Conway's Earned Media Rises, So Does Ivanka Trump's Online Sales

Ivanka Trump merchandising has skyrocketed in online sales for February. This happened after Nordstrom said it was no longer going to carry her products in January. Hello, Kellyanne Conway

CNBC says sales grew 207% in the month versus January, according to data the network received from Slice Intelligence. Experts estimate the Ivanka Trump brand pulls in around $100 million in revenue annually from all its retail and distribution channels.

Now we have one key point to consider: What part did Trump Administration strategist KellyAnne Conway’s unscripted marketing effort’s play in the sharp rise?

To refresh one’s memory: In early February ,Conway appearing on Fox News Channel’s “Fox & Friends” and gave Ivanka Trump products a big endorsement -- all in reaction to Nordstrom saying it would pull her line.



"Go buy Ivanka's stuff, is what I would tell you," Conway said. "It's a wonderful line. I own some of it. I fully -- I'm going to just, I'm going to give a free commercial here: Go buy it today, everybody. You can find it online."

Trouble is, this was a major no-no for any public official.

Ethics officials said Conway had violated government ethics law. And that was why Conway had been "counseled" about the matter by Trump Administration officials. (Ironically, such statements are not an issue for President Trump himself. Nor, apparently, is the fact Ivanka's clothes are made in China.)

No matter. The results are in. MediaQuant says Conway has rocketed up its chart when it comes to earned media value among “U.S. Political Influencers.” For February, she was in fifth place behind President Trump, ex-President Obama, Hillary Clinton and Vice President Pence.

MediaQuant says her TV appearances -- as well as other media exposure -- has resulted in $16 million in earned media value, up from $13 million in January. Overall since July 2015, her entire earned media value has totalled $115.5 million.

What we don’t know is how much of Conway’s specific remarks made a difference to higher revenues of Ivanka Trump products? The data doesn’t go that granular.

But we can guess it didn’t hurt.

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