Instagram helped Daniel Wellington, Fashion Nova and the Kardashians win Black Friday

By

Gabriella Lacombe

Published
Nov 28, 2018

Watch brand Daniel Wellington, apparel brand Fashion Nova and four different Kardashian brands proved that product mentions on Instagram lend a huge hand to Black Friday earnings, with each brand racking up multiple millions in Earned Media Value (EMV) during the shopping holiday, according to data provided by influencer marketing software InfluencerDB.

Ranking first was Daniel Wellington, earning a total of $4,811,763 in EMV, with Fashion Nova in second place at $4,110,324. Kylie Cosmetics and KKW Beauty took third and fourth place with a total of $3,645,283 and $3,259,830, respectively.

KKW Fragrance came in at number seven with $1,838,194 and The Kylie Shop, Kylie Jenner's e-commerce site selling merchandise from apparel to phone cases, clocked in at number eight with $1,677,945 in EMV. 

The brands were notably divided into two camps: according to InfluencerDB's data, Daniel Wellington and Fashion Nova both took advantage of brand shout-outs and promotions from influencers with over 15,000 followers, while the Kardashians appeared to rely more on their personal followings.

Data showed that Daniel Wellington was mentioned by 5,821 Instagram influencers with a high following, while Fashion Nova appeared in 1,106 mentions. The Kardashian brands, however, had a combined total of only around 196 mentions, pointing to the celebrity family's own ability to influence. 

The Kardashian clan – made up of Kim, Khloe and Kourtney, as well as the Jenner family's Kylie and Kendall – has a combined total of over 492 million Instagram followers, and while Kim and Kylie (with a total of 240 million combined followers) are the main entrepreneurs of the family, each sister is prone to the occasional cross-promotion. 

The 2018 Black Friday data shows a continued upward trajectory for Fashion Nova, after a 2017 Google report showed the brand was one of the most-searched brands of that year, along with the likes of Gucci and Supreme. The body-con-focused brand now counts 13.9 million Instagram followers, thanks in part to celebrity shout-outs from stars like Cardi B, Blac Chyna, and one of the Kardashian clan's own – Kylie Jenner –, in addition to its affordable pricing.