CreatorIQLogo_Horizontal_FullColor
Frame 2812(1)

The world’s top brands, ranked by EMV

New to the Top 10 Leaderboard? Learn More →
Region
Industry
U.S. Cosmetics

May 2024

Rank
Brand Name
Total EMV

Earned Media Value (EMV) is CreatorIQ's metric estimating the value of social engagement with digital content. This value derives from user engagements like likes and shares, the publishing platform (e.g., Instagram, YouTube), and mentions of brands in the content.

While informative, EMV shouldn't be the sole metric for assessing a brand's overall health; consider it alongside other metrics presented.

EMV is in shown in USD.
Compare Total EMV with:

Metrics Explained

Community Size

The total number of creators who posted about a brand in a given month.

Creator Potency

Average EMV per creator in a brand's community for a month is determined by dividing the brand's total EMV by its community size.

Post Count

The total number of creator posts that mentioned a brand in a given month.

Posting Frequency

Average mentions per creator in a brand's community for a month is calculated by dividing the brand's post count by its community size.

Impressions

Total impressions represent the potential visibility of content about a brand to the followers of its creator community. They don't confirm full content views and can count the same viewer multiple times.

Engagements

The total number of likes, comments, shares, clicks, views, and other forms of active user response that content about a brand received within a given time period.

Reach

Reach represents the total followers of creators mentioning a brand in a given period. Unlike Impressions, where a user can be counted multiple times, Reach counts each user only once.

EMV Retention
EMV Retention quantifies sustained engagement by measuring consecutive mentions from creators. It calculates the proportion of EMV a brand retains over time through creator content, indicating loyalty and long-term value.

Brand Highlight: Jose Cuervo

A Closer Look at U.S. Cosmetics

In the battle of tequila brands looking to post big gains on social media surrounding Cinco de Mayo, Jose Cuervo came out on top. The iconic lime-friendly brand came in at No. 8 in May, collecting $1.5M EMV and enjoying a Top 10-leading 253% month-over-month leap. In addition to various Cinco de Mayo celebrations, one of Jose Cuervo’s primary sources of EMV throughout the month was content from the owned accounts of the Ultimate Fighting Championship (@ufc), which ranked as the brand’s No. 1 earner with $260.4k EMV. This total represented a marked improvement from the organization’s $82.6k EMV in April. In addition to Jose Cuervo serving as an official UFC sponsor, many other newcomers entered the brand’s community in May, with this cohort driving $1.0M EMV.

Brand Highlight: Tommy Hilfiger

A Closer Look at U.S. Cosmetics

Tommy Hilfiger and the Met Gala made for a winning duo in May, with the brand netting $9.1M EMV. #MetGala was Tommy Hilfiger's top tag, driving $3.6M EMV via 74 creators. This success was due in part to Tommy Hilfiger's partnership with K-Pop group Stray Kids. Tommy Hilfiger—the man and the brand—styled the boy band in winning, elegant suits with a subtle colored outline. In a Vogue YouTube video, Hilfiger lauded the band for its global stardom and modernity. #StrayKids was Tommy Hilfiger's No. 2 tag in May, accruing $1.4M EMV—even more than #TommyHilfiger ($1.1M EMV). Additionally, Tommy Hilfiger secured an impressive potency of $17.2k EMV per creator, up 210% from April. This potency was driven up by a star-studded group of creators, including Kendall Jenner ($800.2k EMV via six posts), Madelyn Cline ($452.3k EMV via four posts), and Sofia Richie ($211.1k EMV via four posts). In all, Tommy Hilfiger grew its EMV by 311% month-over-month.

Brand Highlight:

A Closer Look at U.S. Cosmetics

Brand Highlight: Garnier

A Closer Look at U.S. Cosmetics

Garnier Haircare netted $4.3M EMV in May, up 106% from April. Two product lines secured over $1.0M EMV: the Fructis line ($1.3M EMV) and the Ultimate Blends collection ($1.1M EMV). Garnier activated its creator community just in time for summer, with 32% of its posts representing sponsored content, up 94% from the previous month. Relatedly, Garnier Haircare's top tag was #GarnierPartner, which collected $1.7M EMV. The brand partnered with TikTok darling Charli D'Amelio, who learned a dance behind a counter of prominently displayed Fructis hair filler products. In her smash-hit TikTok, Charli starts to learn a dance, then decides she needs to do her hair. The video transitions to a curated look, flawless hair, and a fabulous dance to boot. D'Amelio tagged the products in the line on TikTok, securing $264.6k EMV via two posts. Additionally, #FructisHairFiller drove $627.9k EMV, with content creators raving about its ability to reverse a full year of damage.

