Rolex is achieving the most valuable marketing exposure, according to new data from RetailX knowledge partner Launchmetrics which highlights those brands in the Luxury, Beauty and Fashion verticals that have the highest media impact.
The Launchmetrics media impact value (MIV) metric takes a quantitative approach to measuring the success of marketing (number of impressions, engagements etc) and weights this through a qualitative approach which takes into account the perceived authority of the source. For example, a publication or social media account related to the fashion world would have more authority for fashion fans.
It looks across five different ways of reaching an audience: media publications, celebrities, influencers, retail partners and their social media channels, and the brand’s own social media properties.
"Luxury saw a mix of watch brands and jewelery brands in their top 5" said Arnaud Roy, CSO at Launchmetrics. "Cartier specifically saw a lot of value from Influencers and Celebrities in comparison to the other brands."
[Please note that the data covers a full year (2019) and that a number of sources have indicated a dramatic drop in paid influencer content under the current pandemic. It remains to be seen whether this is a new normal or even if the lower level of paid content will affect brands with less influencer value overall.]