In a world where consumers are bombarded with an incessant stream of marketing messages, the need for brands to stand out has never been more crucial. This is particularly true at times when a brand is being launched or otherwise requires a boost in awareness or engagement. This is where brand activations step into the spotlight.

A brand activation refers to a specific campaign or event, an isolated experience with the singular purpose of elevating a brand to create deeper more personal connections with its audience, rather than the general, ongoing marketing process. Activations are an opportunity for a brand to stretch its creative muscles and score points with consumers by tapping into the spirit vs the attributes of its brand.

The concept of brand activation has undergone a significant transformation over the past decade. What once relied heavily on conventional advertising methods has now evolved into a dynamic fusion of content creation, experiential marketing, social media engagement, and influencer collaboration. It’s no longer about simply showcasing your brand; it’s about creating a memorable experience that leaves an indelible mark on your audience.

A successful brand activation doesn’t happen by chance. It requires meticulous planning and a strategic approach. Here are a few fundamental steps to crafting a winning brand activation strategy.

1. Determine Brand Identity and Values
   Before embarking on any brand activation journey, it’s crucial to have a clear understanding of your brand’s identity and values. What does your brand stand for? What are your core values? Knowing the essence of your brand is the compass that guides your activation efforts. Of course, as with most marketing strategies, it is important to keep messaging simple and clear.
2. Define Target Audience and Create Buyer Personas
   To connect authentically with your audience, you must vividly identify who they are. Develop detailed buyer personas to gain insights into your target demographic’s preferences, pain points, and aspirations to ensure your activation is relevant.
3. Conduct a SWOT Analysis
   A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is a tried and true tool for understanding your brand’s current position in the market. It helps identify areas where brand activation can be most effective and distinguish itself from competitors.
4. Explore Engagement Tactics
   Consider the myriad ways you can engage your audience. Will you host live events, create interactive content, collaborate with influencers or all of the above? The possibilities are endless, but the choice should align with your brand and resonate with your audience.
5. Form a Dedicated Team
   Behind every successful brand activation is a dedicated team of company and agency experts who can execute your activation plan flawlessly. From creative minds to technical wizards, having the right talent on board is essential. An activation is often the first opportunity for a brand to connect with its audience. Make it count.

Expert Brand Activation Examples
At the heart of every great brand activation is an idea that captivates, engages and leaves a lasting impression. Here are some examples:

Ikea’s Bath Boats Drive
Ikea, renowned for its inventive brand activations, unveiled a sustainability-focused event to mark the opening of its new eco-friendly store. In a picturesque move, two boats resembling their iconic Smarkryp bath toy model sailed the River Thames, diligently collecting plastic waste.
Rather than discarding the collected plastic, Ikea ingeniously transformed it into a captivating sculpture, proudly showcased in the new store as a symbol of their unwavering commitment to environmental responsibility. The Bath Boats Drive left an indelible impression, affirming Ikea’s dedication to eco-consciousness while offering a memorable shopping experience.

Samsung Crop Watch
Here’s one from our own archives. To promote the newest Samsung Smartwatch ahead of its debut, Rose secretly created a 10,000 m2 crop circle in a remote corn field that resembled the design of the device. And then we got the whole world to notice by driving the intrigue via broadcast news reports, social media and influencers about what the crop circle represented and who put it there. Only after more than a week of media and online speculation did we reveal that it was an activation for Samsung. See more here.
This pre-launch activity generated more than 145 publicity items (national, regional, international) and social media posts with a reach of over 138 million.

Apple and EA Sports’ Ted Lasso Masterstroke
Recently, Apple and EA Sports clinched the coveted Grand Prix for Brand Experience & Activation at the Cannes Lions Festival with a game-changing move: embedding the fictional AFC Richmond team from their hit show, Ted Lasso, into FIFA 2023.
This activation, unveiled just a week before the game’s release, saw AFC Richmond’s players and coaches become in-game avatars. The teaser, featuring motion-capture work on the actor’s face, was followed by a launch film with Ted Lasso actors and football icons like Ian Wright and Wayne Rooney.
The campaign generated 2,000 articles and a staggering 13.2 billion earned media impressions in its first 30 days. Notably, the AFC Richmond Team ranked 17th among FIFA 23’s 700+ playable teams.

How to Measure Brand Activation
You’ve invested time, creativity, and resources into crafting a brand activation that wows your audience. Now, it’s time to go beyond the applause and measure the true impact of your efforts. To gauge the effectiveness of your brand activation, you’ll need to turn your attention to key metrics that offer valuable insights.
Customer Acquisition
The first litmus test for your brand activation’s effectiveness is the impact it has on customer acquisition. Has your activation successfully attracted new customers? How likely will these customers be converted into loyal advocates of your brand? Measuring the growth in your customer base and evaluating the conversion rates can provide clear indications of your activation’s success.
Social Media Engagement
In today’s digital age, social media is a powerhouse for brand visibility. Your brand activation should create ripples across social platforms. As you examine the engagement metrics on your social media channels, look for increases in likes, shares, comments, and the use of any associated hashtags. A surge in social media activity signifies that your activation has resonated with your audience, driving conversations and interactions that extend your brand’s reach.
Live Event Engagement
If your brand activation includes live events or experiential components, assessing live event engagement is paramount. Track metrics such as event attendance, participant interaction, and the overall buzz generated during these moments. The energy and enthusiasm witnessed during in-person interactions can offer valuable insights into the tangible impact your activation has on your audience.
Metrics Tracking
To gain a comprehensive view of your brand activation’s performance, tracking various metrics is essential. This includes website traffic, click-through rates, conversion rates, and any other relevant digital analytics. By monitoring these metrics, you can evaluate the activation’s impact on your digital presence, online sales, and overall brand visibility.
Onward and Upward
Once you’ve collected and analyzed these metrics, it’s time to put the insights to work. Successful brand activations are not isolated events but steppingstones to a more profound brand connection. Use the data to refine your strategies for future activations. Identify what worked exceptionally well and what areas need improvement. The goal is to continuously elevate your brand’s impact and connection with your audience.