What is brand activation and how do you do it right?

By Alicia Beachley

Brand activation is the art of driving consumer action through brand interaction. In simple terms, the key aim of these marketing campaigns is to get consumers to act. It’s about bringing brands to life via experiences and forming long-term emotional connections. Through these campaigns we are able to directly influence more people to do more, more often!

Brand activation campaigns take many forms and may involve some, or all of the following:

• Consumer promotions;
• Experiential marketing;
• Digital campaigns;
• Shopper marketing (path to purchase);
• Sampling campaigns;
• Sponsorship and partnership leverage; and
• Brand engagement.