The guided tour, on 29 May, by the director Eike Schmidt, to the Uffizi for the queen of pop
Dua Lipa
had a wide media coverage, as had already happened in July 2020 when Chiara Ferragni was the protagonist of the same influencer marketing operation.
The declared goal is to exploit the singer's popularity and wide following on social networks to bring young people closer to art and of course especially to the Florentine museum.
ANSA agency
Uffizi, over a million likes on TikTok - Culture & Entertainment
Over one million likes for the Uffizi Galleries on TikTok.
(HANDLE)
So ANSA and DataMediaHub analyzed the online conversations (social + online news + blogs and forums) from 25 to 31 May to verify how much and how Dua Lipa's visit to the Uffizi actually hit the mark, or not.
In the period under examination, in Italian, the online citations relating to Dua Lipa were about 9 thousand.
Those for Uffizi 1,500.
This volume of conversations involved (like + reaction + comments and sharing) 71 thousand people with regard to the singer, and just under 14 thousand with regard to the museum.
The potential range, the so-called “opportunity to be seen”, relating to the Uffizi is higher because all the online information has given much prominence to the visit to the museum, rightly stressing the countless masterpieces of the Gallery.
In fact, both an article from the Republic and an article by ANSA on the subject are among the contents that have generated the greatest involvement.
From the specific analysis on Facebook and Instagram, the two social platforms with millions of users in our country, Dua Lipa's posts relating to his visit to the museum are not the ones that have created the most engagement.
On Facebook, a video from two days ago in which the singer practices yoga generates greater involvement, while on Instagram, where the singer has about 84 million followers against about 12 million Facebook, the backstage post in Milan, the photo from the terrace in Portofino and the video of a ballet performed by her generate much more engagement than the carousel of photos about life in the Uffizi.
The people who created and / or interacted online with content related to Dua Lipa and Uffizi were largely young people, with those between the ages of 18 and 24 being the largest share of those who conversed online about the museum.
Therefore, if, as we have seen, the goal was to bring young people closer to the Gallery, this would seem to have been achieved, but the amount of people involved in this regard is modest, and even the peaks of conversations on Dua Lipa are in the days preceding the his visit to the museum while he was in Italy doing something else.
Of course, the echo created by the online media remains but judging by the numbers on social media, the impact does not seem great.
For example, ANSA's post about it had 12 shares on Twitter, and 45 on Facebook where it collected less than 2 thousand likes and 830 comments.
Numbers that are difficult to judge as exceptional compared to those we usually see from our analyzes.
In short, the final verdict on the goodness of the influencer marketing operation will be sanctioned by the sales of museum tickets to young people, but in fact already in 2020 the same operation with Chiara Ferragni had not seen the museum rank in the world top 10 for tickets sold in the 'year that saw the Louvre in first position with 2.7 million tickets sold despite the pandemic, rather than the Vatican Museum at 1.3 million, according to data from “The Global Attractions Attendance Report”.
ANSA agency
Dua Lipa in Florence to discover the treasures of the Uffizi - Art
Complete tour, two and a half hours, to the Uffizi Gallery for the queen of pop Dua Lipa.
(HANDLE)