STUDIO SEVEN CONSULTING creates scalable, modular marketing teams to help catapult industry innovators into household names, and keep products flying off the shelves. 

Founded in 2007 and with deep roots in the food, beverage, wellness, entertainment, and experiential spaces specifically; we help consumer-facing brands build better tools, systems, and strategies to take their projects to the next level. We are autonomous global collective of marketers and creators with passion for creativity and results who don't subscribe to the traditional 'one-size-fits-all' agency mentality. We are growth partners and brand accelerators, with an impressive talent roster of industry experts from across the globe.

Successful brand building in today's media landscape requires a unique understanding of how a product or service can thrive in both analog and digital environments. We utilize our relationships with the world's top influencers and celebrities to create bespoke content, campaigns, and experiences that allow us to tell a brands story in a meaningful way, while simultaneously forging authentic emotional connections with their target audiences. We also help to coordinate, streamline, and manage this entire process, acting as a strategic partner and natural extension of our clients internal teams while providing first-in-class service and support at every stage of the brand’s development. 

It is our years of experience and our proximity to these culture-shaping creators which has provided the foundation on which we have built our unique business model on. As the new NFT, Crypto, and ‘Metaverse’ boom continues to drastically change the Social & Digital marketing landscapes, we find ways to leverage and harness new technology while staying focused on creating content, campaigns, and collateral that is is empowering, proven, and human. 

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We design tool, campaigns, and experiences that break boundaries, change industry standards, and push the world forward. We help already iconic brand to stand out from the competition and remain category leaders by creating effective marketing tools, systems, and strategies that have been designed to inform, inspire, and uplift their customers and communities. 

By taking a proactive, results-driven approach and working quickly and creatively to meet and maintain the demands of a rapidly evolving market, we help these brands keep connected to editors, influencers, and their audiences in direct, meaningful, and authentic ways. 

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They say life is really just a collection of emotional experiences. Afterall, emotion is what connects us to the people, places, and things that we love the most - and emotion can really only come from one place: experience. Our team is a leading innovator in crafting safe, effective, and highly memorable brand experiencers in the wake of COVID-19. (Sourdough starter kits, anyone?) In today’s media landscape, the content shared online paired with being able to effectively reach and engage with core audiences (and the celebrities, influencers, and experts  they love) can truly make or break a brand. Relevant, relatable, and visually stunning social content is imperative to digital success.  Today’s consumers don’t just buy into a brand, they join it. This is why the most effective assets, packaging, graphics, POS, creative, and advertising campaigns are often the simplest ones. They are easy to understand, and impossible to ignore.  Retail marketing and our ‘social media street teams’ are an effective and innovative way to drive increased product trial; gain valuable consumer insights by city, region, and neighborhood - and help bolster your brand’s social + digital footprint - simultaneously. Fom concept and coordination to final cut and delivery - we have the tools to create stunning video content that cuts to the core and gets to the point. Every brand has a story - let us help you tell yours.Branding is what connects a company to its community, and should speak to: why you started, where you plan to go, and who you hope to take with you on the journey. Where to next? Our team of veteran Publicists are the most valuable tool in your toolkit. They know how to showcase what’s hot, minimize what's not, and most importantly - how to craft and deliver a story worth telling in order to grab headlines, and gain market share.Our unique business model was founded on the principle of collaboration and community over competition. By forming alliances, partnerships, and bringing thought leaders across multiple industries and mediums: we are building an army of opportunity. Digital Brand Experiences

Social Media

ManagementGraphic Design + AdvertisingConsumer Sampling  

Experiential activations provide a platform for brands to really show their cards to consumers and foster long-term loyalty. Engaging face-to-face with event attendees removes ambiguity and fosters a dialogue of mutual respect.

No matter the sector, brands can use experiential to affect the customer experience. Here’s three tips.

1. Build trust through transparency

Consumers can tell when brands are trying to hide something, so brands shouldn’t keep their agendas secret. By 2020, the consumer experience will be more important than price and product.

2. Activate with context

No customer experience exists in a vacuum. Per IBM, 76 percent of consumers expect companies to understand their personal needs. Before diving into an experiential program, ask: “Why does this experience work for this audience right now?” Successful activations challenge consumers to step outside their comfort zones while staying within a context relevant to them.

3. Create experiences to learn from

Experiential programs aren’t just a way for consumers to learn about brands; they’re a prime opportunity for brands to gain deeper insights into targets’ behaviors and sentiments. Build events with the means of capturing useful consumer information. RFID technology is one of many simple yet incredibly effective means of integrating gamified analytics. Then, brands can boost retention by listening to customer feedback and optimizing the next event per the insights they gain.

For companies big and small, in industries niche and mainstream, experiential marketing drives engagement like no other tactic. Follow these tips to create experiences that transform the way brands—and industries—fortify consumer loyalty.

Film +

Video

Branding +

Development

Public

RelationsStrategic Partnerships Across fromWE BELIEVE THE RIGHT MOMENT WILL TRANSFORM SOMEONE FOREVER the main stage at Outside Lands Music and Arts Festival, Prime Video brought surreal-reality to San Francisco with a bold Paper Girls experience. The new series - based on the comic by the same name - is about four young girls who, while out delivering papers during the “Hell Day” 1988, become unwittingly caught in a conflict between warring factions of time-travelers, sending them on an adventure through time to save the world. To celebrate the new release of the show Prime Video tapped agency, AKJOHNSTON Group to invite guests in and experience this firsthand.

“We wanted to amplify themes from the show with a general look of wonderment with colors and visuals from the series premiere - now streaming on Prime Video - which is what we and our agency partner seamlessly executed,” explains Prime Video’s Jen Verdick, “so much, that one out of every six ticketed attendees of the festival stopped by!”

