PARIS — If the Paris Summer Games can be called the “Fashion Olympics,” Dior has won the gold medal, according to a report by Launchmetrics that measured Media Impact Value (MIV) during the Games.
The brand raised $53 million in MIV through the games, much of which was generated when Celine Dion and Lady Gaga wore the LVMH Moët Hennessy Louis Vuitton-owned brand at the opening ceremony.
Dion’s appearance in MIV alone brought in $20.5 million, while Gaga’s custom gown brought in $13.7 million. French singer Iseult’s Dior suit and hat at the closing ceremony added another $1.8 million to the brand’s two-week tally.
LVMH’s premium partnership with the Olympic Games not only raises the profile of its own brand, but also raises the bar for fashion brands. The company’s strategic positioning in a variety of environments resulted in six of its brands ranking among the top 20 fashion, lifestyle and beauty brands measured by MIV during the Paris Olympics.
For example, conglomerate Berluti designed Team France’s opening ceremony uniforms, garnering acres of coverage on traditional television and newspapers and generating $3.6 million in MIV.
LVMH’s Sephora also made the list, demonstrating its brand’s strategic and experiential marketing by setting up pop-up beauty stations around the event venue and bringing in $2.9 million in MIV.
MIV is a Launchmetrics proprietary measurement formula that quantifies audience engagement, industry relevance, source authority, and content quality.
Media impact for the entire Olympics totaled nearly $13 billion, with fashion brands accounting for most of the top spots. Athletes played a key role in driving the brand’s performance.
American singer HER sings the American national anthem at the closing ceremony of the 2024 Paris Olympics. Getty Images
Ralph Lauren had a major influence on Team USA’s costumes through Tom Cruise’s closing ceremony stunts and musical performance.
Lauren’s famous polo shirt of gold-medal winning gymnast Simone Biles fetched $2.7 million at MIV, becoming the brand’s highest-ranking and rappelling from the roof of the Stade de France to grab the Olympic flag Cruise landed $1.7 million at MIV.
HER earned $1.3 million for singing the American national anthem in Paris, and added another $1 million to its influence by dressing Billie Eilish, who performed from Los Angeles, in the brand’s slouchy striped polo shirt.
Other brands that performed well were Adidas and Nike, tied for $41 million and $40.9 million, respectively, due to their collaborations with athletes. Official sponsors LVMH’s flagship brand Louis Vuitton, which provided equipment for the medal ceremony presenters, and official timekeeper Omega provided $6 million, the majority of which was provided through the Omega House Pavilion.
Brands that leveraged unique social media strategies, such as strong influencer outreach and brand ambassadors through owned media, had the biggest impact.
Although Oakley was an official sponsor of Team USA eyewear, its influence from that association was minimal. Instead, that $6 million worth of MIV was earned by launching a campaign featuring French soccer superstar and Real Madrid player Kylian Mbappé. Mbappé’s apparent absence from Team France was much talked about during the match.
While the release of this campaign earned MIV $317,000, another major contribution was the collaboration with influencers, where the brand shared content across their own channels and engaged their existing fan base.
The sunglasses brand collaborated with Colombian musician Fayed and Brazilian comedian Thiago Ventura. One co-post with Feid on Instagram was valued at $373,000 by MIV alone, a 38% increase over the company’s average monthly post.
Caleb Dressel of Skims.
Kim Kardashian’s Skims rounds out the top 20 proven brands as Team USA’s official sleepwear, underwear and loungewear partner. The brand opened a pop-up in Paris called “Team USA Welcome Experience” with specialty Olympic-inspired merchandise, including everything from bags to boxers.
Celebrities also had an influence, with athletes gaining attention in new ways. American Ilona Maher earned $20.5 million in MIV after making international headlines after posting a post directed at her weight critics. The rugby player has capitalized on the buzz and is currently appearing on Dancing with the Stars.
The “Torch Steal” video, directed by NBC commentator Snoop Dogg, was the most talked about content in three weeks, earning $3 million in MIV for TikTok viral videos.
Snoop Dogg carries the torch during the torch relay. dpa/Image Alliance (via Getty I)
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