Live Activation, Event Marketing

The Problem

Lemon Perfect, a fast-growing beverage startup, had successfully gained traction in the health and wellness space. However, their lemon-infused water was struggling to resonate with Gen Z consumers more focused on lifestyle than nutrition. To drive continued growth, Lemon Perfect needed to expand beyond their core fanbase and organically integrate into youth and festival culture. This presented a significant challenge for an established health brand lacking existing ties to the music industry.

The Idea

To address this growth hurdle, we conceived a high-impact sponsorship of Dreamville Fest to authentically align Lemon Perfect with hip-hop culture. Dreamville Fest was an ideal platform to organically introduce our product as the festival was a nexus of youth culture with 50k attendees across 27 countries.

Our idea was to activate a brand experience including product sampling, social content creation, influencer seeding, and availability across all festival Points of Sale. By immersing Lemon Perfect in the festival ecosystem, we aimed to build authentic connections with artists, influencers, and fans - forging an emotional bond with our target Gen Z audience.

What We Did

We introduced the sponsorship concept to Dreamville Fest organizers, persuading them of the strategic symbiosis between festival-goers seeking refreshing hydration and Lemon Perfect's crisp thirst-quenching taste.

After securing the deal, we collaboratively planned activation logistics, product delivery, and promotion strategy with cross-functional Lemon Perfect team members. Our team painstakingly project managed each activation touchpoint.

Pre-event, we coordinated product seeding to 300 VIP tastemakers including Drake, J Cole, and Iskra Lawrence along with handwritten notes driving buzz. Onsite we secured prime positioning for a sample-driven brand activation staffed by our team.

We facilitated Lemon Perfect retail availability across all festival concession stands, strategically merchandised alongside premium spirits. Our team ensured continued stock, exceeding sales of all other non-alcoholic beverages.

Post-event, we synthesized compelling social content and facilitated media partnerships with influencers like Iskra Lawrence to extend Lemon Perfect's exposure.

The Results

The strategic Dreamville sponsorship delivered unmatched ROI across key metrics:

• 5.7K+ bottles sold, 3.5X more than beer brands

• 25% product sales to new Gen Z target audience

• 500K+ social media impressions from influencers

• Potential ambassador partnerships (Bas, Mario, Iskra Lawrence)

• Discussions underway for Live Nation scale partnership

By immersing Lemon Perfect in Dreamville's cultural ethos, we successfully tapped into an invaluable new audience. The program forged authentic connections with artists, fans, and influencers - cementing Lemon Perfect's positioning as a lifestyle brand vs. merely a functional beverage. This program was a tipping point in Lemon Perfect's continued growth trajectory.