When it comes to brand activations, go digital.
A Digital Brand Activation (or, DBA) is a fast-launch online campaign that drives immediate sales/leads through deep-level audience engagement and specific action prompts. It’s similar in feel to an “analog” brand activation,* but, because it’s digital, a DBA is fast, inexpensive and highly measurable.
At IMA, we’ve run hundreds of such campaigns, and gained myriad insights on what works (and, what works best). The result is a proven go-to strategy that drives eye-opening results right from the start of a campaign’s launch.
Results we guarantee. (Read that sentence again.)
Getting innovative with your marketing shouldn’t force you to assume high risk. At IMA, our digital campaign methodology has been tested, modified, retested and evolved over and over again … so much so that we’re willing to invest in your campaign. Literally.
Benefits of a DBA:
- Immediate results (awareness, lead-gen or direct sales)
- Quick to set up and launch (within weeks, typically)
- Real-time performance measurement
- Continuous campaign optimization
- Strong, quantifiable return on investment (ROI)
*To be clear, we’re not knocking non-digital brand activations. They can be imaginative, thought-provoking, and enormously successful. Such campaigns can, and have, been brought to life in numerous and varied ways. One might take the form of a gift-wrapped billboard. Or the side-stage at a music festival. Or a TV-show-themed amusement park.
But, while the concept opens wide the door to imaginative thinking, the vagueness of what one can be — and what a client can expect — can become its own trap. Beyond that, non-digital brand activations require a lot of time — not to mention a lot of money — to execute … and for all that investment, it can be hard to know what you’re getting back.
For example, SXSW attendees may have had a great time playing around at the fsociety amusement park, but there’s no telling how many of them went home and started watching Mr. Robot as a result. And, even if you could quantify that, was the added viewership profitable enough to justify the cost of the (albeit very impressive) brand activation? Why guess when you can know — to the penny.