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  • James Watts

Are Influencers the Game-Changers for Experiential Marketing?

Experiential marketing has undergone a major shift, evolving into a powerful tool for brands to connect with consumers on a personal level. The rise of real-world experiences has seen an uptick in marketing spends, as revealed by surveys like the IPA Bellwether. But what's changed the game and made these experiences less of a risk? The answer might just be influencers.

The Experiential Marketing Surge 

  • The IPA Bellwether surveys showcased consistent growth in event marketing budgets from 2022 to Q3 2023, with an anticipated 5.9% increase in the final quarter of the year. 

  • Marketers, including industry giants like Asos and Pinterest, are doubling down on experiential marketing strategies, recognizing its potential for deeper consumer connections.

Influencers: Redefining Risk in Experiential Marketing

  • Asos Breaks Ground: Asos, a digital powerhouse, delved into its first experiential campaign with a bang. Dan Elton, senior customer director, spearheaded 'Asos In Real Life,' a multi-tiered pop-up experience blending fashion, beauty, food, and music. 

  • Elton emphasises the influence of social media in mitigating risk. He notes that today's pop-ups, amplified by social platforms, create scalable content that engages thousands, if not millions, online. 

  • Leveraging platforms like Snapchat, Asos merged physical experiences with digital engagement, enabling visitors to try outfits using AR technology. The result? A fusion of offline experiences generating online buzz, fueling word-of-mouth virality.

FMCG Brands and Experiential Success

  • Britvic's Insight: Alex Petrogiannis, marketing and e-commerce director at Britvic, witnessed the power of pop-ups firsthand with Plenish, a plant-based milk brand. The temporary coffee shop concept drew in press, influencers, and consumers, serving over 1,200 coffees and reaching 10 million through influencer coverage.

  • Petrogiannis highlights the significance of pop-ups for FMCG brands like Plenish, providing a physical presence beyond retail stores, enhancing brand visibility and consumer engagement.

The Influencer Impact

  • Both Asos and Britvic's successful campaigns underline the pivotal role influencers play in reshaping experiential marketing. 

  • From transforming pop-ups into content hubs to amplifying reach through influencer collaborations, these experiences now resonate far beyond physical boundaries.

In conclusion, experiential marketing has indeed transformed into a less risky, more rewarding endeavor, largely due to the symbiotic relationship between brands and influencers. By intertwining the physical and digital realms, brands have unlocked a powerful formula for engaging audiences, leaving a lasting impression that extends well beyond the event itself.

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