As the festival season stays in high gear, we think back to the kick off with Coachella. Brands are leveraging influencer marketing and engaging activations to attract the trendy crowd, and Supergoop is leading the charge. Here’s how they transformed their sunscreen into the ‘It Girl SPF’ of the festival season.
1. Pre-Festival Social Media Buzz
Anticipation is everything. Supergoop revamped their Instagram aesthetic to a vibrant blood orange color scheme, signaling their Coachella comeback. With a series of engaging posts, including a playful hide-and-seek game and announcements about their Glowtel activation, Supergoop set the stage early, merging their product seamlessly into the festival's vibrant, energetic vibe.
2. Strategic Music Video Placement
Timing is key, and Supergoop nailed it with a surprise product placement in Sabrina Carpenter’s music video for her new song "Espresso," released just as Coachella got underway. The move capitalized on Carpenter’s performance at the festival, amplifying the brand’s presence across social media platforms and associating it with one of the season’s catchiest songs.
3. Engaging Glowtel Activation
Building on last year's success, Supergoop’s Glowtel became a hotspot for influencers, offering free products and unique experiences like product bedazzling. This not only ensured immediate engagement but also set the stage for ongoing user-generated content, crucial for building authenticity and reach through real user experiences.
Why It Worked
Supergoop’s strategy exemplifies how to effectively leverage a major cultural event to boost brand visibility and appeal. By aligning their SPF products with the festival lifestyle, they not only increased their relevance but also positioned their offerings as essential for any festival-goer’s packing list.
As we dive deeper into summer, Supergoop’s presence at Coachella is a textbook example of strategic brand positioning and the power of integrating products into broader cultural moments.
