Every year, creators, brands, and festival lovers from around the world flock to the Palm Springs desert for a weekend – or two – of music, sunshine, showstopping outfits, and captivating brand activations.
Whether you're there in person or scrolling from home, your social feed is guaranteed to make you feel like you’re a part of the cultural moment. There are GRWM vlogs on TikTok, outfit checks on Instagram, and the official Coachella YouTube channel streams performances to over 4M+ subscribers.
At this point, Coachella is becoming as much of a significant marketing moment as the Super Bowl – although rather than ads, it’s the in-person activations that get us talking.
Australian fashion brand White Fox has made a name for itself at Coachella with its mega Influencer Marketing strategy. Each year, a group of influencers are treated to a luxury villa experience complete with pre-festival gifting suites and constant social media content creation. Everything they do around the festival is perfectly in line with White Fox’s edgy, cool-girl aesthetic.
But while the influencer-focused strategy is brand-aligned, White Fox might be missing an opportunity to involve their broader community. Following in the footsteps of brands like Refy, which invited loyal customers on an iconic community trip last year, there’s more appetite for brands to reward real consumers, not just creators.
Will White Fox extend the invite next year? We’d love to see it.
One of the most talked-about festival collaborations was between 818 and Rhode – a partnership between Kendall Jenner’s tequila brand and Hailey Bieber’s beauty and skincare line.
Kendall’s 818 Outpost supplied cocktails, branded merch, and great vibes to the desert, but the highlight was the 818 x Rhode photo booth. Attendees could snap a picture and then insert a coin to receive a Rhode lip balm and a mini bottle of 818 tequila.
The collaboration made total sense:
The two founders made their debut in the photo booth, and then it became the festival’s hottest spot to snap a selfie.
Camp Poosh – Coachella’s answer to wellness hosted by Kourtney Kardashian – was the chosen spot for LOFT to unveil its new era.
Traditionally known for tailoring to an older millennial/boomer audience, LOFT is now targeting late Gen Z and younger millennials. Their rebrand launched with “The Summer of Loft Tour,” kicking off at Coachella with product giveaways, DJ sets, and custom styling stations.
To boost excitement, celebrity stylists Danielle O’Connell and Alix Gropper (aka Danielle & Alix) offered personalized fashion tips and were active across socials during the weekend, helping consumers to see LOFT in a new light.
Festival-goers customized denim jackets while discovering the brand’s fresher, more youthful vibe.
As LOFT CMO Bill Miller put it, the goal is to “be part of the cultural conversation” by using music festivals and concerts as key touchpoints. And what better place to start than Coachella?
To learn more about how your brand can capitalize on cultural moments, reach out to us at hello@digitalvoices.com.
