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Coachella 2022 festival dominated by influencer-filled activations

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“We definitely saw a spike within both our e-commerce and socials of the goods featured and worn,” Walsh says.

Meanwhile, Byron-born boho brand Spell, which is synonymous with festival wear across the world, returned to Coachella knowing the benefits their brand has gained from attending in past years.

“The festival is a fantastic opportunity for market research – seeing what is trending in festival fashion, who is wearing our brand and which styles they are wearing,” says Audrey Jaggs, communications and strategy manager at Spell.

“It makes sense as a brand to be present on the ground to capitalise on this congregation of influencers, taste makers, media and brands,” she says.

“Events such as Coachella allow a brand to create something fun and engaging and with a global appeal. The data backs this up too – Spell’s Instagram saw a 38 per cent lift in engagement during our festival coverage this year.”

Emma Pillemer launched EMMA PILLS festival capscule at Revolve festival.Credit:

With the advent of social media, Coachella has also become less a music festival and more a place to see and be seen on the internet. What better way to be seen than at Revolve Festival, an off-site mini-festival that hosts a who’s who of celebrities and influencers?

This year was no different, with some of the biggest stars and influencers in attendance including Kim Kardashian, Timothée Chalamet, Sydney Sweeney, Halsey and more. Musicians such as Jack Harlow, Willow Smith and Post Malone sang some of their big hits on stage, with Travis Scott pulling up for a surprise performance.

Launched in 2015, the invitation-only party on the first weekend of Coachella gives influencers a chance to mingle while taking advantage of festival freebies at the Revolve gifting suite – with everything from clothes and accessories to cocktails by Kendall Jenners’s 818 Tequila. It’s a sure way for brands to get traction with the influential online Millennials.

“The Revolve gifting suite was so fun and included EMMA PILLS jewellery,” says brand founder Emma Pillemer.

The Sydney-based jeweller, 21, who works alongside sister Ashley, 23, launched her kitschy brand EMMA PILLS five months ago and has already broken into the US market with e-commerce retailer Revolve stocking her pill-inspired jewellery.

Coachella seemed a fitting opportunity to launch her festival collection with “festival-inspired designs” that had celebrities fawning over her at the event last weekend.

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“It’s so surreal and we love seeing how different people layer and style the pieces, of course when Camila Coehlo, Peyton List, Devin Brugman, Jourdan Sloane, Emma Leger or Riley Hubatka wore the jewellery last week it was incredible!”

Thiouslouse says what influencers wear at a festival like Coachella, and showcase on their social channels, can quickly become a bestseller worldwide.

“For smaller brands, this can be a cost-effective way to utilise their marketing dollars – they pay flights and accommodation for an influencer to attend and, in turn, the influencer creates content that can then be used on the brand social channels as well as the influencer social channels.”


“We definitely saw a spike within both our e-commerce and socials of the goods featured and worn,” Walsh says.

Meanwhile, Byron-born boho brand Spell, which is synonymous with festival wear across the world, returned to Coachella knowing the benefits their brand has gained from attending in past years.

“The festival is a fantastic opportunity for market research – seeing what is trending in festival fashion, who is wearing our brand and which styles they are wearing,” says Audrey Jaggs, communications and strategy manager at Spell.

“It makes sense as a brand to be present on the ground to capitalise on this congregation of influencers, taste makers, media and brands,” she says.

“Events such as Coachella allow a brand to create something fun and engaging and with a global appeal. The data backs this up too – Spell’s Instagram saw a 38 per cent lift in engagement during our festival coverage this year.”

Emma Pillemer launched EMMA PILLS festival capscule at Revolve festival.

Emma Pillemer launched EMMA PILLS festival capscule at Revolve festival.Credit:

With the advent of social media, Coachella has also become less a music festival and more a place to see and be seen on the internet. What better way to be seen than at Revolve Festival, an off-site mini-festival that hosts a who’s who of celebrities and influencers?

This year was no different, with some of the biggest stars and influencers in attendance including Kim Kardashian, Timothée Chalamet, Sydney Sweeney, Halsey and more. Musicians such as Jack Harlow, Willow Smith and Post Malone sang some of their big hits on stage, with Travis Scott pulling up for a surprise performance.

Launched in 2015, the invitation-only party on the first weekend of Coachella gives influencers a chance to mingle while taking advantage of festival freebies at the Revolve gifting suite – with everything from clothes and accessories to cocktails by Kendall Jenners’s 818 Tequila. It’s a sure way for brands to get traction with the influential online Millennials.

“The Revolve gifting suite was so fun and included EMMA PILLS jewellery,” says brand founder Emma Pillemer.

The Sydney-based jeweller, 21, who works alongside sister Ashley, 23, launched her kitschy brand EMMA PILLS five months ago and has already broken into the US market with e-commerce retailer Revolve stocking her pill-inspired jewellery.

Coachella seemed a fitting opportunity to launch her festival collection with “festival-inspired designs” that had celebrities fawning over her at the event last weekend.

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“It’s so surreal and we love seeing how different people layer and style the pieces, of course when Camila Coehlo, Peyton List, Devin Brugman, Jourdan Sloane, Emma Leger or Riley Hubatka wore the jewellery last week it was incredible!”

Thiouslouse says what influencers wear at a festival like Coachella, and showcase on their social channels, can quickly become a bestseller worldwide.

“For smaller brands, this can be a cost-effective way to utilise their marketing dollars – they pay flights and accommodation for an influencer to attend and, in turn, the influencer creates content that can then be used on the brand social channels as well as the influencer social channels.”

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