Revolve Shows Us How to Dominate Coachella

Every second and third Friday of April, people worldwide make their way to the Californian desert of Palm Springs for the one and only Coachella music festival. As weekend two is fast approaching, our social feeds were swarmed with an influx of content from the influencers and brand ambassadors who are in attendance during Coachella weekend one. This annual festival has become more than a celebration of music but also a hotspot and anticipated cultural event, impossible for brands to miss out on.

The success of Coachella’s commercial opportunities for both brands and social media influencers has allowed partnerships from a wide range of industries to benefit. According to Popular Chips, posts that involved Coachella received 12.65% more views and 18.16% more likes. Most significantly, a brand that has been an avid powerhouse through this has been the e-commerce fashion retailing company Revolve — a name that has been synonymous with its innovative influencer marketing strategies, specifically during this time of year.

As the brand obtains a huge social media presence through scouting and sending both micro and macro influencers from the likes of Amelia Gray, Wolfie Cindy, Aimee Song, and Noah Beck to Sophia Culpo, Emma Rose Leger, Sophia Cuerquis and Pau Dictado. Basically, every influencer under the sun was at Revolve Festival — an exclusive, invite-only marquee influencer event that the brand runs at the same time, during the first weekend of Coachella.

The festival itself earned the highest EMV with over $6 million. Revolve, an international fashion brand, was second with almost $700,000. The company styled over 450 influencers in their latest Spring styles by gifting them sometimes up to $1,000 in-store credits. The exclusivity of this event produces some of the most Instagram-worthy content because it is tailor-made to produce social media impressions.

As this year marks Revolve’s 20-year anniversary, Raissa Gerona, the brand’s chief brand officer, says they wanted to use this event as a way to celebrate their partners, influencers, talent, and customers as the #RevolveFest activation has historically been their biggest event of the year and that in terms of other marketing efforts by the company such as the traditional influencer content, event, and trips, the company’s collaboration with Coachella allows the brand to evolve its influencer marketing styles in an innovative and impactful way.

The brand attempts to target collaborations with trending topics on social media around all aspects of the event. From its event collaborator, The h.wood Group, a hospitality company that owns iconic A-list hotspots including The Nice Guy, Bootsy Bellows, and Delilah, to the performances by artists frequently featured on Tik Tok such as Ice Spice, PinkPatheress, and Coi Leray, to sponsored partnerships from hyped-up products like Kendall Jenner’s 818 Tequila, upscale supermarket chain Erewhon and Hailey Bieber’s coveted beauty line, Rhode Cosmetics. “Virality” is the event’s main pull, and Revolve Festival’s virtual presence has solidified itself into the trendiest Coachella pitstop.