The €1.5M Video That Got 2,500 Views
Jan 18, 2026
What Measuring Distribution Actually Tells Us
Brunello Cucinelli released its 2025 holiday campaign a few weeks ago, directed by Michael Gracey (The Greatest Showman).
Two minutes of gorgeous cinematography, heartwarming storytelling, obvious production value. Conservative estimate: €1.5M.
The numbers:
2,500 views on their official YouTube channel (145k subscribers)
6,000 views on TikTok
1,600 Instagram likes
Meanwhile, Brunello just reported €1.41 billion in revenue for 2024, up 11.5% year-over-year.
The Distribution Collapse
At Falca, we measure what brands overlook. This is our mission.