THE POWER OF EXPERIENTIAL
Events are booming: Why experiential marketing matters more than ever
Live experiences are on the rise, with more marketing spend directed toward events and experiential, marking the fastest growth the sector has seen in over a decade. It's a clear signal of the enduring power of real-world connection in an age dominated by AI-generated noise.
The rise of live experiences
The Q3 IPA Bellwether Report shows budgets are up (just), with a net balance of +3.6%, but the real story lies in how that spend is being reallocated. Events have surged again (+10.9%), extending the momentum from Q1 when experiential spend jumped 23.1%, the fastest expansion in the report's 11-year history. As James Kirkham, founder of ICONIC, puts it, "marketers are swapping dashboards for dancefloors," rediscovering the value of genuine human connection in a time of AI slop.*
Why experiential is booming
The rise in experiential spend isn't a coincidence; it's a response to what people are craving today. Audiences prefer authenticity over algorithms, opting for meaningful, in-person moments over passive consumption. As digital interactions increasingly saturate everyday life, the demand for genuine human connection has intensified, driving brands toward multisensory experiences where people can engage, participate, and be part of something meaningful.
As consumers become more values-driven, brands are prioritising purpose and sustainability in their events, designing experiences that not only entertain but also reflect social and environmental responsibility. Today's best events are active, participatory, and human-centred, like workshops, wellness moments, or interactive installations.
The human touch in a digital-first world
In a landscape where attention is fragmented and digital content is endlessly replicated, the brands winning are the ones creating something people can actually feel. And that's precisely where experiential earns its place - as a strategic driver of connection, culture, and commercial results. Proof that people-first experiences continue to outperform mass-produced content in a world overwhelmed by digital noise.
Blending IRL and URL moments
Experiential delivers what mass content can't - long-term emotional resonance, with research showing that around 70% of attendees become repeat customers after a powerful brand experience.* The post-pandemic landscape has accelerated hybrid models that blend physical and digital elements, expanding reach while keeping the human element at the core. At Creatisan, we always have human connection in mind through all our activations, ensuring that technology, whether AR, VR, or gamification is used as a genuine extension of connection, enhancing experiences rather than replacing them, and creating moments that are more immersive and memorable.
Experiential in action
Brands are increasingly investing in experiential marketing as a bridge between the physical and digital worlds, creating moments that blend physical presence with digital amplification. When Creatisan partnered with Lindt to deliver a premium in-store activation at Waitrose Canary Wharf for Valentine's Day, at the heart of the experience was a bespoke interactive love letter creator, inviting shoppers to "Give the Gift of Bliss" in a truly personal and memorable way. The activation successfully boosted shopper engagement, elevated brand perception, and delivered a substantial uplift in Lindt product sales during the campaign period.
Tony's Chocolonely's Easter activation is a perfect example of how physical and digital experiences can work together to amplify brand impact. Creatisan brought the campaign to life through an unmissable guerrilla pop-up in East London, centred around a giant Easter egg that reinforced Tony's core message: "our eggs have nothing to hide." But the experience extended beyond the physical space. Every visual element, from the giant egg to the choco suit, was designed to be highly shareable, inspiring visitors to capture and post UGC across social media. Strategic pre-event teasers and influencer content extended the online reach. By combining real-world engagement with digital storytelling, Tony's not only drove product trial and awareness but also sparked conversations about ethical sourcing, proving that the most effective campaigns today seamlessly merge IRL and URL moments.
Experiential drives results
Experiential marketing is about far more than creating buzz; it delivers measurable, bottom-line impact. Brands that invest in real-world experiences are seeing stronger customer loyalty, higher sales conversions, and deeper brand advocacy. Great experiences don't just feel good; they fuel growth. The brands that are thriving today aren't the ones making the most noise; they're the ones inviting their audiences into their story. They're building loyalty through experiences that make people feel seen, valued and inspired.
Ready to embrace experiential?
At Creatisan, we see this shift every day. Whether we're transforming a supermarket into a moment of romance for Lindt or building a bold guerrilla pop-up that sparks ethical conversations for Tony's Chocolonely, the outcome is the same...Deeper engagement, stronger loyalty, and measurable impact.
If your brand is ready to harness the full potential of experiential marketing, now is the time to rethink every touchpoint through an experiential lens. Whether you're planning your next event, retail activation, sampling campaign, or an immersive experience, Creatisan can help you turn it into something unforgettable.
Are you ready to create experiences people remember?
Let's build something extraordinary together.
Get in touch: hello@creatisanltd.com
**https://www.8northumberland.co.uk/blog/the-rise-of-experiential-events/
