With A-list celebrities lining up to one-up each other on the red carpet, the Met Gala is sure to capture consumer attention. But how much can a brand really get out of the high-end costume party?
Sponsor brand Gucci was expected to drive the conversation of the night, as creative director Alessandro Michele co-hosted alongside Anna Wintour, Harry Styles, Lady Gaga and Serena Williams. Indeed, the brand was mentioned more than 45,000 times on Instagram by the time all the guests had entered at 9pm, dwarfing other brands and proving why it earned a Genius rank in Gartner L2’s Digital IQ: Fashion Global. However, the brand also committed a major faux pas.
Gucci dazzled fans with its inspired looks, styling host Harry Styles in a sheer blouse and single earring as well as a list of other A-listers including Dapper Dan, Dakota Johnson, Salma Hayek, and Florence Welch. But while the brand kept the content coming in Instagram posts throughout the evening, Gucci was notably silent on Stories, missing an opportunity to further reach and engage followers.
In contrast, Moschino, which dressed Katy Perry as a chandelier and Kacey Musgraves as Barbie, was active across both dimensions on Instagram, filling the feed with all the binge-worthy looks it styled and reposting them on Stories throughout the night. This allowed Moschino to punch above its weight class and garner a 474% lift in interactions.
Influencer marketing is already commonplace in this sector, and the market is oversaturated. Over half of fashion brand posts tag an influencer, yet only 62% of those brands see aggregate lifts from influencer usage, forcing brands to rethink influencer strategies overall. Celebrity influencers — for brands that can afford to work with them — show the greatest return on Instagram thanks to their outsized followings. For exclusive events like this, brands need to go a step further to stand out. As every label fights for a best-dressed nod from publishers and followers, an engagement lift on social media for the night is not ensured.