Paper Girls’ own star, Riley Lai Nelet, even popped in for an impromptu shoot, as well as a handful of surprise guests like Rami Zein, Talia Jackson, Tyler Oakley, and Bella LeBaron. To the 200,000+ guests who came to enjoy sets by SZA, Green Day, and Post Malone, Paper Girls’ visually electric activation was the perfect complement to Outside Lands’ unmatched energy!To celebrate Pride Month and the release of Season 2 of Hulu’s Love, Victor, Hulu tapped AKJOHNSTON Group to create iridescent closets that guests are able to photograph, boomerang, or even physically come out of when we are in their town or at Disneyland Resort to celebrate Pride and the courage it takes to live an authentic life.

At the end of “Love, Victor” season one, our charming lead takes a big, brave step in his life and comes out as his authentic self. The Hulu and AKJOHNSTON Group’s activation honors and amplifies the many different shades of love and self-expression that the LGBTQ+ community embodies. On Friday, June 11th - 2021, the cast of Love, Victor caught up with the Santa Monica activation and met with fans and members of the press community in celebration of the sophomore season release.Huluween 2021 was one for the books!

Hulu hosted a free Halloween experience at the Santa Monica Pier Halloween weekend and we were beyond excited to be chosen as their experiential partner for this awesome and spooky event. Together with Hulu and partners, we created a SUPER SCARY experience where passersby were able to step inside the mysterious world of Uluh (get it?? Hulu spelled backward) —the malevolent evil spirit that’s been “haunting” Hulu’s streaming platform this year.

AKJOHNSTON designed and custom fabricated Uluh’s Mausoleum and interactive video experience with guaranteed SCARES! We also transformed a 1953 Studebaker Land Cruiser into a ghostly photo moment, alongside multiple other branded Huluween props perfect for the socials. ...then Uluh got to work ...BOO!!What had begun as a simple stunt of an extension of the YSL Beauty Hotel during weekend one of Coachella, quickly grew to include an 80’ pop-up store, impressive and immersive set dressing, a half-acre balloon field, billboard, and a 25’ high neon lipstick monolith - all for the Insta!

With only three weeks to build, we quickly scaled our involvement to fabricate fixtures, props, signage, and large format fabrications that needed to withstand 130MPH wind, 120-degree temperatures, and even rain. The result was incredible, sparking international press and exposure for the four days of our activation. Not only did YSL capture incredible photo and video campaign media, but the station then opened to the public and quickly thereafter became a viral sensation.

Our pop-up store was a hit: hosting beauty stations, custom engraved cosmetics, a bar, and even a YSL Beauty vending machine for guests to enjoy. Of course, no one could have predicted that this would be the most successful pop-up store in YSL’s history with higher sales by period and sales per square foot over the course of the long weekend!The Hulu ‘Acentos Bienvenidos’ event took place at the Citadel Outlets in Los Angeles to celebrate Hispanic Latinx Heritage Month. We had the honor of facilitating six shows featuring Mariachi Arcoiris de Los Angeles, Yamila Guerra & Yalil Guerra Orchestra, and Heart Of Samba Entertainment. The event was hosted by Valentina (RuPaul's Drag Race) and Alexander Rodriguez.

Along with these amazing performances, the ‘Acentos Bienvenidos’ event also showcased art by outstanding Latinx artists such as Sonia Romero, Nicholas Hernandez, Gabriela Alemán, and Mel Depaz. All the art pieces were inspired by Hulu originals and installed at Citadel Outlets all weekend for people to enjoy.

A huge shout out to Hulu for giving underrepresented voices a platform!501® Day was a hit with Hailey Bieber’s new campaign featuring designer Heron Preston at the Levi’s® Haus in Los Angeles! Heron was in his element customizing Levi’s denim inside a custom-built orange acrylic platform.

More than a place to work, we’re an institution that empowers people to become better versions of themselves— here and everywhere.

Our community is comprised of individuals who are diverse in their background, expertise, and opinions. We fearlessly champion the belief that fresh ideas can come from anywhere and anyone.

Collectively embodying our mantra, the Polished Hustle, we embrace every endeavor with grit and grace.

01

PURPOSE

We empower our people to create work that enlivens conversations at a global scale.

02

CREATIVITY

We challenge ideas to the edge of possibility to find fresh perspectives.

03

DEVELOPMENT

We build the best versions of ourselves - both personally and professionally.

04

MENTORSHIP

We counsel and protect our own.

05

COLLABORATIONWe believe that our environment has a direct impact on how inspired, connected and empowered our employees are to achieve their highest potential.

NVE had the unique opportunity to design our Los Angeles headquarters from the ground up and was committed to creating a space that exemplifies our unique culture and creative process.

Our guiding principles of fostering greater opportunities for collective creativity, concentration and collaboration served as the filter through which each design consideration was carefully made, from the floorplan to the doorknobs.

Custom Fabrication Builder (Treehouse)

at NVE Experience Agency (View all jobs)

Los Angeles, CA

NVE is a brand experience and production agency dedicated to building ideas rooted in culture and guided by the principle that ‘The Right Moment Will Transform Someone Forever.’ NVE’s team of creatives, strategists and producers develop insight-driven ideas rooted in culture to convert consumer attention into commitment, action, and brand loyalty.

Building with Perspective - Treehouse Fabrication & Scenic is a seasoned team of craftsmen and craftswomen who transform impressive visions into tangible realities, delivering custom-fabricated environments for both brands and agencies.

