By Anthony Looney, VIVIFY Co-Founder & Global Creative Director
Timing is everything when it comes to engaging customers. The Actify Cue Cycle, awareness, consideration, purchase, loyalty, and advocacy, isn’t just a model; it’s the blueprint for turning curiosity into action. Let’s break down how today’s most forward-thinking brands are nailing every stage, and how your brand can too.
The Power of Stratify: Where Winning Journeys Begin
Before any brand can dominate the Actify stages of awareness, consideration, purchase, loyalty, and advocacy, it needs a rock-solid foundation. That’s where Stratify comes in. At Vivify, Stratify ensures every action is rooted in a clear, purpose-driven strategy.
We believe in setting the groundwork before anything else, Stratify aligns your brand’s mission, vision, and goals with market positioning, so when it’s time to act, every move has impact.
By focusing on the bigger picture, Stratify not only sharpens your brand identity but connects it to your audience’s needs and aspirations. This clarity sets the stage for every step of the Actify journey, ensuring your brand doesn’t just talk, it transforms.
Stage 1: Awareness, Be Unmissable
Awareness is the spark that starts it all. Your brand must grab attention and demand engagement instantly. Consider Liquid Death, a canned water company that has taken the beverage industry by storm with its edgy and irreverent marketing strategies. By positioning water as a “edgy” and rebellious alternative, Liquid Death has successfully captured the attention of younger demographics, leading to significant sales growth and a valuation of $1.4 billion.
Lesson: Awareness isn’t about fitting in, it’s about breaking through. To be remembered, your brand needs to challenge norms and make a bold statement.
Stage 2: Consideration, Ignite Curiosity
Once you’ve caught their eye, the challenge is to make them care. Consumers today want to align with brands that reflect their values. Lego’s “Rebuild the World” initiative champions creativity and environmental responsibility, transforming casual interest into admiration.
Lesson: People don’t just buy products, they invest in brands that tell compelling stories and represent shared values.
Stage 3: Purchase, Make It Effortless
At this stage, hesitation is your enemy. Consider Uber Eats’ recent “Get Your Go-To” campaign, which highlights their expanded convenience offerings, from groceries to last-minute essentials, delivered faster than ever. By integrating app-based promotions and limited-time discounts, they make purchasing feel both urgent and effortless for their customers.
Lesson: Minimise barriers and create urgency. A seamless and value-driven purchase experience motivates customers to act quickly and confidently.
Stage 4: Loyalty, Turn Customers Into Fans
Loyalty goes beyond repeat purchases, it’s about emotional resonance. Spotify Wrapped transformed data into a celebration of individuality, giving customers something to share with pride and delight.
Lesson: Make your customers feel valued and understood. Emotional connection leads to lifelong loyalty.
Stage 5: Advocacy, Empower Your Ambassadors
The ultimate win is advocacy, where customers champion your brand for you. Nike’s Air Max Day tapped into fan pride, creating a social media explosion around their latest trainer drop.
Lesson: Give your audience a story worth sharing, and they’ll take your message further than any ad campaign ever could.
Connecting the Cues: Vivify’s Actify Approach
At Vivify, Actify is our secret to turning the ordinary into the extraordinary. Each stage is an opportunity to create deeper connections and lasting impact, Actify aligns your brand’s voice and strategy with every cue, so curiosity transforms into loyalty, and loyalty evolves into advocacy.
But here’s the catch: not every brand is ready for this. At Vivify, we partner only with those who dare to rethink their strategies and step up to lead. Mediocrity has no place in a fast-moving world.
If you’re ready to bring your brand to the next level with Actify and dominate the cue cycle, Speak to one of the Vivify team and let’s get to work!
