Effective Experiential Marketing Activations for FMCG & CPG Consumer Brands – 10 Tips

Experiential marketing is an incredibly powerful tool for FMCG & CPG consumer brands to create in-person experiences that leave a lasting impression on consumers. By creating memorable in-person brand activation experiences, brands can connect with consumers on a deeper level, building brand loyalty, driving sales, and gaining super fans.

In this blog post, we’ll explore the role of experiential marketing in FMCG and CPG and provide tips for creating successful experiential marketing campaigns…

Here are 10 Tips for Effective Experiential Marketing Activations for FMCG & CPG consumer brands

1. Define your objective

Determine what you want to achieve with the experiential activation, such as increasing brand awareness, driving sales, or building brand loyalty.

Struggling to market a seasonal product in the warmer months? Hunter created this versatile greenhouse with its own mini climate to mimic the weather of the Scottish countryside…

2. Know your audience

Understand your target audience and create an experience that resonates with them.

Pip & Nut created pop-up ‘PipNics’, driving trial and awareness while offering a unique and memorable brand experience…

3. Keep it simple

While creativity is key, keep the experience simple enough for consumers to understand and enjoy.

Carlsberg hit the sweet spot with this activation with just the use of a billboard and a keg of beer…

4. Make it interactive

Engage consumers through interactive experiences, such as games, competitions, or product demonstrations.

Juicy Water created the World’s Biggest Sprinkler in a London park – cementing their brand with fun and the ultimate refreshment…

5. Use technology

Integrate technology, such as augmented reality, virtual reality, or interactive displays, to enhance the experience and create a memorable moment for consumers.

Cadbury created a World Wide Egg Hunt – allowing individuals to share clues to an interactive map with a memorable location. Once the receiver finds their egg on the map, a real gift Easter Egg is shipped to the lucky receiver.

6. Offer exclusive content, or products

Provide consumers with exclusive content or experiences that they can’t get anywhere else.

Hendrick’s Gin took over underground tunnel sections of Kings Cross station – the Hendrick’s tunnels were even scented, taking consumers on a real multi-sensory journey through their brand world and product range…

7. Make it social

Integrate social media into the experience to encourage sharing and generate buzz for your brand.

Pimm’s dotted teapots around the UK for Summer screenings of Wimbledon – a perfect pairing for their largely seasonal product and longstanding link to the games…

8. Use influencers

Partner with influencers or brand ambassadors to promote the experience and reach a wider audience.

Ella’s Kitchen created a “Big Wean” event, with over 150 babies in attendance, and a whole host of influencer parents keen to share their babies’ first foray into solid foods…

9. Plan ahead

Ensure you have enough time to plan, execute, and measure the impact of the experiential campaign.

Depending on the scale of your experiential marketing campaign – you may need several months (or longer) to plan and execute…

10. Measure the impact

Ensure you have enough time to plan, execute, and measure the impact of the experiential campaign.

The epitome of experiential marketing success? Holidays are coming! Coca-Cola signals the beginning of Christmas and has a 360 experience from the TV advert, through to the Christmas Truck tour and handing out free Coca Colas in busy city centers…

By following these tips and looking to other brands’ successful experiential activations for inspiration, we hope you can create an experiential campaign that resonates with your consumers and leaves a lasting impression on them.