Creators Generated Nearly $300 Million in Earned Media Value for Starbucks Last Year
CreatorIQ reveals that Starbucks was first in creator-led marketing in 2022, but McDonald's won for impact.
As creators continue to supercharge digital marketing efforts for brands across all industries, CreatorIQ is identifying which companies are seeing the most success in terms of earned media value (EMV). The company recently released data showcasing how creator-led social content around quick-service restaurants drove a combined $1.2 billion EMV in 2022.
Starbucks reigned supreme for the QSR industry, racking up over $294.8 million EMV with nearly 4.7 million estimated impressions. A few more insights:
- Not only did Starbucks lead for EMV, it boasted a creator count of 30,522 — more than twice as many as No. 2 QSR brand, McDonald’s.
- However, McDonald’s’ results suggest a more efficient and impactful effort, with over 5 billion impressions and a total EMV of $267.7M—nearly equal to Starbucks’ results with half the creators and posts.
- Only two other brands managed to rack up more than a billion impressions: Starbucks (4.7 billion) and Chipotle (1.1 billion).
- One of the top creator posts for Starbucks was from YouTuber Jack Doherty that generated an estimated EMV of $314.3K.
