Awards season red carpets: it's all about the social buzz, not just viewership
The glitz and glamour of awards season just wrapped, and while the traditional metrics like television viewership saw a dip (a 9% decline for the Oscars, to be precise), the real story lies in the Social Media frenzy that followed. Designers aren't just dressing celebrities for the cameras; they're strategically crafting moments designed to ignite a digital wildfire – and the brands that understand this are reaping the rewards.
The shifting power of emv: from tv to tiktok
For years, the focus was squarely on the broadcast numbers. But luxury consultant Robert Burke, speaking to Vogue Business, pointed out a critical shift: the audience isn't just those glued to their screens. It's the millions dissecting, tagging, and sharing every detail online, generating what's known as Earned Media Value (EMV). This year’s data, as tracked by WeArisma, reveals a fascinating reordering of events: the Grammys now lead the pack in EMV, followed by the Oscars and then the Golden Globes. We’re talking about $915.7 million in Grammys EMV alone – a testament to the power of music and its devoted online fanbase.
Chanel reigns supreme, but others are closing the gap
Chanel emerged as the clear frontrunner, garnering a staggering $47.3 million in Media Impact Value (MIV), a metric that Launchmetrics uses to quantify the monetary value of social engagement. The Oscars alone contributed $28.5 million to that total, largely thanks to Matthieu Blazy’s debut looks on stars like Teyana Taylor and Nicole Kidman. Selena Gomez’s custom gown at the Golden Globes delivered a hefty $12 million boost, proving that a strategic celebrity partnership can still move the needle. But Dior and Louis Vuitton are hot on Chanel’s heels, consistently placing among the top brands.
The emergence of stars like Owen Cooper, winner of best supporting actor in a limited series, also demonstrates the potential of tapping into newer talent. Cooper's Bottega Veneta look generated $477,000, showing that even a relatively unknown name can generate significant buzz.
Nominees, not just names, drive the most value
A key takeaway is the correlation between awards nominations and EMV. Nominated actors and artists consistently generate more content and engagement, making them prime targets for luxury brands. Securing deals with talent anticipating a strong awards run isn't just about aesthetics; it's a calculated investment in visibility. The numbers speak for themselves: at the Actor Awards and Critics’ Choice Awards, the top MIV generators were overwhelmingly nominees.
But it's not always about the nomination. The rising prominence of the “Heated Rivalry” cast—Williams and Storrie— showcases a changing landscape. Despite being ineligible for major ceremonies like the Golden Globes and Emmys, their appearances generated serious value for brands like Balenciaga, Bvlgari, Armani, and Saint Laurent, proving that a dedicated fanbase can translate to significant brand exposure.
Beyond the conglomerates: independent brands find their voice
While the big French luxury houses typically dominate, a few independent brands managed to break through this season, leveraging the power of high-profile talent. Alberta Ferretti saw a $4.5 million MIV boost thanks to Ariana Grande at the Critics’ Choice Awards, while Christian Cowan’s designs on Jenna Ortega generated $3.1 million at the Actor Awards. This proves that even smaller brands can carve out a space in the awards season conversation with the right star power.
Alison Bringé, CMO of Launchmetrics, succinctly put it: “Choosing talent is a growth decision. Established names buy you scale fast… Emerging voices do something more nuanced, like build cultural capital.”
Ultimately, the awards season isn't about the trophies; it's a carefully orchestrated marketing spectacle, and the brands that understand the evolving dynamics of Social Media engagement are the ones poised to win.