Brand activation is a marketing strategy aimed at strengthening a brand through various interactive and creative activities with consumers. Through brand activation, a brand can build a closer relationship with consumers, increase brand awareness, and create enjoyable experiences for customers.
This article will dive deeper into brand activation, how this strategy can be applied, and some successful examples of brand activation.
What is Brand Activation?
Brand activation is a marketing concept that places consumers at the center of the marketing strategy. This concept views consumers not just as observers or buyers, but as partners in the marketing process.
Through brand activation, a brand strives to emotionally connect with consumers and inspire them to purchase the brand’s products or services.
When implementing brand activation, a brand must have a precise and measurable strategy. This strategy should be based on a deep understanding of consumer behavior and shopping patterns. Moreover, the strategy must include clear objectives, effective tactics, and accurate measurements to evaluate campaign success.
Read: Understanding Brand Image: Indicators and Examples
How to Activate Your Brand
There are many ways to activate your brand. One of the most common methods is through activities related to events. Some examples of activities you can do are:
Product or Service Experience
Creating unforgettable experiences for consumers through product or service experiences is an effective marketing strategy to build strong consumer relationships. By hosting engaging and memorable direct experiences, brands can create emotional connections with consumers, boost brand awareness, and strengthen customer loyalty.
For example, a fashion brand can hold a fashion show to introduce their latest collection to consumers. A fashion show not only allows the brand to showcase their products directly but also creates an exclusive and luxurious experience for consumers. Consumers can feel a unique atmosphere and experience the products firsthand, fostering a closer relationship between the brand and consumers.
Additionally, a cosmetics brand can organize a makeover event for their customers as part of the product or service experience. A makeover event offers consumers the chance to try new products, receive advice from beauty experts, and feel positive changes in their appearance. This not only creates a pleasant experience for consumers but also helps the brand strengthen its brand image and increase consumer engagement.
Product or Service Demonstrations
Demonstrating product or service features and benefits is an effective marketing strategy to educate consumers, increase brand awareness, and encourage purchases. By holding product or service demonstrations, brands provide consumers with direct experiences of how the products or services work and the advantages they offer.
For instance, an electronics brand might conduct a demo of their latest products at a mall or shopping center. During the demo, consumers can see the product in action, try its features, and gain a better understanding of the product’s benefits. Product demonstrations help consumers grasp the product more deeply and make more informed purchase decisions.
Moreover, product demos help brands differentiate themselves from competitors and showcase their products’ advantages directly to consumers. By organizing interactive and informative demos, brands can attract consumer attention, build trust, and increase interest in their products or services. Product demonstrations can also effectively overcome consumer doubts or concerns about the offered products or services.
Contests or Competitions
Hosting contests or competitions is an effective strategy for brand activation and increasing consumer engagement. Contests can generate positive buzz among consumers and provide opportunities for active participation in brand activities. This also helps brands expand their reach and boost customer loyalty through enjoyable and meaningful interactions.
For example, a food brand could hold a recipe contest or cooking competition as part of their marketing strategy. By inviting consumers to participate, the brand can create high engagement and build a passionate community around their products. Consumers feel directly involved in brand activities, fostering a closer and more meaningful relationship with the brand.
In addition, contests or competitions are an effective way for brands to collect content for marketing campaigns. Asking consumers to submit recipes or photos of their dishes allows the brand to use this content to strengthen brand image and attract potential consumers’ attention. Content generated from contests also helps brands maintain ongoing interaction with consumers on social media and extend their online brand reach.
By organizing creative and engaging contests, brands can create memorable experiences for consumers, strengthen brand image, and increase consumer engagement. Contests can also serve as a platform for building an enthusiastic community around the brand and creating sustainable consumer relationships. Combining contest strategies with creative and interactive elements helps brands achieve marketing goals more effectively and win consumers’ hearts.
Social Activities
Social activities are an effective way for brands to activate their image and strengthen relationships with consumers. By organizing social initiatives aligned with the brand’s values and identity, companies can demonstrate their commitment to social and environmental responsibility while building a positive brand image in the eyes of consumers.
For example, a beverage brand can organize a beach cleanup event as part of an environmental preservation initiative. By involving consumers and local communities in this activity, the brand not only shows environmental concern but also offers consumers a chance to participate in broader preservation efforts. This can create an emotional connection between the brand and consumers, boosting loyalty among those who feel engaged in the social cause.
Additionally, an automotive brand might host a blood donation drive as part of its social activities. By organizing this event, the brand provides benefits to people in need and shows care for public health and well-being. Consumers who participate may feel emotionally connected with the brand and view it as a positive force for change in society.
Also Read: 5 Unique Strategies You Can Apply in Your Coffee Shop
Examples of Successful Brand Activation
Many brands have succeeded in implementing brand activation strategies. Some of them include:
Coca-Cola
Coca-Cola is one of the most successful brands in executing brand activation. For example, in 2013, Coca-Cola launched the "Share a Coke" campaign, printing popular names on Coca-Cola bottle labels.
This campaign was highly successful because it activated consumers through social interaction and made them feel closer to the Coca-Cola brand. It also significantly boosted Coca-Cola’s sales.
Nike
Nike is another brand highly successful in brand activation. One of Nike’s best brand activation campaigns is "Nike Run Club." Through this campaign, Nike activated its consumers and inspired them to exercise and live a healthy lifestyle. Nike also held the "Nike+ FuelBand SE Launch" event, inviting athletes and celebrities to participate in runs and discuss fitness.
Airbnb
Airbnb has also succeeded in brand activation. One of their best campaigns was the "Airbnb Floating House." In 2015, Airbnb rented a floating house in Sydney Harbour and turned it into a living space for some lucky consumers. This campaign successfully activated consumers and brought them closer to the Airbnb brand.
That was an overview of brand activation along with how to implement it and successful examples. In marketing, brand activation is very important to build closer relationships with consumers. However, creating brand activation campaigns is not easy if you are just starting your business.
But don’t worry, the Opaper POS App can help you create unforgettable experiences for consumers and increase brand awareness more effectively. If you want to create successful brand activation campaigns that connect directly with consumers, Opaper is the right choice.
With Opaper, you can create interactive campaigns that are accessible to consumers anytime and anywhere. The Opaper POS app is a business app that helps your business operations. There are many features you can use for free, from digital cashier, inventory management, ordering systems, and more.
So, download the Opaper POS App and start creating more interactive and effective marketing experiences for your brand!