress was actually the buzziest of them all according to MIV.
Prada
While Dior may have stolen the spotlight for the main event, Prada was the chosen Italian house to dress Chiara Ferragni for the rehearsal dinner. The custom Prada cocktail dress also drew notable attention across online and social, garnering a total MIV of $1.8 million and 1.5 million interactions, globally. The top Instagram post was Chiara's thankful message below:
Meanwhile this Harper's Bazaar story was the top mention for the Italian luxury house. The MIV generated for Prada was 46% from online media and 54% from social media channels.
Lancôme
A gorgeous bride's look isn't complete without flawless makeup and for that, Chiara relied on the French luxury perfumes and cosmetics house Lancôme. Owned by L'Oréal, this cosmetics brand received a global MIV of $700,000 and 1.3 million in engagement. Lancôme's digital impact came mainly from the social realm, a total of 89% of the MIV was on social channels alone - a phenomenon we've seen before and identified in our Beauty Redefined report available via this link. This close up of the celebrity influencer's glam look was the top Instagram post for Lancôme:
Alberta Ferretti
Another fashion brand that benefited from the incredible buzz around #TheFerragnez was Italian house Alberta Ferretti. Chiara's bridesmaids wore floor-sweeping pink gowns by the Italian brand as pictured below in their top social media post, an Instagram post by the brand itself. Chiara Ferragni and Fedez's wedding garnered $354,000 in MIV and 390,000 interactions for Alberta Ferretti.
However, different from the other brands, most of the MIV came from online media outlets, 53% to be exact. The top online story for Alberta Ferretti was by Elle Italia as seen via this link.
Another interesting fact is that, thanks to #TheFerragnez wedding, the MIV that Dior generated represents 15% of the overall buzz ($5.2 million). Meanwhile during Meghan Markle and Prince Harry’s royal wedding, Givenchy generated 7% of the total MIV, yet in dollars this translates to a higher value, over $22.6 million. Givenchy’s monetary value is more than 4 times higher, due to the overall volume of coverage on the royal wedding.
This epic wedding was certainly exciting to follow, and after seeing the digital impact it generated for fashion and cosmetic brands, we're sure there are many more successful collaborations to come with future influencer brides and grooms. We can't wait to see who's next!
We wish Chiara Ferragni, Fedez and little Leoncino a very happy life together. Cheers to #TheFerragnez family!
Want to learn more about the data behind influencer marketing strategies?
Read our latest State of Influencer Marketing 2019 report, to see how you can leverage influencers for your brand.
By Launchmetrics Content Team
The Launchmetrics content team is always on the lookout for new trends in the fashion and technology sector. We are geeks with style and lovers of good stories!
shubhanker dubey
Very interesting post, I have read two times.
Julia Cohen
We are so happy to hear this!