Summary of Position: 

A great Custom Fabrication Builder is an individual that can effectively implement all approved construction methods into projects while prioritizing shop safety and quality control. The Custom Fabrication Builder is an essential role in the Treehouse company structure, the level of talent and attention to detail that builders apply to their projects directly represents Treehouse’s capabilities and dedication to quality to our clients.

Job Responsibilities:

• Understand detailed architectural drawings, schematics, shop drawings, production timelines and blueprints.

• Receive and inspect raw materials for any defects.

• Store raw materials in their respective areas and in an organized fashion.

• Prepare and set up machines and tooling for woodworking and metalworking.

• Operate or assist in the operation of woodworking and metalworking machines.

• Use hand tools and hardware to assemble raw materials.

• Operate or assist in the operation of paint equipment.

• Operate or assist in the operation of lamination equipment.

• Execute quality control inspections throughout the build process ensuring that finished materials are free of defects.

• Package finished materials in boxes or on pallets for transportation.

• Load and unload finished materials onto trucks.

• Maintain shop organization and cleanliness and comply with all shop cleaning and shut down procedures.

• Operate both the shop forklift and the shop truck in accordance with OSHA and DOT regulations.

Requirements:

• Must be able to work with others in a team environment and follow directions from their supervisors and peers.

• Treehouse has a strict zero tolerance rule when it comes to drugs and alcohol, TH builders must be drug and alcohol free whenever on duty.

• Exhibit strong customer service and interpersonal skills.

• Possess solid analytical and problem solving abilities.

• Able to manage time efficiently and be able to multi task effectively.

• Demonstrate strong organizational skills and be extremely detail oriented to meet specifications and maintain a safe work environment.

• Builders must be able to operate wood working tools such as table saws, chop saws, finish guns and other woodworking related tools.

• Builders must be able to operate metal working tools such as chop saws, angle grinders, tube benders, welders and other metal working related tools.

• Able to work overtime on certain projects in order to meet tight project deadlines.

• Valid driver’s license and a safe driving record.

• Treehouse installs their finished materials around the world, TH builders need to be prepared and willing to travel with the items they build.

• TH builders need to display a strong commitment to shop & job site safety and efficiency.

Location:

• Job is onsite at our North Hollywood, California fabrication studio.

We foster cross-division and interdisciplinary dialogues.

06

WELLNESS

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HOW TO USE YOUR MARKETING DEGREE IN 2022

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09/20/22

BY MERY NIKOLOVA

Marketing is an age-old tactic since the beginning of buying and selling, though undoubtedly, efforts in advertising have changed throughout the years. From paper posters hung outside of business establishments in the 1800s to interactive rich media mobile ads in 2022, how marketers target, interact, and provide customer relationships with brand image makes your marketing degree in 2022 a versatile asset.

A marketer’s duties include activities representing the brand voice and customer relations while tracking and managing sales efforts and trends. Marketing has such a vast domain in 2022 that there are hundreds of jobs in which you can apply your marketing degree.

Marketing Degrees & Certifications

Whether a degree or certification is needed to enter the marketing world depends on what you want to accomplish within the field. Several marketing jobs, such as copywriting or social media management, don’t require a degree. Certifications, like HubSpot Content Marketing Certification, in these areas will showcase knowledge while hard skills highlight talent.

However, many employers require a degree when seeking higher level marketing positions. Marketing degrees are available with different focuses at all levels of education. Areas of study may include:

• Marketing Management Degree

• Public Relations Degree

• Marketing Research and Analytics Degree

• Digital Marketing Degree

• Integrated Marketing Communications Degree

Marketing Career Opportunities

Today’s marketing efforts require a robust strategy for engagement, creation, data and analysts, and design. This means that employment opportunities exist almost anywhere goods or services are sold and can be found within:

– In-House Employment: An in-house team handles all aspects of marketing a company’s product or service. In-house marketing means that employees work as a team and deeply understand the company goals, culture, and brand, as their brand is the only focus.

– Agency Employment: A marketing agency serves several companies as clients. Agencies employ a full spectrum team of marketing talent and consider a company’s goals when developing a marketing strategy.

– Freelance/Contract Employment: Companies that need a specific task handled or have an area within their marketing tactic that they need outsourced hire freelance or contract positions. A freelancer offers particular skills, fulfills a mission, and then moves on to a different company or task.

– Remote/WFH Employment: When the world went remote, many businesses realized that much of the work could be done from home, which is particularly true with marketing. Jobs like digital advertising specialist, social media manager, or internet marketing specialist all offer opportunities to work from home within the marketing industry.

Jobs for Marketing Majors in 2022

Knowing how you want to apply your degree will help you determine which area of study to focus on. Here are some positions available within the marketing industry.

Content Marketing

A content marketer understands the value of the business they represent and can convey that message accurately to customers. A skilled content marketer will connect with a business’ audience to establish meaningful relationships, build new clientele, and retain existing customers.

Within the context of content marketing, several roles still have distinct duties. Knowing your audience, their habits, and values requires research. Strategizing a digital marketing campaign involves analysis and research-based planning, while maintaining a relationship with customers means interaction. Content marketing jobs include:

• Content Strategist

• Digital Marketing Specialist

• Social Media Management

• Email Marketing Specialist

Copywriting

In a digital world bombarded with easy-to-ignore advertising, your business needs a way to reach individual customers. A way to connect and resonate with your brand’s voice and culture. Insert the copywriter here.

A direct response copywriter engages a consumer with the value a company offers. Using skilled writing, they persuade the customer to believe in your vision and brand and call them to action with a sense of urgency. Copywriters are needed for:

• Digital Advertising

• Landing Pages

• Email Marketing

• Blog Content

• Analytics

The way that companies launch marketing campaigns is a complex process now. Gone are the days when an advertisement simply needed to highlight what a product does. In today’s highly competitive market, the psychology and behavioral patterns behind consumer decisions significantly impact how businesses approach advertisement and customer retention.

