In feature 022 of Conversations Behind The Campaign, we interviewed Sarah Showler, Marketing Manager at Seen Presents.
In our interview, Sarah shares with us her journey into marketing, how to measure the success of a brand activation, the changes in consumer behaviour around pop up events, brand activations and experiential marketing, how she feels AI will affect brand experiences and so much more.
Can you please share your story on how you got into marketing? When did your marketing career begin, what is your current role(s) and what role(s) have you previously had within the industry?
You know that annoying friend in the group chat who’s always trying to arrange a trip or social outing? That’s me. I love to plan, and I’m obsessed with being organised, so naturally the allure of the events world always intrigued me. So off I went to Napier University in Edinburgh to study Festival and Events Management, and after securing myself an amazing internship, my love for live events grew.
After completing a year in New York as part of the Mountbatten Programme, I joined a brand experience agency in London. I had some amazing experiences including travelling the world with BMW for Formula E – but I quickly realised my skillset was better suited to another area of the events world – hence my move into the new business and marketing team! Having worked on the project side, I have a unique view and understanding of the industry which has equipped me with instincts that have served me well in my new career.
10 months ago, I was lucky enough to join Seen Presents, where I’m now heading up the newly formed marketing team. They’re only in their 3rd year of trading, so it’s incredibly special being a part of their growth journey.
Seen Presents crafted Netflix Cannes Lion activation earlier this year. Are you able to share the details of the rooftop takeover and the impact it had on guests’ experiences?
The Netflix rooftop was one of the most talked about brand activations this year – the team did an incredible job. Netflix trusted Seen Presents for the second year in a row, to create a fully immersive experience for C-Suite guests (and members of the public for the first time!), 6 floors above the Croisette. It’s a herculean task with unpredictable weather conditions, 17 build days and over 150+ people on site making the magic happen.
The team made the intangible, tangible by designing 7 interactive and themed spaces that fully immersed guests, allowing them to step inside the platform’s most loved titles. From an Emily in Paris boulangerie featuring branded bread loaves and coffees, to an interactive dalgona cookie-based challenge in the Squid Game zone, to a regal Bridgerton space complete with a mini croquet area and countless photo opportunities – there really was something for everyone! My personal favourite was the Stranger Things space, complete with a Scoops Ahoy ice cream bar. I’m ashamed to say I was late to the game with Stranger Things but what I would have given to stand in Will and Joyce’s replica living room with the iconic Kate Bush track playing in the background…
Netflix was always dream client territory for me, so although I didn’t work on the project, it was a privilege to be part of the team that got to shout about the craftmanship and creativity that went into bringing the brand world to life across socials and in press.
Plans for 2025 are already underway, so watch this space!
How do you measure the success of a brand experience campaign?
Measurement is such a tricky topic because experiential isn’t as clear cut as traditional marketing. At Seen Presents, we believe one of the most important metrics is brand love, and that’s not really something that can be measured immediately after an event or experience. Brand love develops over time and emerges as a result of a multitude of considered touchpoints, the most effective I believe is experiential.
For short term ROI, you can leverage metrics like surveys or emotional analytics, including facial recognition and biometric sensors which are all very effective. Any successful integrated campaign, will also generate valuable social analytics, bolstering the impact of any live event metrics you’re recording too.
Should brand experience be at the heart of marketing strategies? What changes do you see in consumer behaviour around pop up events, brand activations and experiential marketing?
Yes, a million times yes. We held an event at Outernet in London this year surrounding this very topic! 43% of consumers have said engaging with brand experiences would make them more apt to try a brand, vs 21% who said the same about traditional advertising and yet only 29% of brands implement experiential as part of their marketing strategy. That stat BLOWS my mind.
We know as marketers that consumers and their preferences are evolving. Products are almost secondary to brand now – we want brands to align with our values, stand up for causes that matter and educate us through engaging content. I hate to mention the ‘C’ word, but ever since those dark, dark days, the need for IRL spaces which allow consumers to connect with each other and their favourite brands has never been greater. Look at the recent Rhode and Summer Fridays pop-ups for example, people are giving up their weekends to stand in a queue for hours on end, with no promise of a reward at the end of it.
Brands should acknowledge this desire and reprioritise their budgets to invest in experiences, or they risk being left behind.
What advice would you give to a company or marketing team who are looking to create a strong brand experience? Would this advice differ if a marketing team had a lower budget?
Brands shy away from investing in experiential because they think it comes with a hefty price tag, but budget doesn’t hinder creativity and often the simplest campaigns are the most impactful.
So, regardless of budget size, my advice would be:
- Identify your challenge or business problem.
- Identify who your target audience is and avoid bucketing them by age. Instead, think about what their values, hobbies and pain points are.
- Identify how you can authentically inject yourself into their daily life through experiential – can you help your consumer or even inspire them?
- Identify how you want to make those people feel in the moment and how you want them to perceive your brand after they’ve left the experience.
Once you’ve answered those questions, you should have a clear vision of what you want to achieve and therefore the makings of a really impactful experience. It also helps if you have an award-winning agency by your side to help bring your vision to life…
How do you feel AI will affect brand experiences? What innovations or developments are you excited about in the future of brand experience marketing?
Ahh AI – the two letters on everyone’s lips! It’s such an interesting topic because nobody truly knows what the future holds, but we’re all here trying to crack the code. I think when it comes to brand experience, my advice would always be to not just use tech for tech’s sake.
I mean don’t get me wrong, if you’re Meta for example, then AI integration within your experiences will be expected, but use it cleverly to compliment or enhance your experience because that human element is still essential.
Any tools or tech advancements that boost creativity and open doors to a world of new possibilities are exciting, and I’m looking forward to seeing how AI evolves in the experiential space.
Where can our audience follow and engage with you and Seen Presents on social media?
To see all the incredible work the Seen Presents team create, check out our website and make sure to follow us on LinkedIn, Instagram and TikTok for some golden ‘behind the seen’ content!