Brand Highlight: Balmain

A Closer Look at U.S. Cosmetics

Balmain's presence at the 2024 Met Gala drove an impressive $19.1M EMV, a 397% MoM increase. High-profile collaborations such as Tyla's (@tyla on Instagram) head-turning sand dress, which sparked $211.0k EMV, sparked significant buzz, with #MetGala amassing $9.2M EMV from 478 posts. Additionally, the Balmain x Neiman Marcus Summer Collection launch at the end of May fueled significant online conversation, boosting the brand’s content volume by 101% MoM to 2.4k mentions. Vogue's (@vogue) coverage played a crucial role in this amplification, with the publication contributing $1.4M EMV and generating 67.7M Impressions.

Brand Highlight: Philadelphia Phillies

A Closer Look at U.S. Cosmetics

As the Philadelphia Phillies surged to the best record in the National League, the team also secured the best month-over-month EMV growth in the May MLB Top 10. In a somewhat down month for the MLB as a whole, the Phillies’ $7.5M EMV total—good for a No. 6 ranking—proved an 18% MoM spike. Superstar Bryce Harper dominated the team’s most viral content, with mentions of the outfielder inspiring $760.8k EMV, or over 10% of the Phillies’ total. Overall, the team’s top EMV-driver was the MLB (@mlb) itself: the league’s owned accounts powered $1.2M EMV, more than double its $557.0k EMV contribution from April 2024.

Brand Highlight: Dallas Mavericks

A Closer Look at U.S. Cosmetics

After a dramatic run through the playoffs, culminating in a decisive victory over the Minnesota Timberwolves in the Western Conference Finals, the Dallas Mavericks have returned to the NBA Finals for the first time since 2011. They’ve also come in at No. 1 on the CreatorIQ NBA Top 10 for the first time ever, enjoying a commanding $63.2M EMV, a sizzling 242% month-over-month growth. As he is on the court, Luka Dončić proved the Mavericks’ driving force on social media, with mentions of the Slovenian superstar accounting for $21.7M EMV. Meanwhile, mentions of his running mate Kyrie Irving contributed an additional $15.1M EMV. A total of 1.3k creators authored 6.4k posts about the Dallas Mavericks in May, with these figures representing respective 128% and 169% MoM increases.

Brand Highlight: Kansas City Chiefs

A Closer Look at U.S. Cosmetics

Even well into the NFL offseason, the Kansas City Chiefs have once again reached the top of the leaderboard. The Chiefs ranked No. 1 once again, pulling in $21.8M EMV, a 93% month-over-month surge. Unfortunately for Chiefs fans, many of the reasons for the team’s heightened social media presence stem from controversies related to Chiefs players. These controversies include wide receiver Rashee Rice’s criminal activities, as well as kicker Harrison Butker’s widely maligned comments during a commencement address. However, the Chiefs also benefited from more positive content, such as designer Jeff Hamilton’s (@jeffhamilton) meet-up with star quarterback Patrick Mahomes, or Mahomes’ and Travice Kelce’s attendance at a Dallas Stars playoffs game.

Brand Highlight: Edmonton Oilers

A Closer Look at U.S. Cosmetics

In May, the Edmonton Oilers enjoyed not only a thrilling run to the Stanley Cup, but the strongest month-over-month growth in CreatorIQ’s NHL Top 10. The Oilers netted $7.5M EMV, landing at No. 2 with an impressive 243% MoM jump. Most of the team’s most viral content throughout the month detailed key moments from the Oilers’ match-up with the Dallas Stars, which drew much-covered attendance from sports luminaries like Dirk Nowitzki and Travis Kelce. While the 292 creators who mentioned the Oilers in May proved a 60% MoM community expansion, the team gave these creators plenty to talk about: the Oilers’ community produced a collective 1.8k posts, good for a whopping 161% MoM surge. This progress in content volume in turn fueled respective 319% and 284% MoM improvements in the Oilers’ Impressions (64.2M) and Engagements (3.6M).

