Dior Influencer marketing tactics 2024 – Investigation by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE.

Introduction

Among the brands belonging to the LVMH group, Dior fully dominates influencer marketing on Instagram. According to the study conducted by HypeAuditor, the luxury brand alone has the best results in terms of mentions, numbering 15,626, unique user visits, numbering 53,450, impressions, numbering 2 716M or EMV, amounting to $329 million. EMV refers to the “media valuation equivalent” or the “advertising equivalent” – NOT REAL MONEY.

Recently, just before fashion week we all saw flushing lines: “Jenna Ortega’s Emmy Red Carpet Look Generated $5.6 Million in Media Exposure for Dior”. The catch? It’s not hard cash; it’s a fabricated value, carefully crafted to elevate Dior’s reputation, especially after a tumultuous 2023 with a -55% nosedive in sales, according to LVMH reports. This is MYTH… sorry, misspell, MIV – Media Impact Value, pure marketing invention of Launchmetrics – NOT REAL MONEY.

So what’s the catch?

Dior Influencer audit actions 2023 – $329 million in EMV

In the dazzling galaxy of luxury brands, Dior stands as the undisputed sovereign, wielding its influence over Instagram like a regal scepter. HypeAuditor, a mysterious entity veiled in secrecy and questionable practices, bestows upon Dior a staggering array of statistics – 15,626 mentions, 53,450 unique user visits, 2,716M impressions, and an extravagant $329 million in EMV (that mystical “media valuation equivalent”).

Behold HypeAuditor – “100% AI-Powered Influencer Marketing Platform” (AI powered – this magic word again), a tool so elusive that even James Bond would struggle to uncover its secrets. Operating in the shadows, its website bombards visitors with marketing lines that could rival a runway show. What is HypeAuditor, you ask? Well, it is a tool. No one knows on what technology it operates, or what does it do. Their website presents shouting marketing lines and Dior / LVMH logos placed on each and every page… twice.

In an eccentric turn of events, Dior chooses to enlist the services of HypeAuditor, a company with bases in Limassol, Cyprus, Yerevan, Armenia, and Indianapolis, USA, leaded by Alexander Frolov. Instead of seeking guidance from reputable consulting firms, they plunge into the abyss of this dubious small business.

TrustPilot is a great website to check the reputation. TrustPilot 80% of terrible reviews paint a dismal picture – “This tool is terrible”, “Bad market pratices”, “Avoid these scam merchants”, “Absolute scam artists at best”, “This tool is scam”, “Useless illegal spam”.

Customers Reviews About HypeAuditor :

“They are a total scam and you got bait and switched and abused for your data. This company is disgusting and its practices are downright illegal and shameful. I will be speaking with an attorney about a class action this week.”

“This tool is nothing, I don’t recommend anyone purchasing Hypeauditor. There is no difference just searching keyword on social media platforms. We don’t need to waste money on this scam tool.”

Despite all of this Dior jumped into this questionable partnership, and raised $329 million in EMV (not convertible into real money).

Dior Influencer audit actions 2024 – $5.6 Million in MIV

Fast forward to 2024, where Haute Couture fashion week dances to the tune of an “AI-generative algorithm” named MIV – Media Impact Value, courtesy of Launchmetrics. This sophisticated-sounding algorithm plays puppeteer, determining the fate of movie stars and influencers, turning them into mere pawns in a high-stakes game of impact points.

Media outlets, just before the fashion week, boast of Dior’s monumental achievements, with headlines like “Jenna Ortega’s Emmy Red Carpet Look Generated $5.6 Million in Media Exposure for Dior.” The catch? It’s not hard cash; it’s a fabricated value, not convertible in real money, carefully crafted to elevate Dior’s reputation, especially after a tumultuous 2023 with a -55% nosedive in sales, according to LVMH reports.

Brace yourselves, for I predict the next move in Launchmetrics’ marketing ballet. If you wish to grace their list of the most influential stars, media, or influencers, guess what? You’ll have to pay for it – to Launchmetrics, of course! It’s the latest trend in becoming fashion royalty: pay your way to prominence, and let Launchmetrics boost you like a couture Cinderella.

Read more about how this story unfolded during Haute Couture fashion week in The key takeaways from Haute Couture 2024 or The King is Naked.

Reality Check – Interbrand

And here’s reality check: Enter Interbrand, the venerable Global Brand Consultancy established in 1974, boasting over 40 years of professional expertise in evaluating brands. According to their evaluation, Dior’s value is very low, it finds itself in the 76th place in the brand ranking, its value trailing far behind Zara and H&M. Brands evaluated by actual turnover. In 2023, Dior’s turnover, a meager $9,666.5 million, pales in comparison to the retail giants.

Here’s a table for you concerning the brand value. 

What is a brand value you ask? It’s the monetary worth of a brand, based on functional value (it will save you time), social value (it will impress your clients), and emotional value (it will bring you joy).

So let’s see how Dior is doing in this department, and how this brand values. In fact, according to the Interbrand, as well as many research and consulting companies, Dior lost to Chanel, Hermes, Adidas, Dior even lost to Zara and H&M!

Fashion brands Chanel and Hermes far in front of Dior, they take 22 and 23 place in this rating. Dior is also far behind Gucci (34 place), Adidas and Zara – 42 and 43 places. Even H&M is a more valuable brand than Dior – it took 56 place. Who’s less valuable than Dior you ask? Only Prada – 86 places and Tiffany & Co – 89 places. 

So in that case Dior decided to raise EMV and MIV.

But EMV and MIV are not tangible turnover or real sales – it’s a fantastical “currency”, which announced to the public in communication zest to convince that millions are all around. In the intricate world of Dior’s influencer marketing escapades, where illusions dance freely and reality assumes a backseat, one finds a captivating enigma where glamour and mystique coalesce.

Welcome to the satirical expedition through the enigmatic realms of Dior’s influencer odyssey, where illusions reign supreme, and reality is a mere bystander.