You’ve probably been part of several marketing experiences in your lifetime, you just might not have been aware of it.

Think about your favourite brand. Think about Apple, Nike, or any of the world’s top brands.

Their marketing revolves around creating experiences for their audience, so that when they are ready to buy, there’s no better choice but them.

These experiences they craft have nothing to do with their products or features, as Steve Jobs himself very eloquently describes.

It’s about values, purpose… It’s about a feeling.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
— Maya Angelou

An experience can happen with one well crafted piece of content like Steve showcased in the video, spread that content around to as many places as possible.

Or it can be a literal journey through multiple touch points throughout your marketing stack.

Sports England

In 2015, Sports England was looking to attract more women into sports. Instead of going the typical campaign of “join our programs”, they decided instead to create an experience with an authentic theme: to inspire women and girls of all shapes, sizes, skills, and backgrounds to get active on their own terms.

Real women being active, none of this perfectly staged look.

Their campaign started as a tv commercial, supported by social media and other forms of advertising to encourage awareness of the campaign.

These traffic sources routed everyone to their website where they were able to tell their story, their purpose and value to anyone and invited them to learn more.

They signed up people to a newsletter where they could continue to deliver advice, expertise, and value, while also provide information on upcoming programs as they became available.

Nurturing trust and earning their audience’s attention until they were ready to take that step forward.

With messages like “a kick right in the stereotypes” and “take me as I am or watch me as I go”, this marketing campaign became hugely successful. Winning multiple awards and getting more than 1.6 million women in England active.

It was so successful that they even created a specific website to showcase the campaign and expand it over the years.

A cohesive campaign with a clear message across their entire marketing ecosystem with advertising as the starting point of their audience’s experience.

This is a marketing experience, a growth engine built around human centred marketing.

You might be wondering “This is great Jiun, but I don’t have the kind of money to do huge experiences like this”, and that might be the case.

After all, you came here just looking for help with your digital ads.

But you don’t require millions of dollars in marketing budget to relate and connect with people. You just need a willingness to go through the process. To add the human touch to you digital advertising.