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Case Study: D’Marie

Situation

Fashion/Tech startup, D’Marie, is a social media analytics company and the first company to assign a dollar value to social media influencers’ portfolios (bloggers, models, style stars, celebrities, etc). This new tool makes it easier for brands & agencies to determine the ROI on deals with influencers (and conversely makes it easier for influencers to understand their true value per post), creating a ranking system that puts everyone on an even playing field for campaign negotiation.  D’Marie’s intention is to alleviate the guessing game that currently exists in our industry when it comes to paying social media stars by using a consistent algorithm that factors in 56 metrics.

D’Marie enlisted AMP3 PR to handle an initial 6-week launch campaign for the company.  With no previous media coverage,  there was a need to properly introduce the technology of the platform, and to gain visibility amongst influencers and brands, as well as potential investors.   With such a short time frame, our goal was to secure 2 key press placements: one with a top tier fashion industry publication, and another with a top business publication.

Strategy

We set out to position D’Marie as the “Nielsen Ratings” of social media: just as advertisers use Nielsen Ratings to determine the value of an ad during a particular TV program, D’Marie’s statistics would help brands determine the expense of each sponsored post per influencer.  We also leveraged the data on celebrity names and trending pop culture events (such as ranking the most influential Victoria Secret models according to social media immediately following the televised VS Fashion Show) to attract the mainstream press.   With this strategy, we would build up the CEO and Founder, Frank Spadafora, as a thought-leader in the industry.

To gain clout amongst the fashion industry and style influencers, we pursued the top fashion trade publication: WWD, and to gain awareness amongst major brands, advertisers and investors, we sought out coverage in a top business publication: AD WEEK.

After the first week of outreach, we secured an interview & features with both WWD and AD WEEK, followed by the coveted CR Fashion Book and TIME Magazine.  From there, over 80 placements followed in all major fashion, business, and celebrity media outlets, and the phone calls poured in from top brands, agencies, and influencers wanting to learn how to best leverage the platform for their own business purposes.

Results

  • Over 80+ press placements (in 6 weeks) including: WWD, Ad Week, Time, CR Fashion Book, Details, Harper’s Bazaar, Vogue Espana, Who What Wear (4x), Cosmo, Racked, Elle, Teen Vogue, HypeBeast, Elite Daily, E! Online, Refinery 29, Page Six, The New York Times, Glamour, Seventeen, NY Observer, Daily Mail, Fashionista, Nylon, Dazed, Elle France, ABC, Us Weekly, NY Daily News, Hollywood Life, Business Insider, OK!, InStyle, and The Cut
  • Press Placements resulted in over 650 Million Media Impressions
  • Incoming leads from top consumer brands like GQ, A&E, Procter & Gamble, Vince Camuto, Estee Lauder Company, Johnson & Johnson, and Corona
  • Major spike in web traffic including over 3000+ clicks directly from the Ad Week article in the first week alone
  • New Downloads and Sign-Ups of the D’Marie’s iOS app
  • Over 37,000 cumulative shares of the press articles on Facebook
  • Total Ad Equivalency for the media coverage valued at: $570,028
  • Top Placements