The day when Meghan Markle stepped out in her fabulous Givenchy wedding gown, it was all anyone could talk about. While you could probably estimate the cost of the dress, you might be surprised to hear that the fashion house made a significant amount of earnings thanks to the social media coverage alone.
This type of income, known in the world of marketing as “earned media”, comes from the advertising obtained through promotion that is not exactly paid advertising, or rather, advertising obtained through publications.
According to Influencer DB, influencer marketing software, the different couture brands worn by Meghan and her guest at her wedding, as well as their designers, made well into the six figure sums following the big day. Influencer DB also revealed how much money the brands earned, including the estimates from celebrity wedding guests like Priyanka Chopra and Oprah that also helped several brands trend on Instagram.
Givenchy gained 2.9 million dollars in coverage, in other words, the firm was mentioned 3,002 times and generated 12,234,710 likes.
Givenchy’s creative director, Clare Waight Keller, who designed Meghan’s wedding dress, won $1.7 million in media value and was mentioned 827 on Instagram and generated 8,907,933 “likes” as a result of designing Meghan’s dress.
On the other hand, Stella McCartney, the designer who created Meghan’s gorgeous dress for the reception, obtained 2 million worth of media coverage. She was mentioned 1,840 times and generated 9,605,198 likes. This was not only attributed to the beautiful outfit for the Duchess of Sussex but also to the amazing designs for Oprah Winfrey and Amal Clooney.
Kim Jones, who dressed David Beckham for Dior Homme, gained $537,024 for media coverage. He alone was mentioned 87 times and generated 2,717,729 likes. Dior earned $444,065 worth of coverage, was mentioned 340 times and got 1,737, 528 likes.
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#Repost @kitty.spencer ・・・ I am very grateful to have such kind and talented friends. Thank you my dearest Domenico and @stefanogabbana for the most phenomenal hand-painted Alta Moda @dolcegabbana dress. Thank you @bulgariofficial for the most exquisite jewellery. I am very lucky to be part of your family. Thank you to the most special, wonderful man @philiptreacy for creating such an elegant headpiece. I'm in awe of all of your craftsmanship and creativity. I am truly appreciative for all of the time and effort that went into my outfit for such a happy, special day yesterday. Thank you @ctilburymakeup and @nevillesalon for getting me ready ❤️
Philip Treacy was the designer for the hats of Kitty Spencer, Oprah, Sarah Rafferty, and HRH The Duchess of Cornwall which resulted in $507,358 (£378k) in earned media, was mentioned 148 times, and obtained 5,143,943 likes.
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Last but not least, Alexander McQueen gained $271,222 in media value, was mentioned 204 times, and accumulated 1,757,400 likes for dressing Kate Middleton.