Consider a recent interaction with a brand, it probably made you feel something even if you didn't realize it at the time. Brand experience marketing focuses on how people feel when they interact with a brand. 

These experiences can happen both online and in person. Instead of only promoting a product, brands focus on creating moments that feel intentional and engaging for their audience. It’s all about how it makes the consumer feel, not what they see.

Brand experience marketing goes beyond traditional tactics such as ads or promotions. While those still matter, they are only one part of the experience. This strategy looks at the entire customer journey, from the first interaction to how customers are treated over time. Brands use story telling, design, and experience to influence how consumers perceive them.

The goal is to create a positive and memorable experience that customers can associate with the brand. When done well, this type of marketing helps brands stand out and strengthen their relationships with consumers. 

Revolve, Beis, Tower 28

Why do First Impressions matter?

First impressions can either make it or break it for a brand. Imagine encountering a brand that catches your attention, however, it's for all the wrong reasons. It could be their poor visual presentation like an outdated logo, or a confusing message. 

Whatever the reason, as a consumer, you quickly decide this brand is not worth your attention. So you keep moving or browsing without thinking twice. Just like that, people form opinions about brands in a split second. Once that moment passes, it’s hard to change that first impression.

First impressions also influence interest and engagement. Even small details like an appealing color palette, a powerful message, or a meaningful brand story can make a difference. When the first experience feels positive, people are more likely to explore that brand further.

Influencer Experience That Feels Exclusive

Influencer experiences like brand trips are a powerful way to create excitement and visibility. One way brands use this type of experience marketing is by inviting creators to exclusive events, making them feel valued. These types of experiences help build authentic relationships between brands and influencers.

Revolve is a brand that knows how to approach brand experience marketing to the next level. They’re known for two major influencer brand trips: #RevolveAroundTheWorld and Revolve Festival.

They host trips in exotic locations, where their influencers wear their clothes, and share behind-the-scenes bits on all their social media, in other words,  a "content goldmine", as said by Aspire.

The yearly anticipated Revolve Festival takes place during Coachella weekend. Where influencers and celebrities are invited to an unforgettable weekend full of “ multi-day spree of performances, open bars, photo ops, and late-night revelry”, as reported by Vogue.

This type of brand experience marketing skyrockets brand awareness. From a consumer point of view, they see influencers enjoying a brand in real time, rather than directly promoting a product. This type of exposure from multiple creators across different platforms encourages new followers to explore the brand.

Revolve  , Revolve Festival

Pr Moments Designed for Social Sharing

Creative pr packaging is a key component of brand experience marketing. Brands no longer send simple packages with products inside.

Instead, they go for a creative approach where the pr package is designed to be an interactive and unexpected experience. These experiences are created with social media sharing in mind.

Several brands have taken the interactive approach with the common theme of “break it”. Hero Cosmetics, for example, created a pr package for their rescue balms titled “Break the glass to unleash your hero. Meet your new post-blemish life saver.”

The package came with a wooden mallet where creators had to break into the packaging in order to get their products! Making the unboxing a full experience!

Kiehl's used a similar idea in a playful approach. The brand sent creators a huge chocolate ball along with a wooden mallet. Inside were Kiehl’s hydrating creams. The best part? The packaging was edible! An experience like this is fun, surprising, and has a high chance of being shared.

Tower 28 Beauty  also used the “break it” approach, except instead of glass, their packing was made of cardboard. The outside read “Caution: Sensitive content”, while the inside said  “breaking the stereotype on gel cleansers” as well as “Break me”.

Creators had to break into the box to obtain the newest gel cleanser.

Through brand experience marketing, PR packages become content worth sharing. They create an experience that helps brands stand out, spark curiosity, and leave a lasting impression on consumers.

Loyalty Driven Experiences that Build Emotional Connection

Not all brand experience marketing is flashy or social media driven. Some of the most powerful experiences focus on empathy and care for their customers. Where they create moments that help build long-term relationships with their customers.

Chewy  is a great example of this approach. When a customer’s pet passes away, Chewy sends them a sympathy card, along with flowers. It doesn’t stop there; they also refund their customers' last order and encourage them to donate any unopened food. Gestures like these leave lasting impressions.

From a consumer's point of view, Chewy’s actions seem personal and supportive. They don't use this moment to push another sale, they focus on their customers' emotional experience. Through these small acts of kindness, they build trust, loyalty, and a strong word of mouth.

Immersive Brand Installations That Spark Curiosity 

Some brands design their marketing to feel more like entertainment. These types of experiences are meant to pull the consumer in, making it impossible to ignore. Instead of having consumers watch, they invite them in.

BÉIS did a great job at inviting consumers in on their experience. They had a pop-up human claw machine, where participants were lowered into a pit full of BEIS products. As reported on What's Trending, the pit featured a “much anticipated return of the Berry Collection in fresh, new styles”.

This type of brand experience marketing works because it draws people in and creates excitement. People gathered around to watch, waited in line to participate, and shared the moment online. Not only did BEIS create an unforgettable installation, but it also generated organic buzz through creators eager to share their experience.

Access-driven Experiences

Some brands create value by offering exclusive access to their customers rather than just promotions. These types of events make their customers feel like insiders in a community. This approach gives their audience a privileged experience that feels personal.

A strong example of this approach is the Porsche GT Track Day. This event is an exclusive experience where Porsche owners are invited to drive performance cars on a real track.

As stated on their page, the event is “held alongside a Porsche Sprint Challenge race weekend, placing participants at the heart of the action, providing authentic behind-the-scenes access to professional Porsche racing and the atmosphere that defines it”.

This type of brand experience marketing allows customers to step into the brand’s world. Trying the products firsthand makes the brand more memorable.

Conclusion

Every brand experience marketing strategy centers in connection. When brands go beyond selling and actually focus on creating moments, they give consumers a reason to talk about them in a positive way.

Whether it’s exclusive influencer trips, interactive PR moments, or loyalty-driven gestures, these experiences turn everyday customers into genuine brand advocates! Now more than ever, brands should ask themselves: What kind of experience are we creating and how will it be remembered?

🪽 Written by Naomi Mansilla