Blog post
June 25, 2019

The Dress That Broke The Internet

What is the hype all about? 

A seemingly innocuous image of a dress was uploaded on Tumblr by user “Swiked” aka Caitlin McNeill, calling on readers to “help” her decide if the colour of the dress was White and Gold, or Blue and Black. The dress not only caused polarized reactions between the user and her friends, but within days, the entire internet as well, splitting netizens into two camps of which saw a different pair of colours.

Roman Originals, the UK company that sold the dress, reported a significantly higher than expected 347% increase in Friday’s sales, attributed to the attention created by the dress which led to purchase of other items. While the trigger point originated in the UK, interest rapidly gained overseas and eventually reached Southeast Asia.

We at Isentia sought to examine the virality and spread of #thedress across the region.

Collectively across the five Southeast Asian countries, online buzz swelled to 17,961 just within 3 days, with Singapore accounting for highest buzz followed by Philippines.

Many individuals have weighed in to explain the phenomenon. As explained by Cork Gaines from Business Insider, the shades of colour sit in-between the gold-black and white-blue spectrums causing the resulting colour seen by individuals to be dependent on how sensitive the individual is to lighter or darker colours.

Various social media sites were inundated with posts. Many businesses in the region quickly capitalised on the hype of #thedress. Singapore budget carrier Scoot quickly turned the Internet sensation into a competition on Facebook between both camps – White and Gold or Blue and Black. Each would unlock a different set of promotional fares once declared the winner. While McDonald’s Philippines took the chance to showcase on Twitter one its Caramel Sundae which is both White and Gold in colour.

Share

Similar articles

Whitepaper
A retailers guide to trading during the festive season

Black Friday, Cyber Monday, Click Frenzy and Boxing Day sales are great for consumers but how do they fare for retailers?

Whitepaper
What do people think about your organisation?

Reputation – a must have intangible asset for every organisation.
It’s how people feel about you. It’s the first thing an individual thinks when they hear your organisation’s name, a product or service you offer and the associated emotion that comes with it.

Blog
Why does Reputation matter

An organisation’s reputation is at its core, really how people feel about them. These feelings can be based on their interaction and knowledge of the brand, or their experience with the products and services the organisation provides. This reputation is important as it can often dictate the actions or choices audiences and buyers make, impacting […]

Media Release
Isentia expands suite of products and services with new Reputation Analysis

Isentia (ASX:ISD) has today launched a new form of Reputation Analysis, that is set to be a game-changer in traditional market research circles

Ready to get started?

Get in touch or request a demo.