The community behind the hashtag: how much are #MangoGirls really worth?

When it comes to social media engagement, Mango is leading the way. Several seasons ago, the Spanish brand launched the #MangoGirls influencer campaign, partnering with the likes of Leia Sfez, Nurial Val and Veronika Heilbrunner, to build brand awareness and an engaged social media community. Has it proved successful? Launchmetrics, a data analysis firm, studied the campaign and determined the Media Impact Value (MIV) of the brand’s hashtag in a new report titled “The Impact of MangoGirls”.

It seems the campaign has in fact delivered good results, generating a Media Impact Value of 15.6 million euros in the period between 1 January and 30 September. 70.6% of this was generated by the line-up of fashion influencers, accounting for 11 million euros. The remaining sum was achieved through own media (accounting for 12.6%), traditional media (12.5%) and celebrities (4%). These channels generated a Media Impact Value of 600,000 euros thanks to the hashtag, while Sofía Sánchez de Betak’s red carpet appearance at the Met Gala in May had an MIV of 638,000 euros.

The leading photo-sharing social media app generates the most value, according to Launchmetrics. It accounted for 84.4% of the brand’s total media impact value during the period, led by two posts from Spanish influencer María Pombo (they generated about 130,000 euros each). The third most influential post was shared by Mango, generating slightly less value than Pombo’s posts. The photo, first shared by influencer Tamu McPherson, was sponsored by the Barcelona-based brand.

With nearly 11 million Instagram followers, it was Mango’s own Instagram account that had the highest impact, generating 2 million euros in MIV. It also had the highest engagement, reaching 702,454 users. It was followed by María Pombo, Emma Hill and María Turiel. The results share some insight into the multidisciplinary nature of influencers, who can act as ambassadors for several brands. An example of this is German influencer Anna Borisovna, who ranks fifth despite being a self-described ‘style adviser’ for Massimo Dutti. And Mango’s star influencer María Pombo, who has 1.3 million followers, also collaborates with Inditex. In the first half of the year, a collaboration she did with Lefties generated nearly 1 million euros in MIV, according to Launchmetrics.

In terms of countries, Spain dominates the measurement with 5.9 million euros, followed by the UK and the US with 1.5 million euros each, France with 1.2 million euros, Germany with 876,000 euros and Italy with 646 million euros.

Mango is increasingly prioritising its digital strategies in a bid to boost sales. Recently, the brand collaborated with Leandra Medine, founder of The Man Repeller, on a limited-edition capsule collection. And earlier this month, it trialled an interactive campaign inviting followers to ‘co-create’ its upcoming brand imagery.

Indeed, online community is a key part of the business founded by Isak Andic. In 2018, online sales surged by 31% to 445 million euros, accounting for 20% of the company’s global revenue. The proportion is expected to rise to 30% next year. Whether the #MangoGirls will contribute to the increase, only time will tell.

The community behind the hashtag: how much are #MangoGirls really worth?

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