Brand Highlight: Lipton

A Closer Look at U.S. Cosmetics

While five of the brands in May’s Non-Alcoholic Beverages Top 10 enjoyed month-over-month EMV growth, the vertical’s most significant movement occurred outside the Top 10, where Lipton surged by a whopping 770% from April to collect $1.4M EMV. The tea brand had one clear culprit to point to for this momentum: OG influencer and social media personality Paris Hilton. Thanks to a creative campaign that saw Hilton DJ a set at Lipton’s Green Tea After Dark party in Los Angeles, the creator netted $251.3k EMV across just five posts. This total cemented Hilton’s status as Lipton’s top May earner, coming in at roughly 3x more EMV than any other creator. Additionally, the campaign inspired other creators to post about Lipton: $1.3M EMV, or nearly all of the brand’s May total, came from accounts that hadn’t mentioned the brand in April.

Brand Highlight: Sweetgreen

A Closer Look at U.S. Cosmetics

During a generally lackluster month for the top quick-service restaurant brands, Sweetgreen made significant strides in May. The brand achieved a 114% MoM growth and reached $2.9M EMV, nearly breaking into the Top 10. This surge was fueled by the controversial launch of Sweetgreen's new Caramelized Garlic Steak, which drew widespread attention due to its apparent contradiction with the brand's climate-neutral pledge. Key to amplifying the launch was a targeted marketing campaign involving top TikTok creators like Gianluca Conte (@itsqcp) and Olivia Ponton (@iamoliviaponton), who together contributed $535.8k EMV. The campaign, under the long-time hashtag #SweetgreenPartner, resonated strongly, generating $1.0M EMV across 150 posts by 90 creators.

Brand Highlight: Origins

A Closer Look at U.S. Cosmetics

The launch of Origins' GinZing SPF 30 Daily Moisturizer significantly boosted the brand's May performance, driving $2.6M EMV and a 138% MoM increase. This success was fueled by a marketing campaign featuring lifestyle creators like Alissa Ashley (@alissa.ashley on TikTok), who demonstrated how they incorporated the product into their daily routines in anticipation of the warmer summer months. The initiative generated substantial buzz, resulting in a 468% MoM increase in Impressions to 70.3M, with #OriginsPartner alone contributing $933.8k EMV, while #SPF fueled $490.1k.

Brand Highlight: Netflix

A Closer Look at U.S. Cosmetics

Netflix enjoyed a dramatic surge up the Streaming Services chart in May, rising to No. 2 with $149.2M EMV, a Top 10-leading 82% month-over-month improvement. The media giant had multiple pieces of programming to thank for this momentum, including the Roast of Tom Brady and the early stages of the forthcoming Mike Tyson/Jake Paul showdown. Additionally, high-impact posts from actress Jenna Ortega (@jennaortega on Instagram) teased the kickoff of filming for Wednesday’s second season. However, it was pop-culture phenomenon Bridgerton that took the crown: #Bridgerton and #BridgertonSeason3 powered a respective $16.4M EMV and $6.8M EMV as Netflix’s No. 2 and No. 3 hashtags in May, behind #Netflix ($24.4M EMV). In all, mentions of ‘Bridgerton’ accrued an impressive $23.5M EMV.

Brand Highlight: U.K. Cosmetics

A Closer Look at U.S. Cosmetics

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap

Brand Highlight: U.K. Skincare

A Closer Look at U.S. Cosmetics

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap

Brand Highlight: Kérastase

A Closer Look at U.S. Cosmetics

Luxury haircare brand Kérastase is for "the modern woman," and it shows: the brand climbed to the No.1 spot of France's leaderboard, netting $1.6M EMV. Behind Kérastase's 189% month-over-month EMV growth was community enthusiasm around its products. TikToker Cassandra Cano (@canocassandra on TikTok) responded to a follower's comment on the speedy growth of her hair with a TikTok promoting a Kérastase serum from the Genesis Collection ($166.0k EMV via three posts). Meanwhile, beauty creator Esra (@lilyslilah on TikTok) collected $326.5k EMV via five posts. An incoming creator who hadn't posted about the brand in April, Esra uncovered her favorite hairstyle with the help of hairstylist Nicolas Eldin and Kérastase. Esra's EMV represented 21% of the brand's April monthly total. Kérastase's rise is impressive in part because the brand was able to achieve its success with a relatively small pool of 87 creators and 349 posts.

