Zendaya‘s latest campaign with On has generated $1.7 million in Media Impact Value (MIV) in 48 hours, according to Launchmetrics. Unveiled Oct. 15, the campaign finds Zendaya posing in the bucolic Swiss Alps as she models items from the brand’s fall 2024 Movement collection and the Cloudtilt sneaker.
Launchmetrics reports that Zendaya’s Oct. 15 Instagram post alone generated $1.2 million in MIV. She shared content from her trip to the brand’s native Switzerland in addition to the short video that was released as part of the campaign. Data was monitored between Oct. 15 and Oct. 17 online and on social media — Launchmetrics expects to numbers to increase.
Launchmetrics says that the original announcement revealing that Zendaya would serve as brand ambassador generated $3.5 million in MIV. The news was unveiled in June and detailed that the actress had signed a multi-year deal with the Swiss company which would include contributions to select collections, products and creative campaigns.
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Per On, the latest campaign with Zendaya “highlights the importance of new experiences by way of movement, exploration and human connection.”
Zendaya said in an official statement, “Spending time with On in Switzerland was incredibly inspiring. People are always outside exploring the natural landscape, which is so refreshing. I loved going on a walk around the lake and getting gelato in town.” She continued, “My day is always better when I’m finding joy in the little things, like connecting with new people and enjoying nature when I can. I think this campaign really embraces that feeling.”
As the numbers show, celebrity ambassadors can play a significant role in boosting revenue. In 2021, it was estimated that Beyoncé’s Instagram post for a Tiffany and Co. partnership was worth $2 million in MIV.
