Why Pop-Up Events Can Be More Effective Than Just Social Media Campaigns

Pop-up events have been the latest buzz when trying to promote a new product or brand. We have seen it recently with brands such as Rhode, Rare Beauty, Benefit and even tours such as Olivia Rodrigo’s GUTS tour. Although social media is essential when campaigning, pop-up events bring in direct engagement with the target audience and potential earned media.  

 People enjoy finding new experiences. The idea of attending an event that is only going to be around for a short period of time drives people to participate. Knowing that you will not get the opportunity again creates FOMO, and no one likes that.  

 Most recently, Rhode, which is exclusively sold online, had a very successful pop-up campaign in Los Angeles with the purpose of raising money for Los Angeles Wildfire Relief Fund to help families that were affected by the Los Angeles fires. The event ran from Feb. 19 to 25, and people who attended were posting all about their experience on social media platforms such as Instagram and TikTok. We saw people being given food and drinks from local restaurants while waiting hours in line just for the chance to get their hands on a Rhode product in person.  

 Everybody who attended the event was able to recognize the values of Rhode in person. They felt like they mattered as customers, which is not something that social media can do as easily. Pop-up events are not only about selling products; they are opportunities to show your audience how you value their support and in return give them a memorable experience.  

 That is not to say that we forget the value of social media. Because of Rhode’s social media platforms, people were able to be informed about the event. Informing your audience about what you are doing and your purpose behind it is the starting point for your campaign.  

 So, when planning your next campaign, recognize your authentic values and make sure you reflect them. You need more than just a good product to bring in engagement; you need to give people a reason to support your client and/or brand.  

Alondra Ponce.

BIO: Alondra Ponce is a junior majoring in public relations at California State University, Northridge where she holds the position of Vice President of Communications for CSUN’s Public Relations Student Society of America chapter. She is also a media relations assistant for the Strategic Communication and Brand Management department and writes press releases for the CSUN Newsroom. After graduating, she plans to pursue a career in media relations in the beauty or sports entertainment industry.