The Engagement Rate

An industry bulletin for marketing pros.

Influencer & brand wins of the week 🏅

💄Revolve’s influencer PARTAY! 

The make-up brand invited influencers including Charli D’Amelio, Brazilian beauty YouTuber Camila Coelho, vlogger Emma Marie, AND TikTok’s viral “Pookie” couple Campell and Jett Puckett for an exclusive Coachella-adjacent party in Palm Springs. 

💳AMEX cashes in 

American Express partnered with artist Reneé Rapp to create a unique pop-up experience at Coachella, alongside various fashion, beauty, and food brands, showcasing their commitment to supporting small businesses. 

^{Sponsored by Portless} 

Portless is the ultimate game-changer for DTC and e-commerce brands. Long transit times, tied-up cash flow, and unnecessary shipping and fulfillment costs make container shipping outdated, hindering your brand's growth.

Skip the ship, unlock cash flow, and scale faster with Portless: 

👉Direct Shipping: Ship directly from China to customers in just 6 days, covering 55+ countries.

👉Boost Cash Flow: Say goodbye to tied-up cash flow in inventory and slash cargo shipping fees and boost gross margins by up to 40% (thanks to Section 321)!

👉Faster Lead Time: Turn your inventory into cash within days, not months. Increase your lead time by 10x.

👉Local Touch: Custom packaging, local tracking through carriers like USPS and Canada Post.

Contact us today and receive 20% off your pick-and-pack fees for every order during your first three months; just mention The Engagement Rate Newsletter. 

Influencer marketing takes center stage at Cannes Lions Festival

In a significant shift, influencer marketing is poised to play a pivotal role at the upcoming Cannes Lions International Festival of Creativity. The introduction of the "Lions Creators" program marks a concerted effort by the festival to cater to the burgeoning creator economy, providing a platform for influencers to engage directly with top marketing executives.

Announced recently, the program promises a blend of creator-centric presentations, panels, and roundtable discussions, offering creators invaluable opportunities to network and collaborate with industry leaders. The move underscores Cannes' recognition of the growing influence and economic power wielded by creators in today's digital landscape.

Leading influencer marketing agencies like Influential, Whalar, and Influencer are seizing the moment, expanding their presence at Cannes and doubling down on efforts to connect creators with brands. This strategic shift reflects a broader industry trend wherein brands increasingly view creators not merely as a media buy but as integral partners in shaping creative strategies across various platforms.

The evolution of Cannes into a hotspot for creator-brand collaborations is undeniable. With VidCon's dates no longer overlapping with Cannes, creators now have a clear choice: attend VidCon to engage with fans or head to Cannes to engage directly with industry decision-makers. 

Guess goes big at Coachella: influencers, luxury and brand buzz

Guess made a splash at this year's Coachella festival, orchestrating a lavish affair that brought together some of the most influential figures in the social media realm. Their strategy was bold: fly in 47 top-tier influencers via private jets to a sprawling compound of ten luxurious mansions nestled near the festival grounds. Among the luminaries in attendance were Coachella performers Ice Spice and J Balvin, YouTube sensation Bretman Rock, and socialite Stassie Karanikolaou, known for her close ties to Kylie Jenner. The goal? To inundate social media platforms like Instagram and TikTok with Guess-branded content, and in that mission, they succeeded resoundingly.

Despite the eye-watering investment required to orchestrate such a spectacle, Guess sees it as a shrewd move in reaching a younger demographic vital for its future growth. Nicolai Marciano, the 29-year-old scion leading Guess's new business development, jests about the cost but underscores the immeasurable returns gleaned from the constant stream of content generated by the influencers throughout the weekend. Each post, each story shared became a thread in the fabric of Guess's social media presence, fostering long-term relationships with influencers who became not just paid endorsers but passionate brand ambassadors.

Yet, amid the glitz and glamour, whispers of doubt about Coachella's enduring allure linger. Ticket sales have plateaued in recent years, prompting reflection on the festival's evolving role in shaping fashion and culture. Revolve, renowned for its mastery of influencer marketing, notably scaled back its annual Coachella-adjacent event, signaling a potential shift in marketing strategies amidst changing demographics. However, for brands like Pinterest, YouTube, and American Express, Coachella remains a prime opportunity to engage with the burgeoning Gen Z audience. By leveraging platforms like TikTok and crafting immersive experiences, these companies aim not just to capture attention during the festival but to forge lasting connections that extend far beyond the desert landscape of Indio, California.