As we're in the midst of the 'influencer's Super Bowl' we couldn't *not* use this issue to discuss all things Coachella — because the brands have come out to play. There are the usual suspects — Revolve, Tarte, Poosh — and some new players like Poppi, with their fitted out digs for Alix Earle.
So let's get you up to speed — here's everything you need to know *now* within the marketing + creative space.
Consider this newsletter a resource for marketers and creatives, by marketers and creatives. Enjoy!
Brands Tapped *These* Influencer Marketing Trends This Coachella
*Social is an endless scroll. Where to stop? Here we analyze relevant moments, cultural trends and the marketing geniuses behind it all.*
Coachella Weekend 2 is fast approaching, but we're still analyzing the marketing moments from Weekend 1. Unsurprisingly, influencer marketing took center stage — and brands of all shapes and sizes elevated their influencer strategies in ways we *have* to talk about. Here are the influencer marketing trends brands tapped into this year:
**Trend #1: Multi-Brand Influencer Activations**
Revolve Festival was back — with brand partners galore! Partnership activations are on the rise and Revolve did it big — partnering with brands like Rhode, 818, Raising Cane's, Heineken, Red Bull and more, making Revolve Festival a fan-favorite event (not to mention one of the *most* shared events on social).
**Trend #2: Working With Influencers to Show Not Tell**
Google Pixel took their 'show, don't tell' marketing approach to the desert, partnering with influencers and creators to capture the festival — and share more about their 'Best Take' feature.
**Trend #3: A Single-Influencer Focus**
To celebrate the launch of their lemon-lime flavor, Poppi took an unconventional approach to an influencer brand trip: they invited one influencer. Putting all their focus on Alix Earle, Poppi hosted Alix and her friends for a weekend dubbed ‘Coach(Earle)la’.
**Trend #4: Brand Trips**
The classic Coachella 'creator house' was back, with brands like Poosh, Guess Jeans, Supergoop and Tarte hosting groups of influencers for a weekend full of fun experiences, endless gifting — and lots of content.
As Weekend 2 rolls around, there are more marketing moments to come — we'll have our eyes peeled!
Is TikTok Testing an Instagram Rival
*The news cycle is never-ending. Marketing is ever-evolving. Here we’ll keep you in the know on timely topics and key learnings that can elevate your marketing game.*
You read that right — the TikTok vs. Instagram rivalry continues. Last week, *some*TikTok users reported receiving a pop-up when sharing photo posts, letting them know that their content will soon be shown on a new app — and ultimately revealing that a dedicated photo and text-sharing app called ‘TikTok Notes’ is in testing.
What is TikTok Notes?
The details are still minimal, however, a webpage for the new app has been found that shows a graphic of images with captions — reminiscent of Instagram. Though what we've seen of TikTok Notes does feel eerily similar to the classic photo-sharing app, there are some key differences, including an FYP — a TikTok trademark.When will it launch?
When can we expect a launch? In the US, likely not anytime soon; a TikTok spokesperson shared that initial testing will occur in smaller markets ahead of a US rollout — and as of yesterday, TikTok announced on X that testing has officially begun in small segments of Australia and Canada. When the app does make its way to the US, users will be able to easily transfer profile info from TikTok to TikTok Notes, functionally similar to Instagram's rollout of Threads. Ultimately, we'll see what the future holds for TikTok Notes — but as always, we’ll keep you in the loop!
Marketing Wins we <3
*Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share — Coachella edition.*
Levi's Drops ‘The Festival Edit’
Along with their activation 'Levi's Land', the denim brand brought the festivities online with their Festival Edit — allowing Levi's fans to get in on the festival fashion, even if not attending Coachella.
*💡 Takeaway: When planning activations, consider extending reach beyond the event. While the reach of many brand activations at Coachella stopped at the festival, Levi's gave any consumer a direct path to engage with the brand, no matter their attendance.*
Sabrina Carpenter Leverages Timing and Partnerships to Boost Single
Team Sabrina's marketing doesn't quit — and right now it feels like it's at an all-time high. Sabrina made a splash last weekend, dropping her single 'Espresso' the day before her highly-anticipated Coachella performance, and partnering with Menotti's Coffee to keep festival-goers caffeinated with a drink aptly named 'Me Espresso'.
💡 Takeaway: Timing is everything. Sabrina's Coachella performance put millions of eyes on her (of both fans and those unfamiliar with her music) — dropping a single the day before? Genius.*
Raising Cane’s Partners with a Surprising Demo
Raising Cane's wants you to know that their demo is...well, everyone. Last weekend the beloved restaurant brought their chicken fingers and fries to a demo that some may not have seen coming — fashion influencers — by feeding the masses at Revolve Festival and partnering with longtime fashion creators like Alexa Losey.
*💡 Takeaway: Look for opportunities outside of your current demo. Of course, speaking to your core audience is key, but ignoring others who may resonate with your product hinders growth.*
Marketing Jargon
In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
**Gifting:** A popular form of influencer marketing where brands gift free product to influencers, creators or celebrities — with the hope that they will be spotted with the product or share it with their community on social.
**Earned Media:** Any publicity or brand exposure that a brand did not pay for or create themselves.
**TikTok Notes:** The new dedicated photo-sharing app that TikTok has in testing — reminiscent of Instagram.
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That wraps issue no. 20 of The Breef POV! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
