You’ve got the space. The lights. The booth that turns heads. Your brand activation is visually stunning and experience-rich. But here’s the real question: will people trust your brand enough to show up and stick around?
That’s where social proof comes in.
Social proof, also known as informational social influence, is the psychological tendency for people to mimic the actions of others when they are uncertain about how to behave. (Media Theory, 2024). In marketing, it’s when your audience sees influencer posts, user reviews, and viral videos. It’s powerful and it’s essential.
Why Social Proof Matters in Brand Activations
Trust is a big deal for Filipino consumers. People here tend to rely on what others say, not just what a brand claims. That could be a friend’s post, an influencer’s IG story, or a comment on TikTok.
We’re a community-driven culture. When others are hyped about something, we’re more likely to take notice and get involved. That’s why social proof can make or break your brand activation, especially if you’re trying to drive turnout, conversation, and credibility.
5 Types of Social Proof That Can Supercharge Your Activation
1. Influencer Participation
Bring in lifestyle or niche influencers who align with your brand. Their presence alone can make your event feel “legit”, especially if they post in real-time.
Example: Remember our #SheCanDoItAll campaign? Ming Sing Philippines invited some of the metro’s influential faces in the lifestyle scene, and got brand–breaking press coverage on launch day, sale day, and beyond.
2. User-Generated Content (UGC)
Give people a reason to post: fun backdrops, selfie stations, or small incentives. Encourage them to tag your brand or use a hashtag. Then reshare that content. It makes your audience feel seen and motivates others to join in.
Pro tip: Display a live feed of tagged posts at your event. Instant hype.
3. Customer Testimonials & Reviews
If you’re sampling products or letting people try something, ask for quick video reactions or written quotes. Flash these on screens during the event or post them to your Stories.
4. Media Coverage and PR Mentions
If a trusted outlet covers your event, that stamp of credibility goes a long way. Even better if you can secure interviews or features before the event goes live.
Pro tip: NGP can do this for you. It’s our expertise!
5. Visible Participation Numbers
People are drawn to what’s popular. A sign saying “1,200 visitors this weekend” or “5,000 joined our challenge online” creates instant FOMO. You can show real-time numbers through counters, digital boards, or even creative signage.
How to Use Social Proof Before, During, and After Your Event
- Before the event: Build anticipation with influencer teasers, pre-event media features, or flashbacks to successful past activations.
- During: Share behind-the-scenes Stories, repost UGC, and livestream key moments.
- After: Recap the best moments in a highlight reel. Include numbers, quotes, and media clippings. Publish it across your platforms so the buzz keeps going.
How a PR Agency Can Help
When it comes to leveraging social proof, authenticity is everything—and that’s where a skilled PR agency truly makes a difference. You don’t want your efforts to come across as forced or superficial. A good PR agency ensures your brand aligns with the right voices by helping you choose influencers who genuinely resonate with your values and audience.
Beyond just sending out press releases, we work to secure meaningful media coverage that adds credibility and reach. We also help shape a content strategy that highlights user-generated content and real-time feedback, giving your audience a sense of shared experience and trust.
Most importantly, a PR agency like NGP IMC knows how to craft narratives that build emotional connection, turning your brand activation into more than just a campaign, but a story that people want to be part of and share.
Work with us today.
Amy Ruth Valenzuela is a graduate of Far Eastern University, where she earned a Bachelor of Arts in Communication. With a strong passion for communications and media relations, Ruth has developed a diverse skill set that includes journalism, scriptwriting, events and production management, risk management, social media marketing, and layout and graphic design. Her experience in these areas has shaped her approach to storytelling and content creation, driving a commitment to excellence in every project. Ruth is dedicated to leveraging her expertise to create impactful narratives and foster meaningful connections in the industry.