‘What is a campaign activation?’- I hear you ask. I decided to illustrate it for you. We’ll first look at the campaign activation definition, then I’ll show you an example of a campaign activation strategy that I came up with when planning my recent trip to Venice. By the end of this article, you will be able to create your own brand campaign activation strategy. Let’s dive in!
Quick Navigation
- Campaign Activation Definition
- Easy Campaign Activation Idea
- Campaign Activation Strategy
- Campaign Activation Example
Campaign Activation Definition
Brand activation is an online/ in-person event that enhances the chance of brand–client interaction, contributes to a greater understanding of the product or service offered and has the potential of creating loyal clients by planting long-lasting impressions in your customer’s mind and heart.
What is a campaign activation? (simple example)
Simply put, a campaign activation is a fresh way of presenting your product with the end goal ranging from reaching a wider audience or more targeted audience to recognition or brand awareness. This can be as simple as combining two items that you are selling and presenting them with new packaging.
I was just in a cosmetics shop today in the neighborhood and one nail polish brand has done just that. I saw the cutest golden pouch that caught my eye right away, so I checked what is it. It turns out it consisted of two nail polishes – base and simple cover.
I had to remind myself (two times) that just because I liked the small cute pouch doesn’t mean I should buy the nail polish as I know this is not a brand that I like as I’ve tried their products in the past.
Now, reflecting on it I’m not sure I didn’t like the brand as it’s been a while since I used them. This is all to say that a simple reframing of your product can have a huge impact on how the customer sees it. What’s more, it can be the difference between choosing your product or someone else’s, and even giving it a second chance.
Practices like this are quite powerful and so it goes without saying that they are not to be abused but simply used to help the client make the best choice. If you are reading this, I am sure you care about your customers so I am at peace sharing but had to point it out. Let’s proceed with a bit more complicated scenario that can be applied to a fashion boutique.
Campaign Activation Strategy
When creating a campaign activation strategy we should look at multiple aspects. It’s important to revisit the initial campaign concept (assuming there is one) and think of the outlining message and feeling. You want to keep them intact or possibly amplify them by the activation campaign. Most importantly, you should keep front and center the image of your client and what you want to communicate.
When it comes to creating your campaign activation strategy, you want to concentrate on a few basics while planning to ensure a good market response.
Keep in mind your:
- Brand values
- Ideal client persona
- Brainstorm ways to reach that client
- Create a plan to make it happen
To illustrate how planning an activation campaign would go, I’m using Andrew GN Autumn/Winter 2021 collection as an example while going through the campaign activation steps mentioned above. Thus, we start by looking into the brand values.
Brand Values
Andrew GN is a worldwide highly respected Singaporean designer. He established his namesake brand in Paris in 1995 and his ready-to-wear collections are a stable of the Paris couture week.
The brand is infused with multi-layered and multi-cultural heritage. Andrew GN collections are a beautiful reflection of the worldly fashion designer and our society today. If I had to be brief, I would say the brand values are beauty and empowerment.
Through his Autumn/Winter 2021/22 collection, Andrew GN is sharing the message of ‘ Hope and Glory’. The campaign for this collection is shot in Andrew’s apartment giving us an insight into his world reflecting that of his ideal client.
The client
She is a true royalty – sophisticated, elegant, powerful, confident, independent, mysterious, and likes to have fun. This is my evaluation of the woman I believe the brand is speaking to after listening to a few interviews and going through fashion campaigns and social media, as well as taking into account the women who get to wear Andrew GN at social events.
Andrew GN’s collections and selected pieces can be found in leading luxury stores and online at NET-A-PORTER as well as on the brand’s website. Andrew GN label is worn by powerful women in politics, high society, and the entertainment industry.
In the video below you can observe the world that his creations live in and the woman he is portraying.
Brainstorming Activation Ideas
We see 18th-century embellished rococo style mixed with the opulence of West prints and rich, oversized jewelry. The women he speaks to are present, they know who they are and are ready for an adventure. Andrew GN’s brand is based on cross-culture and the richness of all the worlds he presents in his collections.
The atmosphere of the Venice Carnival at one of the oldest ports in Europe acknowledging its rich history and craftsmanship connected to the east, seems like the perfect match of place and spirit to activate Andrew GN’s collection.
Andrew GN’s 2023 exhibition in The Asian Civilisation Museum called ‘Fashioning Singapore and the World’ shows an instant connection to the multi-cultural ambiance of a port country like Singapore, which reminds very much of the international spirit of Venice. The exhibition explored the designer’s Asian roots combined with his education, craftsmanship, and how the West influenced his designs.
The wearable art pieces displayed in this exhibition ‘bridge dichotomies of East and West, tradition and modernity, the local and the global- reflecting Singapore’s history as a port island that celebrates diversity.’* Much like Venice once was and still is especially around carnival time.
This year (2024) was the 700th anniversary of Marco Polo’s death. Thus, the Venician Carnival named “To the East. The Miraculous Voyage of Marco Polo” was in honor of his journey across unknown lands. Venice is a place of rich culture, architecture, humanitarian education center, and a vivid link merging the glamorous past and still a popular travelers destination.
Throughout his career, Andrew has been influenced by the West through the 17th/ 18th centuries or Baroque and Rococo styles, as well as art movements from the late 19th and early 20th centuries. This special wave can be found in Venice going through the opulent Dodge Palace or exploring world-famous art collections of strong women who left their mark in this multicultural place like the Peggy Guggenheim Collection on the Canal Grando.
Let’s say we want to create a short film, or a few short-form videos telling a story about the Andrew GN ideal client. She is a traveller and likes to see the best the world can offer and now the carnival is the place she has set her heart on.
Planning
If we want to produce these short videos we’ll have to gather the proper crew and the most efficient way could be to find luxury fashion/ travel influencers who will embody our character on this ‘Venice Carnival Night Out’.
Then we have to plan the influencer campaign which will ensure to give us the exposure and recognition we are looking for when creating the activation.
Campaign Activation Example
We could see the campaign activation as creating a story about the idea of the equivalent of the 18th-century Venician wealthy woman. She was highly educated and independent in any regard.
Who would that woman be today? What would she do for entertainment? What would she wear? Perhaps Andrew GN designs. Where would she frequent? We just might see her discussing the latest in pop culture surrounded by other like-minded women on a ‘Night Out in Venice’ or sipping her macchiato with a good read at the Caffè Florian.
Conclusion
The reason I used Andrew GN’s collection as an example, quite selfishly, is because I admire his craftsmanship and positive outlook. I have to admit that I’m quite taken by Andrew GN’s designs and we align on views about sustainability. I have to agree that what will stay in style and fashion is ‘Beauty’, as he says ‘the power of beauty’.
I hope that my passion for this imaginary campaign activation has only helped me illustrate better the research and strategy aspect of an activation. This can serve you as a starting point and help you feel more prepared to create your next campaign activation!
Spread the beauty!
Sincerely,
Monika
*Andrew Gn: A Parisienne Designer with an American Sensibility: https://www.youtube.com/watch?v=uCKBWdZooyg
