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This week let’s dive into data, with our advanced analytics platform Campaygn®, to see how influencer marketing investments were smartly used during a time of crisis: the lockdown. Our proprietary technology, Campaygn®, is a powerful influencer analytics platform which helps brands dive into the deep data and analytics of influencers (more about the tool at the end of the article).

This research is focused on 75 influential brands in the Beauty, Fashion, and Jewelry sectors. The data has been gathered from 50,000 curated influencers profiles, with data refreshed daily via Instagram, Facebook, Youtube and TikTok. The analysis is based on brand’s mentions only, so it excludes any tags or hashtags not linked directly to the brand.

WINNERS FROM THE BEAUTY CATEGORY

#1 Glow Recipe

Korean indie brand Glow Recipe, founded by two skincare fanatics, Sarah Lee and Christine Chang, advocates for natural, gentle skincare products. The brand has seen a significant rise in earned media value since the start of Covid in China (January to Mid April) in comparison to the same period last year.

Glow Time! Diversified masterclass & unexpectedness are magic words for instant hits.

Glow Recipe brings fun and unexpectedness in their products, but also in their communication during the lockdown. Whether you are looking to have your own solo self-care moment, or bond with friends over a masking session, Glow Recipe provides a variety of classes through IG Live, from illustration to meditation, to yoga, and chats (self-care tips, happy hours, cosmetic chemistry Q&A). Influencers are joining in on the effort during the lockdown with ASMR skin care tutorials, awakening the sensorial aspect of their products.

#2 L’Oréal Paris

A local initiative has been launched in Thailand during the lockdown: #StayWorthIT with two macro-influencers, Davikah (10.9M followers) and Araya Alberta Hargate (9.6M followers) invited their communities to “AR Try-On” the 12 on-trend shades of the latest Rouge Signature Mate.

A reach of over 4M, 6.1M impressions and 68.6K interactions from just two posts for a viral exposure during the quarantine.

#3 Glossier

Pioneer of the indie brand rise, Glossier’s popularity is largely due to the reputation of Into The Gloss and its founder Emily Weiss. Known for its millennial-focused marketing, digital branding, sleek & thoughtful packaging design and empowering spirit are the real secret to Glossier’s fame. Following the success story, Glossier has seen a strong increase in earned media value during the lockdown compared to the same period last year.

Credit: @emilieweiss (CEO, Founder of Glossier)

Loving is caring, how Glossier shows its sanitary support

In April, Glossier launched a hand cream for medical staff. Understandably, hand cream is among the most-requested beauty product for nurses. The brand created its first-ever hand cream and donated 10,000 tubes to the health-care workers most in need. Emily Weiss re-posted stories on her personal account of the nurses gratefully thanking the brand. In this way, Glossier is strongly incarnated, empathic, and consumer-centric. This is an audacious strategy that also demands tremendous effort during the crisis.

#4 Summer Fridays

Credit: @summerfridays

People first, the Do It Yourself way

WINNERS FROM THE FASHION CATEGORY

#1 Jacquemus

As we saw on Ykone’s previous article about Brands & Covid, Jacquemus’ exposure is at the top, with its creative initiative #jacquemusathome involving both influencers and consumers to co-create with the brand. He is now offering fashion and cooking classes on Instagram, the best channel to build solidarity during the crises and share his talented skills.

Key Results:

  • EMV(€) +243% => 3.4x more than last year during the same period, from a total 11,600,000€ of EMV in 2019 in 39,800,000€ of EMV in 2020
  • The number of influencers is increasing (+81%) => 565 influencers registered worldwide in 2019 vs 1020 influencers in 2020
  • Influencers’ posts are active (+56%) during the lockdown => from 1500 posts in 2019 versus 2333 posts in 2020 since the start of lockdown in China

#2 ROTATE

ROTATE Birger Christensen is a Copenhagen-based brand, established in 2018 by Birger Christensen in partnership with stylists and influencers, Jeanette Madsen and Thora Valdimars.

