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Fashion & Trends, People

Wedding Bells and The Impact of FERRAGNEZ

By Sofia Celeste 10 September 2018

MILAN, ITALY - Mega blogger Chiara Ferragni’s wedding to Italian rapper Federico Leonardo Lucia, also known as Fedez took the world by storm, sparking social media attention comparable to that of the royal wedding of Prince Harry and former actress Meghan Markle.

Just like the fans that lined the cobblestone streets of Windsor, crying, screaming followers lined the 18th century streets of Noto, a Sicilian coastal town that has recently attracted the likes of Hollywood’s A-listers and global aristocrats for its stunning architectural baroque, moorish monuments and turquoise Mediterranean waters.

A well-planned digital marketing strategy like no other, Launchmetrics said this week that #TheFerragnez garnered over 25,000 tagged posts and a media impact value of $36 million and more than 67 million interactions, that directly benefited brands like Dior, the French maison that hand crafted Ferragni's wedding gown fashioned with intricate Irish lace and embroidered black diamonds onto her grosgrain ribbon shoes.

“Choosing Dior for her wedding resulted in incredible buzz for the heritage brand, generating over $5.2 million in audience-driven Media Impact Value (MIV) and an engagement of 5.6 million globally. Meanwhile, Chiara’s posts around the brand represent $1.6 million in MIV, 31% of the global MIV for Dior. Also interesting to note is that 41% of the MIV gained was from online sources while 59% came directly from social media platforms,” wrote Rosanna Ryan, Launchmetric’s content and social media specialist. The crystal-encrusted Prada number she wore for her rehearsal dinner received a total MIV of $1.8 million and 1.5 million interactions, globally, Launchmetrics reported.

The makeup created a buzz as well. The bride wore Lancôme on her wedding day - a look that received a global MIV of $700,000 and 1.3 million in engagement, on of the most monumental social media posts for the perfume and cosmetics house ever.

By comparison, Launchmetrics reported earlier this year, that after the Royal wedding, Meghan Markle’s wedding attire resulted in over 26,000 posts and nearly 8 million interactions for Givenchy, while Stella McCartney received over 4 thousand posts and over 2 million interactions.

The quintessential millennial wedding, #TheFerragnez wedding album was well document and blasted to over 14 million followers on Ferragni’s Instagram.

The wedding took place in a restored 19th-century masseria, Dimora delle Balze that boasts views of the Unesco-protected Val di Noto.

Ferragni cried real tears when she recited her wedding vows to Fedez, who is also the father of her baby boy, Leone, whose birth at Cedars Sinai in Los Angeles, was also one of the most monumental social media events of the year.

Ferragni wore two dresses designed by Dior’s Maria Grazia Chiuri. The dress designed for the reception was inspired by a painting and was hand embroidered with tarot-like symbols from Milan and other aspects of the couple’s life like a lion, representing the birth of their son and airlines that represent their jet set lifestyle and long distance courtship. Lyrics from a song that Fedez wrote for Ferragni - which he later sang at the Arena of Verona when he proposed to her - were also hand sewn into the gown.

 

 

 

Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

MILAN, ITALY - Mega blogger Chiara Ferragni’s wedding to Italian rapper Federico Leonardo Lucia, also known as Fedez took the world by storm, sparking social media attention comparable to that of the royal wedding of Prince Harry and former actress Meghan Markle.

Just like the fans that lined the cobblestone streets of Windsor, crying, screaming followers lined the 18th century streets of Noto, a Sicilian coastal town that has recently attracted the likes of Hollywood’s A-listers and global aristocrats for its stunning architectural baroque, moorish monuments and turquoise Mediterranean waters.

A well-planned digital marketing strategy like no other, Launchmetrics said this week that #TheFerragnez garnered over 25,000 tagged posts and a media impact value of $36 million and more than 67 million interactions, that directly benefited brands like Dior, the French maison that hand crafted Ferragni's wedding gown fashioned with intricate Irish lace and embroidered black diamonds onto her grosgrain ribbon shoes.

“Choosing Dior for her wedding resulted in incredible buzz for the heritage brand, generating over $5.2 million in audience-driven Media Impact Value (MIV) and an engagement of 5.6 million globally. Meanwhile, Chiara’s posts around the brand represent $1.6 million in MIV, 31% of the global MIV for Dior. Also interesting to note is that 41% of the MIV gained was from online sources while 59% came directly from social media platforms,” wrote Rosanna Ryan, Launchmetric’s content and social media specialist. The crystal-encrusted Prada number she wore for her rehearsal dinner received a total MIV of $1.8 million and 1.5 million interactions, globally, Launchmetrics reported.

The makeup created a buzz as well. The bride wore Lancôme on her wedding day - a look that received a global MIV of $700,000 and 1.3 million in engagement, on of the most monumental social media posts for the perfume and cosmetics house ever.

By comparison, Launchmetrics reported earlier this year, that after the Royal wedding, Meghan Markle’s wedding attire resulted in over 26,000 posts and nearly 8 million interactions for Givenchy, while Stella McCartney received over 4 thousand posts and over 2 million interactions.

The quintessential millennial wedding, #TheFerragnez wedding album was well document and blasted to over 14 million followers on Ferragni’s Instagram.

The wedding took place in a restored 19th-century masseria, Dimora delle Balze that boasts views of the Unesco-protected Val di Noto.

Ferragni cried real tears when she recited her wedding vows to Fedez, who is also the father of her baby boy, Leone, whose birth at Cedars Sinai in Los Angeles, was also one of the most monumental social media events of the year.

Ferragni wore two dresses designed by Dior’s Maria Grazia Chiuri. The dress designed for the reception was inspired by a painting and was hand embroidered with tarot-like symbols from Milan and other aspects of the couple’s life like a lion, representing the birth of their son and airlines that represent their jet set lifestyle and long distance courtship. Lyrics from a song that Fedez wrote for Ferragni - which he later sang at the Arena of Verona when he proposed to her - were also hand sewn into the gown.

 

 

 

Sofia Celeste
FAIRPLAY Editor-in-Chief

When she is not hunting down the latest in tech and fashion, Sofia Celeste is scouting artisan talent for her online magazine bacoluxury.com. Born in the US and raised on the Pacific Island of Guam, she went on to write for Dow Jones Newswires and the Wall Street Journal. Her work is now regularly published in top fashion publications NOWFASHION and WWD.

 

Photo: Vogue

 

Photo: Vogue

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