Four Takeaways from Coachella Weekend #1 to Inspire Your Next Influencer Campaign
Four Takeaways from Coachella Weekend #1 to Inspire Your Next Influencer Campaign
By Ally Rung
If you’re like me, you’ve been keeping up to date on the latest happenings from Coachella weekend 1. From the Alix Earle Poppi house to our own client Nativa SPA participating in a pre-event activation, the collaborations have been so fun to see. As an active provider of influencer relations efforts, the team and I at FACTEUR PR wanted to take some time to analyze the first weekend of the event and share our thoughts on how brands can capitalize on these opportunities, or similar ones, to grow.
The first weekend was filled with content from houses of familiar brands including Tarte, Poosh, and Guess, but the house I thought stood out the most was the Poppi house - it was exclusively catered to Alix Earle and her squad. Talk about an exclusive influencer strategy!
At FACTEUR PR, we often get asked often if brands should delegate their precious budget to these pricey mega influencers. There’s no perfect answer and there are a lot of details to factor in, but I think the Poppi house was a smart move by the brand to go all in on one influencer for this event. Aside from potentially going all-in on a mega influencer, let’s discuss four ways brands can capitalize on big event opportunities like Coachella, starting with an example from our very own Nativa SPA!
In coordination with other partners, our client Nativa SPA held a pre-Coachella event in Los Angeles with their amazing lymphatic drainage expert and partner Flavia Lanini to offer mini lymphatic drainage experiences to influencers prior to the festival. This was a great way to capture their audience’s attendance before the madness of the weekend and really focus on brand education.
Diving into our recommendations for how to capitalize on the Coachella market or taking the musical festivals learnings for your next campaign:
Partner with other brands
Another opportunity could include partnering with a larger brand that is hosting the house, and see if you can insert yourself into a part of their production. Can you be the official face mask/skincare provider and offer a hydrating face mask to help prep everyone’s skin for a day full of makeup?
I think events like this are still a good opportunity for midsize, even smaller brands, to connect with larger brands and work together to reach larger audiences through influencers, without putting too much of a dent in the budget! In addition to providing the products, there likely is a fee to pay for your partnership, but that is where a team like us at FACTEUR PR can take care of all that coordination for you.
Launch or relaunch a product just for Coachella
Events like this are a great time to launch a product, or relaunch a new variation of a product, in order to garner the most visibility for that launch. Can you tie your new product to that event in some way to drive awareness and traffic?
Beyond Coachella: Host a recovery effort
The one part of Coachella I still see underutilized is the post-event recovery. These music festivals take a lot out of people. They’re in the desert, probably not drinking enough water, and they return to LA completely depleted. If you’re a wellness service, try offering an in home service to help influencers recover from the weekend’s events. This would need to be customized and mobile as influencers probably do not want to attend another event that week, but still a great opportunity to capitalize on that post-event crowd.
Beyond Coachella: Identify your next opportunities
Did you see an influencer post stellar content and think they’d be a good fit to work with your brand? You can also use events like Coachella to see creators “in action” and see samples of their work.
If you’re considering getting your brand in next year’s Coachella or want to focus on more brand partnerships at big events like these, we are here to help!