What is Brand Activation?
Brand Activation is the art of driving consumer action through brand interaction. In simple terms, the key aim of these marketing campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections. Through these campaigns we are able to directly influence
more people to do more, more often!
Brand Activation campaigns take many forms and may involve some, or all of the following:
- Consumer promotions
- Experiential marketing
- Digital campaigns
- Shopper marketing (path to purchase)
- Sampling campaigns
- Sponsorship and partnership leverage
- Brand engagement
Best practice Brand Activation is strategically led and delivers measurable results, with a focus on ROI.
So to activate a campaign successfully, you need a mix of the following elements; market insight, budget, strong adaptable concepts, consumer desire and interest, integrated support, sufficient time in market and eye catching creative and support materials.
Getting the right mix is critical to campaign success and even if just one element lets you down, like the creative not being captivating, or the prize not aspirational, the campaign not supported or the promotion not given enough time in market, etc, the Brand Activation campaign may not meet the objectives set at the outset. There really is a science behind getting the formula correct!
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