Unicorn Cosmetics has leveraged influencer marketing to achieve significant growth. According to Tribe Dynamics' Earned Media Value (EMV) metric, the brand pulled in $51.8M EMV on their US panel between February 2019 and January 2020. EMV is a proprietary metric that quantifies the estimated value of consumer engagement with digital earned media. The metric assigns a unique value to a piece of content based on the engagement received from followers and consumers, and then attributes the value to the specific brands mentioned within the post. This allows for the evaluation of earned performance of individual marketing campaigns and benchmarking brands within the competitive landscape.
