#digital strategy

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Reporters are asking about working with Dior, Po said wait for the good news coming soon. Wait for the official announcement…

Apo: What news will there be coming soon

Q: Will there be any titles coming from working the brand? The fans are wondering/hoping there’ll be a title for you

Apo: Have to wait and see krub. It might or just from the fashion side, it could be from movie, work, or even the film ManSuang, (we’d/I’d) like to stay tune for what’s going surprise everyone

Translation by MileApo Safe Place

I had mentioned in the Dior Gateway to India press roundup that Hello! India might have jumped the gun on announcing the Dior ambassadorship in their coverage or possibly misunderstood the invite... it looks more like the former is the truth now.

Additionally, I'd mentioned this in response to anon about Dior:

Dior might be testing the waters of how much bang they’re going to get for their buck too. I had also thought, given the ambitious nature of Man Suang at international film festivals circuit, a high fashion brand might want the exclusive rights to dress them for all the red carpets, which for BOC could be very lucrative. Putting Mile and Apo in front for Dior seems to be part of a larger strategy at LVMH. LV is the stable brand that drives the highest volume and sets the average, but LVMH has been vesting a lot of effort into making Dior a giant.

Apo's comments seem to be validating that that might be what's in negotiation too.

Finally, on the bang-for-their-buck and digital strategy element, that wasn't just a throwaway comment--! Hot off the press, Lefty.io just published their most influential figures at the Dior pre-fall show (Gateway to India)

This is what EMV stands for:

What Is Earned Media Value? Earned Media Value is an influencer marketing metric that's used to quantify the value of social media content. EMV measures engagement with social media content about a brand that is created by a third party.

I don't care about other celebrities or whatever, but as a point of reference you can look at other EMV values they generated in these tweets for reference: (1) (2) (3)

If you bother to click the tweets, there are some other Thai actors on the list including Bright and Win (from you know. that couple). Mile and Apo clearly still lag behind them, but for a year out of one successful show it's pretty decent, and brands are really starting to see the impact of the Thai media in international soft power realm.

Finally, in terms of Dior's overall strategy, this is on overview of their digital push:

(this one is for SS2023 show, which happened in October 2022 - MA attended none of these shows)

(For FW2023 which is the show Apo attended)

This is why when I and annoying other fan clubs or posters encourage you to engage with Twitter and IG posts - that's why. Brands can see the impact of the engagement directly translating into marketing value and will encourage further high-value sponsors with their projects.

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