In the world of fashion and luxury, every detail matters. Every photo, mention, or partnership can influence a brand’s perception and define its media impact. So, how can we measure this influence? The Media impact value (MIV), developed by Launchmetrics, is now the go-to benchmark for quantifying and valuing the impact of marketing campaigns across various channels. More than just an indicator, MIV is a strategic tool, particularly valued in the fashion, luxury, and beauty sectors.

What is the media impact value (MIV)?

The MIV translates the effectiveness of media mentions and placements into monetary value across key platforms such as Instagram, TikTok, Facebook, and prestigious publications like Vogue or Elle.

By conducting an in-depth analysis of reach, media quality, engagement, and other factors, it enables brands and agencies to:

• Accurately measure the impact of their campaigns.
• Compare the performance of influencers and channels.
• Optimize budgets and maximize their return on investment (ROI).

The five pillars of media impact value calculation

1. Reach

Reach represents the number of people potentially exposed to a campaign. High reach indicates increased visibility but must be paired with engaging content to maximize its impact.

A post by Kendall Jenner, followed by over 290 million people, often exceeds initial impressions due to shares and conversations generated. This virality significantly boosts the MIV

2. Media rates

This factor measures the theoretical value of a mention or placement if purchased as ad space. Expressed in CPM (cost per thousand impressions), rates vary across platforms.

 A placement on Instagram, where CPM rates are often higher than Facebook’s, ensures more qualitative exposure.

3. Media quality

The reputation of the media outlet or influencer plays a critical role. The more prestigious the media or prominent the influencer, the more credible the associated content becomes.

A feature in Vogue or a collaboration with Leonie Hanne, a front-row regular at fashion shows, guarantees a high-end perception.

4. Content quality

Well-crafted, authentic, and brand-aligned content captures attention and drives interaction.

An immersive video of Lisa Manoban, Louis Vuitton’s ambassador, showcasing an iconic piece during Fashion Week, can generate massive engagement through creativity and storytelling.

5. Engagement

Engagement (likes, shares, comments) measures direct interaction between the audience and the content. High engagement indicates impactful content.

Zendaya’s participation in a Valentino campaign generates millions of reactions and a high MIV, reinforcing the brand’s prestige.

Why is MIV essential?

For brands:

The Media Impact Value is an indispensable tool for evaluating the effectiveness of marketing campaigns. Converting reach and engagement into concrete financial data offers brands a clear view of their return on investment.

Furthermore, it plays a key role in optimizing marketing budgets. By identifying the most effective channels, MIV enables businesses to invest strategically. For instance, if a campaign on TikTok generates a lower MIV than one on Instagram, resources can be redirected to more profitable platforms, maximizing the impact of advertising efforts.

MIV also helps brands stand out in a competitive market. By providing a precise comparative analysis, it highlights opportunities to adjust strategies, outperform competitors, and strengthen their position.

Finally, it ensures optimal resource allocation based on tangible results, making each investment more effective and impactful.

For agencies:

The Media Impact Value offers communication agencies a powerful tool to demonstrate the effectiveness of their campaigns. By analyzing collaboration performance, it enables them to precisely prove the impact of strategic partnerships.

MIV builds client trust. The measurable data it provides inspires credibility and allows agencies to justify their strategic recommendations, reinforcing their position as trusted advisors.

Lastly, MIV is a major asset for optimizing collaborations. It identifies influencers or media with the highest potential for value generation, helping agencies focus their efforts on the most impactful partnerships. This approach ensures greater efficiency and delivers maximum impact for the brands represented.

Influencers who delivered high MIV in 2024

• Hailey Bieber: As the founder and face of Rhode, she embodies minimalist elegance and amplifies the brand’s visibility through her highly engaged community. Her authentic approach and carefully curated campaigns have positioned Rhode as a must-have skincare line in the beauty industry.
• Selena Gomez: With her Rare Beauty brand, she combines authenticity and strategy, generating an EMV of $282 million. 
• Doja Cat: Her striking outfit for Schiaparelli ($16.7 million MIV) at Paris Fashion Week left a lasting impression. 
• Mariano Di Vaio: A men’s fashion icon, he remains a top choice for luxury brands like Gucci.

In a sector where image and media impact are critical, the Media Impact Value is more than just an indicator—it’s a strategic lever. It guides brands and agencies in their decisions, enabling them to measure, optimize, and elevate their actions. By 2024, it has cemented itself as an indispensable tool for transforming every interaction into measurable success.