Key Results:

  • EMV(€) +157% => 2.5x more than last year during the same period, from a total 934,200€ of EMV in 2019 to 2,400,000€ of EMV in 2020 during the lockdown period
  • The number of influencers is strongly increasing (+123%) => 77 influencers registered worldwide in 2019 vs 172 influencers in 2020 since the start of lockdown in China
  • Influencers’ publications are highly active(+162%) => from 193 posts in 2019 versus 505 posts in 2020

#3 Vasquiat

Preparing post Covid with pre-orders and special offers

Credit: @erika_boldrin

WINNERS FROM THE JEWELRY CATEGORY

#1 Ana Luisa

Ana Luisa is an online designer jewelry club that creates high quality, sustainable pieces that you can wear for your day-to-day errands.

Key Results:

  • EMV(€) +222% => 3;3x more than last year during the same period, from a total 223,400€of EMV in 2019 in 719,900€ of EMV in 2020 during the lockdown period
  • The number of Influencers is 8 times more than last year (+837%) => 19 influencers registered worldwide in 2019 vs 178 influencers in 2020
  • Influencers publications are highly active (+771%) during the beginning of lockdown => from 45 posts in 2019 versus 392 posts in 2020

#2 Mejuri

The Toronto-based fine jewelry brand Mejuri, founded by Sakkijha and her husband, is the new millennial jewelry with a “direct to consumer” business, focusing on exclusively online purchases.

Key Results:

  • EMV(€) +288% => nearly 4x more than last year during the same period, from a total 437,600€ of EMV in 2019 in 1,700,000€ of EMV in 2020 during the lockdown period
  • The number of influencers has doubled (+185%) => 80 influencers registered worldwide in 2019 vs 228 influencers in 2020
  • Influencers’ publications are very active (+223%) during the beginning of lockdown => from 155 posts in 2019 versus 501 posts in 2020 at the same period

Incarnate your products, in different ways

Mejuri encourages everyone to incarnate the brand: takeovers made by employees to show their daily routine, influencer fitness classes or even interactive makeup looks while wearing the product and driving to the Instagram boutique.

In addition, the brand launched the #rotatebookclub during quarantine, where consumers share what they’re readying while showcasing their favorite pieces of jewelry. Product seeding are also more active than ever.

Mejuri invites its ambassadors to create a nice composition, combining a piece of Mejuri jewelry with objects from their home (decor, flowers, …). Here, both consumers and influencers co-create for the brand, nourishing their own feed with reposts.

Credit: @mejuri

#3 Pomellato

Key Results:

  • EMV(€) +256% => 3.5x more than last year during the same period, from a total 2,500,000€ of EMV in 2019 in 8,900,000€ of EMV in 2020 during the lockdown period
  • The number of Influencers is 1.7 times more important than last year (+143%) => 46 influencers registered worldwide in 2019 vs 112 influencers in 2020
  • Influencers publications are 4 times more active (+434%) => from 79 posts in 2019 versus 422 posts in 2020 at the same period

Credit: @pomellato

Raise your voice for a cause and fight for it

Pomellato and Dodo take a stand against domestic violence with a 100,000€ donation and crowdfunding initiative to benefit women victims of abuse and domestic violence during the lockdown. #PomellatoForWomen (#YouAreNotAlone) campaign has gone viral: 161 influencers from all around the globe are raising their voice, more than 500 pieces of content produced (testimonials, call to action..), nearly 150M of impressions, and 11.3M interactions. Lili Reinhart, Chiara Ferragni, Joey King, Rosie Huntington, Rebel Wilson and other key opinion leaders offered their support.

Incarnation and agility brings advocacy

Learn more about the analysis methodology

  1. IDENTIFY: match location, gender, topics, metrics and audience stats to find the perfect match.

Beauty Leaderboard on Campaygn

Export Leaderboard datas on Campaygn

Capture from Fenty Beauty brand details page — timeline and market performance section

Capture from Fenty Beauty brand details page — content feed section