If there’s one thing Beyoncé knows how to do, it’s get — and keep — people talking.

And in the case of her most recent, controversial Tiffany & Co. post, that talking was worth more than $2 million in media impact.

That’s according to Footwear News, who shared recent data from LaunchMetrics confirming these numbers. The outlet reports that ever since Mr. and Mrs. Carter (aka Beyoncé and Jay-Z) were announced as Tiffany & Co.’s newest brand ambassadors, they have created more than $10 million in total media impact value (MIV). One Instagram post from the “Single Ladies” singer is actually worth $2 million in total media impact value (MIV) alone, according to the same metric.

The metric is calculated based on the value of the marketing strategies across a range of formats, including print, digital and social media.

For purposes of comparison, Tiffany & Co.’s announcement about the Hip-Hop power couple’s brand ambassadorship had a media impact value (MIV) of $372,000. In other words, an internationally recognized brand with decades of existence under its belt has less of a media impact value than the most recent brand ambassadors they hired to promote the brand.

But the hiring of Beyoncé and Jay-Z as the brand’s newest ambassadors is part of a larger strategy by the Tiffany & Co. brand to reach a younger audience. Using the tagline “not your mother’s Tiffany,” the company is recruiting other ambassadors dedicated to targeting a different demographic. Celebrities like Tracee Ellis Ross, Anya Taylor-Joy of “The Queen’s Gambit,” and K-pop superstar Rosé of the girl group BLACKPINK have all been recruited to promote the brand. Combined, these three celebrities have reportedly brought the company $26.7 million in media impact value.

Congratulations, then, are in order for the Carters! It seems like we can file this under another win for the couple, who turn everything they touch into gold.