Discover the power of experience-generated content

The success of a brand experience is hard to measure. Experiential can be tricky to validate quantitatively compared to channels that use digital data to prove their strength, but brand events can create a whole range of content that acts as the key starting point for your multi-channel campaign.

Having organic interactions between consumers and brands creates an instant connection. According to a report by the Economic Times, 91% of customers confirmed they would feel more optimistic about a brand’s product or service after actively participating in a brand activation or experience. By capturing this optimism, you can make content that showcases real connections and feels authentic to viewers. Here’s how you can tap into the power of experience-generated content…

Think of your event as a catalyst for the content - something you can capture through photos, videos or social media that will gain impressions, engagements and clicks. In the long term, these engaging in-person experiences will result in a range of engaging digital content that will be easier to track and share. The aim is to start engaging with your audience in a physical space, allowing customers to meet face-to-face.

Not only does this help your customers put a face to a brand name but, if captured correctly, will convey the excitement and innovation your brand provides its audience in real time. Think about capturing the appearance of guest acts or speakers, innovative technology or partnerships - the main areas of your experience that will showcase your brand power. Capture the faces of shock, surprise and excitement when your audience gains an in-person brand interaction.

An experience will not only provide you with effective content but will provide you with an audience who will share their own content to amplify your brand. A 2023 study by Event Marketer and the CMO Council found that content generated from brand experiences or events is 3 times more likely to be shared on social media compared to other types of brand content. Additionally, the study found that 85% of brands reported higher levels of customer engagement and brand loyalty as a result of experiential campaigns.

This indicates that experiential marketing not only boosts engagement but also significantly enhances social reach and brand visibility. Providing your audience with something to share is essential in reaching those who don’t necessarily consider your brand. You can create a range of brand ambassadors simply by making them excited about participating in your experience. Posts, stories and testimonies aren’t easy to recreate with paid actors, you need real people to share real reactions. Capturing that natural connection between brand and customer has never been easier - all you need is an experience to nurture this.

Ads are everywhere on social feeds, digital articles, TVs and online players. Most are scripted, with actors delivering blatant messaging in the shortest time possible. So, how can we get past artificial content through more traditional channels? And how can you do so without interrupting ATL campaigns? By creating something with real people, something unscripted and true, while still blending traditional media channels to reach KPIs.

It’s not impossible - for Virgin Media O2’s Speed Demons, we needed to generate buzz around Virgin Media’s campaign ‘We’re better, connected’. We wanted to create a moment of pure human connection for customers while highlighting Virgin Media’s fast broadband speeds. The original ATL campaign featured a girl who had learnt to skateboard through the power of fast broadband, so we planned to break a Guinness World Record in skateboarding. We ran an exciting campaign on Virgin Media's socials and online channels, giving customers a chance to win a weekend away and be part of the record-breaking experience. To help Speed Demons reach their potential, Virgin Media customers were able to feature in the TV ad, supporting Speed Demons within the fan zone.

Our innovative concept was so well received that Virgin Media decided to shoot a bespoke TV advert which played during an entire advertising break for Channel 4’s highlights of the Italian Grand Prix. The experience provided a hit marketing campaign - with 11.6M impressions, 2.2M video views, 32 pieces of editorial coverage and a Guinness World Record.

An event that brings people together to create real stories can be an effective tool in delivering strong campaigns. An experience provides truer content that uses real people to deliver effective messaging. They feel organic and can easily be built around your ATL campaign needs.

Back to the challenge of KPIs - how can you prove that your experience was effective? And how can these KPIs stand out in your multi-channel campaign? The key is to analyse your event and digital results as a cause and effect. High attendance, headcount or sign-ups can be seen as the cause as a well-attended conference will lead to increased website visitors and social activity. Therefore, KPIs such as increased website traffic, social engagements and email opens can be seen as the effect of those attendee numbers.

Another example is using the number of speakers, activity sessions, sponsor stands, and panel discussions as the cause, which affects the quality and quantity of digital content and leads acquired. This ultimately affects the number of video views, social impressions and email subscriber sign-ups once the content is shared. Without the increased sessions providing impact, sponsor stands providing networking opportunities and speakers providing insightful content, you’d lack the coverage and visibility in other channels. Heightened brand visibility translates into better digital metrics like increased brand mentions, higher website visits, and improved metrics.

Event KPIs need to be considered as a domino effect to more measurable KPIs. They provide a positive outcome that creates a cycle of success across digital domains. High engagement at events translates to increased digital activity, bolstering your brand’s presence across multiple channels.

Harnessing the power of brand experience-generated content is a strategic advantage that can enhance brand visibility, engagement and, most importantly, authenticity. While measuring the success of experiential marketing can be challenging, the organic connections and genuine interactions it fosters are invaluable. These experiences create rich, multi-channel content that resonates with audiences and drives more measurable KPIs.