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Brand activations are one of the most exciting ways to bring your brand to life and connect with your audience in a real, tangible way. Whether you’re launching a new product, refreshing your brand image, or simply wanting to make some noise, a well-executed activation can create lasting impact and drive genuine engagement. But it’s not as simple as setting up a pop-up and hoping for the best. To ensure your activation is a success, here are my top tips to get it right the first time.
1. Work Out All the Logistics Beforehand
Brand activations often come with a mountain of admin and logistics that need to be sorted well in advance. Think council permits, Responsible Service of Alcohol (RSA) requirements, venue hire, staffing, insurance, and weather contingencies. The last thing you want is to be shut down mid-activation because of a missing permit.
The Buffalo Trace Distillery Tasting Event:
Together with Buffalo Trace Distillery, Stanley House Studios hosted Australia's largest whiskey tasting event on the Henson Park footy field. Executing this campaign required meticulous planning - securing RSA approvals for alcohol service, coordinating food vendors, hiring security to manage the crowd, and developing a comprehensive event runsheet for suppliers and stakeholders.
The result? A sold-out event and over 18 million+ PR impressions.
See it here: https://www.instagram.com/p/DCNPL2RxGU8/
2. Understand Your Target Audience
If your activation doesn’t resonate with your audience, it won’t stick. You need to know what they care about, what excites them, and how they consume content. Stay on top of trends and cultural shifts to ensure your activation feels fresh and relevant. Jumping on cultural trends can help your brand stay top-of-mind and feel authentic.
The Launch of Sheep Dog’s Woofitini & Woofagato:
In 2023, TikTok exploded with the Parisian gelato and wine trend. Stanley House Studios capitalised on the craze by launching a brand collaboration between Sheep Dog Peanut Butter Whiskey, Elato Ice Cream, and The Mayflower.
The result? The debut of Sheep Dog's Wooftini and Woofagato, a deliciously indulgent experience served under the sun in Sydney’s Darlinghurst. The campaign reached over 15 million in PR and racked up 300K+ views on social media.
See it here: https://www.instagram.com/p/Cypfp2tPR7x/
3. Identify Your Goals
Before you dive into planning, be clear on what you want to achieve. Are you aiming to boost brand awareness? Increase trial of a new product? Generate PR buzz? Your goal will dictate the type of activation you need.
Fireball Whisky and The 2024 NRL Finals:
Fireball Whisky’s ‘Fireball Whisky Bubbler’ activation for the 2024 NRL Footy Finals was all about getting liquid on lips in a way that felt authentic to the brand. Partnering with Robin Hood Hotel, the activation kicked off with a high-energy launch event, capturing the rowdy, fun-loving spirit of Fireball.
The result? The campaign dominated headlines, achieving 97 million+ in PR reach and cementing Fireball as the go-to drink for the finals season.
See it here: https://www.instagram.com/p/C_9r4_TsnWP/?img_index=1
4. Factor in Visual Moments for Social Media
People love sharing their experiences on social media, so give them a reason to post. Whether it’s a cool backdrop, a fun interactive element, or an ‘Instagrammable’ freebie, make it easy for attendees to amplify your activation online.
NBA and Hennessy Social Media Moment:
The 2021 brand partnership between the NBA and Hennessy became an internet sensation with its jaw-dropping takeover of Bondi Icebergs. The iconic ocean pool was transformed into an NBA x Hennessy basketball court, creating a surreal, picture-perfect moment. The activation was a social media magnet, with images and videos flooding Instagram, TikTok, and global media outlets.
5. Think National - Can You Scale Your Event?
If an activation works in one city, chances are it’ll work elsewhere too. Consider whether your concept can be scaled up and rolled out in different states to maximise brand exposure. A great activation doesn’t have to be a one-hit wonder!
Global Takeover of Squid Game Season 2:
Ahead of Squid Game Season 2, Netflix rolled out activations globally, including an unforgettable campaign in Sydney. From a ferry full of pink guards cruising through the harbour to the eerie Young-hee doll towering over Luna Park, the campaign dominated headlines and social feeds. From London to Paris and Seoul, this multi-city strategy ensured worldwide hype and cemented Squid Game as the pop culture moment of the year.
A successful brand activation is equal parts creativity and planning. Nail your logistics, know your audience, set clear goals, prioritise shareable moments, and think big. Follow these steps, and you’ll be well on your way to an activation that leaves a lasting impression.
If you’re looking to plan your next brand activation, we’ve got the right team to help! Get in touch today.
