28 APRIL 2020

3 Case Studies on Social Media and the Covid-19 emergency

Covid-19

Since last January, the world is facing an unprecedented emergency with the spread of Covid-19 (Coronavirus). After the outbreak began in China in March, most Western countries implemented containment measures and declared lockdowns. The outbreak forced many of us into home isolation, and this subsequently made Social Media even more crucial for our daily communications. For this reason, we decided to analyze the impact of the Covid-19 emergency on our panel of over 25K social accounts relevant for fashion, luxury, beauty, and lifestyle industries to evaluate any changes in their activity on Facebook, Instagram, and Twitter.

With our study, we monitored the Social Media behavior of three key categories: Brands & Stores, Celebrities & Influencers, and Media & Journalists. For each, we highlighted a case study to explain how they changed their communication due to the health emergency.

3 CASE STUDIES ON THE IMPACT OF THE COVID-19 EMERGENCY ON LUXURY AND LIFESTYLE

Brands & Stores - The #playfortheworld campaign by Nike

From March 2 to 29, on average, Brands and Stores reduced the number of posts on Facebook, Instagram, and Twitter by -10.8% with a consequent decrease of -15.7% in Engagement. Only 6% of their total content was explicitly focused on Covid-19, but we have to highlight the collective effort to support charity projects and to help to share precautionary measures. Among Brands, a new Nike campaign achieved notable visibility on Social Media. The day after President Trump declared New York state a major disaster area, the US Corporation, one of the global leaders in sportswear, invited their followers on Instagram and Twitter to unite, launching the hashtags #playfortheworld and #playinside. Many famous athletes including Cristiano Ronaldo, Lebron James, and Serena Williams, shared the hashtags, leading this campaign to achieve Engagement of 12.2M and Reach of 248M.

Celebrities & Influencers - The Ferragnez commitment

Celebrities and Influencer increased the number of posts, on average, by only +0.5%. This marginal growth caused a small average decrease in Engagement (-1.5%). They dedicated 11% of the posts to the Covid-19 emergency, including modified content to help followers deal with quarantine e.g. workout sessions, beauty how-to videos and cooking tips. The digital entrepreneur Chiara Ferragni and her husband, musician Fedez, were among the first Western celebrities to lead this trend. Apart from launching a fundraising campaign for San Raffaele hospital in Milan, reaching over €4M in a few days, they described their self-isolation and entertained their communities with DJ sets and live concerts. Their posts related to Covid-19 gained Engagement of 32.8M and Reach of 373.6M.

Media & Journalists - The Vanity Fair Italia Campaigns

Due to the informative content, Media and Journalists registered the highest number of posts with an average growth of +5.8% and a relative average increase in Engagement of +5.9%. To update their followers regularly, 19% of this content was explicitly focused on the Coronavirus. With the Covid-19 spread in Italy, Vanity Fair Italia magazine dedicated its March covers to launch two awareness campaigns. Through the first, promoting the hashtag #iosonomilano, they celebrated people living in Milan profoundly affected by the virus and invited their readers and followers to support their respective cities. With the second campaign using the hashtag #iocisono, Vanity Fair Italia paid homage to all frontline workers fighting the outbreak. Together, the two campaigns obtained Engagement of 1.9M and Reach of 43.1M.

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#IOSONOMILANO In un momento difficile per Milano, per la sua regione e per l'Italia intera, abbiamo riunito in una copertina 64 volti, famosi e non, di una città alle prese con un'emergenza senza precedenti. È un appello all'unità, alla razionalità e al senso del dovere, valori che riteniamo fondamentali per la lotta globale a questo virus. In questo numero speciale troverete le storie di tanti milanesi che narrano la battaglia quotidiana, le strategie messe in atto o una dichiarazione d'amore per una città messa alla prova. Da Cristina Piotti, infermiera coordinatrice del Reparto Malattie Infettive dell'Ospedale Sacco, ai più famosi Giorgio Armani, Franca Valeri, Miuccia Prada, Domenico Dolce, Stefano Gabbana, Ornella Vanoni, Mahmood, Francesco Vezzoli... solo per citarne alcuni. I loro racconti non sono la celebrazione di una città. Al contrario, queste 64 voci lanciano un messaggio universale. Ai governi di tutto il mondo dicono: fate i controlli, mettete la salute dei vostri cittadini prima di ogni cosa, siate coesi, informate invece di spaventare. Ai cittadini ricordano: seguite le direttive dei vostri governi con precisione, senza panico e con civiltà. Il numero, in edicola da mercoledì 11 marzo, sarà distribuito gratuitamente a Milano e in tutta la Lombardia per essere vicino a chi è stato, fino al momento in cui scriviamo, più colpito. È per noi un investimento importante e doveroso. Razionalità, unione e solidarietà: sono i valori che da Milano e dalla Lombardia vogliamo inviare al mondo. Le armi migliori per combattere questo virus

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These are 3 examples of how Luxury and Lifestyle Social Media reacted to the Covid-19 emergency. If you would like further insights from our analysis, you can request a copy of our report here.

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