Brand activation, or the act of creating awareness and excitement about a brand by means of some sort of interaction or experience, is a very effective strategy used by emerging companies looking to make a name for themselves, and existing ones that want to rebrand. One of the most famous examples of this technique is Oscar Mayer’s Weinermobile. A more common example of brand activation are pop-up shops. An increasingly popular example of this takes a human form: influencers.
With the rise of e-commerce and a decline in brick and mortar presence, brand activation is essential for recognition purposes, especially for new companies. Influencers can act as a voice for brands through social media channels to their loyal audiences. By promoting brands that they genuinely believe in, these “brand activators” generate hype and popularity among their followers simply by posting content talking about them in a positive way.
By employing influencers as brand activators, marketers have more freedom in terms of budgeting than they would if they needed to, say, foot the cost of a pop-up shop which could run them thousands of dollars. Influencers, in some cases, would not cost more than a free sample. However, if a brand wanted to leverage their brand activators at a higher level, they could pay celebrity influencers tens of thousands of dollars to bring awareness and excitement to what they are promoting.
Not only is pricing flexibility a positive attribute to influencer marketing, but so is its ability to be quantified. Companies can easily create a unique discount code for influencers to provide to their social media audience to use during checkout. This way, marketers can track sales and conversion and decide if their ROI is worth continued work with that influencer, or if the brand should pursue others.
Because of the low risk that using influencers as a means of brand activation poses, it is an increasingly common in the marketing world. While providing pricing flexibility and ease in tracking profitability, it is an attractive option for creating excitement about a company. Using influencers as brand activators leverages the booming social media industry to brands’ greatest advantage.