Brand Activation
How does brand activation work differently from classical advertising?
In contrast to mass advertising, intensive communication with consumers is being fostered, involving two-way contacts and consumers’ engagement. Brand activation campaigns typically recall experiential marketing, the hosting of events, and promotions whereby consumers are able to engage with the brand hands-on.
What brand activities or campaigns illustrate this?
Displays of pop-up shops, product presentations, experiential events, influencer associations, and interactive social media campaigns are popular types of brand activation campaigns. The purpose of such campaigns is to come up with unrivaled, brand-centered experiences that do not leave behind the consumer but also parrot the brand message.
What part does the telling of stories play as part of brand activation?
Telling a story is the key element of activating the brand because it helps to make the brand relatable to a human and to build an emotional relationship with potential clients. Through creative storytelling within their brand activation campaigns, brands will engage their target audience, thus being able to tell their story and stand out from competitors while still reinforcing their values.
How shall brands measure the effectiveness of brand activation campaigns?
Brands are able to track the effectiveness of brand activation campaigns through various measurements, such as store traffic, social media activity, market sentiments, sales lift, and client feedback. Goals and Key Performance Indicators (KPI) need to be determined to begin the evaluation campaign of this efficiency.