France-based influencer marketing platform “Lefty” revealed the Earned Media Value (EMV) created by V as the ambassador for Celine.
After analyzing 31 posts that V shared on his Instagram feed and story, Lefty announced that he generated a value of $274 million (about 366.34 billion won) in just a few months.
EMV is a measure that analyzes the multifaceted impact of SNS content and converts it into cost. The EMV index announced by Lefty, in particular, is used as evidence of the promotional effect of global ambassadors.
Lefty annually announces the most influential celebrities in the global fashion industry. In the “Top Fashion Influencers of 2023” announced by Lefty, V and Kim Kardashian were selected as the top male and female celebrities, respectively.
V joined Celine as its ambassador last year. While actively working as Celine’s global ambassador, he contributes to enhancing the brand’s value.
Brand consulting firm “Brand Finance” in the UK announced that Celine recorded a growth rate of 51% after recruiting V as an ambassador. Brand analysis institution “The Legacy Lab” also ranked Celine 37th, the highest rank for a global luxury brand, in the “The Legacy Makers 100”.
V’s high popularity in the three major luxury consumption markets— the United States, China, and Japan— has significantly contributed to the brand’s value increase. V has the highest search volume among Korean stars on objective popularity indicators such as Google Trends and Wikipedia.
Since BTS began to gain popularity as a global idol group in 2016, V has ranked first among K-pop idols with the highest number of searches for 7 years.
Source: Nate
