According to global media intelligence company Meltwater, which tracked social media sentiment around the launch, more than 15,000 social media mentions occurred across Instagram, Twitter and Facebook this month. While this was a global launch, South Africa was the country with the second-most social media mentions about ‘#adidasxIvyPark’.
On 9 and 10 January, Beyonce shared teaser images and videos of the anticipated collection on social media, generating buzz on the internet. On 9 January, 143 million people viewed these teasers, while 225 million did on 10 January.
As celebrities began to share their unboxings from the #adidasxIvyPark collection the following week, the internet was again sent into a frenzy when the likes of Yara Shahidi, Laverne Cox and Reese Witherspoon opened up large press drops containing the entire collection.
Finally, on the day of the launch, more than 15,000 social media mentions referred to ‘#adidasxIvyPark’ worldwide, with Beyonce sharing a 5 minute video of her modelling every clothing item in her collection on her Instagram Stories.
Yho this whole collection is absolutely fire�������� https://t.co/eurIpx9QKA— Siv (@sivmaroon) January 17, 2020
While the USA topped social media conversations (20.92%), South Africa was in second place (7.21%) as the country to mention the hashtag the most on social media, following an in-store launch that took place at the Adidas Originals store in Sandton, Johannesburg.
According to Meltwater, 1,985 social media posts mentioned the hashtag in South Africa, with a tweet from local artist, Busiswa Gqulu, garnering thousands of likes for the Beyonce-inspired images she shared.
I want the whole collection♥️ https://t.co/LT92CdQn0r— Mmammu Leso (@MmammuLeso) January 18, 2020
I’ve watched this fiftyleven times and I’ll keep watching it �� https://t.co/DM1BN9mJg1— Lesley (@LesleyMathys_) January 18, 2020