Brand Activation, The Strategy Your Business Needs

Brand Activation, The Strategy Your Business Needs

Brand activation is an important part of the company's marketing strategy. This is because activation helps companies connect with audiences in a more personal way. In addition, this activity can also help build good relations with the audience.

Brand is one of the important elements in running a business and is an important part of the company's marketing strategy. is the identity of the business we run. 

Competition among businesses that stand is getting higher, so it takes a strong brand that is easily recognized by others. Meanwhile, we also have to continue to build relationships alias engagement with consumers. Brand activation is one of the marketing strategies that can be applied to market our products or services.

Although still relatively new, brand activation has been considered as a popular marketing strategy and considered as a substitute for traditional marketing methods.

Definition of Brand Activation

Brand activations refer to marketing strategies and activities that are designed to bring a brand to life and engage consumers in a meaningful way.

These activations aim to create a memorable and interactive experience that connects consumers with the brand, builds brand awareness, and drives consumer loyalty. Brand activations can take various forms, such as experiential events, social media campaigns, influencer collaborations, product sampling, and more. The goal is to create a positive and lasting impression of the brand in the minds of consumers, ultimately leading to increased brand recognition, customer engagement, and sales.

Types of Brand Activation

There are various types of brand activations that companies can use to engage with their target audience and create a memorable brand experience. Some common types of brand activations include:

1. Experiential Activations

These activations focus on creating immersive and interactive experiences for consumers. They can include pop-up shops, product demonstrations, interactive installations, or live events.

2. Influencer Activations

Leveraging the power of influencers, brands collaborate with popular social media personalities or celebrities to promote their products or services. This can involve sponsored content, influencer takeovers, or brand ambassador programs.

3. Social Media Activations

Brands use social media platforms to engage with their audience through contests, challenges, or user-generated content campaigns. This encourages consumers to interact with the brand and share their experiences online.

4. Cause-related Activations

Brands align themselves with a social or environmental cause to create a positive impact and build a connection with their audience. This can involve partnerships with non-profit organizations, fundraising campaigns, or sustainability initiatives.

5. Product Launch Activations

When introducing a new product or service, brands often create activations to generate excitement and awareness. This can include exclusive previews, product demonstrations, or limited-time offers.

6. Guerrilla Marketing Activations

These activations involve unconventional and unexpected marketing tactics to grab attention and create buzz. Examples include flash mobs, street art, or viral stunts.

7. Sponsorship Activations

Sponsorship activation is a brand activation strategy that is carried out by participating in certain events organized by third parties. At this event, the brand owner usually acts as a sponsor who funds the event.

Because they act as sponsors, brand owners will generally have a special space or segment that functions as a means of interaction with customers. Some events that are usually used as a means of brand activation include beauty events, music, sports, and so on.

8. Direct Marketing

As the name implies, this type of brand activation is a strategy to directly increase the emotional connection between the brand owner and the customer. Examples in the form of direct marketing, including interviews through television broadcasts, radio and print media.

Increased interaction with customers through sampling and in-store activation is also a form of direct marketing activation.

9. Event Marketing Activation

This brand activation strategy is usually carried out in the form of certain events. Brand owners usually organize certain events as a form of brand activation and media interaction with their customers.

Some examples of event marketing  activation include beauty contests, exhibitions, commemorations of certain events, and others.

10. Sampling

One of the goals of brand activation is to create an experience for customers that will help them remember the brand. The best way to do this is to give away free product samples. This can be done in a number of ways, such as through in-store sampling or through social media campaigns.

Currently the use of sampling has developed as a good and effective way to promote products. When using sampling, we do not need to ship the product to the customer. We can also give customers direct access to products and get people interested in buying products.

There are many types of activation that involve sampling, some of which are:

  • Provision of product samples
  • Product demonstration
  • product placement

Benefits of Brand Activation for Business

Brand activation is a marketing strategy that has been used for decades. It has grown to cover a wide range of activities, from product sampling to public relations events.

Brand activation offers several benefits for companies. Some of the key benefits include:

Increased Brand Awareness

Brand activations create opportunities for companies to showcase their brand and products/services to a wider audience. By engaging with consumers in a memorable and interactive way, brand activations help to increase brand awareness.

Enhanced Customer Engagement

Brand activations provide a platform for companies to directly engage with their target audience. Through experiential activities, social media interactions, or influencer collaborations, brands can create meaningful connections with consumers, leading to increased customer loyalty and advocacy.

Differentiation from Competitors

In a crowded marketplace, brand activations help companies stand out from their competitors. By offering unique and memorable experiences, brands can differentiate themselves and create a lasting impression in the minds of consumers.

