L2’s second annual Intelligence Report: Instagram examines the strategy and performance of 250 brands across nine industry categories on the social media platform. One of the surprising findings is that GoPro surpassed all brands in Instagram engagement during Fashion Week. A behind the scenes photo of @Mr_KennethCole and @bonjovi at the JBJxKC campaign posted by the @gopro account received 114,000 likes, more than any other brand post during NYFW.
To be the best brand of New York Fashion Week is no small feat as more than 340,000 images were shared on Instagram with the #NYFW hashtag in February, a 93% increase from the previous season shows in September.
Michael Kors was also able to rise among the Fashion Week noise and take five spots in the top ten most liked #NYFW Instagram posts. Michael Kors posted the second most liked photo from the shows, which garnered more than 106,000 likes.
However, none of these brands were able to beat celebrities. Kendall Jenner’s goodbye to New York Fashion Week received 113,994 likes at the time of the study (on par with GoPro), and has a million likes as of now.