A Guide to Driving Engagement Through Community Events
The influence of social media and the digital world is so heavy today that it is real-world connections that we all actively seek. And this is the reason behind the success of thoughtfully designed community events.
These activations can unlock some genuine engagement.
When people step away from their screens and into shared spaces, face-to-face experiences can generate trust, advocacy and lasting brand relationships. For any business that wishes to leave a mark on its audiences, building an events marketing strategy around the notion of community is absolutely essential.
Why Community Events Matter for Brands
Community-driven events are known to deliver outcomes.
According to one report, 80% of marketers believe event marketing is an effective way to engage customers and generate more leads. This proves that local, meaningful gatherings are an integral part of a broader events marketing approach.
When brands participate in or host local events, they shift from broadcasting messages to becoming participants in a community narrative. These are the moments when you move from “advertising” to “shared experience”. Hosting or sponsoring an event increases brand visibility and drives advocacy.
Setting the Stage: Designing an Effective Events Marketing Strategy
An events marketing strategy built around community needs to move from concept to action with clarity. Let us break down how it should be approached.
Define Your Community and Purpose
Start by identifying the community you want to engage: Is it local residents, brand fans, retail customers, industry professionals, or a combination? What purpose will your event serve? Is it to thank loyal customers, gather feedback, launch a new product, or deepen local relationships?
A clear definition will help your plan for better outcomes.
Choose the Right Format with Community in Mind
Community events can vary widely: open-street activations, charity runs, pop-up neighbourhood happenings, workshops, and customer appreciation evenings.
Choosing the right format is crucial. One report shows that community meet-ups are the fastest-growing event type.
Personalise & Make It Relevant
Base your concept on something meaningful to that community.
A brand should bring value, whether education, enjoyment, shared purpose or simply presence. Relevance drives attendance and engagement far more than grand scale alone.
Create Interactive Touchpoints
Once present, the experience must invite participation. Instagrammable photo-op features, maker tables, guest speakers, competitions or local partnerships turn attendees into active participants.
The more people do rather than simply observe, the stronger the connection.
Announce Community Promotions
Your planning must include how the event will be promoted.
Use local partners, social media, influencers, community groups and targeted outreach. According to data, social channels are among the top ways attendees discover events.
Measure & Follow Up
Success isn’t just attendance.
Track engagement, social shares, sentiment, repeat visits and loyalty. After the event, follow up with attendees to reinforce the connection and convert goodwill into action.
Community Events Example That Brought Strategy to Life
Kopparberg’s “The Urban Forest”, A Community Activation by Bigger Agency
One of the most memorable and exciting community event activations executed by Bigger Agency was Kopparberg’s “The Urban Forest”. This was a multi-sensory experience that brought the brand’s Scandinavian roots to life across the UK.
Designed as a 20m x 20m immersive space, the activation appeared at four major UK festivals, turning urban locations into a lush, natural escape.
Inside the “Urban Forest,” up to 400 guests at a time could explore themed bars, enjoy live music, and sip exclusive Kopparberg flavours, all the while surrounded by trees, ambient lighting, and a curated soundtrack. The experience was focused on building community through shared experiences.
By creating a space that felt social, interactive, and beautifully photogenic, Bigger Agency helped Kopparberg present itself as a beverage brand that became a cultural connector. The activation encouraged festivalgoers to linger, share their experiences online, and organically amplify Kopparberg’s story through user-generated content.
This blend of design, sensory engagement, and social participation turned a traditional sampling event into a community-building powerhouse, proving how experiential marketing can drive both brand loyalty and local connection.
What Brands Should Do to Maximise Engagement
Here are actionable tactics to drive engagement through your community events:
- Make it Easy to Participate
Community events should be inclusive. Clear communication, reasonable cost (free if possible), accessible location and family-friendly programming widen reach.
The easier it is to show up, the stronger the turnout.
- Partner Locally for Authenticity
Work with community organisations, local businesses, artists or charities. This adds authenticity and helps with promotion.
Community trust is harder to build when a brand just “shows up” rather than collaborating.
- Create Moments Worth Sharing
Visuals matter. Photo walls, live performances, and branded installations all encourage attendees to post on social media, extending your reach far beyond the footprint of the event itself. Considering that social media is a major event discovery channel, this is key.
- Collect Data Ethically & Follow Up
At registration or during the event, gather consented data (emails, preferences, feedback). Use it to continue the conversation post-event. Send invites to next events, exclusive offers, and membership opportunities. This way, engagement doesn’t stop when the event ends.
- Build a Community, Not Just a One-Time Event
True engagement comes when events become recurring rituals.
Annual, quarterly or local reloads let attendees anticipate, belong and feel part of something ongoing. Community-oriented brands shift from “one-and-done” to “always-on”.
- Measure, Analyse & Iterate
Track metrics such as attendance, repeat participation, social shares, sentiment, sales lift, brand favourability and advocacy. Use insights to refine future events and deliver greater returns.
Why Community Promotions Deliver Longevity for Brands
When brands commit to community promotions and experiences, they unlock long-term benefits:
- Trust and loyalty: Attendees feel valued and personally connected to the brand, increasing loyalty and advocacy.
- Word-of-mouth momentum: Events drive organic sharing and recommendations beyond the event’s footprint.
- Brand differentiation: In saturated markets, community events set brands apart through experience rather than just product.
- Feedback loops and real-time insight: Events create a direct channel for brands to learn from their audience and refine offerings.
- Sustained presence: Recurring events anchor a brand in local culture and community habit.
Final Thoughts
If your brand is looking to do more than market and instead genuinely connect, community events are your route for engagement. Especially when built within a strong events marketing strategy, they offer real, measurable value.
When you design around community, participation, and continuity, you’ll build a loyal audience, ongoing dialogue and a louder, more connected brand presence.