22 May 2017

The 'Influencer' Hype: How Rihanna Collaborates With Chopard at the 70th Cannes Film Festival

by Tamara Dumas and Joe Alvarez

With 53M Instagram followers, singer Rihanna is one of the most desired ‘influencers’ to collaborate with. And while the star is not actively posting the promoted content on her social media, she is actively promoting the brands she collaborates with. This year, the luxury jewellery house Chopard decided to monetise on Rihanna’s ‘influence’ and launched its official Rihanna X Chopard collaboration collection called Rihanna Loves Chopard.

Now, starting from 1,200 Euros you can become the lucky owner of a knuckleduster inspired golden ring, or for a hefty 9,120 Euros, you can have the heavy duty chain inspired golden necklace all to yourself. Rihanna was delighted about the collaboration and commented on her Instagram: “had a blast tonight at the official launch for our collaboration”. And so were her followers, whose median income is £19,800 per annum, according to Celebrity Intelligence latest report.

The report further reveals that the same followers are interested in Kardashians and Nicki Minaj and the most frequent hashtags used are: #pout, #selfienation, #trainers, #blacklivesmatter, #50shadesofgrey - you get the gist.

The perennial question of 'influencer marketing' has always been “do ‘influencer’ collaborations actually translate into sales?” Chopard is yet to learn the answer to that question. With the money invested in the collaboration and ‘edgy-luxury’ pieced already made, we hope that the established luxury brand Chopard can sell anything to its wide client audience as we wouldn’t count on Rihanna’s followers to be sweeping the Chopard shops anytime soon.

In comparison, according to the same report, Marion Cotillard's followers' median income is £ 29,100 per annum and the audience is interested in Emma Watson, Jared Leto and Hugh Jackman among others actors. But despite the fact that Cotillard's audience is interested in #opera, #cinema, #premiere and #director, no sponsorships or collaborations were announced.