What is Effectiveness in Events?

2Heads NA share the creative ways they engineer KPI’s into brand experiences to drive effectiveness. With a focus on the media and entertainment industry, Jane Andaya, Director of Project Operations US and Nadine Susel, VP 2Heads Canada discuss how to bake real returns into your event practice.

Recognize the Challenge and Rise to it | Nadine Susel, VP 2Heads Canada

“KPIs are your recipe for success when it comes to experiential marketing! Of course, you could bake a cake using nothing more than your best guess of ingredients, but why would you take the risk?”

“Every event, installation and activation at 2Heads begins with one simple question: What does success look like? It’s a question we ask our clients and ourselves through every step of the journey. Often, we think of KPIs as simple data points; attendance, views, likes, subscriptions, something to pull up onscreen when the boss asks you why you should (or should not!) attend an event in the future. But KPIs can (and should!) be used to unlock the hidden potential of your existing programme, proving ROI in real time and steering your strategy with confidence.”

“Start by aligning with your team and stakeholders on what success actually looks like. Is it lead generation? Brand awareness? Go deeper!”

“More meaningful engagement with key clients? A positive uptick in brand sentiment or reputation? Clarity on whether it’s your product demo or the free coffee driving footfall? Once you’ve nailed that down, break those goals into measurable indicators. Think beyond surface level metrics, consider things like dwell time at your event for those key clients, quality of conversations with industry thought leaders, or post event follow ups with newcomers. These KPIs shape everything from your booth design to your content strategy.”

“Most importantly, build in the tools. Consider digital tracking, live polling, top tier brand ambassadors or social media engagement strategies. Tools that allow you to capture and act on that data. When you treat your KPIs as a strategic compass rather than a final report, they’ll not only prove your impact, they’ll augment it. Take for example our recent installation at the Milken 2025 Thought Leadership Summit in Los Angeles, this activation needed to pack a punch in the crowded Beverly Hilton lobby with only 125 sqft to tell the story of Bombardier’s Global 8000 Aircraft. By combining the precision of projection mapping with a high-end art gallery aesthetic, this small but mighty footprint fully embodied the brand narrative, stopping ultra-high net worth individuals in their tracks to witness the beauty and elegance of the installation, and more importantly the product. Meaningful conversations, product education and brand storytelling, these KPIs established well in advance of the design work created the recipe for success!”

Want Fans for Life? Create a Brand Community | Jane Andaya, Director of Project Operations US

“For media brands, the most successful events are those designed with the fans at the very heart. Today’s audiences expect more than the passive. They don’t want to spectate anymore, they want to feel included, recognized, and be part of something bigger than themselves.”

“When events create authentic, inclusive spaces that reflect their passions, they transform from one-off activations into moments of genuine connection that unites a community. We’ve discovered, working at shows like Lvl Up and Anime Expo with Netflix and Sega, how this approach not only builds excitement but also directly drives KPIs such as dwell time, shareable content, and brand recall.

“At both shows, we built physical worlds that were not just about footfall and pushing as many people through the door as possible. The Netflix Funhouse for example, made guests the avatar in their favorite content. For them, effectiveness came when the experience resonated emotionally and delivered measurable outcomes that last well beyond the event itself.”

“At 2Heads NA, we see events as opportunities to build lasting brand communities rather than temporary campaigns. Our approach is to create environments that connect stories, audiences, and experiences in ways that feel natural and purposeful. By leaning into fan-first design, brands can foster ecosystems where attendees don’t just consume content but actively participate in shaping it.”

“This sense of ownership and shared identity turns events into milestones that strengthen both the emotional connection and commercial value of a brand. Ultimately, the magic lies in making fans feel like collaborators rather than spectators. The real mark of success is when fans champion your story and the event becomes more than a gathering; it becomes part of the culture.”

Contributors:

Jane Andaya | Director of Operations | 2Heads US

Nadine Susel | VP | 2Heads Canada