Digital marketing is powerful. There’s no denying that.

Studies show that Canada is increasingly becoming a digital-first country as more consumers get connected and more brands increase their presence online and in apps.

However, the more we focus on clicks and impressions and audience metrics the more we might lose sight of a fundamental truth that’s driving people to the more successful brands.

Connection. 

Regardless of what a campaign looks like, for it to be successful, it has to bear in mind that people are still craving connection – whether it be with brands, products, or services.

This is why community-centric experiential marketing campaigns continue to tap into something deeply human. Moving beyond short-term engagement, there’s a focus on creating belonging, shared purpose, and authentic brand relationships that endure long after the event or brand encounter ends.

Here’s how community-first thinking is not only an important element of experiential marketing, but can be a powerful tool in any brand’s playbook. 

From Audience to Community: The Shift in Modern Marketing

Consumers today don’t want to come across as numbers and they generally dislike faceless interactions. What they do like is the feeling that they are part of something and can have a genuine connection with it.

According to a 2024 Edelman Trust Barometer report, 81% of consumers say they must be able to trust a brand to do what’s right before making a purchase. That’s huge!

What’s important is that trust isn’t built off the number of times a person sees a poster or reads a slogan. The fastest way to build trust is through a direct, personal encounter or a shared experience. 

This is where experiential marketing has a distinct advantage in marketing. Experiential focuses on participation and inclusivity as the means to driving stronger emotional bonds than traditional advertising.

Why Community Building Drives Long-Term Brand Equity

Community-centric events meet this need for connection perfectly. They’re immersive, collaborative, and often tied to social or local purpose giving audiences a sense of belonging that extends far beyond brand loyalty.

When brands focus on building communities instead of just advertising campaigns, they create opportunities to really connect with their audiences. For instance, research from Harvard Business Review shows that customers who feel emotionally connected to a brand have a 306% higher lifetime value than those who are merely satisfied.

Community-driven experiences amplify this effect by creating emotional touchpoints where attendees feel part of a shared story and encouraging peer-to-peer engagement, which increases authenticity and reach. Together, this works towards reinforcing shared values between brands and audiences, forging that connection people are so intent on finding.

Building Events That Foster Connection

To design a community-centric campaign, brands must think beyond mere attendance numbers and plan for participation from their audiences. 

Here are key strategies that drive connection:

• Co-create with your audience: Invite guests to help shape the event — through crowdsourced themes, workshops, or shared storytelling moments.
• Champion local impact: Partner with local artisans, food vendors, or charities to root the activation in a local community.
• Design for interaction, not observation: Build spaces that encourage conversation — community murals, interactive installations, or social challenges.
• Make it multi-generational and inclusive: Accessibility, cultural awareness, and family-friendly zones make everyone feel welcome.
• Integrate digital belonging: Extend the event community online through hashtags, post-event groups, or loyalty platforms.

These tactics transform events into shared experiences where attendees aren’t just spectators, but co-participants in the larger story they find themselves immersed in.

The Power of Shared Values

So how do we ensure all these experiences have a sense of community?

One way is to ensure that your brand stands for something. A Deloitte Global Marketing Trends study found that 57% of consumers are more loyal to brands that commit to addressing social issues which they find important.

Community-centric experiential campaigns allow brands to emphasize their commitments in real life, connecting corporate values to the lived experiences of their audiences.

Examples include:

• Sustainability activations that give back to local environmental committees or parks.
• Volunteer-driven events that merge brand goals with social impact.
• Neighborhood celebrations that highlight cultural diversity.

By aligning purpose with presence, brands can show that they don’t just their audiences but are actively listening.

The impact of events like this then isn’t simply measured by ticket counts alone. To understand success, focus on:

• Engagement quality: Conversations started, stories shared, or content generated.
• Retention and repeat participation: Returning guests are a sign of genuine connection.
• Community sentiment: Monitor how audiences describe the event across platforms.
• Social impact: Donations raised, partnerships formed, or volunteer hours contributed.

As multiple experts have noted, modern experiential marketing is moving from moment-based KPIs to meaning-based metrics. Why not join the fun?

Creating Experiences that Build Community

At Tigris Events (powered by Simon Pure), we believe the strongest events don’t just bring people together, they help them belong. 

Our nationwide network of event professionals, designers, and brand ambassadors craft experiences that unite people through story, purpose, and participation.

Whether it’s a local activation or a coast-to-coast tour, we help brands turn gatherings into communities and audiences into advocates.

Connect with us to start building events that spark belonging.

FAQ: Community-Centric Experiential Campaigns

What makes a campaign “community-centric”?

It focuses on shared values, collaboration, and purpose, creating experiences where attendees feel part of something bigger than themselves.

How do community-driven events differ from traditional activations?

Instead of one-way marketing, they emphasize interaction, co-creation, and lasting relationship-building between brand and audience.

Can small brands or local businesses run community-centric campaigns?

Absolutely. Local partnerships, social causes, and shared storytelling work just as well for small businesses as global brands.

How do you measure community impact from an event?

Beyond attendance, track engagement, repeat participation, partnerships, and sentiment across social media or surveys.

What role does Tigris play in community-focused campaigns?

We design and staff experiential programs that connect people through meaningful touchpoints, driving loyalty, trust, and long-term engagement.