It was the feel good story of the year.
In 2018, Outland Denim revealed it could change the lives of 30 underprivileged women.
And it was all thanks to Duchess of Sussex, Meghan Markle.
Markle's numerous appearances in Outland Denim, while in Australia for the official Royal Tour, had prompted a surge in demand.
So the social enterprise, which employs women impacted by exploitation in Cambodia, could employ 30 more seamstresses.
Founder James Bartle said the 'Meghan Markle effect' had created opportunities for vulnerable women.
“It is quite remarkable to think The Duchess of Sussex’s influence means more jobs almost immediately."
A survey out this week however, would have us think otherwise - according to the findings, there ain't no sparkle in the Markle.
When it comes to consumer sentiment, it's all about micro influencers, peer reviews and grassroots word of mouth.
Hold my crown (Lager) while I thoroughly disagree. As with all things, it warrants closer inspection.
If you're looking at working with influencers and celebrities. there are a few strategic points to remember.
1. If it's the right celebrity at the right time, it will work.
Remember when Beyonce wore Alice McCall's Senorita dress and secured almost immediate sell-through? Or when General Pants' collaboration with Travis Scott all but sold out by release?
If they werq, it works.
2. Macro and micro influencers each serve a purpose.
Every marketer worth their CRM knows that influencers with over 500,000 followers are useful for building brand awareness.
According to digital entrepreneur Tash Sefton, the influencer ecosystem has further layers and purposes.
Those with 100,000 to 500,000 tell excellent brand stories while micro influencers, or those with under 100,000, are great for engagement.
The smallest tier, between 1000 to 10,000 convert.
"That's where you get the conversion into sales," Sefton says.
Branded social, created by the companies themselves, can also serve all of these targets with the right content, ambassadors and click-and-buy capabilities.
There is no black and white formula when it comes to customer engagement. Whether it's celebrity, influencer or brand, a good strategy can create a good outcome.
And sometimes, just sometimes, it can result in what was rightfully the feel good story of the year.
One pair of jeans. 30 immeasurably good outcomes.