Brand protection
Messika
Analysis of press and social media coverage of an event to understand its impact and visibility
The Maison Messika was founded by Valérie Messika in 2005 with the goal of offering modern, bold, and casual luxury jewelry.
The challenge
An essential part of Paris Fashion Week, Messika has been organizing its High Jewelry Fashion Show since 2021, where the Maison unveils its latest creations and iconic pieces. With many celebrities and influencers invited to this prestigious event, Messika sought to conduct a quantitative and qualitative analysis of the media and social media coverage of this major event.
The project and its results
Our Social Listening team configured the Social Listening tool used by the Maison with queries, hashtags associated with the event, and the guest list. A manual monitoring of TikTok was also conducted to create a consolidated report providing an overview of the event's coverage.
We gathered quantitative indicators such as the number of mentions and interactions, as well as the share of voice by country and source. We also extracted verbatims to evaluate the sentiment of different communities. Further analysis identified the most visible and engaging personalities. Our study highlighted the angles used by fashion and celebrity magazines to cover the event.
This type of report provides perspective on the event and listens to online conversations to understand community perceptions. It offers conclusions on the event's impact and identifies what worked best (and least), while providing access to qualitative indicators through careful listening to the open web.