fbpx
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
Isentia VN TRENDSPOTTING STUDY – MISSING THE FAMILIAR: Exploring Consumer Desires, Revamping Marketing Strategies

Isentia, with its leading media intelligence and insights capacities, has peered into the social media conversations centred on Vietnamese netizens’ wishes and sentiments on how they will spend time after the COVID-19 pandemic. This whitepaper, which is readily available through this link, covers all discussions on how brands can learn from cross-brand collaboration or co-branding […]

Whitepaper
Isentia PH TRENDSPOTTING REPORT – Prelude to the Polls: An Overture to the 2022 Philippine National Elections

Isentia, the leading media intelligence and insights platform in the Philippines and in Asia-Pacific, has looked into all discussions relating to the upcoming 2022 Philippine Elections, specifically, when presidential aspirants officially made their bids for the position and filed their certificates of candidacy (COC).  This report also highlights social media conversations relating to the pre-election […]

Whitepaper
Isentia ID CASE STUDY – “Espresso vs Expresso”: Going Viral Gone Wrong

This case study covers an Indonesian viral TikTok video covering a particular coffee brand attempting to reach their market. Isentia, the leading media intelligence and insights platform in Asia-Pacific, has looked into how a small coffee brand has reached out to potential customers through their viral video, “Expresso vs Espresso,” along with how their brand’s […]

Whitepaper
Isentia TH TRENDSPOTTING REPORT – BRACE FOR IMPACT: The Airlines Industry in Thailand

This study covers all discussions relating to the Airlines Industry in Bangkok, Thailand. Through this report, Isentia, the leading media intelligence and Insights provider in Asia-Pacific, aims to provide an understanding of the public’s perception and conversation drivers on the airlines industry, and which companies are gaining public attention. Fill up the form below to […]

Ready to get started?

Get in touch or request a demo.