The music festivals season has started with the arrival of the spring, and Coachella did an amazing kick-off. If you are someone that uses social media, and has a little interest in Fashion, Music, Lifestyle or anything that is trendy now, you should know what Coachella is.
Coachella means much more than a music & arts festival. Every digital influencer that has a significant amount of followers on Instagram – either young celebrities, models or fashion bloggers – must be there to post several pictures a day – Just the hashtag #Coachella had 1,2 million tweets in the last week, and 1,5M Instagram mentions as of today.
Some #Coachella pictures: @galagonzalez @sincerelyjules @bettyautier @gigihadid @negin_mirsalehi @martapozzan
The impact that fashion influencers have when they post about the-same-issue-at-the-same-time is bigger than expensive advertising campaigns. Fashion brands have realized that using these social influencers during mayor events is an unique opportunity to engage with younger audiences – The Millenials.
“Brands are increasing their participation in experiential and grassroots marketing due to the increasing fragmentation of old media”, said Nicole Larrauri, managing partner at EGC Group.However, what started as an organic (for free) way of engaging with the customers, is evolving to pure paid media. Little by little these bloggers and celebrities are multiplying and becoming more expensive, so what Nicole says about old media, is going to be translated very soon to the marketing of influencers.
Therefore, Luxury brands have to think very carefully what kind of action they activate, in order to really stand out from the rest – Here I will show you some Luxury brand’s initiatives that were based on the Coachella’s phenomenon.
WHAT BRANDS DO
Alexander Wang sponsored The Weeknd, who took over the brand’s Instagram account, giving the consumers an inside look at the festival. I find the cooperation very positive for both parts – The fashion brand got to be at Coachella and to promote its #wangxo bandanas, and the singer profits from Alexander Wang’s audience, which is nothing else than 769K followers.
Peter Dundas as Pucci has designed a capsule collection together with the stylist Erica Pelosini. It has been named “To dye for”, due to its tie-dye inspiration, and basically collaborates with Erica because of her 62,9K followers on Instagram.
WHAT E-TAILERS DO
Fashion is very important at Coachella. Attendants would buy new outfits that match with the overall style of the event and E-tailers perceived this as an opportunity to sell – we could even compare it to Christmas periods. One initiative that I really liked was Neiman Marcus post about it’s 10 picks “To Wear At Coachella This Weekend”. In my opinion they did it on the retailer’s blog rather than in their e-commerce website, so they could give it an editorial touch, and be closer to the audience.
Here are my favorite partnerships that took place during Coachella. Did you hear from others? Probably we”ll see more projects like these among the best music festivals of the summer! Have a nice week 🙂