The return of experiential advertising and marketing is a cheerful one as experiences are essential to the underside line for sure industries. Why? There are classes–like magnificence– the place shoppers rely closely on seeing real-time outcomes earlier than shopping for, and experiential advertising and marketing makes all of the distinction.
The REVaissance marketing campaign lately demonstrated this concept with wildly profitable outcomes. To rejoice the model’s growth into a brand new class and showcase the advantages of the Reverse Air-Dryer on braid types, 5W and RevAir hosted the REVaissance by way of intimate occasions paired with two key stops on Beyonce’s extremely anticipated Renaissance tour.
Designed to introduce key gamers within the magnificence area to RevAir’s line of consumables and the flexibility of the Reverse Air Dryer, the marketing campaign introduced the RevAir model to life for the influential and added a lift of Beyonce– the proper conduit for A+ content material. Listed here are the highlights:
First Cease: NYC
The REVaissance kicked off at Braided NYC, the place tastemakers obtained up-close-and-personal with RevAir’s Enhance Fullness & Excessive Hydration consumables and the Reverse Air Dryer. They realized the way to finest use the machine on braids, and people with an appointment loved a wash and styling with the merchandise, plus glam.
Up subsequent? The Presidential suite at MetLife Stadium for 17 editors to get pleasure from Beyonce’s Renaissance Tour, all because of the REVaissance. For sure, there have been no limits to the premium, natural social content material and press this generated.
Final Cease: ATL
Earlier than a branded celebration bus took 16 creators within the ATL to the Renaissance tour, an elevated cocktail hour handled and educated key magnificence gamers on RevAir consumables and Reverse Air Dryer. This created deep relationships with tastemakers and choice makers by giving them unique first entry. Infuencers included names from the Bravo universe, naturally securing top-notch content material for the model that will be seen by their hundreds of thousands of followers.
The REVaissance garnered widespread advocacy for RevAir among the many media and business, from magnificence consultants and stylists to content material creators and editors. The model catered to the core viewers for the Reverse Air Dryer with informative, personalised experiences. Capping off the occasions with an encore of Beyonce made the nights really feel additional thrilling, glamorous, and VIP, and acted as the proper medium for high-volume, high-quality, content material from media and influencers alike.
In the long run, RevAir made a splash in magnificence editorials, on social media, and amongst influencers, all resulting in heightened visibility and views for the model’s IG profile.
What does this inform us?
Other than the truth that Beyonce makes all the pieces extra glamorous., let’s check out some core learnings the REVaissance marketing campaign demonstrated about experiential advertising and marketing:
Nothing Beats Experiential Content material
Identical to is the case in on a regular basis life, experiences create the perfect content material alternatives. That is very true in terms of the natural social content material that manufacturers search to generate and sometimes wrestle to take care of the momentum of.
In-Individual= Informative & Intimate
It’s exhausting to interchange the worth of placing your model within the fingers of tastemakers, editors, and different choice makers. Getting up shut and private permits manufacturers to really educate key gamers in a setting that makes them really feel snug and particular, in addition to deepens {our relationships}.
Constructing Model Advocacy
Tastemakers who’ve a pleasing expertise along with your model will share it. When shoppers see an influencer with a model, their minds instantly set up a connection between the 2. Being seen with the proper individual can result in an infinite social media highlight and widespread model advocacy to comply with.
Go “Massive” or Go House
Whereas she’s a profit, your model doesn’t want Beyonce to make noise on social media– you simply want the “massive” expertise. Whether or not it’s a VIP occasion for only a few key people or a public celebration, be sure to’re catering to your viewers and getting the model within the fingers of the proper individuals. Educate them, deal with them, and make them really feel particular– that’s the “massive” expertise they’ll share.
For extra concepts on the way to activate your model IRL or to debate an experiential technique, contact 5WPR.
