What’s the best way to truly build buzz? For the brands of today, it’s the question on everybody’s lips. The data shows that success lies in utilizing strategies that lead to the amplification of their message through the Media — aka strategies that maximize Media echo. Before you double down on building your direct Media relationships however, there’s something else to know.
Driving echo successfully comes down to one vital thing: using a cross-Voice strategy. And amidst a global economy, each Voice should not only embody a unique brand ethos and cultural relevance, but also represent local culture, values and preferences.
The numbers illustrate that many of the big Media placements of 2023 were derived from other Voice placements. In other words, the Media was echoing other Voices. Take the appointment of Pharrell Williams as Creative Director of menswear at Louis Vuitton. This powerhouse relationship was announced via a joint Instagram placement (i.e. via the Celebrity and Owned Media Voices). Then, as the news went viral, the Media picked it up and amplified it far and wide. Ultimately, this Media Voice echo drove 6x more impact than the rest of the Voice Mix for this campaign, highlighting the huge potential of the effect – but tapping into the Media Voice successfully required sending the right message through the right Voices, which meant effectively utilizing a brand’s own channels and forging buzz-worthy collaborations with Influencers, Celebrities and Partners.
Another perfect example of the Media echo effect in action can be seen in looking at Jeremy Allen White for Calvin Klein – arguably the biggest and hottest campaign of last year. According to our analysis, it drove a total of $12.7M in Media Impact Value® in just 48 hours. And yet, it wasn’t Calvin Klein’s own channel that generated the most value. It was—you guessed it—the Media Voice, with a Vogue placement taking top spot. Tying into key moments, leveraging events, and paying attention to trending key phrases at the time like “#Yeschef” were all important aspects of Calvin Klein’s cross-Voice success. We delve into these more deeply in the report – but once again, the Media echo effect amplified the coverage and added huge MIV® to the campaign results.
The key takeaway from our analysis of 2023’s campaigns is the importance of the Media Voice echo effect, and the necessity for brands to consciously build their brand strategy across all Voices in order to leverage this successfully. In 2024, analyzing your Voice mix in order to better understand your performance is the first step to gaining this indirect entry point into massive Media-driven results.
Don’t forget to download our full Voices of Fashion report here – written in partnership with online media company Puck and fashion correspondent Lauren Sherman – for more insights into how to optimize your 2024 fashion marketing campaigns.
Happy reading!
