Met Gala 2023: Marketing Lessons From Fashion’s Night of Nights
Dazzling dresses, celebrities galore and meme-worthy moments – what else but the Met Gala? This year’s soirée was nothing short of spectacular, and the online buzz it generated was enormous. With a whopping 2.6 million social media mentions and over 12.3 billion impressions, the Met Gala proved once again why it’s the biggest fashion event of the year.
There are plenty of fashion events happening around the world every week, so what sets the Met Gala apart from the rest? We’re about to unpack it all in our blog!
Met Gala: The Night of Fashion
The Met Gala is more than just a fashion event. The main point of the Met Gala is to raise some serious cash (we’re talking up to eight figures here) for the Metropolitan Museum of Art’s Costume Institute. Perfectly timed to celebrate the opening of the Institute’s annual fashion exhibition, this ritzy celebrity-filled affair is the epitome of fabulous.
Now, you might be wondering what exactly goes on behind those closed doors, but it’s a well-kept secret! Attendees must follow a no-phone, no-social-media rule, keeping the juicy details beyond the red carpet under wraps. If you know where to look, however, you can usually find sneak peeks of the fancy table settings, drool-worthy menu, and oh-so-stunning decor. And let’s not forget the star-studded performances.
As for the location, the Met Gala happens at the iconic Metropolitan Museum of Art in New York City on the first Monday in May (except for that one time in 2021, thanks COVID!).
Using Visuals to Tell a Story
Visual storytelling is an essential part of the Met Gala experience, with each attendee’s outfit telling a unique story based on the event’s theme. People across the globe eagerly await to see who wore what and the inspiration behind their ensemble.
As a marketer, you should take a leaf out of the Met Gala‘s book and harness the power of visual storytelling in your campaigns. After all, a picture is worth a thousand words – and maybe a thousand new customers!
One way to implement visual storytelling is by creating eye-catching graphics, videos, or images that convey your brand message in a visually appealing way. Remember, in today’s fast-paced digital landscape, you only have a few seconds to capture your audience’s attention. Make it count with a visual story that leaves a lasting impression.
Karl Lagerfield: A Line of Beauty
Last week’s Met Gala was all about celebrating the acclaimed fashion designer Karl Lagerfeld, with the official theme being “Karl Lagerfeld: A Line of Beauty”. Although no stranger to controversy, Lagerfeld was kind of a big deal in the fashion world. Why? He worked for some of the most prominent fashion houses like Balmain, Chloé, Fendi, Chanel, and even had his own namesake brand. Now, that’s a pretty impressive portfolio, don’t you think?
The Met Gala theme aimed to honor Karl’s contributions to fashion throughout his life. Attendees strutted their stuff on the red carpet, showcasing outfits that were inspired by Lagerfeld’s unique creative vision.
Guests at the event found creative ways to rock the theme. Some celebrities dug deep into Fendi and Chanel’s archived collections, while others sported outfits from designers who put a fresh spin on Lagerfeld’s iconic style.
There were also elaborate headpieces and accessories, and even people dressed up as Karl’s beloved cat, Choupette. None other than Doja Cat went all-out by incorporating prosthetics into her cat-tastic look. Talk about commitment!
Exclusivity: The Power of FOMO in Marketing
The Met Gala is an invitation-only event with a strict no-mobiles policy (although who could forget Kylie Jenner and Co.’s viral bathroom selfie), making it one of the most exclusive parties on the planet. This exclusivity is a big part of the event’s allure, generating buzz and excitement as people scramble to catch a glimpse of the A-list attendees.
Marketers can get inspired by this strategy to create hype around their products or services. For example, launching limited edition products or hosting exclusive events can tap into the public’s FOMO (fear of missing out) and make them feel like they’re part of an elite club.
To capitalize on the power of FOMO, you can try to create a sense of urgency around your exclusive offering. Use countdown timers, limited quantities, or early bird discounts to encourage your audience to take action before it’s too late. Remember, scarcity breeds desire!
The More the Merrier: Partnering With Other Brands
When it comes to the Met Gala, brand partnerships are a match made in fashion heaven. Designers team up with celebrities to create one-of-a-kind looks that generate buzz for both parties. As a marketer or business owner, you should consider partnering with other brands or influencers to create collaborative campaigns that benefit all parties involved. Two heads (and marketing budgets) are better than one, right?
These partnerships can take various forms, such as co-branded products, joint events, or shared content. The key is to find a partner that aligns with your brand values and target audience. By pooling resources and expertise, both brands can achieve greater visibility and reach new audiences.
If you’re looking for more inspiration, why not check out some epic partnerships from this year’s Coachella? When done right, it’s a win-win for both parties!
Let’s Crunch Some Numbers! The Met Gala’s Online Influence
Content mentioning the event garnered a whopping 285 million total actions and 916 million total video views across Facebook, Instagram, Twitter, and TikTok. And the hashtag #MetGala? It dominated Twitter Trends, driving over 3.4 million mentions!
With so much hype built around the Met Gala, it’s no surprise that Twitter even crashed as a result of the spike in traffic! Downdetector saw a peak of 4,143 outage reports just hours before the attendees hit the red carpet, with things not returning to normal until after midnight.
As expected, the attendees brought their A-game to the red carpet, with Jennie from BLACKPINK, Rihanna, Doja Cat, Anne Hathaway, and Cardi B becoming some of the most talked-about stars online. And let’s not forget Vogue’s social media domination, raking in 32.5 million actions from its main page and a jaw-dropping 45.5 million total actions from all its channels.
Major publishers covering the event also saw a surge in engagement, with each individual post scoring 5 to 6-figure engagement numbers. And if that wasn’t enough, the day after the big bash, record numbers of people flocked to Wikipedia to learn more about Karl Lagerfeld and the Met Gala itself. Karl scored the second most visited page on May 2nd, and the Met Gala wasn’t far behind at number seven.
It’s safe to say that the Met Gala made huge waves online, and not just for fashion-lovers. This proves just how powerful these events are when it comes to moulding and pushing cultural trends around the world.
Leverage Golden Marketing Opportunities With First Page
And there you have it, folks – the Met Gala, a marketing masterclass wrapped in haute couture! This larger-than-life event offers endless lessons for marketers and business owners about understanding consumer behavior and leveraging trends.
At First Page, we’re all about staying on top of the latest buzz and figuring out how to turn our insights into marketing gold for our clients. So, if you’re looking for a team that’s always in the know and ready to help you make a splash in the world of marketing, be sure to reach out! We might not be able to snag you an invite to the Met Gala, but we can definitely help you get on the golden path to marketing success!