Brand Highlight: France Skincare

A Closer Look at U.S. Cosmetics

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap

Brand Highlight: CeraVe

A Closer Look at U.S. Cosmetics

CeraVe claimed $9.0M EMV in May, thanks to its activations in Spain, Germany, and France that tapped into the brand’s powerful network of dermatologist partners. #FaceItLikeADerm was a top hashtag, yielding $1.4M EMV as dermatologists encouraged consumers to build healthy skin habits like wearing SPF. Creators like Myssy Jym (@myssyjym on TikTok) responded to Dr. Tuglma's video about the importance of protecting your skin. Myssy's duet featured her applying CeraVe's moisturizer with SPF 30 ($151.0k EMV). CeraVe’s regional top tags drove significant social media buzz, with #CeraveEspaña sparking $1.1M and #CeraveDeutschland generating $697.9k EMV. CeraVe maintained enthusiastic creators in its community, attaining a retention score of 92.1% and a 56% month-over-month increase in post volume (2.0k pieces of content). CeraVe's TikTok EMV slightly outperformed its Instagram EMV, with the brand achieving $4.6M EMV on TikTok, up 47% MoM. Overall, CeraVe enjoyed a 72% MoM EMV increase.

Brand Highlight: CeraVe

A Closer Look at U.S. Cosmetics

CeraVe has maintained its strong growth trajectory since launching its viral Michael Cera campaign during the Super Bowl in February. Expanding into the European market, CeraVe has cemented its status as a go-to skincare brand for Gen Z, achieving a 77% MoM increase and capturing $9.3M EMV to rank as Europe’s No. 3 skincare brand. The ongoing success of CeraVe’s #FaceItLikeADerm campaign significantly contributed to the brand’s growth in May. The campaign featured a diverse roster of viral TikTok stars showcasing creative and humorous skits using CeraVe products. Consequently, the hashtag ranked as one of the brand’s top three most impactful in May, generating $1.6M EMV via 70 mentions by 44 creators.

Brand Highlight: Dessange Paris

A Closer Look at U.S. Cosmetics

Dessange Paris is the go-to haircare brand to "satisfy all your needs," and the brand did just that for creators in May, accruing $4.2M EMV. Astonishingly, $3.6M EMV, or 87% of the brand's monthly total, came from creators who hadn't posted about the brand in April. Notably, Dessange Paris' 147% month-over-month spike in community expansion was secured with just 1% sponsored EMV content. The brand achieved this feat by being named the official partner of the 2024 Cannes Film Festival: #Cannes brought the brand $996.3k EMV, while #FestivalDeCannes collected another $716.1k EMV. Creators were feeling the spotlight, using Dessange Paris to create "main character" moments via POV-style TikToks. For example, creator Rose Doll (@rosedooll2 on TikTok) showed fans how she used Dessange Paris to perfect her blonde hair in just two steps ($160.1k EMV). Meanwhile, Romane Bertrand (@rromanebert) hopped on the same trend, overlaying "POV: I'm the main character" text on her TikTok to show the brilliant blonde created with Dessange Paris products ($148.8k EMV). Overall, Dessange Paris' efforts amounted to an impressive 438% MoM EMV growth.

Brand Highlight: Chopard

A Closer Look at U.S. Cosmetics

Chopard experienced a remarkable rise in May, achieving $7.6M EMV, a staggering 637% MoM increase. This surge was primarily driven by the brand’s high-profile presence at the Cannes Film Festival, where Chopard’s Red Carpet Collection was showcased by celebrities, generating substantial media coverage and social buzz. For example, professional footballer Paulo Dybala's (@paulodybala on Instagram) content contributed $354.8k EMV and 38.0M Impressions. #CannesFilmFestival ranked among the brand’s most impactful hashtags in May, inspiring $1.4M and 21.7M Impressions across 179 mentions. The launch of the Mille Miglia Race Edition watch also significantly boosted Chopard's monthly success, with DJ and music producer Peggy Gou (@peggygou) generating $421.9k EMV via promotions of the watch.
Frame 2779(1)

What is the CreatorIQ
Top 10 Leaderboard?

CreatorIQ’s Top 10 Leaderboard is a dynamic tool highlighting the world's top brands ranked by key creator marketing metrics. Dive deep into performance metrics across various markets and verticals, and see how brands stack up in creator marketing.

📖 Want a full rundown? Check out our blog post to understand how to make the most of this leaderboard and interpret the data like a pro.

Read the Post

Explore Past Top 10 Reports

Detailed metrics and in-depth insights highlighting successful campaigns and initiatives from the world's top brands.

View all Top 10 Reports →

April 2024
The Top 10

April 2024

Read More →
March 2024
The Top 10

March 2024

Read More →
February 2024
The Top 10

February 2024

Read More →
January 2024
The Top 10

January 2024

Read More →
December + Full Year 2023
The Top 10

December + Full Year 2023

Read More →
November 2023
The Top 10

November 2023

Read More →
October 2023
The Top 10

October 2023

Read More →
September 2023
The Top 10

September 2023

Read More →