Marketing analysts are in demand to help companies figure out what strategies to pursue. To accomplish this task, analysts collect information about consumer behaviors, beliefs, marketing trends, and competitor efforts and measure this information to make informed predictions and suggestions for marketing campaigns. Analytics is needed in areas of:

• SEO

• Product Research

• Customer Decision Journey

• Pricing

• Product Development

Public Relations

We’ve discussed how psychology and behavior contribute to marketing success; it also follows that public relations would also have a campaigning role here. The public relations perspective differs from the marketers in fundamental ways. However, both positions have a stake in maintaining brand image.

While a marketer is focused on brand promotion, a public relations role has a vested interest in ensuring that the relationship between a company and its stakeholders is positive. The functions of marketer and public relations often overlap due to their similarities; however, a public relations marketer plays a vital role in the image and voice of a brand.

Sales & Marketing Hybrid Roles

Hybrid marketing, also referred to as omnichannel marketing, is the practice of assuming one brand voice, image, and consistent marketing efforts across multiple advertising platforms such as social media, print, and video.

The tactics of sales and marketing hybrid roles ensure that customers can expect the same experience in-store, online, through email, and on mobile apps, as trust and consistency are essential in marketing longevity.

Marketing Generalist Roles

As the name implies, a marketing generalist is a role that has many duties within the area of marketing. A generalist has a broad knowledge base and is responsible for various tasks. They may take on project management, collect and analyze marketing data, or even be involved with content management.

A marketing generalist can be a highly sought-after position within a company as they can wear many hats and perform most duties involved with marketing.

Marketing Manager/Director

The marketing manager or director oversees all of these roles and ensures each marketing strategy’s success. Marketing directors are at the head of the department and are directly responsible for ensuring smooth operations. They must ensure that a campaign has proper funding and is on its projected track. Within the role of director, you’ll also find:

• Chief Marketing Officer

• Creative Director

• Market Research Director

• Communications Director

How Much Can You Make in Marketing

The marketing industry is a broad field with jobs in varying positions and levels of expertise. A marketer’s average income depends on several factors, including title, skill, and even which industry you work in. An event marking assistant can expect a $37,225 annual salary with an associate’s degree. At the same time, a chief marketing officer can make upwards of $176,984.

Next Steps After Your Marketing Degree

Experience, networking, and a solid portfolio are three ways to help you break through the competitive marketing world. As you complete projects, pitch ideas, or contribute to successful campaigns, keep an updated record highlighting your skill set to show yourself as a marketing asset.

Joining an organization such as The American Association of Advertising Agencies or Chartered Institute of Marketing will help you continue to develop skills and network with other professionals within the industry. The key to being a successful marketer is continually adapting and growing with the changes.

Final Thoughts on How to Use Your Marketing Degree

Marketing has already undergone dramatic changes since its start. As the world becomes increasingly connected on the go, marketing tactics will continue to evolve to keep up with the demand. These changes mean more positions available and greater potential for earnings. This is all good news for using your marketing degree in 2022. Staying up-to-date on the latest industry trends and plugged into the right organizations will help you continue to advance within this diverse marketing industry.

We strengthen resilience of body and mind.

To close out Asian-American Pacific Islander, Heritage Month we hosted our first-ever Inclusive Learning Lab panel. It was a truly powerful discussion designed to delve into the perspectives of niche groups through discovery, curiosity, and creativity while exploring key learnings as marketers.

This year, we are focused on the importance of inclusivity within the music industry and what role we play in our work. The conversation was co-hosted by NVE team members Michael Tonge (VP, Strategy) and Blue Kim (Strategy Coordinator). Thank you to our special guests Satica (singer-songwriter), Dan Nguyen (DJ/creative director), and William Leong (music producer/engineer).

Their insight and experiences were invaluable and left our whole team feeling seen and inspired. “It was an honor to hold space with such influential members of the creative and AAPI community. We were able to discuss such a broad range of topics. Including the ways that art and creativity can help us heal and transmute our pain to strategic approaches to improving representation in the industry,” Michael Tonge. 

Members of the audience were thankful that we included Satica, who as a Cambodian is of South Asian descent. This is important because as Asian culture starts to become mainstream in our society, South Asian people do not get the same type of representation as their East Asian counterparts. Similarly, attendees were also thankful to hear from someone like Will who has had to navigate being biracial and not necessarily feeling fully connected to either side. Our NVE community was really inspired, loved the talk, and wanted to learn about Cedrick Clark’s four stages of representation and discussing ownership of stories within the community.

“As a First-Generation, daughter of immigrants – I have never been surrounded by people who had similar experiences as me. And even if I was, this wasn’t an easy conversation to casually have (although quite important to have in life). It was extremely powerful to feel represented on a cultural level at the workplace, to hear similar stories as my own, and most importantly see AAPI people thrive in their art,” Blue Kim. 

We look forward to continuing our Inclusive Learning Lab series, and hopefully expanding to in-person experiences to further our community engagement efforts in a city near you.

HOW TO LAUNCH YOUR FIRST POP-UP KIOSK CAMPAIGN

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07/11/22

BY MERY NIKOLOVA

A pop-up kiosk can be just one element of a successful creative experience marketing strategy. 

A pop-up kiosk refers to a temporary storefront that comes as a freestanding stall, like those seen at fairs or malls. It builds brand awareness by appealing to new consumers and giving existing customers a new way to engage with your brand. 

