Behind the Feed: Bringing Brands to Life During Festival Season

Behind the Feed is an exclusive Jun Group content series, presented by our influencer marketing division, to uncover how top creators connect brands with their followers.

Festival season isn’t just about the music — it’s a cultural moment where brands can authentically connect with consumers. This year, our influencer team partnered with AEG to activate personal care and pharma campaigns for top brands at Coachella and Stagecoach.

Go behind the scenes to see how we produced original, authentic content that sparked engagement beyond the festival grounds.

Talent recruitment

At the core of our strategy were handpicked content creators across beauty, wellness, and lifestyle, selected based on their ability to tell stories that naturally aligned with the promoted brands.

At Coachella, we prioritized representation across gender, ethnicity, and LGBTQ+ communities to reflect the brand’s mission of inclusivity.

For Stagecoach, we leaned into a narrative approach, partnering with two best friends to document their full journey — from getting festival-ready to sharing real-time moments on the ground.

Creative strategy

Both campaigns took a brand ambassador-style approach, empowering creators to tell longer-form stories that audiences could follow over the course of the festival. This sustained the momentum and fostered deeper, more meaningful connections.

Throughout both events, our team was on site providing white-glove support, collaborating with creators on ideas and scripts, reviewing and editing content live, and managing launches. The result was content that felt natural and in-the-moment, powered by intentional planning and flawless execution.