Ralph Lauren tops brand rankings for NYFW social media

Ralph Lauren was king in regards to social media engagement during New York Fashion Week spring/summer 2019, according to data firm Launchmetrics.

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Ralph Lauren - Spring-Summer2019 - Womenswear - New York - © PixelFormula

The American designer clocked the social engagements from September 5-12, 2018, helped on by its fiftieth birthday celebrations and massive show in New York. Ralph Lauren topped the rankings by Launchmetrics in the brand category, followed by Calvin Klein in second place, and Tom Ford third, followed closely by Michael Kors and Coach.

The most engaging influencers during New York Fashion Week this month were Camila Coelho with 1.8 million interactions over 16 posts, for a total MIV of $1.1 million. Coelho was pipped at the post, however, by Chiara Ferragni, whose engagement level hit 1.8 million over 4 posts, for a MIV of $1 million, said Launchmetrics.

The top scoring social ad campaign during the week, monitored using #ad or #sponsoredpost, was the Barbara Palvin x Boss Hugo Boss campaign, which clocked an engagement of 827,000 for an MIV of $390,000. 

Nicki Minaj took out the celebrity category with 11 million engagements, and a Media Impact Value (MIV) totalling $8.7 million.

#NYFW was mentioned on Instagram across 195,000 posts for an engagement of 34M and $83M in MIV. On Twitter, the hashtag featured on 258,000 posts, engaging 1.4 million users and generating $7.5 million in MIV.

Launchmetric's social media score is inclusive of paid, owned and earned online mediums and is based on the volume of post responses and follower growth across Facebook, Twitter, Instagram, YouTube and Google+, as well as hashtags/handle mentions across Twitter and Google+.

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