Experiential Marketing: the Path to Purpose

Many experiential marketing campaigns fail to properly resonate with their audience because their experiences are fundamentally shallow, concentrating on fun or memorable experience. In order to strike a deeper cord, brands need to pair the experience with purpose. Overwhelmingly the research supports a shifting narrative when it comes to purchasing as an influence. Over four-fifths of consumers purchase products based on purpose credentials. Brands can hyper-focus their purpose by driving real-life experience creating the narrative organically. Microsoft’s ‘Changing the Game’ campaign was a great example of this by focusing on the experience of people with physical disabilities and bringing purpose to the forefront without a catchline. Additionally, brands should look to localize campaigns in order to integrate the narrative, purpose, and experience in a more influential way.