Vitamin Water | BrandonĪ colleague, Clifford Chi, uses this as a great example of brand activations. Now that we have some ideas, let's look at some examples of brands that have run excellent brand activation events. Digital marketing campaigns like PPC, display advertising, etc.Goal: Increased impressions/brand awareness Brand Activation Ideas Goal: User sign ups Below, we'll have the ideas separated by the goal to give you an idea of how to strategically brainstorm brand activations. Now, let's go over some ideas to help you come up with your own brand activation plan. Keep in mind that brand activations don't necessarily need to be events, but can be sampling campaigns, social media contests, or other digital marketing campaigns. You should decide on one campaign or event to move forward, plan the logistics of that event, and use your brand playbook (with a clear vision, value propositions for key targets, brand personality, character, voice, and experiences). Once you have a list of ideas, goals, and metrics, it's time to begin your brand activation plan. There you can talk to potential customers and then hopefully sign up users on the spot (depending on your offerings). One brand activation for that goal could be going to a trade show. Once you know your goals, you can begin brainstorming various brand activation events or campaigns that you can do to achieve your goals.įor instance, let's say your goal is user sign-ups. Ultimately you'll want to increase brand awareness, however, narrowing down your goal, even more, will make it measurable and attainable (hello SMART goals). It could be customer acquisition, user sign-ups, social media engagement, etc. The best way to plan a strategy is to identify your goals. Brand Activation Strategyīefore you get started with planning different brand activation events, it's important to understand the goal of each separate campaign. So, what does brand activation strategy look like? Let's dive in now. While a brand activation is a singular event or campaign that is meant to elevate your brand it shouldn't be confused with ongoing brand strategy. These activations are usually a specific campaign or event that is meant to generate brand awareness and interactivity with your audience. Brand activations are events, experiences, and interactions that forge lasting emotional connections between a brand and its target audience.

Digital activation ideas 2020