CreatorIQ Connect

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CreatorIQ Connect: Unlock the full power of creator marketing
October 10, 2024  |  Los Angeles, CA

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The world’s top brands, ranked by EMV

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

July 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: Hennessy

A Closer Look at U.S. Beauty

Hennessy surged to No. 3 on CreatorIQ’s Alcoholic Beverages leaderboard in July, enjoying $2.6M EMV, a healthy 65% month-over-month growth. Much of this improvement stemmed from the second Hennessy NBA Creators Cup, a unique event that brought together some of the world’s biggest NBA-related creators to compete in various skill competitions and challenges. With Hennessy garnering a consistent share of the event’s branding, NBA fans and event participants were quick to give shout-outs to the cognac brand, which has long been a favorite brand and partner within NBA circles. Mentions of the event accounted for $1.4M EMV, or more than half of Hennessy’s July total. Additionally, the NBA Creator Cup’s viral potential fueled 28.7M impressions for Hennessy, a solid 88% MoM growth.

Brand Highlight: Nike

A Closer Look at U.S. Beauty

In a challenging month for U.S. Apparel, Nike's impressive $94.6M EMV, represented a 35% increase month-over-month. The surge was driven by both the Olympics and the release of multiple products. Nike sponsored a number of teams at the Olympics, which proved particularly impactful, with #Olympics powering $2.0M EMV. Basketball players came out with Nike-branded "winning isn't for everyone" videos. NBA basketball player Victor Wembanyama (@wemby on Instagram) who represented France in the Olympic final shared a video of him blocking a shot, using the Nike tagline ($340.9k EMV via three posts). Meanwhile, LeBron James (@kingjames) shared footage of him walking down the court, declaring "Winning isn’t a game to me!!" ($531.3k EMV via five posts). Building on the Olympic momentum, Nike celebrated the release of its first breaking shoe, Nike Jam. Additionally, the Nike x Hyperice collaboration had a moment, releasing a shoe and a vest intended to boost recovery and warmups for athletes. In all, Nike's efforts contributed to 1.1B impressions.

Brand Highlight: Kylie Cosmetics

A Closer Look at U.S. Beauty

In July, Kylie Cosmetics saw a 69% EMV increase to $11.5M, driven by a strategic partnership with Crumbl Cookies. The partnership celebrated the launch of the Skin Tint Blurring Elixir via a giveaway and pop-up events. #SkinTint generated $789.3k EMV via 47 creators, while the Lip Liner took the crown as the top product, sparking $1.3M EMV. Creators like Colt Paulsen (@gaymanwithaspraytan on TikTok) showcased the Kylie Cosmetics-flavored limited edition cookie collab ($209.3k EMV). Unsurprisingly, the top creator for Kylie Cosmetics was Kris Jenner (@krisjenner on Instagram), who powered $1.3M EMV via 25 mentions. Daevin Sanchez (@bapevin) was Kylie Cosmetics’ No. 2 EMV-driver, tagging the brand to promote Glow Drink ($661.5k EMV via 65 posts). Meanwhile, Love Island superstar Whitney Adebayo (@whitbrowns on TikTok) shared a spritz of the Cosmic Kylie Jenner fragrance ($134.3K EMV). All of this activity, and more, inspired Kylie Cosmetics to reach $139.9M impressions.

Brand Highlight: Batiste

A Closer Look at U.S. Beauty

Dry Shampoo brand Batiste claimed $1.1M EMV in July, representing a 130% month-over-month EMV expansion. Additionally, the brand's $79.6M impressions soared 489% MoM. Batiste's significant growth is due in part to its association with #HairHacks ($153.2k EMV), a tag commonly used by creators to offer unique haircare tips. For example, creator Samia Begum (@sxmiabegum on Instagram) shaved her face using Batiste's dry shampoo. The No.1 EMV-driver, Samia posted both on Instagram and TikTok, powering $343.0k EMV or 32% of Batiste's July EMV total. Meanwhile, Sara Saadia (@sarasaadia on TikTok) demonstrated a heatless bandana curl technique using Batiste's leave-in conditioner. Her nine posts inspired $161.6k EMV. Astonishingly, 92% of Batiste's EMV came from incoming creators who posted in July but not June. Relatedly, its creator community expanded by 120% MoM to 174 creators, helping the brand move the needle.