Why You Should Launch a Pop-Up Kiosk Campaign

A pop-up kiosk campaign may seem to entail a lot of effort for a short experience, but it is well worth it. One of the key benefits of this type of campaign is its versatility. You can reach your audience wherever they are. For example, you can set up a street pop-up kiosk in a local neighborhood or a park pop-up kiosk in a popular park. 

TOP EXPERIENTIAL MARKETING CAMPAIGN IDEAS FOR 2022

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04/20/22

BY MERY NIKOLOVA

An experiential marketing campaign is the most effective way to connect with your customers. That’s because experiential marketing takes engagement to the next level. It’s a marketing strategy that goes all-in by creating memorable experiences to connect with a target audience in person. Brand messaging is then amplified via social media.

In fact, over 75% of event attendees said they feel more connected to a brand following an experiential event and these experiences can increase customer loyalty by as much as 40%.

When the popular dating app, Tinder, wanted to reach a new demographic of millennial customers, it used experiential marketing to get their attention. NVE helped the brand design Summer Series with beach vibes, using a high-profile social destination in Montauk, NY – the weekend beach destination for social-focused millennial New Yorkers. The campaign featured a series of exclusive social events that engaged guests with branded beach games and served up refreshing surf-side cocktails. It was the place to be for millennial influencers and provided great exposure for the Tinder brand.

What is Experiential Marketing?

Experiential marketing is an approach to customer engagement that utilizes the authenticity of real-life interactions, the exclusivity of curated experiences, and the power of social engagement to create a ripple effect through digital marketing channels. Experiential marketing is also mutually beneficial and a change from endlessly blasting brand messaging on social media channels.

The Key Benefits of Experiential Marketing for Brands

Listed below are the top 5 reasons that brands should consider launching an experiential marketing campaign in 2022. 

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1. Increased Sales/Leads

About three-quarters of consumers feel they are more likely to purchase a product or service after a positive experience and companies that use experiences for marketing agree–their sales go up.

2. Authentic Engagement

There are no gimmicks; experiential marketing works to build customer loyalty because it’s rooted in authenticity. It may be a curated event, but the viral social media content that it inspires is an authentic reaction to the engagement.

3. Viral Reach to Elevate Brand Awareness

If you want influencers to talk about your brand, give them a reason. The power behind experiential marketing is in the online visibility boost that follows the actual event, taking your audience from 100 or so attendees to thousands–or millions online. The photos, videos, and messaging inspired by the event and posted by influencers help recreate a digital experience that further expands their reach.

4. Powerful Method to Collect Market Data

Forget about focus groups and research surveys. There are dozens of ways to extract meaningful analytics from experiential marketing campaigns. From attendance and lead generation to sample tracking and digital engagements, it’s easier to quantify the reach of an experience.

5. Memorable Experiences Leave Positive Feelings

Boost brand affinity with all the right stuff – excitement, word-of-mouth, and a customer engagement that doesn’t feel like a sales pitch. Plus, customers are likely to spend 140% more after a positive experience.

Experiential marketing is like event marketing but geared towards forming deeper, emotional connections. It’s like taking social media engagement to the next level by bringing it to life. It’s the ideal opportunity for brands to provide personalized experiences, which are necessary for attracting Millennial and Gen Z consumers. And they’re a powerhouse of opportunity for brands looking to elevate brand awareness and build customer loyalty.

Top 5 Experiential Marketing Campaign Ideas

Creating a successful experiential marketing campaign starts with a decision: do you want to entertain, disrupt, facilitate, or appreciate? These can all elicit strong emotions and provide the basis for meaningful brand-consumer connections. Take a look at how NVE has used each of them with these past campaigns:

1. Bring the Product to Life with a Themed, Immersive Experience

NVE helped FX bring the horror genre to real life using themed pop-ups called the Night Bites Bakery to generate buzz for a new launch and 10th anniversary of the American Horror Story franchise.

It works because it’s engaging and fun. We rarely have an opportunity to step into the worlds of our favorite characters or stories, so when we do, it instantly becomes memorable.

2. Pamper, Indulge, and Impress Guests to Give Them That Warm, Fuzzy Feeling

NVE teamed up with Baileys and influencer makeup brand Winky Lux to launch the Galentine’s Brunch event. First, it’s brunch–a fan favorite among social diners. Second, it’s a chance to dress up and look your best for the camera.

It works because we all like to feel appreciated. Feeling good also sets the tone for building a relationship with attendees.

3. Let People Demo Your Products for a Unique Hands-On Experience

NVE and Fire TV came together to create a spectacle to introduce the future of digital entertainment and allow attendees to test out new products. The event included four days of live engagements and 10 days of intensive content production for digital engagements. Also featured were art displays of defunct entertainment technologies upcycled into something new. In addition to photo ops, contests and giveaways, and a VIP party.

It works because you get people putting their hands on your products and ‘shopping’ without even realizing it. These events are fun, amplifying positive feelings that the attendees associated with the brand and the product.

4. Fill a Need with the Right Venue

NVE helped Red Bull create a themed pop-up space for pro athletes called the Red Bull Consulate for athletes to work out, relax, and, most importantly–host media interviews. The beachside LA hub was designed to be a local cultural experience, showcasing details of LA beach life with all the amenities. The experience was fully branded by Red Bull, so when athletes shared content on their platforms–it was branded. When they took media interviews–they were branded. 

5. Turn Value Alignment into an Opportunity

NVE and Doyenne created an experience called A Day of Advocacy that immersed 200 inspiring women in business, policy, and culture designed to engage, educate, and connect as dozens of branded touchpoints came together. 

