Fashionable Insights: How Undergold Tracked Their Runway to Social Media Success
Undergold is a trendsetting streetwear brand from Latin America known for its unique, high-quality clothing that tells a story of personal journeys and higher consciousness. Despite their rapid growth and popularity, Undergold operates with a lean, scrappy team
The Challenge
Undergold was gearing up for a major fashion show in collaboration with Puerto Rico's biggest retailer. With only three full-time marketers, the Undergold team knew they needed a way to:
- Track all attendees and influencers posting about the event
- Capture and analyze the buzz generated on social media
- Measure the show's impact to inform future invites and strategy
Manually monitoring social media was not an option given the team's limited bandwidth and focus on executing the in-person event.
Solution
Undergold turned to Archive to effortlessly track and measure their fashion show's social media impact.
Capture every post with social listening
Archive's social listening technology tracked all posts about the fashion show, even from attendees not tagging Undergold directly. Over 360 posts were detected on the day of the event alone.
Measure the buzz with real-time analytics
Archive provided real-time data on the fashion show's social media performance:
- 10x more posts generated than on a typical day
- 113% week-over-week growth in impressions
- 4,000% increase in engagement, driven by 400K likes
- 30M people reached during the week of the show, up from Undergold's typical weekly reach of 3-4M
Prove impact with earned media value (EMV)
The fashion show generated over $500K in EMV according to Archive's analysis, demonstrating the event's impact beyond just sales.
Results
Archive enabled Undergold's lean team to maximize their fashion show's impact and set the stage for future success:
- Effortlessly tracked every social post about the event, with zero manual work required
- Measured the show's impressive social reach and engagement, including a 7.5x increase in weekly reach
- Quantified the event's impact with over $500K in earned media value
- Identified top influencers to re-engage for future campaigns based on their individual posting activity
By making social media tracking and analysis effortless, Archive empowered Undergold to focus on what they do best - creating unforgettable fashion experiences - while still getting the insights needed to keep growing and delighting their audience.