Digital Download: Chiara Ferragni’s Wedding Outperforms Ad Campaigns#TheFerragnez wedding is comparable to the Royal Wedding in terms of media impact value, according to Launchmetrics.

[Collection]Are influencer weddings the new ad campaign? The Blonde Salad’s Chiara Ferragni and rapper Federico Leonardo Lucia wed last weekend in peak influencer fashion. Taking place over three days in Sicily, the wedding made headlines for Ferragni’s looks — Prada for the rehearsal dinner and Dior for the big day — but no one anticipated just how well the content would perform. For the uninitiated, the wedding hashtag is a staple of Millennial weddings — like a digital photobook for the celebrated couple and their guests to look through on Instagram — and Ferragni’s was no exception. She — and her husband and guests — documented the weekend with pictures and videos shared to her 14.7 million Instagram followers along with the hashtag #TheFerragnez. #TheFerragnez is now tagged in 23,000 posts — not your average wedding — which is only a fraction of what the event did across online and social overall. According to Launchmetrics, Ferragni and Lucia’s wedding generated a media impact value of $36 million and more than 67 million interactions, which Alison Levy, chief marketing officer of Launchmetrics, said was comparable to the Royal Wedding of Prince Harry and Meghan Markle. “Chiara’s wedding was a fashion experience,” said Levy. “What made

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