Fashion - September 7, 2018

#TheFerragnez: Internet Sensation, all the numbers

Chiara and Fedez’s wedding was an epic moment that we were all looking forward to with great anticipation.. but we could have never imagined how big the impact would be!

 There have been several reports and articles (we are looking at you Launchmetrics, WWD and Il Sole 24 Ore) that summed up only some of the numbers that #TheFerragnez and their guests generated this weekend, you can find a comprehensive sum up of all the data with definitions and insights below.

 1st of September: the wedding started on the 31st of August with the guest arrival and ended on the 2nd September when most of the guests left Sicily;

 24k of Instagram posts using #TheFerragnez hashtag generated from the 31st of August until today;

 67M global engagement from the 31st of August until the 3rd of September. Engagement, by Launchmetrics definition, is the “sum of interaction on a placement (likes, comments, shares, retweets);

 $36M total-audience Media Impact Value, this is one of the greatest numbers above all the one of these researches. The Media Impact Value is an algorithm owned by Launchmetrics and it “measures the impact of relevant media placements on all channels (online, social, print), inclusive of paid, owned, earned mediums in order to derive a quantitative number for performance outcomes.” To give you an idea, it if a brand wanted to communicate a campaign and receive the same amount of coverage they would have placed a value of $36 M on advertising.

 Launchmetrics even studied how some of the brands that received a great coverage as Chiara wore and used them and they were: Prada, that Chiara wore on the night of the 31st of August for the rehearsal dinner, Christian Dior, that created a set of three dresses for Chiara’s wedding ceremony and party and Lancome, who’s products Chiara’s used for her wedding look.

 Below a breakdown of the numbers:

 Christian Dior:

 $5.2M Global Media Impact Value (Global MIV), of this 1.6M (which means 31% of the global MIV) came directly from Chiara’s Instagram post tagging Dior;

 5.6M Global Engagement of which 59% came directly from Social Media content and 41% from the rest of the online content (website, articles etc);


 $1.8M Global Media Impact Value, of this 59% came from Social Media and 41% from the rest of the online content

 1.5M global engagement


 $700k of Global Media Impact Value, which 89% came directly from social media and 11% from the rest of the Internet;

 1.3M Global engagement

 Alberta Ferretti:

 The media buzz raised from #TheFerragnez wedding touched also brands that Chiara didn’t even wear but was involved with like Alberta Ferretti, the Italian brand that dressed the bridesmaids.

 $314k Media Impact Value, of which 53% came from online and 47% from social media

 390k Global Engagement

 Chiara and Fedez’s intent has always been to have a very social media friendly wedding, to be able to share and to let their guests share every moment. This fact was crucial to create an emotional involvement with the followers who were able to see one event from hundreds of different accounts.

As Launchmetrics reported, #TheFerragnez wedding performed even better than Meghan Markle’s Royal wedding and as WWD stated, their wedding communication was even more effective than Fendi’s #MeandMyPekaboo campaign and Dior’s #DiorSaddle campaign.

Article by: Maria Sheila Miani

Thanks to our sources:

Launchmetrics, WWD, Il Sole 24 Ore

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