Be Inspired by the Top 3 Coachella Marketing Campaigns of 2025

At Coachella, “go big or go home” is often the mantra for brands setting up large-scale immersive installations – however, sometimes the simpler approach is just as effective. 

This year, skincare brand Neutrogena set up multiple sunscreen pump stands, becoming a pit-stop for festival goers that needed to top up on their sun protection. With Coachella’s weather often soaring past 100°F, effective skincare is a priority, so it’s no surprise that people flocked to these stands across both weekends.

What Did Neutrogena Achieve?

This clever campaign helped Neutrogena build trust with its target audience, since consumers were able to test out the products for themselves and learn firsthand how effective they were in the desert heat. 

💡 What you can learn from this campaign:

To run a successful pop-up event, see how you can best anticipate the needs of your ideal customers on the day. For instance, if you’re a knitwear accessory brand holding a pop-up in October, you might want to hand out free cups of hot chocolate and help visitors stay cosy.

For its first year as Coachella’s official fragrance partner, Sol de Janeiro dazzled with a lively pop-up at the heart of the desert. Attracting nearly 12,000 festival goers across both weekends, the brand’s immersive, beach-inspired experience saw visitors drenching themselves in signature Sol de Janeiro scents.

Named Casa Cheirosa, the brand activation had a little bit of everything: mist stations where visitors could try out different scents, thousands of free fragrance samples, delicious juices to keep the heat at bay, and plenty of Instagrammable photo opportunities.

What Did Sol de Janeiro Achieve?

Overall, Sol de Janeiro’s Coachella marketing campaign represented the very best of sensory marketing. The tropical scents combined with a cheerful color scheme are hard to forget, demonstrating a clear brand identity that consumers will be overjoyed to return to time and time again.

💡 What you can learn from this campaign:

The next time you hold an online or offline marketing campaign, see if you can appeal to one of the five senses. For example, is there a distinctive sound or jingle associated with your brand? Or is there an eye-catching visual motif that appears on your website or socials? Think about what will stick in your target audience’s mind the most.

This year, Patrick Starrr, the founder of ONE/SIZE beauty, wasn’t invited to Coachella by any brands – so he took matters into his own hands. Instead of not turning up at all, Patrick invited himself and headed to the festival anyway.

Since he didn’t have the time to set up an elaborate installation, Patrick and his team created a makeshift beauty station. Here, friends and fans could come along to enjoy ONE/SIZE products, or even grab themselves a branded goodie bag.

What Did ONE/SIZE Achieve?

Most importantly, Patrick’s shortform video marketing content took viewers who weren’t at Coachella along for the ride. This included behind-the-scenes “get ready with me” clips, footage of him responding to fan comments, and exclusive snippets of the event. Together, all of these clips felt personal and helped bring viewers closer to the brand.

💡 What you can learn from this campaign:

Your marketing campaign doesn’t need to be immaculate to leave a lasting impression. It just needs to feel real. To really speak to your target audience, don’t be afraid to share your brand’s human side, be it through eye-opening behind the scenes clips, or a simple video expressing your gratitude to your brand’s followers.

And there you have it: the top three Coachella marketing campaigns of 2025. Did one of these campaigns stand out the most? Let us know in the comments below. 

But before we finish, here are the three key takeaways to remember when you create your next marketing campaign:

• Knowing your ideal customer’s key needs is essential. Neutrogena made the right call to promote their sunscreen product at Coachella, since it’s exactly what festival goers needed to protect their skin.
• Effective sensory marketing creates a memorable experience. Whether you’re using satisfying scents, sounds, images, or textures, make sure that they reflect your brand’s personality.
• Audiences love seeing the human side to your brand. Like Patrick Starrr did at Coachella, see how you can make your campaign more personable so you can speak directly to your dream customers.