Coachella 2019, oh the influencer marketing extravaganza set the bar high for this summers festival. As the festival successfully ended, it’s time to crunch the numbers behind the influencer marketing campaigns around Coachella 2019. We analyzed all Instagram posts mentioning Coachella in the timeframe of April 1-21, 2019, and the media attention that Coachella creates each and every year is immense. The top 10 brands with the highest Earned Media Value (EMV) in this timeframe earned over $10 million in EMV. The Coachella Instagram account itself created more than $6 million of the earned media value (EMV).
Despite some grim predictions, Coachella’s EMV has kept on growing. The FYRE festival did some damage to the entire industry and the general reputation of influencers. The growing EMV, however, indicates that there’s no blowback against Instagram and the influencer culture. The overall investments that brands allocated to influencer collaborations at Coachella 2019 also highlight that influencer marketing is still a valid and valuable way for brands to activate and engage with potential customers.
Fashion and beauty brands are inseparably connected in the Instagram universe
As per usual, fashion and beauty brands dedicate resources to influencer and social media marketing. It is no wonder that these brands also exceed themselves during events like Coachella. As a lot of you perhaps predicted, fashion and beauty brands fill the A-list spots. Coachella becomes a predictable and valuable asset for brands that marketers should have on top of their minds.
The top 50 of brands with the highest EMV during Coachella 2019 is marked by beauty brands (NYX Cosmetics, Anastasia Beverly Hills, Tarte, Fenty Beauty) and fashion brands (Revolve, Fashionnova, Prettylittlething, Shein). NYX Cosmetics partnered up with Coachella and promoted their new glitter products on the venue. Their campaign hits a bullseye on the target market, making NYX Cosmetics the brand with the highest Earned Media Value in the beauty vertical during Coachella with an EMV of $425,245. The influencers’ “Instagrammable” festival looks created with NYX Cosmetics products have been a great fit for the festival!
Revolve had the best performance out of all the fashion brands in the top 50 list, achieving almost $700,000 Earned Media Value for the brand. We are left to wonder whether the media exposure can cover Revolves investments in influencer marketing. Revolve’s CEO Michael Mente commented that Revolve had broken their Coachella budget by hosting 90 influencers from 14 different countries and organizing a Revolve Festival for their collaboration partners.
The traditionally well-performing brands were not the only ones on the top 10 list! Next to the Instagram-focused brands, more traditional designer brands like Calvin Klein, Area and Moschino have likewise realized the potential the festival holds for them. And they are not the only ones who leverage Coachella for their marketing activities.
Media companies take part in the battle of Earned Media Value
This year, also several media brands used influencer activations to connect to their audiences over Coachella. Companies like Netflix, Amazon, Nylon Mag and T-Mobile are amongst the top 50 brands by Earned Media Value. Netflix’s inclusion in the top 10 is especially interesting because they weren’t even present at Coachella. Instead, they released a documentary of Beyoncé from the previous year’s festival. Netflix is a brilliant example of a brand gaining presence at Coachella without actually being present at Coachella 2019.
Micro-influencers go big
If activations are measured by the number of total likes, macro-influencers and celebrities are naturally creating the best performance. But the best performing activations by Like Follower Ratio are mainly small to mid-range influencers that partnered up with beauty and fashion brands.
GHD, Lancome, Whitefoxboutique and Stare Cosmetics all stick to this plan. Using a range of influencers and focusing on small and medium-sized influencers for authenticity is not just an industry trend, but a clear shift in the use of collaboration partners at Coachella 2019. Stare Cosmetics collaborated with Loryn Powell, and she amused her audience and beyond. Loryn has a follower base of 66.8k on Instagram, yet her video has been watched over 1,3 million times. The short video clip generated a Like Follower Ratio of 38%!
In a nutshell, Coachella 2019 is reminding marketers of four major things:
- Don’t overlook data that can seem predictable, use it to your benefit and leverage the knowledge.
- Fashion and beauty brands are indeed the top-performing brands, but not without major investments.
- You can outsmart your competitors like Netflix did by publishing a relevant documentary about Beyonce at Coachella which helped Netflix gaining a respectable Earned Media Value of $263,100 without even attending the festival.
- The Like Follower Ratios of smaller influencers went through the roof during Coachella! Selecting small influencers with a good brand fit that publish relevant content can result in high ROI for brands.