Welcome to the latest installment of #KnowYourMIV! This month, we take a look at Armani Beauty’s Luminous Silk campaign, and particularly the value that Influencers directed towards the brand. Mega Influencer Jessica Wang contributed to the campaign, drumming up exceptional value in terms of MIV® from just one post. Jessica is a fashion and beauty creator who primarily generates content for both her long-running successful fashion blog and her Instagram channel.
Jessica regularly works with luxury beauty brands to create engaging, creative, and high-quality content and the way in which she communicates with her followers on paid placements is still relatable and direct. To gauge the impact that Jessica Wang generated for Armani Beauty, we applied Media Impact Value™ (MIV®), our proprietary data algorithm for the time period between 10/16/2020-10/31/2020. Read more about how it works in this article.
#KnowYourMIV: Jessica Wang x Armani Beauty
Overall, Jessica generated $57K in MIV® for Armani Beauty from just one post. The carousel image called out Armani Beauty and their luminous silk range as well as their partner Sephora, and a CTA link to shop the products. From this post, Jessica accumulated over 25K likes and 146 comments which is above average for the influencer’s general average likes on here feed (~22K likes on average).
View this post on Instagram
May your foundation match your neck, concealer be crease less, & winged eyeliner be sharp enough to kill. @ArmaniBeauty Check out how I achieved this look in my stories. @Sephora #ArmaniBeauty #LuminousSilk #ad Shop the products 👉 http://liketk.it/2YvUv #liketkit @liketoknow.it
Total MIV®: $56,562
An analysis of the Luminous Silk campaign
Overall, the keyword ‘Luminous Silk’ generated $1.2M in MIV®, across 210 posts made mentioning the product with an overall reach of 1.1 billion. However, when we dive a little deeper into the data, we can see that the average MIV® per post using the keyword ‘Luminous Silk’ is only $5,574. Comparing this to the MIV® that Jessica generated via her singular post, there is a percentage difference of 915%, which signals the varying ‘value’ in the content generated during the campaign. Jessica’s post clearly resonated with her audience, as it fits in with the content she regularly produces, leading to a successful paid promotion that generated well above average results.
In our recent guide on how to create meaningful relationships with influencers, we highlighted the importance for brands to really understand an influencer’s regular content, feed, and aesthetic before approaching them to collaborate. It can be a difficult balance to strike, especially if a brand has a specific list of requirements as to which product features they would like to showcase, the types of images and content they interested in creating, and how they want their product to be seen.
Luxury brands tend to be led by creativity and a more editorial perspective, yet still want to maintain heritage and alignment in their communications. Armani Beauty’s campaign with Jessica is a great example of this, as she had the creative freedom to direct a piece of content that really made sense amongst the rest of her content, and therefore worked effectively as a paid promotion.
This strategy specifically works well for Armani Beauty, when we delve even deeper into the campaign performance. Looking at the Voice Split in relation to this activation, Influencers made up 61% of the total MIV® generated, with Media following behind at 29%. Finally, if we look at the hashtag #LuminousSilk, we can see that most of the top-ranking posts within the hashtag are also from Influencers, followed by Armani Beauty’s Owned Media (personal Instagram) channel. Overall, in the hashtag, between 10/16/2020-10/31/2020 Influencers accounted for $73,518 in MIV®, of which Jessica Wang accounted for 77% – ranking highly in the top-9 section of this hashtag for a few days after her publication went live.
We hope you enjoyed this installment of #KnowYourMIV where we analyzed the data behind Jessica Wang and Armani Beauty. If you want to explore more about how to engage the right influencers, just click the banner below!