Brand Highlight: Dolce & Gabbana

A Closer Look at U.S. Beauty

Dolce & Gabbana started July with a bang, unveiling its new Alta Gioielleria Collection in Sardinia, Italy. The four-day event was a standout, featuring the luxury brand's latest jewelry collection alongside a rousing performance by musician Christina Aguilera (@xtina on Instagram). Aguilera ranked among Dolce & Gabbana’s top creators, generating $368.6k EMV across 12 mentions. The brand also benefited from a new partnership with model Alessandra Ambrosio (@alessandraambrosio on Instagram), who attended the Alta Gioielleria event in a stunning silver dress and matching jewels. Alessandra emerged as Dolce & Gabbana’s most impactful creator, contributing $1.0M EMV across 65 mentions. Thanks to this successful launch, Dolce & Gabbana closed the month with $22.7M EMV, a 56% month-over-month increase.

Brand Highlight: Houston Astros

A Closer Look at U.S. Beauty

In the heart of the MLB season, the Houston Astros enjoyed a solid July, boasting a Top 10-leading 51% month-over-month EMV growth. Despite claiming roughly the same community size and content volume metrics as the previous month—the Astros earned mentions from 407 creators across 2.1k posts, respective MoM increases of just 1% and 2%—social media users responded much more enthusiastically to Astros posts in July rather than June. The team netted 3.5M engagements and 49.6M impressions, improvements of 115% and 54%, respectively. Throughout the month, several viral moments resonated with baseball fans on social media, including an impressive walkoff from Alex Bregman, a controversial ejection for José Altuve, and an example of game-saving teamwork versus the Dodgers. In all, the Astros enjoyed $7.9M EMV, ranking at No. 6 on the July leaderboard.

Brand Highlight: Philadelphia 76ers

A Closer Look at U.S. Beauty

In the middle of the NBA offseason, the Philadelphia 76ers found a reason to be hopeful for the season to come. The team signed Los Angeles Clippers star Paul George, sparking a flurry activity amongst NBA media and 76ers fans. The Paul George deal was mentioned in the team’s top eight EMV-driving posts from July, while mentions of the newly minted 76er inspired $5.6M EMV—nearly 40% of the team’s $14.6M EMV monthly total. This haul cemented the 76ers as the No. 4 team in CreatorIQ’s July NBA leaderboard, securing a Top 10-leading 132% month-over-month growth. Buzz around the deal helped the 76ers achieve 13.6M engagements and 177.9M impressions, with these marks representing 133% and 116% MoM improvements.

Brand Highlight: Green Bay Packers

A Closer Look at U.S. Beauty

Just before the offseason began, the Green Bay Packers seized headlines in the NFL world by signing young quarterback Jordan Love to a remarkable contract extension. The four-year, $220M contract tied Love for the highest-paid quarterback in NFL history, while also offering an NFL-record $75M signing bonus. With Love coming off a single promising season as the Packers’ starting quarterback, NFL media raged with debate on whether the contract represented an overpay, or a savvy move to lock down a player with tremendous potential. Thanks to commentary from the media, fans, and fellow athletes, the Packers appeared in 1.1k posts in July, garnering 3.6M engagements and 51.1M impressions—figures that proved respective 73%, 188%, and 132% MoM increases. In all, the Packers scored $6.0M EMV, ranking at No. 6 with a Top 10-leading 109% MoM surge.

Brand Highlight: Pittsburgh Penguins

A Closer Look at U.S. Beauty

In a slow month for the NHL, the Pittsburgh Penguins enjoyed a Top 10-leading 62% month-over-month EMV growth, coming in at No. 3 on the leaderboard with $1.9M EMV. The team garnered 1.0M engagements and 11.4M impressions, figures that represented respective 104% and 72% MoM improvements. Notably, the Penguins achieved this momentum despite experiencing just a 2% MoM community expansion (210 creators). Much of this upswell in viral engagement stemmed from the 19th anniversary of the team’s signing of star player Sidney Crosby, a franchise-altering move that prompted celebration and commemoration amongst the Penguins’ faithful. Top overall earner BarDown (@bardown on Instagram), a hockey-based content aggregator, generated $229.9k EMV via 13 posts, up from just $29.7k EMV via one post in June.

