Fandom-Driven Media Value

Celebrity fandoms, particularly in K-Pop, K-Drama, and Thai-Drama, are creating a significant peripheral effect, amplifying brand visibility and EMV.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Content Creation Trends Cultural Exchange Entertainment Marketing Social Media

Impact areas

Brand awareness Fan engagement Influencer marketing

Detailed Analysis

While influencer attendance and post quantity decreased, overall EMV increased, indicating a shift towards a 'less but better' talent strategy. Brands are leveraging the power of celebrity fandoms, especially those surrounding K-Pop, K-Drama, and Thai-Drama stars, to generate substantial media value. The peripheral effect of these fandoms, encompassing media coverage, street style photography, and online fan activity, creates an afterglow of media value that extends far beyond the celebrity's individual posts.

Context Signals

Tommy Hilfiger's success with K-Pop, K-Drama, and Thai Drama stars (97% of EMV) Jennie Kim's appearance at Chanel generating $10.35M in accumulative impact Increased EMV despite decreased influencer attendance and posts

Edge

Brands will increasingly target niche fandoms for highly engaged marketing campaigns. Measuring the peripheral impact of fandom will become crucial for assessing influencer ROI. Fan-created content will play a larger role in brand storytelling and marketing.

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