According to a new report from consumer and market intelligence platform NetBase Quid, BVLGARI and Cartier are the most-mentioned jewelry brands of last year—and it’s all thanks to BLACKPINK‘s Lisa and Jisoo.
Last year saw BLACKPINK advance by leaps and bounds in the advertising industry. In July 2020, Lisa was officially appointed the new brand ambassador for BVLGARI, a luxury Italian jewelry brand with 137 years of experience in the industry. Describing Lisa as “a bold and unparalleled performer and fashion icon“, BVLGARI representatives revealed they chose Lisa to represent the brand because of her modern and trendy image.
Jisoo, meanwhile, joined Cartier for the brand’s Pasha de Cartier digital project in September 2020 alongside EXO‘s Sehun and GOT7‘s Jackson Wang. In the announcement of Jisoo’s new role, ELLE Korea described her as having confident eyes, beautiful features, and charisma that overwhelms the camera.
BLINKs know well how much influence the BLACKPINK members have in the world of fashion and accessories, but now, there’s data to prove it. In a new report on the social media performance of luxury companies, consumer and market intelligence platform NetBase Quid revealed that Cartier and BVLGARI now top the list among jewelry brands.
To devise their data, NetBase Quid analyzed the media metrics of 69 of the world’s top luxury brands between January 1 and December 31, 2020. This included 10 luxury jewelry brands, from BVLGARI and Cartier to Tiffany & Co and Piaget—and the findings were staggering.
According to the report, BVLGARI was the most-mentioned luxury jewelry brand of 2020 with 2.05 million total mentions, potentially reaching up to 20.06 billion impressions.
Cartier, meanwhile, was a close second on the list. The brand reached 2.03 million mentions with total potential impressions of up to 17.8 billion.
Both BVLGARI and Cartier had vastly more successful results on social media than any other luxury jewelry company. Tiffany & Co, for example, only reached 430,000 mentions, while Piaget scored just 165,000. Of course, it’s not just a coincidence; top hashtags associated with both brands included #lisa, #jisoo, and #blackpink. NetBase Quid cited “significant spikes in mentions due to partnerships with separate K-Pop BLACKPINK members” as the reason for their success.
The K-Pop Craze continues in full effect, as brands partner with these top stars. We see Bulgari and Cartier experiencing massive exposure from K-Pop brand ambassadors.
— NetBase Quid
Now, with fellow member Rosé crowned the newest global ambassador for Tiffany & Co, the luxury jewelry industry is set to grow even bigger this year thanks to BLACKPINK.