In the dynamic realm of global fashion and influencer marketing, few names resonate as profoundly as Jisoo. As a member of the globally acclaimed K-pop group BLACKPINK, she has risen to international stardom not only for her musical prowess but also for her remarkable influence in the world of fashion. Her presence at the Paris Fashion Week Spring/Summer 2023 garnered immense attention and earned media value (EMV), making her a standout figure in the industry.

Understanding Earned Media Value (EMV): The Currency of Influence

What is Earned Media Value?

Before diving into Jisoo’s remarkable impact, it’s essential to comprehend the significance of earned media value (EMV). EMV is a pivotal metric used to gauge the effectiveness of influencer marketing campaigns. It quantifies the value brought by influencers through their engagement with a brand or product. EMV is calculated by considering social media post impressions and cost-per-impression, providing organizations with a tangible measure of an influencer’s contribution.

Calculating Earned Media Value

The formula for calculating EMV is straightforward:

EMV = Impressions x CPM x Adjustment Variable

• Impressions: The number of times a post is viewed.
• CPM (Cost Per Mille): The cost to reach 1,000 impressions.
• Adjustment Variable: A dynamic figure that varies based on specific marketing campaigns, industry, and the company’s objectives.

The Significance of the Adjustment Variable

The adjustment variable is a critical element in EMV calculations. It adapts to the nuances of marketing strategies and engagement metrics. For example, in the realm of social media marketing, if a post garners 1,000 impressions and 200 users actively engage with it, the adjustment variable would be set at 200. This variable ensures that the EMV calculation remains contextually relevant and reflective of actual engagement.

Jisoo’s Resounding Influence at Dior: A Glimpse into Paris Fashion Week SS23

At the Paris Fashion Week Spring/Summer 2023, Jisoo illuminated the fashion world with her presence. Her impact was nothing short of extraordinary, as she generated an astounding earned media value of RMB ¥1.5 billion for Dior. This remarkable achievement not only solidified her as the most influential celebrity at the event but also surpassed the influence of global icon Kylie Jenner, a testament to her unparalleled sway in the fashion industry.

The Power of Influence: Jisoo vs. Kylie Jenner

Jisoo’s triumph in earning the highest EMV at Dior during Paris Fashion Week is a remarkable feat, especially when compared to the influence of global superstar Kylie Jenner. It underscores the global appeal of K-pop and the transformative power of social media. Jisoo’s ability to capture the attention of audiences and create value for Dior is a testament to her status as a true fashion icon.

Continuing Influence: Paris Fashion Week SS22 and AW22

Jisoo’s dominance in the world of fashion influence is not a one-time occurrence. Her track record at previous Paris Fashion Weeks, both Spring/Summer 2022 (SS22) and Autumn/Winter 2022 (AW22), is equally impressive. These events saw her emerge as the top influencer, further cementing her position as a coveted figure in the fashion world.

The Wider Impact: BLACKPINK’s Influence at Paris Fashion Week SS23

While Jisoo’s achievements are undoubtedly exceptional, she is not the sole member of BLACKPINK to make waves at the Paris Fashion Week Spring/Summer 2023. The collective influence of the group extends beyond music and into the realm of high fashion.

Rosé’s Dazzling Impact

Rosé, another member of BLACKPINK, left an indelible mark during Paris Fashion Week SS23. Her association with Yves Saint Laurent (YSL) translated into an impressive earned media value of RMB ¥1.55 billion. This staggering figure highlights the far-reaching influence of BLACKPINK members on the fashion landscape.

Jennie’s Significant Contribution

Jennie, yet another luminary from BLACKPINK, added her unique touch to the Paris Fashion Week SS23. Her involvement in the event resulted in an earned media value of RMB ¥816 million. This substantial contribution underscores the group’s collective power to captivate audiences and create value for fashion brands.

Interpreting Earned Media Value: A Measure of Influence and Authenticity

Understanding Return on Investment (ROI)

The calculation of earned media value serves as a valuable tool for organisations to evaluate the return on investment of their influencer marketing initiatives. Unlike traditional metrics that may focus solely on numbers and conversions, EMV considers engagement metrics, providing a more holistic perspective.

The Authenticity Advantage

One of the inherent advantages of EMV calculations is the emphasis on authenticity. Since EMV is tied to engagement metrics, it inherently mitigates the risk of partnering with inauthentic creators or influencers. Brands can gauge the authenticity of their engagement and ensure that it aligns with their objectives.

Jisoo’s Luminous Influence and the Magic of Earned Media Value

In the world of fashion and influencer marketing, Jisoo stands as a beacon of influence, captivating audiences and generating substantial earned media value for brands like Dior. Her triumph at the Paris Fashion Week Spring/Summer 2023 serves as a testament to her global appeal and the transformative power of influencers in the digital age.

Furthermore, the concept of earned media value transcends individual achievements and extends to the collective influence of groups like BLACKPINK. Rosé and Jennie’s impressive contributions underscore the group’s ability to leave an indelible mark on the fashion landscape.

As marketers and organisations continue to navigate the dynamic world of influencer marketing, understanding the nuances of earned media value becomes increasingly crucial. It serves as both a measure of influence and a guarantor of authenticity, ensuring that brands create meaningful connections with their audiences and leverage the true magic of influence in the digital era.