The return of experiential marketing is a happy one as experiences are crucial to the bottom line for certain industries. Why? There are categories–like beauty– where consumers rely heavily on seeing real-time results before buying, and experiential marketing makes all the difference.
The REVaissance campaign recently demonstrated this idea with wildly successful results. To celebrate the brand’s expansion into a new category and showcase the benefits of the Reverse Air-Dryer on braid styles, 5W and RevAir hosted the REVaissance via intimate events paired with two key stops on Beyonce’s highly anticipated Renaissance tour.
Designed to introduce key players in the beauty space to RevAir’s line of consumables and the versatility of the Reverse Air Dryer, the campaign brought the RevAir brand to life for the influential and added a boost of Beyonce– the perfect conduit for A+ content. Here are the highlights:
First Stop: NYC
The REVaissance kicked off at Braided NYC, where tastemakers got up-close-and-personal with RevAir’s Boost Fullness & Extreme Hydration consumables and the Reverse Air Dryer. They learned how to best use the device on braids, and those with an appointment enjoyed a wash and styling with the products, plus glam.
Up next? The Presidential suite at MetLife Stadium for 17 editors to enjoy Beyonce’s Renaissance Tour, all thanks to the REVaissance. Needless to say, there were no limits to the premium, organic social content and press this generated.
Last Stop: ATL
Before a branded party bus took 16 creators in the ATL to the Renaissance tour, an elevated cocktail hour treated and educated key beauty players on RevAir consumables and Reverse Air Dryer. This created deep relationships with tastemakers and decision makers by giving them exclusive first access. Infuencers included names from the Bravo universe, naturally securing top-notch content for the brand that would be viewed by their millions of followers.
The REVaissance garnered widespread advocacy for RevAir among the media and industry, from beauty experts and stylists to content creators and editors. The brand catered to the core audience for the Reverse Air Dryer with informative, personalized experiences. Capping off the events with an encore of Beyonce made the nights feel extra exciting, glamorous, and VIP, and acted as the perfect medium for high-volume, high-quality, content from media and influencers alike.
In the end, RevAir made a splash in beauty editorials, on social media, and among influencers, all leading to heightened visibility and views for the brand’s IG profile.
What does this tell us?
Aside from the fact that Beyonce makes everything more glamorous., let’s take a look at some core learnings the REVaissance campaign demonstrated about experiential marketing:
Nothing Beats Experiential Content
Just like is the case in everyday life, experiences create the best content opportunities. This is especially true when it comes to the organic social content that brands seek to generate and often struggle to maintain the momentum of.
In-Person= Informative & Intimate
It’s hard to replace the value of putting your brand in the hands of tastemakers, editors, and other decision makers. Getting up close and personal allows brands to truly educate key players in a setting that makes them feel comfortable and special, as well as deepens our relationships.
Building Brand Advocacy
Tastemakers who have a pleasant experience with your brand will share it. When consumers see an influencer with a brand, their minds immediately establish a connection between the two. Being seen with the right person can lead to an enormous social media spotlight and widespread brand advocacy to follow.
Go “Big” or Go Home
While she’s a benefit, your brand doesn’t need Beyonce to make noise on social media– you just need the “big” experience. Whether it’s a VIP event for just a few key folks or a public party, make sure you’re catering to your audience and getting the brand in the hands of the right people. Educate them, treat them, and make them feel special– that’s the “big” experience they’ll share.
For more ideas on how to activate your brand IRL or to discuss an experiential strategy, contact 5WPR.
