As a brand you can send a message to your target audience through communication. But by using an activation you can also seek interaction with them. This will increase your engagement and strengthen your brand. Depending on your goals, an activation can be online, offline, or both. Online, you can think of social activities with games or giveaways. Offline, you can think of product sampling at locations where your target group can be found. When combining the two, it is important that they reinforce each other.