Why do brand activations matter?

LondonInsights

January 23, 2025

Why do brand activations matter? It’s a question worth asking, especially in today’s fast-paced, always-on, hyper-distracted world. With so many channels competing for attention, why should brands invest in immersive, experiential marketing? Isn’t it easier (and cheaper) to stick to a killer digital ad campaign or a couple of influencer partnerships?

We say no.

The truth is, brand activations aren’t just a fleeting trend. They’re the secret sauce that can transform your audience from casual bystanders into loyal advocates. They build excitement, foster connection, and offer an unparalleled opportunity to experience your brand firsthand. Successful brand activations are crucial in creating memorable connections with consumers, enhancing brand awareness and generating social media buzz. At Imagination, we’ve been creating groundbreaking brand activations for decades, and we’ve seen just how powerful they can be.

In this article, we’ll break it down for you, pillar by pillar. From driving loyalty to turning your audience into walking, talking ambassadors, here’s why brand activations should be at the top of your marketing playbook.

1. Build deeper brand loyalty and product knowledge

Fact: 74% of consumers say in-person activations give them a more positive view of a brand or product. Another fact? 98% of those same consumers feel more inclined to make a purchase after attending one.

Here’s why: nothing beats the power of human connection. A great brand activation isn’t about shouting your message from the rooftops – it’s about inviting people to step into your world. When you let people interact with your product or service in a tangible, memorable way, it’s more than an introduction. It’s the start of a relationship. Experiential marketing campaigns involve interactive experiences that forge emotional connections between brands and their audience, improving brand loyalty and advocacy.

Think about Nike. Sure, you could watch an ad about their latest running shoes, but it’s a whole other experience to attend a pop-up running event where you test those shoes on an interactive track. You don’t just learn about the product – you feel it, you live it. That’s the kind of impact that sticks.

It’s not just about what you’re selling; it’s about how you make people feel. And brand activations are a shortcut to building that emotional connection.

2. Drive earned media and social sharing

You want to own the conversation? Create something people can’t stop talking about. A standout experiential activation has the power to flood your brand with earned media – the holy grail of awareness-building – and spark organic buzz online.

Think about the campaigns you’ve seen blowing up your Instagram feed or trending on TikTok. Maybe it was Gucci’s surreal pop-up store in LA or Airbnb’s Stranger Things-themed house rental experience. These weren’t gimmicks; they were strategically crafted experiences designed to feel fresh, immersive, and camera-ready. The result? Instant newsworthiness and shareability. Integrating cohesive marketing efforts across various channels, such as advertising and social media can add to these brand activation strategies.

The key here is authenticity. Nobody wants to share a stunt that feels cheap or disingenuous. But give them something visually arresting, emotionally engaging, or just downright cool, and your audience will happily do your marketing for you.

Bonus points: every post, comment, or story about your activation adds up to free publicity and a wider reach. Suddenly, you’re not just talking to attendees – you’re reaching their friends, family, and followers too.

Which leads me to my next point…

3. Facilitate content capture and authentic UGC

We live in a content-driven world, and experiential activations are a content goldmine. Not just for your brand, but for your audience.

Let’s say you’re launching a new beauty product. Imagine creating an activation with custom photo booths, interactive tutorials, and dreamy backdrops – something designed to transport attendees into the lifestyle your product represents. People will naturally want to snap photos, tag your brand, and share their experiences online.

This isn’t just vanity; it’s valuable. Every piece of user-generated content (UGC) becomes a genuine, third-party endorsement. It’s the modern-day word of mouth, and it carries far more weight than any glossy ad campaign. Why? Because it’s real. It’s coming from the people who matter most – your customers. Ensuring clarity and consistency in conveying your brand message through integrated marketing communications (IMC) is crucial, as it collectively reinforces your brand’s identity and values, boosting overall perception and equity.

Even better? You get a treasure trove of content to repurpose for your own marketing. Win-win.

4. Bring your brand values to life

What does your brand stand for? What’s the story you want people to associate with your name?

It’s one thing to tell people about your values – it’s another to show them. Brand activations give you the stage to bring your vision to life in an aspirational, engaging way.

Take Patagonia, for example. When they launched their “Worn Wear” programme, they didn’t just announce their commitment to sustainability – they took it on tour. Their mobile repair stations travelled the country, fixing customers’ outdoor gear and teaching them how to extend the life of their products. It wasn’t just about selling jackets; it was about living their values and inviting people to join them.

This is the power of experiential marketing. It’s not about selling a product; it’s about selling a lifestyle. An experiential marketing campaign allows users to actively participate in the brand experience, fostering a personal connection. When people can see and feel your values in action, they’ll want to be part of your story.

5. Turn your customer into the product

Here’s the real magic of brand activations: you’re not just marketing to your audience – you’re marketing with them.

Think of every attendee as a focus group, content creator, and brand ambassador rolled into one. A well-designed activation doesn’t just delight your customers – it gives you direct access to their thoughts, behaviours, and preferences in real time.

Let’s say you’re a beverage brand testing a new flavour. Host a pop-up tasting experience, and you’ll not only see how people react to the product but also gather actionable feedback on the spot. What did they love? What fell flat? How did they describe it to their friends? These insights are invaluable – and they’re impossible to get from a static ad campaign.

Even more compelling, your attendees leave the activation not just as consumers but as co-creators of your brand experience. By interacting with your product, sharing it online, and spreading the word to their networks, they amplify your message in ways you can’t replicate through traditional media.

The closer you bring your audience into your brand’s world, the more connected they feel. And that connection can spark loyalty, advocacy, and ultimately, sales.

More than just a moment

So, why do brand activations matter? Because they’re not just events – they’re experiences that stick. They’re a way to build deeper loyalty, ignite social buzz, and turn your audience into active participants in your brand’s story.

In a world overflowing with digital noise, brand activations give you a chance to break through, to create something tangible, memorable, and human. It’s not about gimmicks or one-off stunts. It’s about creating an emotional connection that resonates long after the activation ends. Learning from our work with successful brands, we know how important it is to develop effective marketing strategies to help maintain trust and reinforce brand identity.

At Imagination, we don’t just create activations; we craft moments that inspire action, drive results, and leave a lasting impact. So, if you’re ready to make your brand unforgettable, let’s start building something amazing.

After all, the best brands don’t just sell – they make people feel.

Behind the piece

Harry Wright

Strategy Director
Imagination London

Harry is our go-to guy for solving tricky experience and marketing problems for clients with his niche yet hyper-relevant insights and enthusiasm for deeper consumer engagement.

Focusing on making memorable moments, his mixed background of creative, digital, project management and marketing (what can he not do?), all goes into creating activations that resonate.

When most of us were obsessed with sourdough during lockdown, Harry had another fixation… crickets. With his best mate, he set up the UK’s first insect based seasoning range, Short-Horn.