Brand activation is more effective than normal advertising

Alcohol brand, Smirnoff last month unveiled a Kenyan campaign called, #SmirnoffMixExperience, that would see its brand ambassadors, musicians Fena Gitu and Octopizzo, engage consumers in different counties through activations, a move that evidence shows can increase return on investment and push up sales.

The brand is counting on its well-known brand ambassadors to attract revellers and influence their purchase decision. During the activations, which are carried out in different nightclubs mostly on Fridays, consumers get the chance to sample the products including its vodka variants and cocktail offerings, which builds awareness leading to repeat purchases.