Brand Activation Strategy: Definition, Types and Examples

To boost sales and brand awareness, merely advertising products on social media isn't enough. You also need to understand the brand activation strategy.

Brand activation is a marketing strategy aimed at increasing brand awareness and interaction with customers through engaging activities.

But what exactly is brand activation, how do you implement it, and what are some examples? This article explains everything you need to know about brand activation strategy.

What Is Brand Activation?

Brand activation is a marketing strategy that offers unique and memorable experiences to customers through campaigns, events, or other interactions. It builds connections between companies and consumers, enhances brand image, and actively promotes the brand.

Purpose of Brand Activation

The goal of brand activation is to make the brand known in its market and drive the audience to action by providing a tangible experience of the product.

Brand activation strategy involves two-way interactions between companies and customers, fostering a better understanding of the brand and increasing consumer trust and loyalty.

 When successful, the company has a greater chance of gaining loyal customers and providing a memorable experience for the audience.

Types of Brand Activation

Brand activation is a marketing strategy that can be customized according to your goals. So, here are the types of brand activation you need to know. 

1.  Experiential Marketing

Also known as engagement marketing, this strategy lets consumers experience the product or service firsthand. For example, a cosmetics company might host a makeover event with a professional stylist.

2.  In-store Brand Activation

This involves live events in physical stores or using experiential technology to prompt direct customer action. It aims to capture attention and get immediate feedback on the product or service.

3.  Sampling Campaign

This strategy gives away products or services for free to consumers, for example through giveaways. Although simple, it is an effective and memorable method.

4.  Digital Campaign

With many people being active on social media, digital campaigns are an effective way to reach the target audience. Digital campaigns can be a more cost-effective option but require creativity and innovation to capture audiences’ attention.

Brand Activation Strategy

There are things you need to pay attention to before implementing the brand activation strategy. Here are key strategies for effective brand activation.

1.  Involve Customers in Promoting Products

Ask customers who have purchased your product to share their experience on social media. For instance, encourage them to upload photos and give testimonials about your products. To make it more interesting, offer special promos as incentives for uploading photos and giving testimonials.

2.  Listening and Helping Customers' Problems

Companies that listen to and address customer problems are more appreciated. Identify issues customers have with your product and explain how it can be the solution. Although it may take time, it yields positive long-term effects.

3.  Stay Relevant to Current Trends

Utilizing viral trends can keep your business relevant. For example, creating content that links products to viral events. Trend-relevant content garners more engagement and boosts your social media presence.

4.  Prioritize Target Customers

Understand your target consumers by conducting in-depth research to find the right buyer personas. Then, you can adjust each brand activation content to their preferences and needs, both in terms of content and language style.

5.  Collaborate with Influencers or Other Brands

Partnering with influencers can be effective due to their close relationship with followers. Choose an influencer with an audience that matches your target market, not just according to the number of followers.

Moreover, consider collaborating with other brands that share your vision, mission, and target audience. That way, brand activation becomes easier and more efficient because it can benefit both parties.

Brand Activation Examples

Brand activation is a strategy to build connections with consumers. So, what is an example of doing this strategy? Here are fairly common brand activation examples.

1. Exhibition

A common example of brand activation is exhibitions. Exhibitions like car shows or jewelry shows allow consumers to see products firsthand and interact with salespeople, building trust before purchase.

2. Seminar or Talk Show

Seminars or talk shows can help introduce your brand. Usually, there are two ways to do this, namely:

• Sponsor events organised by other parties. Even if the topic is not directly related to your product.

• Be a sponsor and organizer of events with themes that are relevant to your product. For example, if your product is a health drink, you could organize a health seminar.

3. Booth or Pop-Up Store

The next example is a booth or pop-up store. Companies often use booths or pop-up stores in busy places like malls to offer product samples for people to try, and be interested in buying. 

4. Social Media Optimization

The last example is optimizing social media. In today's digital era, brand activation can be through social media as a very potential platform to reach more people without place and time restrictions.

Social media is a powerful platform for brand activation, allowing you to reach a large audience efficiently. Interact with followers in a friendly manner to build comfort and engagement.

In conclusion, brand activation is a powerful marketing strategy to promote your brand. It creates engaging experiences that attract customers and builds positive relationships, ultimately boosting your sales.

In conducting brand activation, you can consider a unique creative campaign that is effective in attracting the attention of many people. Here, you can work with VISUWISU. VISUWISU is ready to help improve your brand's branding and creative campaigns through research and production of visual elements needed for your business.

Consult your visual needs for brand activation by contacting VISUWISU today!