Brand Highlight: Alani Nu

A Closer Look at U.S. Beauty

Amid a relatively flat month for non-alcoholic beverages, Alani Nu stood out. The wellness and nutrition-focused brand collected $10.8M EMV, ranking at No. 4 in July’s Top 10 and enjoying a set-leading 31% month-over-month improvement. Alani Nu earned mentions from 3.0k creators across 5.6k posts, enjoying respective 29% and 35% MoM improvements in these metrics. Powerhouse fitness and lifestyle creator Whitney Simmons (@whitneyysimmons on Instagram) ranked as the brand’s No. 1 earner, touting her longstanding partnership with Alani Nu and sharing personalized discount codes with her nearly 4M followers. Incoming creators for July promoted the brand’s range of nutritional supplements and products, including No. 2 earner Brittany Mahomes (@brittanylynne), who inspired $258.0k EMV promoting the new Hawaiian Shave Ice energy drink flavor.

Brand Highlight: In-N-Out

A Closer Look at U.S. Beauty

In an overall challenging month for the Top 10 Quick-Service Restaurant brands, In-N-Out achieved a 34% month-over-month EMV increase, reaching $8.0M. The buzz around In-N-Out's expansion to Orange and Redlands, CA, generated significant local attention and contributed to a 78% MoM increase in impressions. Additionally, In-N-Out’s proactive response to the viral "Monkey Style" burger hoax, a supposed secret menu item, reinforced the brand's authenticity and helped curb misinformation. The company clarified that the "Monkey Style" burger does not exist, setting the record straight and maintaining consumer trust. Mukbang content continued to drive significant engagement for In-N-Out, with FoodToker Keila Pacheco's (@keilapacheco) TikTok about her order generating $169.4k EMV—In-N-Out's top post.

Brand Highlight: Elemis

A Closer Look at U.S. Beauty

Elemis enjoyed a remarkable $12.1M EMV surge in July, marking a 45% month-over-month increase. This growth was largely fueled by the launch of Elemis’ clinically-proven Pro-Collagen Future Restore Serum, which captivated customers with its supercharged trio of microalgae. The excitement surrounding what Elemis calls a world-first discovery led to a 47% MoM boost in impressions, reaching 113.1M. The U.K.-based skincare brand also benefited from a new partnership with beauty creator Lindsey Rowley (@linsmakeuplooks on Instagram), whose makeup tutorials featuring Elemis products generated $1.7M EMV across 26 mentions. Lindsey was the brand’s most impactful creator by a wide margin, with 360% more EMV than the next highest contributor.

Brand Highlight: Peacock

A Closer Look at U.S. Beauty

Peacock continued to rise thanks to hype for the Olympics, reaching unprecedented heights within the Streaming industry. The streaming service climbed all the way to No. 3 in July, trailing just Spotify and Netflix. Peacock accrued $53.1M EMV, a Top 10-leading 55% month-over-month surge. Of this total, posts mentioning “Olympics” generated a whopping $23.1M EMV, or 44% of the brand’s haul. Athletes, media outlets, and celebrities captured and promoted the competition’s most viral and enduring moments, faithfully tagging Peacock in their content. Team USA took the Gold in more ways than one, coming in as Peacock’s No. 1 earner with $6.8M EMV via 276 posts. Thanks to Olympics-mania, Peacock garnered a whopping 52.8M engagements and 989.4M impressions, figures that represented respective 84% and 54% MoM growths.

Brand Highlight: U.K. Cosmetics

A Closer Look at U.S. Beauty

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Brand Highlight: U.K. Skincare

A Closer Look at U.S. Beauty

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Brand Highlight: Maria Nila

A Closer Look at U.S. Beauty

Maria Nila achieved notable success in June, marked by a 269% EMV growth to $1.7M. A total of $1.4M EMV, or 83% of Maria Nila's haul, came from new creators who hadn't posted in May. Buzz surrounding the brand was driven by its association with actress Angelina Jolie and the launch of the Purifying Cleanse Exfoliating Serum. This year's Tony Awards included A-list guests like Jolie, who used Maria Nila products to create an elegant look for the night. The brand’s No. 1 EMV-driver was Kate Hutchins (@katehutchins), who drove $125.5k EMV via 11 posts, up 159% month-over-month. Kate attended the Roland Garros semi-finals with Maria Nila, sharing shots of the tennis court, her fit, and her effortlessly styled hair. This content fueled a 99% MoM increase in post count and 11.7M impressions.

