Each year, Coachella transforms from a music festival into the marketing world’s playground. It’s the Super Bowl for influencers, if you will, where the desert becomes a hive of content creation, brand endorsement, and big creative swings. And for marketers, it's a goldmine of lessons. 

Gone are the days when a brand activation meant handing out samples and hoping for the best. At Coachella, it’s about immersive experiences, community-driven content, and turning festival-goers into brand advocates in one click.

Which begs the question…do you know who your audience would be at an event like this?

If not, our Buyer Persona Toolkit is a good place to start. Because whether you're building a photobooth in the desert or running a LinkedIn ad, knowing exactly who you're targeting makes all the difference. Download here. 

Let’s dive into six standout campaigns from Coachella, and what marketers can steal from them.

1. Rhode Skin: The UGC Power Play

Hailey Bieber’s skincare brand, Rhode, pulled off a masterclass in experiential marketing with its “Rhode Booth.” Guests were gifted a token to redeem a cult-favourite lip tint, and the whole moment was captured in a camera-ready setting.

But it wasn’t just about free products and selfies, Rhode engineered shareable content. One snap, one instant upload, and boom: each guest became a brand ambassador.

Takeaway: Let your customers do the talking, and give them content they want to share.

2. Poppi x Alix Earle: The Risk That Paid Off

While most brands spread their bets across multiple influencers, Poppi went all in on one: TikTok superstar Alix Earle. They built her a branded house (lemon-lime themed to match their new flavour) and turned her weekend into a branded moment, dubbed #Coachearla.

Deckchairs, pool floats, even the wall art screamed Poppi. And it worked. Over 50 million impressions in 3 days. A 200% sales spike. All from betting big on the right creator.

Takeaway: Sometimes, deep connection with one influencer can be more powerful than surface-level reach with 50. Know your audience, and find someone who really moves them.

3. 818 Spirits: Simplicity Wins

818 Tequila, founded by Kendall Jenner, didn’t go for the glitz. Their “Desert Outpost” was a minimal, gas-station-inspired oasis. No over-the-top gimmicks, just good drinks, good vibes, and the right crowd.

2,000+ attendees in a day. Proof that authenticity and simplicity still cut through.

Takeaway: Bigger isn’t always better. Sometimes a well-branded vibe is all you need.

4. Aperol Spritz Piazza: Art Direction on Point

From neon vignettes to trivia games and the perfect spritz-making station, Aperol’s Coachella presence was vibrant. Their Piazza was a visual feast - every detail made for Instagram, every corner a photo opp.

They leaned into their Italian roots with playful elegance and came away as one of the most memorable brand moments of the festival.

Takeaway: Image is everything. If your activation isn’t photo-worthy, you’re missing a huge chunk of reach.

5. Pinterest’s Manifest Station: From Insights to IRL

Pinterest, the place where Coachella dreams are literally manifested, brought trends to life in the desert. Outfit customisations based on real platform data, beauty stations with trending looks, and photo ops galore - all inspired by user behaviour.

Pinterest didn’t just show up, they made themselves useful and trend-driven.

Takeaway: Don’t just follow trends. Create them. Use your data to fuel relevance.

So, What Can Marketers Learn?

  1. Create immersive experiences: Think beyond products. What does your brand *feel* like?

  2. Let your audience tell the story: Make content creation part of the experience.

  3. Image is everything: Invest in design, aesthetics, and those Instagrammable moments.

  4. Stay on trend (or start one): Use data to connect with what people really care about right now.

Coachella is more than a festival, it’s a marketing masterclass in the wild. And whether you're in skincare, drinks, or software, these principles translate. Know your audience, build an experience around them, and let them run with it.

And hey, if you’re not quite sure where to start, grab our Buyer Persona Toolkit here. Because if there’s one thing all these brands have in common, it’s this: they really know who they’re talking to.

Want to take it to the next level and smash your marketing like the incredible brands noted? Join Fabric and gain instant access to 1-1 coaching sessions with a dedicated expert marketing practitioner, group coaching, monthly masterclasses, a place on our award-winning Master Strategy Programme, where you will build a complete marketing strategy and so much more. Download the brochure today.