It works because the audience is genuinely interested in connecting with like-minded people, so NVE created the opportunity and used it to market a brand.

Experiential marketing can be event-like, but it’s deeper than that. The goal of an experiential marketing campaign is about meaningful engagement. They also create opportunities for going viral on social media by encouraging attendees to share branded content. It’s one of the most powerful word-of-mouth strategies in the digital age; a balance that reaches an in-person and online audience. Ultimately, experiential marketing campaigns are a great opportunity to elevate your brand awareness, build brand loyalty, and drive sales.

Pop-up kiosks significantly reduce your risk because it does not require a large budget while letting you test out creative marketing ideas or new physical locations. You can then analyze which neighborhoods or locations receive the most attention ahead of planning a more permanent location. 

Pop-up kiosks can provide a great return. For example, you pay just 20% of the normal rent when renting space for a pop-up. A kiosk is a smart marketing investment because it reduces risk, especially because it’s only around for a short time.

A pop-up kiosk campaign provides the added benefit of increased word-of-mouth because it creates a sense of urgency. Consumers will want to buy because they know your kiosk won’t be there for long. This can be a major draw for spontaneous or impulse purchases. 

Pop-up kiosks are just one type of experience marketing that the NVE Experience Agency offers. One notable NVE campaign involving pop-up kiosks is the Last One Laughing Amazon Mexico campaign. Participants were challenged to last 30 seconds without smiling. If they did, they got to record a joke and won prizes. 

Product sampling is a high-performing tactic to pull loyal and potential customers closer to your brand. 

NVE Experience Agency specializes in live and virtual experiences, integrated marketing, and experience marketing. We regularly incorporate product sampling marketing into our brand activations to level up our clients’ brand promotions. 

Samples are an especially valuable tool for creative experience marketers at brand activations because they draw in passing pedestrians by appealing to their senses. Think of product sampling as a way to ensure that your marketing campaign reaches the widest possible audience. 

Why Product Sampling Is an Essential Part of Experience Marketing 

One NVE campaign showcasing stellar results from product sampling is the Pre-Game Party for the People created for Smirnoff. The brand activation was star-studded, hosted by American actor Anthony Anderson and his mom “Mama Doris.” The experience gave attendees the chance to taste a range of Smirnoff products and multiple signature cocktails to showcase how consumers can incorporate Smirnoff vodka at their Super Bowl party. 

Offering product samples is not just an excellent way to attract people to engage with your brand ambassadors; it does more than this. It also delivers the advantage of creating brand recognition. After Smirnoff’s Pre-Game Party for the People campaign, even those who did not attend the event heard about the innovative signature cocktails created using Smirnoff beverages. 

Product sampling marketing can also create an emotional connection between a consumer and your brand. People get the chance to try your product and instantly confirm whether they like it or not. 

Product sampling reaches 70 million consumers every quarter, and one-third of customers who try a sample will buy the sampled product in the same shopping trip, according to a study by Arbitron and Edison Media Research. Plus, 81% of people would approach a kiosk offering free samples. 

How to Add Product Sampling to Any Brand Activation 

Now that you understand the importance of product sampling for your brand’s creative experience, learn how to incorporate sampling at your next brand activation.

1. Start By Creating Goals

Define clear goals that you want to achieve with your sampling.

The first thing to do is decide what you want to achieve with your product samples. Do you want to gain new customers or generate reviews? Do you want to cross-sell to existing customers? Do you want people to post pictures and videos on social media? If it is a brand activation, you likely want to attract new customers. However, this may not always be the case. 

2. Think About Your Target Audience

Consider the preferences of your target audience.

Next, think about your target audience. Who do you want to attract to your brand activation by using product samples? Are they existing clients you want to retain or buy additional products? What is the target demographic and their product preferences? 

3. Select the Products to Sample

Decide which products will best help you reach your goal.

Decide how large a sample you want to give out. Circle back to the previous two steps and figure out which products are likely to appeal to your target audience and help you hit your KPIs. 

4. Plan to Incorporate the Samples Into Your Brand Activation

Determine the best way to sample your products during the brand activation event.

For food or drink brands, you can offer your product as refreshments to event attendees. Are attendees going to interact with your product at the event? Or will they get a sample to take home? Some of this may depend on your product, but you can even do both. 

5. Promote Your Brand Activation and Samples

Mention the samples in your ads for the brand activation.

Incorporate terms like “free gift” or “enjoy [product] on the house” in your ads. This will also help bring more awareness to your brand activation. It does not have to be included in all marketing material, but it should be explicitly stated. 

6. Incorporate Social Media

Use social media before, during, and after your event to boost brand activation reach.

Social media must always be a part of your pre-event marketing. During the event, encourage people to share content on social media with branded hashtags. You can also get creative and set up photo booths or a table to take Instagram selfies. Social media sharing will then continue long after the event. You should also share photos of the event on your social media profiles as a recap. 

7. Track the Results of Your Sampling

Look at impressions and other metrics. 

During and after the event, track data to see how successful the campaign was overall. It can be hard to pinpoint the impact of product sampling, but there are ways to get an idea of this. Surveys and polls are both great options. 

Product sampling can be beneficial to almost any creative experience marketing campaign. Free samples let your audience try your product, build brand recognition and hopefully become brand advocates.

Top 5 Pop-Up Kiosk Ideas

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FROM INFLUENCERS TO CREATORS: HOW INFLUENCER MARKETING HAS EVOLVED

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02/16/22

BY BRETT HYMAN AND MAURICE AOUAD

From a mere $1.7 billion in 2016 to an estimated $13.8 billion in 2021, the influencer marketing industry has enjoyed exponential growth in recent years. It goes without saying, though, that its success didn’t occur overnight. Nearly two decades have passed since the emergence of the modern digital influencer and things have — quite literally — not been the same since. 