Brand Highlight: France Skincare

A Closer Look at U.S. Beauty

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Brand Highlight: ghd

A Closer Look at U.S. Beauty

ghd closed July with an impressive $19.1M, a 96% surge from June. The brand's blow dryer was all the rage, and #GHDDuetBlowDry accrued $3.6M EMV—more than the owned brand tag #GHDHair ($1.8M EMV). The brand boasted more incoming creators than retained creators this month, with 64% of ghd's July EMV total coming from creators who hadn't mentioned the brand in June. Colleen Milner (@colleen.makeupp on TikTok) was one such incoming creator, fueling $591.5k EMV for ghd via 15 posts. Colleen shared creative stills with a visual effect, using animated tools that highlighted each additional step of her haircare routine. The popularity of this video game-like effect helped  Colleen rank as the most impactful creator for ghd. Overall, the brand enjoyed 169.7M impressions, up 23% from June. Additionally, ghd benefited from a 51% month-over-month creator expansion to 1.8k creators.

Brand Highlight: CeraVe

A Closer Look at U.S. Beauty

CeraVe's July "Cleanse Like a Derm" campaign significantly boosted its visibility, resulting in an impressive $9.8M EMV—a significant 115% month-over-month jump. This humorous and educational campaign, executed via a soap opera-style video campaign captivated content creators:#CleanseLikeADerm ranked as the brand’s most impactful tag, generating $2.1M EMV from 76 posts by 62 creators. Additionally, CeraVe's July product launches, including Intensive Moisturizing Lotion, AM Facial Moisturizing Lotion SPF 50, Oil Control Moisturizing Gel-Cream, and Skin Renewing Vitamin C Eye Cream, kept the skincare brand on the radar of skincare enthusiasts. As a result, CeraVe closed the month out with a 115% increase in impressions, reaching 220.7M.

Brand Highlight: Batiste

A Closer Look at U.S. Beauty

Dry Shampoo brand Batiste claimed $1.1M EMV in July, representing a 130% month-over-month EMV expansion. Additionally, the brand's $79.6M impressions soared 489% MoM. Batiste's significant growth is due in part to its association with #HairHacks ($153.2k EMV), a tag commonly used by creators to offer unique haircare tips. For example, creator Samia Begum (@sxmiabegum on Instagram) shaved her face using Batiste's dry shampoo. The No.1 EMV-driver, Samia posted both on Instagram and TikTok, powering $343.0k EMV or 32% of Batiste's July EMV total. Meanwhile, Sara Saadia (@sarasaadia on TikTok) demonstrated a heatless bandana curl technique using Batiste's leave-in conditioner. Her nine posts inspired $161.6k EMV. Astonishingly, 92% of Batiste's EMV came from incoming creators who posted in July but not June. Relatedly, its creator community expanded by 120% MoM to 174 creators, helping the brand move the needle.

Brand Highlight: Rolex

A Closer Look at U.S. Beauty

Closing July at the No. 8 spot on the Luxury Fashion leaderboard, Rolex's announcement of the Rolex Certified Pre-Owned Programme (RCPO) drove a 53% month-over-month EMV increase, reaching $8.7M. The RCPO initiative, aimed at building consumer trust in the pre-owned market, attracted substantial media attention and social buzz. Esteemed retailers like Laings joined the program, reinforcing the authenticity and value of Rolex-certified pre-owned watches, and cementing Rolex’s commitment to the pre-owned watch market. Rolex also benefited from its longstanding role as an official sponsor of F1 (@f1 on Instagram). F1's official accounts contributed $231.6k EMV and ranked among Rolex’s top 10 EMV sources. Rolex’s momentum in July sparked a 42% increase in post volume, a 21% rise in engagement, and a 15% spike in impressions to 104.3M.

Brand Highlight:

A Closer Look at U.S. Beauty

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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.

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