Fairplay

Main Image
Fashion & Trends, Tech

Data on the Digital Impact of the 75th Venice Film Festival

By Launchmetrics 11 September 2018

MILAN, ITALY - The 75th International Venice Film Festival just ended. Together with Cannes and Berlin, it’s one of the most important film festivals worldwide, and has been a launch pad for many unforgettable movies and actors.
Thanks to our Data Scientists, we’ve monitored all online and social activity related to the red carpet throughout the first days of the kermesse, as it is also a big chance for fashion brands to gain visibility. These brands are always present in each social moment of the event, starting with the red carpet at the unmissable opening ceremony. This is the data we tracked from the 28th to the 30th of August 2018.

Throughout this period the film festival registered 31,198 placements on web and social – translating to about €10,878,226 in Media Impact Value (MIV) generated by the audience, and 5,986,180 in engagement. Media Impact Value (MIV) is our proprietary algorithm which estimates the value of a single placement – on print, online and social – measuring its size and evaluating its cost in terms of advertising. This algorithm is finely tuned to the fashion, luxury and cosmetics industries which takes media, historical data, and content quality into account in order to create a more accurate way of measurement.

Now, let’s get back to the Venice Film Festival. Online sources registered €5,956,544 of the global MIV, with 5,663 placements and 79,717 interactions, whilst social represents the remaining €4,921,682, but with a notably higher number of placements: 25,535 (reaching an engagement of 5,906,463).

Focusing on the buzziest fashion brands during the first days, not taking into account their owned media, the first place goes to Giorgio Armani which garnered €456,325 in MIV, followed by Louis Vuitton with €89,869 and Chopard with €81,483.
Armani’s great results are most likely due to the collaboration with the top model Sara Sampaio, stunning on the red carpet at the opening ceremony. She wore a beautiful gown by the brand but also shared several posts about the Armani Beauty cosmetics line on her social media channels.

Three of her posts are among the top 5 posts on Instagram, and in first place is a pic of her spotlighting the beauty line which reached 296,808 interactions with an MIV of €149,967.
The only brand that managed to undermine Sampaio’s dominance on Instagram was Gucci. Their picture of Ryan Gosling dressed in the brand for the showing of “First Man” – which opened the festival and which he stars in – took second place in this Instagram ranking.
Even if this picture registered 219,383 interactions and translated into €139,278 in MIV, Gucci came just 4th in the top brands on online and social with €79,645 in MIV.

Sara Sampaio was also the influencer who gained the most buzz. The portuguese model made 10 placements about her experience in Venice reaching an MIV of €448,236 and 827,270 interactions. Brazilian top model Izabel Goulart, and the influencer Aimee Song, were Sampaio’s top competition in this ranking. The two ladies reached €344,851 and €124,831 in MIV respectively with an engagement of 627,264 and 191,961.

If you want to know more and discover other insights about the first days of the 75th Venice Film Festival, you can browse through our infographic by clicking here.   

 

 

About Launchmetrics
Launchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

MILAN, ITALY - The 75th International Venice Film Festival just ended. Together with Cannes and Berlin, it’s one of the most important film festivals worldwide, and has been a launch pad for many unforgettable movies and actors.
Thanks to our Data Scientists, we’ve monitored all online and social activity related to the red carpet throughout the first days of the kermesse, as it is also a big chance for fashion brands to gain visibility. These brands are always present in each social moment of the event, starting with the red carpet at the unmissable opening ceremony. This is the data we tracked from the 28th to the 30th of August 2018.

Throughout this period the film festival registered 31,198 placements on web and social – translating to about €10,878,226 in Media Impact Value (MIV) generated by the audience, and 5,986,180 in engagement. Media Impact Value (MIV) is our proprietary algorithm which estimates the value of a single placement – on print, online and social – measuring its size and evaluating its cost in terms of advertising. This algorithm is finely tuned to the fashion, luxury and cosmetics industries which takes media, historical data, and content quality into account in order to create a more accurate way of measurement.

Now, let’s get back to the Venice Film Festival. Online sources registered €5,956,544 of the global MIV, with 5,663 placements and 79,717 interactions, whilst social represents the remaining €4,921,682, but with a notably higher number of placements: 25,535 (reaching an engagement of 5,906,463).

Focusing on the buzziest fashion brands during the first days, not taking into account their owned media, the first place goes to Giorgio Armani which garnered €456,325 in MIV, followed by Louis Vuitton with €89,869 and Chopard with €81,483.
Armani’s great results are most likely due to the collaboration with the top model Sara Sampaio, stunning on the red carpet at the opening ceremony. She wore a beautiful gown by the brand but also shared several posts about the Armani Beauty cosmetics line on her social media channels.

Three of her posts are among the top 5 posts on Instagram, and in first place is a pic of her spotlighting the beauty line which reached 296,808 interactions with an MIV of €149,967.
The only brand that managed to undermine Sampaio’s dominance on Instagram was Gucci. Their picture of Ryan Gosling dressed in the brand for the showing of “First Man” – which opened the festival and which he stars in – took second place in this Instagram ranking.
Even if this picture registered 219,383 interactions and translated into €139,278 in MIV, Gucci came just 4th in the top brands on online and social with €79,645 in MIV.

Sara Sampaio was also the influencer who gained the most buzz. The portuguese model made 10 placements about her experience in Venice reaching an MIV of €448,236 and 827,270 interactions. Brazilian top model Izabel Goulart, and the influencer Aimee Song, were Sampaio’s top competition in this ranking. The two ladies reached €344,851 and €124,831 in MIV respectively with an engagement of 627,264 and 191,961.

If you want to know more and discover other insights about the first days of the 75th Venice Film Festival, you can browse through our infographic by clicking here.   

 

 

About Launchmetrics
Launchmetrics provides Software & Data Tools to help Fashion, Luxury and Cosmetics professionals discover, activate and measure the voices that matter for their brands. Over 1,000 brands such as Christian Louboutin, Fendi, NET-A-PORTER, Topshop and more as well as partners like IMG, the Council of Fashion Designers of America, the British Fashion Council and Google, use its tools to accelerate their business and build lasting exposure. Launchmetrics’ GPS Radar platform brings together over 50,000 designers, editors, buyers and influencers worldwide in a perpetually evolving digital community.

 

Photo courtsey of Launchmetrics

 

Photo courtsey of Launchmetrics

Read also...

Milan Sizzles in Gucci’s Absence

Execution is Everything at
e-P Summit 2018

5 Events Shaping
Fashion and Tech

Wedding Bells and The Impact of FERRAGNEZ