Coachella is the “Met Gala for Influencers“... here's how soda startup poppi won Coachella by taking a different approach than any other brand: investing in ONE influencer (who's already created 50M+ impressions for them in 3 days) 🌟
Coachella is the largest festival in the country, attracting 650,000 visitors each year over 2 weekends, but more importantly, billions of eyeballs on social media (474.5K posts alone on TikTok under #Coachella).
It happens just outside Los Angeles, the influencer mecca, so you see thousands of influencers make the trek every year... many in partnership with brands.
In the past few years, brands have started investing in “Influencer Houses,“ inviting 5-20 creators to all stay in their branded house and create festival content, some being paid $10K+ on top of being invited.
However, very few will invest in a full house/experience branded around a single creator because it's risky... however, it also helps you stand out in a sea of branded experiences. This is exactly what Poppi did this year by partnering with THE it girl influencer, Alix Earle (6.6M on TikTok).
Last year, Alix brought in 119M impressions alone from Coachella, so there was some past success Poppi could rely on for their activation to celebrate the launch of their new “Lemon Lime“ flavor at the festival.
They branded their house “Coachearla“ (a nod to Alix's last name) and flew out Alix & 5 of her friends on a private jet. The entire house was decked out with Poppi -- decals on mirror for selfies, Poppi lemon lime sodas on every table, branded pool floats, tinted green windows... the whole works.
And at the center of Alix's trademark “get ready with me“ videos, she had a Poppi in hand talking about the brand organically. In the first 3 days alone, Alix's videos already have 50M+ views, and everyone is talking about Poppi.
When other brands zig... it pays off to zag 💫
#coachella #brandstrategy #influencermarketing #eventmarketing #creatoreconomy #contentcreator #contentcreators #socialmedia #socialmediamarketing #brandmarketing #socialmediamanager #businessnews
Coachella is the largest festival in the country, attracting 650,000 visitors each year over 2 weekends, but more importantly, billions of eyeballs on social media (474.5K posts alone on TikTok under #Coachella).
It happens just outside Los Angeles, the influencer mecca, so you see thousands of influencers make the trek every year... many in partnership with brands.
In the past few years, brands have started investing in “Influencer Houses,“ inviting 5-20 creators to all stay in their branded house and create festival content, some being paid $10K+ on top of being invited.
However, very few will invest in a full house/experience branded around a single creator because it's risky... however, it also helps you stand out in a sea of branded experiences. This is exactly what Poppi did this year by partnering with THE it girl influencer, Alix Earle (6.6M on TikTok).
Last year, Alix brought in 119M impressions alone from Coachella, so there was some past success Poppi could rely on for their activation to celebrate the launch of their new “Lemon Lime“ flavor at the festival.
They branded their house “Coachearla“ (a nod to Alix's last name) and flew out Alix & 5 of her friends on a private jet. The entire house was decked out with Poppi -- decals on mirror for selfies, Poppi lemon lime sodas on every table, branded pool floats, tinted green windows... the whole works.
And at the center of Alix's trademark “get ready with me“ videos, she had a Poppi in hand talking about the brand organically. In the first 3 days alone, Alix's videos already have 50M+ views, and everyone is talking about Poppi.
When other brands zig... it pays off to zag 💫
#coachella #brandstrategy #influencermarketing #eventmarketing #creatoreconomy #contentcreator #contentcreators #socialmedia #socialmediamarketing #brandmarketing #socialmediamanager #businessnews