From a change in terminology to the transformation of content and campaigns, here’s how influencer marketing has evolved. 

The Rise of Creators

One of the most obvious signs of change has to be the transition from the use of “influencers” to “creators.” It’s been seen in the naming of brand initiatives like Pinterest Creators Festival or Instagram for Creators, all of which have hinted at the evolution of influencer marketing into something more inclusive. While it may seem like semantics, this small change has huge implications. 

Maurice Aouad, Director of Creator Marketing at NVE Experience Agency:

When influencers first surfaced, it was very one-dimensional. It was typically the people who had a pre-existing platform, whether it was on Pinterest or some sort of blog, and attracted a millennial audience. From mommy bloggers to influencers within the food and exercise space, those were the people at the forefront of creating content. In the beginning, it was all about the platforms dominated by millennials.

Now, the demographics have changed and brands are most dead set on Gen Z. The idea of a “creator” is broader and more casual. Anyone posting content online is technically a creator, whether it’s a musician, a celebrity, or a vlogger. The audience is now bigger, younger, and more dynamic. There’s a niche for everyone, with more interests than we could ever imagine. 

But the definition of a creator is far from the only thing that’s changed. The relationship between creators, brands, and agencies has also evolved. Brands now look to agencies to expertly curate all aspects of creator marketing, while creators are being encouraged — more than ever before — to do what they do best.

In other words, that one-dimensionality of the brand-creator exchange is gone. Creator marketing is no longer about a brand throwing money at a creator to make or promote something. Instead, the parties come together as equals with the goal of creating more meaningful, more purposeful content.

Maurice: Before, a brand may have gone to an agency and simply asked, “Hey, I need 20 influencers. Can you source them for me?” Now, brands are more open to working freely with the agencies and trusting them to come up with creative concepts and feedback. We’re really seeing agencies lead the charge on creating the creative and social strategy. 

Also, both the brands and agencies are becoming more lenient with letting the creators create what works for them. When it was very much about having “brand guardrails” and following the brand’s rules, the content wasn’t great. Now, brands and agencies are starting to realize that when we let creators actually do what they’re good at, we really crush it on content.

Brett Hyman, President and Founder of NVE Experience Agency:

The brand experience is like a canvas, a blank canvas on which a creator can paint their creative work. It provides a foundational tool that they otherwise wouldn’t have. By working with brands and agencies, a creator doesn’t have to find their own venue or place to shoot or figure out what piece of content to create. 

[Rather than controlling the content], agencies provide a broader range of tools, capabilities, and access for a creator to create something better than they may have done on their own.

More Power To Create Better Content

This change in dynamics between creators, agencies, and brands effectively led to greater creative synergy. Content and campaigns are now often approached differently, becoming long-term projects that are intricately integrated with all kinds of promotional elements. These integrated campaigns are what lead to an exponential return on investment.

Brett: Integration is this idea that a campaign performs better when it’s not just a one-off event living in a silo or a fleeting moment that’s only one day or one time. Instead, it’s all about programs and campaigns that integrate a variety of vehicles, including live events, digital content, brand partnership, social and creator strategy, and interactive and digital elements. 

Maurice: Gone are the days of one-off pieces of content, which typically don’t perform as well. We’re seeing a lot of creators, especially bigger ones, be less excited about doing just one piece of content and then dipping out. They want MSAs. They want to be a part of longer campaigns and have more of an impact.

But as creators get more and more prominent, they’re also getting smarter. Knowing their worth, they’ve hired lawyers, agents, and managers to help protect their own brand. 

These days, with how structured it all is, working with creators is not unlike a traditional Hollywood deal. Regulations have also become more robust, with far more oversight and rules that continue to evolve every day. 

Maurice: Creators are getting savvier at knowing what their value is. They can typically come up with a formula that justifies their cost. The deals have become way more structured and complex. In return, agencies and brands have had to keep up and make sure that they’re giving creators offers that aren’t offensive. 

FTC guidelines are also super important now. I mean, Snoop Dogg was sued for posting a meme on his Instagram without someone’s permission. It was a funny meme and he’s being sued for $150,000. They seriously crack down on it.

The Future of Creator Marketing

Of course, as creator marketing has gotten more structured and regulated, there’s been concern over it losing the novel appeal it originally had. According to some, the “influencer bubble” was supposed to pop quite a while ago.

Clearly, that hasn’t happened. The creator industry continues to be kept alive and thriving by the emergence of new platforms. Even consumer habits have changed to become more receptive to creator marketing. The pandemic, for example, spurred an uptick in online shopping and time spent on social platforms. 

Maurice: I would say we haven’t even seen the peak of creator marketing. It’s actually becoming more prominent and popular as platforms continue popping up. 

Tik Tok is relatively new but it created a whole new breed of creators. And if we think that it’s going to end at Tik Tok, that’s silly. Clubhouse is coming up. Stereo is coming up. There’s still room for creators to exist on other platforms. The deals are bigger, more complex, and they’re making more money now than ever. It is definitely not a bubble. 

As long as there are products and platforms, people are going to engage with creators.

Ultimately, the growth of creator marketing has been driven by change itself. The evolution of content styles, audience demographics, and influencer status all contributed to an era of creator marketing that prioritizes authenticity and autonomy. 

To tap into the power of creators, brands will have keep up with that changing landscape and be willing to defer to the experts. It’s not all about what the brand wants. Insights from agencies and creators who have that direct connection to audiences are needed for any partnership to work. 

