The importance of earned media value (EMV) in today’s marketing landscape cannot be overstated. EMV is a measure of the value of unpaid media coverage, such as mentions in social media, press releases, and blog posts. It can be a powerful tool for brands to measure the impact of their marketing efforts and to track their progress over time.
A powerful way to increase EMV is through creator media/influencer marketing. You can reach a large audience and generate a lot of engagement when a trusted creator or influencer shares positive content about your brand. This can lead to increased brand awareness, website traffic, and sales.
For example, in 2021 Lux partnered with Pakistani actress Mahira Khan to promote its new range of skincare products. Khan shared a series of videos on her social media channels talking about the products and how they had helped her to improve her skin. The campaign was a huge success, generating over 1 million views on social media and driving a significant increase in sales of the products.
Another example of how influencer marketing can boost EMV is the case of Glossier. Glossier is a beauty brand that has built a strong following on social media (2.8M followers). The brand works with a network of influencers to promote its products, and these influencers often create highly engaging content that resonates with Glossier’s target audience. As a result, Glossier has been able to achieve high levels of EMV, which has helped to drive sales and growth.
The food delivery service Foodpanda has also partnered with a number of Pakistani influencers to promote its brand. For example, in 2022, it partnered with the YouTuber Faizan Sheikh to promote its new food delivery service. Sheikh created a series of videos on his YouTube channel talking about the service and how it could help people to order food from their favorite restaurants. The campaign was a success, generating over 1 million views on YouTube and driving a significant increase in orders.
In addition to increasing brand awareness and driving sales, EMV can also help to build trust and credibility with consumers. When consumers see positive content about a brand from trusted sources, they are more likely to be influenced by that content. This can lead to increased brand loyalty and repeat business.
In 2019, Nike partnered with Serena Williams to promote its new Air Max 720 sneaker. Williams shared a video on her social media channels wearing the sneaker, and the post generated over 1 million likes and 50,000 comments. This resulted in a significant increase in sales of the sneaker, and it also helped to boost Nike’s brand image.
A study by Nielsen found that 92% of consumers trust recommendations from people they know, while only 68% trust traditional advertising.
Overall, EMV is a valuable metric for brands to track. By measuring EMV, brands can get a better understanding of the impact of their marketing efforts and make informed decisions about how to allocate their resources. Additionally, EMV can help brands to build trust and credibility with consumers, which can lead to increased sales and growth.
