Saturday 1st of September 2018, Italian blogger Chiara Ferragni married singer Fedez. The wedding, which took place in Sicily during three days, was highly anticipated but no one expected the performance of its content.
Chiara’s wedding was a real fashion experience. Even though every detail was extremely curated by the Blond Salad team, the impact was not expected to be this high. People were awaiting impenitently the D day talking about it even before it happened. According to Launchmetrics, it was comparable to the Royal Wedding in terms of media impact and value. It generated a Media Impact Value of $36 million and more than 67 million interactions.
Influential friends and family invited were free to post what they wanted on Instagram, the only media present. The dedicated hashtag #TheFerragnez, which allowed to create a digital photobook on Instagram, now counts more than 34,000 posts.
The Impact on brands
It is no wander that brands worn at The Ferragnez wedding had their share of successful impact. Dior, with the two haut-couture dresses worn by the blogger, generated more than $5.2 million in audience-driven MIV and an engagement of 5.6 million globally for the brand. MIV does not necessarily mean sales, but it does raise brand awareness, which could eventually, lead to sales.
Chiara’s Prada rehearsal dinner dress racked up $1.8 million in MIV and 1.5 million interactions globally for Prada.
Lancôme makeup benefited from a total of $700,000 in MIV and 1.3 million in engagement. The bridesmaids wore Alberta Ferretti, which received $354,000 in MIV and 390,000 interactions on social.
The value and digital impact of The Ferragnez wedding was like no other and we can expect even more exciting collaborations for the Italian blogger and the launch of a new way of communication for brands.