Maurice: What we’re seeing now, especially from Gen Z and some Millennials, is that they crave content from authentic creators who look and act like them. The future of creators and creator marketing is diverse, inclusive, and not overly “salesy.”

To maintain relevance and truly get the most out of creator partnerships, brands and agencies must understand their audiences now more than ever and let creators have control over what they’re putting out there. Trust creators to make content that makes sense for their audience and ditch the strict brand guidelines.

Undoubtedly, a big part of the process will include finding great creators to trust but, luckily, that’s one thing that hasn’t changed.

Maurice: At the end of the day, a creator is really just someone who is a reliable source to their audience. If you have a niche, if you have a certain angle that you take, people are gonna follow you. Good creators are people who are authentic to their audience and consistent with their content. That has always remained true. I think it always will.

Below are some examples of pop-up kiosks by big-name brands that you can use as inspiration for your next creative experience marketing campaign. 

1. Kylie Cosmetics Initial Launch

Kylie Cosmetics first offered products in-person via pop-up stores.

When Kylie Cosmetics decided to start selling products in brick-and-mortar in addition to her online platform, the company started with pop-up stores. This allowed the brand to introduce a new way of shopping and provided new opportunities to introduce new product lines. Kylie Cosmetics has also used kiosks to launch its clothing line which includes hoodies and lingerie with Kylie Jenner’s face and name. 

2. CÎROC Sounds of Summer

CÎROC used a pop-up experience to introduce its limited-edition Summer Citrus.

With some help from NVE, CÎROC showcased its new, limited-edition beverage via mobile pop-up experiences. Instead of just relying on traditional kiosks, this campaign included a street pop-up kiosk in the form of a drink truck. This event took place at the UNKWWN retail shop in Wynwood, parking the branded drink truck on the basketball court. This positioning maximized the exposure of the launch, helping attract new customers and brand loyalists alike. 

This event highlighted a creative experience for pop-up marketing, thanks to the inclusion of a branded boat. It also showed the benefits of incorporating celebrities and performances into a pop-up campaign. The event included American rapper Swae Lee performing atop a branded yacht on the Miami River. 

3. Yahoo! Mail’s Pop-Up Arcade

Yahoo! Mail promoted its new features with a pop-up arcade.

Yahoo! Mail enlisted the help of NVE to create a pop-up arcade. This was the brand’s way of highlighting the new features on the Yahoo! Mail 6 platform. 

The “Upgrade Arcade” included various games, each of which highlighted at least one of the new features of the latest version of Yahoo! Mail. One highlight was Simply Sorted, an oversized Plinko that let guests win tickets. They could then redeem those tickets for prizes. 

4. Pantone Café

Pantone had a pop-up café during Paris Fashion Week.

Pantone is known as the industry standard for colors. The brand took a unique approach to promote itself during Paris Fashion Week with a pop-up café. This park pop-up kiosk offered food and drinks that came in vivid colors. Those vivid colors are the same ones that the brand was known for. On top of that, each food or drink was labeled with the Pantone color number that corresponded to the shade. This was a creative way to highlight the brand’s bold colors in an unconventional way – all while at an event that received worldwide attention. 

5. BarkShop Live

BarkShop’s pop-up kiosk gathered data and offered another way for customers to buy.

BarkShop doesn’t have a physical location as it primarily runs a dog toy subscription box. It offers items for pets, including toys, treats, and goodies. BarkShop’s pop-up kiosk highlighted how even digital brands can use a pop-up campaign to reach a wider audience. The shop was in the Soho neighborhood of Manhattan and was pet-friendly. 

The brand encouraged people to bring their dogs that then wore tech-equipped vests. The tech then made toy recommendations. BarkShop took an interesting approach, as shoppers still had to order and have items delivered to their houses – there were no physical products for sale. But it worked well and provided a unique brand experience. It also gave the brand insight into the idea of creating physical locations in the future. 

Pop-up kiosks are versatile, low-risk, and a great way to grow your brand visibility. They also let you test new stores or products, gather data, and boost engagement to improve customer loyalty. 

If you’re interested in adding a pop-up kiosk for your next marketing campaign, then contact NVE today to start planning a creative experience strategy.

Inside the house, guests enjoyed their close-up photo moment sitting on the 501® Day swing and checking out the custom fabricated timeline wall of Levi’s® history. Full vinyl mural walls of Hailey and Heron showcased the new campaign surrounding the iconic 501® jeans.

Performances were given on an orange stage with a floor-to-ceiling LED screen behind playing various content throughout the night. To elevate the orange theme further, the backyard was covered with cafe lights that glowed orange above.

PUMA and Journeys partnered with their newest sponsor, Lil’ Tecca, to bring this traveling bodega-inspired, Suede Market, to life! The exterior of the box truck was wrapped in a wheat-paste-style graphic to fit the bodega theme. An ice machine held twenty shoeboxes for guests and influencers to try on. Branded milk crates were provided as stools and a working coin-op kiddie ride made the perfect photo op.  

Stepping inside the fully branded box truck to the custom-built out “market” guests found faux refrigerator lined walls filled with PUMA footwear. The back sales counter was staged with Lil’ Tecca’s favorite candy, chips, beverage, and of course PUMA footwear boxes. A neon sign illuminated the back wall and LED tube lighting accented the ceiling and display cases. 

has quickly become the 'go-to' for events and marketing campaigns. With a vast range of designs, production, and management capabilities all housed in our 37,000 square foot creative studio, our team is equipped to handle any scale project. 

With the introduction of our custom fabrication department in 2013, we focus on building world-class experiences from the ground up.  From the conventional trade-show booth to pop-up stores, and mobile tours - we are where story meets experience.