Brand Activation Using Digital and Traditional Media

More than ever, with the increased marketing noise, brands need to think outside the box and go beyond traditional marketing channels.

A brand activation campaign is a strategy-driven approach to bring a brand to life, most often after creating an entirely new brand or rebranding an existing one.

Brand Activation aims to drive consumer action, which aims to bring brands to life through interactive brand experiences like a pop-up store or giveaways that often create long-lasting emotional connections for your target audience.

Today with the presence of social media, it is very easy to drive a Brand Activation Campaign online, backed up by traditional media.

How do you run a successful Brand Activation Campaign?

The question brings us back to whether your organization, both public and private sector or NGO, has a Brand Strategy or not.

Your brand strategy provides the overall strategic direction of your brand growth and expansion, verbal and visual direction (expression), and brand application, which forms the basis of your Brand Activation plan.

Work with your marketing team to devise a plan that involves both online and offline campaigns on you intend to activate your brand.

The plan should include the objectives, your target audience, campaign channels both on and offline, campaign collateral, messaging, and how you will measure the results of the campaign.

Once done, announce a campaign launch date and do promotional posts towards the day. On the day, invite media houses to be present and launch the campaign and get much publicity as you can from traditional media to boost your campaign.

Once you launch, bury your head down and aggressively drive your campaign using multiple channels on and offline.

Plan at least some events during the duration of your campaign. You will note that during the campaign period, the hype will slow down. That is when you rely on the events to drum up support and generate more hype.

The main idea is to not only create hype but also live a lasting brand impression.

Vanity metrics may be important to create hype but leaving a lasting brand impression should be the ultimate goal of your campaign.

Photo Credit: Michelle Salodrian Jerewai