Earlier this year, the Valentino show at Paris Fashion Week saw the debut of two surprise models – Derek Zoolander and Hansel McDonald, a.k.a. Ben Stiller and Owen Wilson. The crowd went wild, as did social media. It was PR gold. And incredibly funny. But what did Valentino get out of it? Well, quite a lot if a new social media report by Shareablee is anything to go by...

"We hadn't seen Valentino up there in ranking before so it made us want to dig in," said Tania Yuki, founder and chief executive officer of social analytics firm Shareablee, which pulled together data ranking the social interactions of the top 25 luxury brands on Facebook, Instagram and Twitter. Yuki explained that the Blue Steel runway show at Valentino on March 10 led to a surge in Valentino's social media engagement. 

In the study, Valentino came first in the list for social media interactions, achieving almost 30 million conversation across Facebook, Instagram and Twitter. In short: Zoolander went viral, and both parties benefitted. 

Michael Kors, Victoria Beckham, Christian Louboutin, Dior, Louis Vuitton, Dolce & Gabbana, Versace, Burberry and Moschino also feature prominently in the list.

it is fashion that reigns in the luxe category with 382.7 million interactions between January 1 and June 30 centred around luxury fashion brands.

Chanel was behind four of the top five posts on Facebook, and together they achieved 1.1 million interactions. Meanwhile Michael Kors had the second most liked and shared picture on Facebook – and its image of the brand's Greenwich bag achieved a whopping 302,000 interactions.

The study reveals that social media users are interacting with their favourite brands and businesses more than ever. Facebook, Instagram and Twitter saw 5.4% more social engagement during the first half of 2015 than 2014. 

The 25 luxury brands profiled in the study saw a total of 670 million social media interactions, with Mercedes-Benz leading the way with over 77 million likes, comments, shares, retweets and favourites. BMW was hailed as the Twitter leader with an impressive 14.2 million interactions. But even though the luxury car brands faired well in the report, it is fashion that reigns in the luxe category with 382.7 million interactions between January 1 and June 30 centred around luxury fashion brands.

"[Mercedes] take a very strong narrative with images and are very heavily invested," Yuki said. "They put out over a hundred pieces of content every single week. The average brand is putting out 30."

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