This year marks the 90th anniversary of Luisa Via Roma and in light of the big celebration, the Italian luxury retailer collaborated with Carine Roitfeld, the ex-French Vogue editor turned owner of CR Fashion Book to create the CR x LVR show that happened on June 13 (GMT +2). (More on the fashion show found here)
5 Days after the show, we’d like to go back and break down the success of CRxLVR through our social media analysis, paying particular attention to what this fashion show did for Luisa Via Roma and CR Fashion Book
We analyze a total of 46 prominent models, influencers and musicians who participated in the fashion show, 5 hashtags including the core hashtag #crxlvr, #crrunway and #luisaviaroma and the core accounts @luisaviaroma and @crfashionbook. (Thus, User Generated Content (UGC) will not be included in this analysis).
Here is the overview of the fashion show:
From June 11 to June 17, the campaign saw a potential reach of 114.7 million people and the 46 influencers published a total of 96 pictures and videos and a further count of 175 stories during the event, all of which has any of the 5 hashtags or the 2 accounts listed in the parameter above.
The total interactions (including Video Views) added up to 8.9 million while the total engagement (Likes & Comments) generated was 4.4 million.
As with any other short campaigns, the bulk of the interaction happened from the 13-15 June, during the event and shortly after the event (to make up for time zone differences), making up about ¾ of the total interaction.
Moreover, a total of 537 influencers talked about the fashion show (using #CRxLVR and #CRrunway only), with at least 1,300 posts with the 2 tags published between June 13-15. Talk about buzz!
Share Of Voice (engagement):
Here are the top 5 influencers with the highest share of voice in terms of engagement:
- Gigi Hadid: The show opener brought in 42.08% of the fashion show’s total engagement.
- Bella Hadid: The baby sister of Gigi Hadid follows closely with 29.46%.
- Alessandra Ambrosio: The Brazilian bombshell takes 3rd place with 5.53%.
- Chiara Biasi: Fashion blogger Chiara Biasi contributes for 3.27% of the total engagement.
- Stella Maxwell: VS Angel Stella Maxwell is in 5th place with 2.96%.
However, having a larger share of the pie is insufficient to show the efficacy of an individual. Thus, we also analysed influencers with the top increases in engagement:
Individual Influencer Analysis:
A top model best-known for being a former VS model, @karolinakurkova is vibing with the LVR theme ‘Throwback to the 90s’ as her post with her other top model BFFs of the 2000s era sees an increase of a staggering 126.64% in engagement.
Italian street style icon turned fashion designer Gilda Ambrosio is not to be messed with too. With a colossal increase of 123% in engagement, her presence at the Luisa Via Roma is to be expected and her audience was definitely feeling her in that show-stopping red stilettos and that luxurious sequin dress.
This Italian ‘powerhouse’ model received a commendable 100.64% increase in engagement with her plunging neckline mini dress at the Luisa Via Roma after party that night.
In general, top influencers of the 2000s era also saw heightened engagement rates like:
@alessandraambrosio (+0.15% in average engagement rates)
and @karolinakurkova (+0.21% in average engagement rates)
Showing that the audience was definitely keen on reminiscing about the 90s (and into the 2000s) looks with these veterans of the modelling World. It was most definitely a great move by Luisa Via Roma to cast experienced runway models with younger, fresh models such as Gigi and Bella Hadid and it leads to even heightened brand awareness throughout the differing generations. To exemplify my case is the target audience’s age range.
Audience Age Demographics:
The campaign reaches mainly to audience members aged 18-35 years old, of 56.14%. That’s almost 60% reach to Millennials and even Generation Z. A good 16% reaches the 35-45 age group, who are mainly Generation X while there is an even split for the Baby Boomers generation and even the youngest of Generation Z, of 10%.
As the fashion show goes international, it is imperative that they show the representation of ethnicities and in this fashion show, LVR did not disappoint. Here are a few gorgeous influencers casted in the show including:
View this post on Instagram
When your hijab wants to act up on the runway 🧕😂 sis wanted to come out & plaaaayy LOL but major congrats to @carineroitfeld on her first ever #CRRunway show !!❤️😍 it was an honor to be part of such an iconic show & also get the chance to reunite with my baby girl @parisjackson ❤️🦋
All of them also saw positive yield through the fashion show with higher engagement rates:
He Cong (+5.34%)
Joan Smalls (+0.47%)
This caused international fans to also tune into the fashion show in support of Luisa Via Roma. Here is the breakdown of the audience country demographics:
Audience Country Demographics:
The top are interesting English speaking countries including:
– USA (17.61%)
– UK (5.77%)
Of course, being a European fashion show, many of the audience members hail from the European region:
– Italy (10.27%)
– Germany (5.13%)
– Spain (3.98%)
– France (3.43%)
– Russia (2.60%)
And in Asia, Indonesia slips in at top 8 with 2.99%.
Analysis of CR & LVR
With such great results on the marketing campaign, I’d like to bring focus to the two core brands that made the whole event possible, CR Fashion Book and Luisa Via Roma.
On average, @carineroitfeld’s magazine, Carine Roitfeld Fashion Book experiences an increase of 350.44% in engagement and 1.08% in engagement rates. In fact:
One particular post, which was a video of ‘charlie’s angels’ Bella Hadid, Irina Shayk and Joan Smalls walking down the runway together, experienced an astonishing increase of over 1000% in engagement, showing how many people this campaign reached out to and how much growth in brand awareness there was within the short timeframe of approximately 4 days.
The Italian luxury retailer also experiences an average increase of 14.66% in engagement on its 15 posts. Its top post:
The top-performing post during this campaign is none other than the gorgeous Gigi Hadid, who opened the CRxLVR show. This post garnered an increase of 151% in engagement, an indication of the success from a meticulously planned line up by LVR.
In all, the Carine Roitfeld x Luisa Via Roma Fashion Show was extremely successful. There are many marketing points we can learn through them including the strategic casting of models as well as the sheer amount of media coverage (all of Florence saw the fashion show though screens throughout the city).
If you’d like an analysis of your influencer marketing efforts as well, contact us through Popular Chips .