The Ultimate Guide to Brand Activation in 2022

In a world of countless marketing buzzwords, the term "brand activation" sounds like just another marketing trend. However, it is so much more. Brand activation can be a critical component of a marketing strategy and one that leading companies have been using for decades to not only get in front of consumers, but also leave a lasting impression.

Brands have the ideal opportunity to capitalize on innovations in brand activation now that we are in a post-COVID era. During the COVID-19 pandemic, 73% of event planners successfully pivoted their in-person events to the virtual space.

In 2020, corporations like Proctor and Gamble moved their experience marketing to Tik Tok and other social media platforms. In fact, 65% of brands surveyed stated that events and experiential programs directly resulted in company sales, and 63% of companies plan to invest more in brand activation.

A form of experience marketing, brand activation provides brands with the chance to create deeper connections with their audience and create loyal customers.

In this guide, we cover:

• What brand activations are and how to create an emotional connection between a target audience and a brand
• How to identify your goals, plan a budget and select the right type of brand activation
• How to create a strong call to action and post on social media across multiple channels