Newsletter: The Jisoo branding effect – Redefining Earned Media in Luxury Branding

How Jisoo and her engagements with Dior & Cartier Are Setting the Gold Standard for Earned Media

Introduction

When it comes to brand influence in the luxury market, Jisoo’s consistency is her superpower. As BLACKPINK’s eldest member, her quiet confidence, stability, and leadership resonate deeply with global audiences. This unwavering identity doesn’t just complement Dior’s sophisticated brand ethos—it amplifies it.

In an age defined by fleeting trends, Jisoo proves that consistency builds legitimacy. Her ability to anchor herself in a distinct, recognizable image while commanding global attention has made her a case study in strategic branding and cultural capital.

Let’s dive into how Jisoo’s earned media impact sets Dior apart and what brands can learn from her unique approach.

The Power of Jisoo’s Earned Media Value

1. Unmatched Earned Media Value ($227M)

Jisoo generates unpaid exposure worth $227M for Dior annually, surpassing most luxury brand ambassadors.

Her earned media performance highlights how authentic partnerships drive significant ROI, making her an invaluable asset to Dior’s global strategy.

2. High Engagement with Loyal Audiences

Jisoo’s 5% engagement rate is a clear indicator of her deep connection with followers, outperforming industry heavyweights like Hailey Bieber (4%) and Kylie Jenner (1%), who still maintain a bigger EMV through their own brands.

This demonstrates that audience trust and relatability are more powerful than sheer follower numbers.

3. Bridging Markets Globally

Asia: Jisoo's image attracts luxury consumption in hubs like Seoul, Tokyo, and Shanghai, where her presence directly influences purchasing behaviour.

Global Reach: Thanks to BLACKPINK’s unparalleled success, Jisoo is not just an Asian icon—she’s a global name across the world.

Why Jisoo is Dior’s Strategic Advantage

1. A Perfect Match of Identity and Ethos

Jisoo’s timeless elegance perfectly mirrors Dior’s values of heritage, Cartier's sophistication, and modernity.

Unlike short-term campaigns, her partnership with Luxury brands feels organic, ensuring both the brand and the ambassador remain relevant across markets. She started as a LOCAL ambassador for Dior, and was appointed global ambassador in 2021.

2. Multi-Platform Influence

Jisoo’s ability to dominate on Instagram, youtube, and global red carpets ensures Dior’s visibility across a wide audience.

Her organic content creates viral moments, seamlessly integrating Dior into conversations, trends, and cultural moments.

3. Not a trend chaser, but a Stable Image

Jisoo’s steady image makes her a trendsetter, not a trend-chaser. This builds a sense of authentic leadership, further strengthening her influence on consumer behaviour.

Lessons from Dior’s Jisoo Strategy

1. Earned Media comes from Strategy

Jisoo demonstrates that investing in influencers who naturally align with your brand generates long-term ROI.

Tip: Focus on talent who can authentically integrate your brand into their personal identity.

2. Consistency Drives Longevity

Jisoo’s stable, recognizable image ensures a trusted connection with consumers, creating an enduring relationship with the brand.

Key Takeaway: Trust and reliability amplify your brand’s equity far beyond the shelf life of a trend.

3. Local Stars, Global Impact

Leveraging South Korea’s soft power in pop culture has positioned Dior as both a luxury leader in Asia and a global tastemaker.

Action Point: Look for culturally relevant stars who can elevate your brand’s visibility both locally and internationally.

Earned Media vs. Paid Media: Why Jisoo Wins Every Time

In a crowded luxury market, brands face the challenge of distinguishing themselves. Paid ads might guarantee visibility, but they lack the emotional connection and credibility that earned media delivers.

Here’s why Jisoo excels:

Authenticity: Her posts don’t feel forced, making them more relatable and impactful.

Cultural Influence: Jisoo doesn’t just sell brands; she makes it a part of global culture.

Cost Efficiency: The EMV she generates far outweighs what Dior would pay for equivalent paid media coverage.

Key Insight: Earned media builds trust, credibility, and long-term value—qualities that can’t be bought but are essential in shaping a brand’s legacy

Decisive Action for Brands

What can your brand learn from Jisoo and Dior?

1. Identify Influencers with Cultural Capital

Choose figures who resonate beyond their follower count—those who can bridge luxury, authenticity, and global relevance.

2. Invest in Long-Term Collaborations

Focus on ongoing partnerships that evolve with your brand. Short-term campaigns can’t match the depth and trust built over time.

3. Prioritize Engagement Over Reach

Jisoo’s high engagement rate proves that quality interactions matter more than sheer numbers.

Closing Thoughts

Jisoo and Dior have redefined what it means to create a successful brand-influencer partnership. Her consistency, cultural relevance, and massive earned media impact showcase the power of authenticity in driving global success.

Let’s craft your brand’s Jisoo-level strategy. Together, we can redefine your influence in the global market.

Hana Tolio, Founder of The Art of Jeong

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