Launchmetrics and the Council of Fashion Designers of America have teamed up to release a report measuring the impact of different media at last month’s CFDA Awards, naming this year’s CFDA Fashion Icon Award winner Jennifer Lopez as the most influential voice in the days surrounding the event held at the Brooklyn Museum on June 3, 2019.
The report, which used Launchmetrics’ proprietary Media Impact Value (MIV) algorithm to calculate the value of relevant media placements, found that the 2019 CFDA Fashion Awards generated an overall MIV of $31.9 million.
Launchmetrics also calculated that posts relating to the event included a total of 9,100 product placements, were engaged with (liked, commented or retweeted) on 10.9 million occasions, and had a total potential reach of 9.1 billion people.
By channel, social media dominated the conversation around the event, accounting for 67% of the award ceremony’s total media impact between May 27 and June 9 with an MIV of $21.4 million. Other online media (33%) generated an MIV of $10.6 million.
With an MIV of $14.7 million, Instagram alone was therefore more valuable than the sum of other online media interventions, and also left social media peers Facebook and Twitter in the dust with MIVs of $4.3 million and $2 million, respectively.
Indeed, Instagram was the preferred platform used by celebrities attending the event, with Jennifer Lopez’s Instagram account proving to be the most valuable with an MIV of $1.72 million generated through two posts. Gigi and Bella Hadid’s accounts on the photo sharing platform came in second and third place in the rankings with MIVs of $1.45 million and $1.10 million, respectively – both figures being generated through two posts.
American model Winnie Harlow’s Instagram account snatched fourth place in the celebrity rankings with an MIV of $420,845, also generated through two posts, while JLo’s fiancé Alex Rodriguez rounded out the top five with an MIV of $323,455 generated through a single post.
Jennifer Lopez’s domination of the conversation around the event didn’t stop there though, as her Facebook account also ranked highly in terms of impact, cementing her lead with an overall MIV of $2.29 million across the two platforms.
The New York-born performer was also responsible for the single most valuable post of the event, an Instagram photo of her wearing a custom Ralph Lauren look which generated an MIV of $1.4 million. Second and third place were taken by two Instagram posts from Gigi Hadid worth $800,500 and $647,600, while little sister Bella claimed fourth and fifth place with two posts of her own ($591,000 and $511,000).
Globally, as might be expected, the event’s voice was heard most strongly in the United States, where media placements about it generated a total MIV of $20.52 million. This figure was well ahead of that of the UK, the country with the second highest MIV ($3.00 million), with China ($2.27 million) slipping into third place, ahead of France ($976,786) and Spain ($820,600).
Winners of this year’s CFDA Fashion Awards included Rick Owens for menswear, Brandon Maxwell for womenswear and Mary-Kate and Ashley Olsen’s The Row for accessories, while Emily Adams Bode was named as Emerging Designer of the Year for her namesake Bode brand.