Product Trial and Conversion

Brand activations provide an opportunity for consumers to experience and try out products or services firsthand. This can lead to increased product trial and conversion rates, as consumers are more likely to make a purchase after experiencing the brand in a positive and engaging way.

Data Collection and Insights

Brand activations often involve collecting consumer data, such as email addresses or social media interactions. This data can be used to gain insights into consumer preferences, behaviors, and demographics, which can inform future marketing strategies and campaigns.

Positive Brand Associations

By aligning with a cause or sponsoring events, brands can create positive associations in the minds of consumers. This can enhance brand reputation and perception, leading to increased

Increasing Consumer Loyalty

By engaging in brand activation, consumers can feel closer to the brand. This can encourage them to be more loyal to the brand.

Increase Sales

Brand activation can help increase sales, especially in the long run. Why so? This is because consumers will feel more trusting and familiar with the brand after engaging in brand activation activities.

Example Of Brand Activation

One example of brand activation is the "Share a Coke" campaign by Coca-Cola. In this campaign, Coca-Cola replaced its iconic logo on its bottles and cans with popular names and phrases. The idea was to encourage people to find bottles with their own names or the names of their friends and share them on social media using the hashtag #ShareACoke.

This brand activation campaign was successful because it created a personalized and interactive experience for consumers. It allowed them to feel a sense of ownership and connection with the brand by finding and sharing bottles with their names on them. The campaign generated a lot of buzz on social media, with people posting pictures and stories about their personalized Coke bottles.

The "Share a Coke" campaign not only increased brand awareness but also encouraged consumer engagement and word-of-mouth marketing. It was a creative and effective way for Coca-Cola to connect with its audience and create a memorable brand experience.

Another example of brand activation is Nike's "Just Do It" campaign. Nike is known for its powerful and inspiring marketing campaigns, and the "Just Do It" campaign is one of their most successful brand activations.

The campaign features athletes from various sports, showcasing their determination, perseverance, and commitment to their craft. The ads often include powerful visuals, motivational messages, and a call to action to "Just Do It." Nike's brand activation goes beyond traditional advertising by creating a movement and inspiring people to push their limits and achieve their goals.

Nike's brand activation extends beyond their advertisements. They organize events like marathons, fitness challenges, and training sessions to engage with their audience and encourage them to live an active lifestyle. Nike also collaborates with athletes and influencers to create limited-edition products and exclusive experiences, further enhancing their brand activation efforts.

The "Just Do It" campaign has been highly successful in creating a strong emotional connection with consumers and positioning Nike as a brand that supports and empowers individuals to pursue their passions. It has become synonymous with Nike's brand identity and has helped them maintain their position as a leading athletic brand.

Brand Activation Strategy

Developing a brand activation strategy can be a comprehensive process that involves several key steps. Here is a general framework for creating a brand activation strategy:

  1. Define Objectives: Start by clearly outlining your brand objectives for the activation. What do you want to achieve? Whether it's increasing brand awareness, driving sales, or improving brand perception, clearly defining your goals will guide the rest of the strategy.
  2. Identify Target Audience: Determine who your target audience is for the activation. This will help you tailor your activities and experiences to resonate with them effectively. Conduct market research and gather insights to understand their behavior, preferences, and interests.
  3. Map Customer Journey: Identify key touchpoints and moments where you can engage with your target audience throughout their customer journey. This could include pre-purchase, purchase, and post-purchase interactions. Map out the experiences you want to create at each stage to maximize brand engagement.
  4. Create a Unique Brand Experience: Develop a compelling brand experience that aligns with your brand's identity and resonates with your target audience. Consider the emotions you want to evoke, the messages you want to convey, and the sensory elements that can enhance the experience.
  5. Utilize Integrated Marketing Channels: Determine the marketing channels that will help amplify your brand activation. This could include a combination of traditional media, digital advertising, social media, influencer partnerships, content marketing, public relations, and more. Ensure that your messaging is consistent across all channels.
  6. Set a Budget: Determine the budget for your brand activation campaign. Consider the costs associated with event production, marketing materials, staffing, advertising, and any other elements required for the successful execution of your strategy.
  7. Measure and Analyze: Establish key performance indicators (KPIs) to measure the success of your brand activation. This could include metrics like brand awareness, social media engagement, sales, or customer feedback. Regularly monitor and analyze the results to identify areas for improvement and opportunities for future activations.

Remember, each brand activation strategy will be unique to the specific brand and its goals. It's essential to continuously evaluate and adjust your strategy to ensure its effectiveness and stay aligned with your target audience's evolving preferences and behaviors.


With the various types of activation available, you can choose the most appropriate strategy for your brand. Choose a strategy that matches brand values, products, consumer characteristics, and so on. Don't hesitate to use professional services that can assist you in implementing a brand activation strategy.