Brand Activation is the art of driving consumer action through brand interaction. The key aim is to get your audience to act, and therefore campaigns tend to be all encompassing and interactive. Activations can take many forms and usually involve some, or all of the following:
- Consumer promotions
- Experiential marketing
- PR & digital marketing
- Content activation
- Trade show stands and sampling
While activation campaigns can achieve outstanding results, like any marketing tool, conducting an activation that is not aligned with brand strategy and doesn’t stem from a brand insight should be avoided. To activate a campaign successfully, you need market insight, budget, strong adaptable concepts, consumer desire and interest, eye catching creative, integrated support and if relevant, sufficient time in market.
The right mix is critical to campaign success and it’s important to have an agency that knows how to get the formula right. Best practice brand activation is strategically-led and delivers measurable results, with a focus on ROI.
Why use brand activation?
A successful activation can generate consumer excitement beyond the moment and achieve your call to action. By involving your audience in a memorable way, you can let them know who the brand is and why they should support the brand, which can ultimately lead to long term brand loyalty.
It also has an opportunity to be integrated as part of a larger marketing campaign or amplified through advertising, digital, PR and social. This allows brands to reach audiences beyond the physical experience and as a bonus, makes marketing budgets work harder! Check out the recent Covergirl activation we did as part of their global campaign to launch it’s new branding and range.