The Cool Girl Duo That Owned Coachella: Rhode and 818

Another Coachella has come and gone, and we’ve spent the last couple of weeks obsessing over the iconic fit checks, camping setups, and incredible performances that make the festival what it is.

As marketers, though, what really gets us excited every year are the brand activations. This year’s standout? Rhode and 818. The ultimate cool girl bestie duo had everyone talking.

If there’s one thing we know, it’s that Hailey Bieber and Kendall Jenner are the definition of cool girl energy.

Rhode’s clean, minimal beauty vibe paired perfectly with 818’s laid-back, party-ready tequila brand. The collaboration felt effortless—fun, natural, and totally aligned with Coachella’s spirit.

Rhode’s photo booth was a fan favorite in 2024, so it was no surprise when they brought it back this year. A little lip treatment and a shot of tequila? Talk about a match made in Coachella heaven.

This wasn’t just a name-drop partnership. Hailey and Kendall are real friends, and their brands complement each other seamlessly. When you’re thinking about brand collaborations, this is the perfect example: find brands that align, complement each other, and create something that feels authentic.

Rhode and 818 nailed it with a shareable experience that made it easy for people to connect with their brands. And the best part? It wasn’t a hard sell. The products and vibe were on point, and people naturally wanted to engage.

Let’s talk numbers, because the ROI here is impressive. Rhode’s Coachella activation wasn’t just a hit for brand awareness—it pulled in a massive $3.63 million in earned media value (EMV) during the first weekend alone, making it the highest EMV of any beauty brand at the festival.

This is a perfect example of how aligning with the right partners and crafting an engaging, authentic experience leads to real impact. Social media attention? Check. Real-world engagement? Check. Products people actually want to take home? Double check.

At the end of the day, Rhode x 818 was one of those activations that just clicked. The brands were aligned, the experience seamless, and festival-goers walked away with exactly what they wanted: a photo, a product, and a mini shot of tequila to keep those good vibes flowing.