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#KnowYourMIV: Diipa Khosla and her collab with MAC Cosmetics

Julia Cohen

In our previous #KnowYourMIV article, we discussed the stellar impact that Mega Influencer Xenia Adonts had throughout fashion month. In this installment, we will be looking at the power of a collaboration between brands and influencers, to examine how these voices are a key tool for generating high levels of media impact during campaign partnerships. This time around, we’re focusing on Mega Influencer, Diipa Büller-Khosla – a “global Indian influencer who is breaking barriers,” and has over 950K followers on her Instagram channel alone. Diipa recently collaborated with beauty giant, MAC Cosmetics, to create the #MACXDIIPA collection, which was also featured and publicized in her October wedding.

Below you’ll discover the media impact generated by Diipa for her MAC collaboration between 15 sept to 31 oct, and for her #TheBullslas wedding using our proprietary Media Impact Value™ algorithm (MIV®), which you can read more about here.

Top #MACXDIIPA Posts by MIV®

Overall, Diipa generated a total MIV of $2.5m for MAC Cosmetics across online and social platforms. This included content from both her wedding and explicitly regarding her collaboration with MAC. First, we take a look at the top performing posts from her #MACXDIIPA collaboration. 

1. The Launch

This photo, posted on her Instagram, racked up the highest MIV ($58k) across all channels for her collaboration with MAC Cosmetics. This is partly thanks to the engagement of the post, as it received 43,178 likes and 325 comments.

MIV: $57,736

2. The Teaser

Diipa shared a throwback wedding photo as a teaser for her collaboration with MAC, which pushed a lot of buzz for the brand. This photo featuring content from her social media-successful wedding, garnered 30,190 likes and a total MIV of $53k for the brand.

MIV: $53,432

3. The Video

The final top post from Diipa’s collaboration with MAC, is the short video she posted on her Instagram channel, which touched on the background of the products she put together with MAC, giving a behind the scenes look at the release. This achieved 797,993 views (and counting), and once again proves the success of Instagram as a top platform for generating buzz around brand launches and influencer collaborations.

MIV: $51,291

 

View this post on Instagram

 

I can’t believe Im actually writing this post after 6 months of waiting!!! 🙈❤️🙌🏼 – I am so so excited to share my collaboration with @MACcosmetics. The first ever one of a kind Influencer travel retail partnership that @maccosmetics has ever done!!!! What that means is – you can purchase my full Indian wedding look (like the exact products used to create my wedding day makeup) at select counters in airports all across INDIA, UK, and EUROPE! You will find my face at these Mac counters globally!!! WAIT, what!!😱😱😱🙌🏼✈️ – (Exact airports: Amsterdam, Delhi, Mumbai, Heathrow, Gatwick, Stansted, Dubai, Copenhagen, Birmingham, Colombo) – The products you will receive in the box are: Skin : PREP + PRIME NATURAL RADIANCE •Foundation: NC30 STUDIO FIX FLUID SPF 15 FOUNDATION •Concealer : NC30 PRO LONGWEAR CONCEALER •Lipstick: Carnivorous Retro Matte Liquid Lipstick •Eyeshadow: X9 palette : EYE SHADOW X 9: SEMI-SWEET TIMES NINE •Eye Liner: BRUSHSTROKE LINER •Cheek : Margin POWDER BLUSH •Prep & Prime 24hr Extended Base •Mascara: IN EXTREME DIMENSION LASH MASCARA •Glow: PREP + PRIME FIX+ (SHIMMER)💥🙌🏼😊 Makeup done by @nishasirpal_makeup – Tag me and #MACxDiipa #MACTRAVELS if you see the box at MAC next time you travel #MACxDiipa #MACTRAVELS 🙌🏼🙌🏼🙌🏼🤗🤗🤗🤗🤗🤗😭

A post shared by Diipa Büller-Khosla (@diipakhosla) on

While YouTube followed in second place for Diipa’s top platforms generating MIV for MAC, Instagram was by far the most successful platform when it came to the Diipa collaboration. Overall, Instagram generated $2.4m worth of MIV for the brand, where YouTube came in at $39K.

Top posts from Diipa’s wedding Mentioning MAC Cosmetics by MIV®

Diipa’s wedding overall racked up an astounding MIV of $3m, so it is no surprise that the top three posts with the most impact on the influencer’s social channels were related to her unforgettable event. 

1. Diipa’s Wedding Look

Most of Diipa’s wedding posts also mentioned MAC Cosmetics as they were the brand behind the Mega Influencer’s wedding makeup – MAC Cosmetics Pro Artist, Nisha Sirpal created a jaw-dropping 8 looks for the event. This post of Diipa’s wedding look on her Instagram achieved a total MIV of $209K, with comparatively high engagement rates – 157,393 likes and 1656 comments.

MIV: $208,843

2. The Instagram Wedding Album

The post with the second-highest overall MIV was a slideshow of photos of Diipa and her husband, Oleg Büller-Khosla. The wedding series featured a collection of romantic photographs, illustrating the steps behind each part of her wedding ceremony. The post itself received 123,519 likes and 1204 comments, again crediting MAC Cosmetics for the wedding makeup.

MIV: $171,933

3. The Couples Photo

The third most impactful post from Diipa’s wedding that mentioned MAC Cosmetics featured a photo of the couple on day 1 of Diipa’s wedding. This was the first wedding photo that Diipa posted, which is likely why it landed in the top three in terms of MIV. The total MIV from this couples pic was $142k, with 104,018 likes.

MIV: $142,274

Top Online article about #DIIPAXMAC

As mentioned, social channels completely took over in generating the highest MIV by Diipa for her collaboration with Mac Cosmetics. However, the partnership did also attract online attention from various publications. The top online post about #DIIPAXMAC was by travel publication, DFNI Frontier, which makes sense considering Diipa’s collection is exclusive to travel retail. 

diipa

We hope you enjoyed this exclusive look at the MIV generated by Mega Influencer Diipa’s collab with MAC Cosmetics in this #KnowYourMIV series. Let us know via our social channels who you’d like to see featured in our next #KnowYourMIV article!

And, if you are a brand looking for an influencer that will help boost your brand’s MIV, take a look at our influencer marketing solutions:

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Julia Cohen

Julia is a fashion writer and content creator based in London. She studied an MSc in Media and Communications at LSE, as well as Mandarin, Chinese, and has worked with various fashion and beauty brands within the UK.

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