As marketing leaders, we balance our creativity and strategic thinking against practicality. However, every now and then a project comes along that allows you to let your imagination run wild strategic thinking flow and truly “go big or go home”.

Maybe you're launching a new product, doing a brand refresh, or feeling the need to shake it up as a brand. Whatever your reasoning for trying something new, bold marketing strategy, the opportunities for a strong return on your investment are numerous. Running with a big idea can also feel risky, especially if you're cashing in on an emerging trend. Here are four ideas that can help you navigate a marketing campaign.

1. Consider the unexpected

With a mix of creativity and careful planning, a brand can engage audiences in an unexpected way. Recently, we used Sphere's unique canvas in Las Vegas to create a larger-than-life storytelling experience for consumers.

After a careful review of previous activations exhibited at Sphere, the UPS Store team partnered with Sphere Studios to produce two video activations inspired by our Be Unstoppable campaign that appeared on the outside of the Sphere – known as the Exosphere, and the world's largest LED screen – and left our mark on an iconic skyline. Our stunning animations took viewers on a journey of the many precious items we pack with care and the countless places they arrive, highlighting The UPS Store's ability to literally pack and ship them all everywhere.

Collaborative activations not only refresh products and services in the eyes of target audiences, but they can also captivate untapped customers and enhance the brand experience.

Related: 7 crucial metrics to measure the effectiveness of your marketing campaigns

2. Use social media

While there are many ways to engage the audience, social media has a large digital presence that connects users with brands of all sizes. According to data compiled by Pew Research CenterYouTube tops the list, with 83% of US adults using video-based platforms. Facebook (68%) is a strong contender among adults' social media activity, followed by Instagram (47%), Pinterest (35%) and TikTok (33%). Looking closer, women are more likely to use Pinterest than men (50% vs. 19%), and black (39%) and Hispanic (49%) adults are more likely to use TikTok than Asians (29%) and white (28). %) adults.

Understanding where and how you are target audience online presence can greatly affect the success of your marketing campaign. Start small by being active across social media channels. This will allow your brand to build trust with multiple audiences and create a runway for future campaigns to launch perfectly.

3. Connect your idea to trending topics

Some of the most successful marketing campaigns are triggered by an important event, news moment or topic of conversation. Regardless of the scale of your campaign, local, regional, national and international trends are all important to different audiences.

One of the best ways to capitalize on a trending topic involves looking inward while keeping a constant pulse on external possibilities. Kicking off New Year's Day 2024, The UPS Store introduced it “Beating Achievements” floats and won the Bob Hope Humor Award at the famous annual Rose Parade. Our flower-decked float showcased our existing Start Small, Grow Big youth program with Junior Achievement USA in support of the next generation of entrepreneurs and small business owners. Building on and refreshing the theme of a long established tradition, we artistically highlighted the importance of youth entrepreneurship.

Related: Our brains are hardwired to resist change—here's how to use neuroscience to embrace it instead

4. Prioritize the needs of your customers

Customers are the primary users of products and services. It is the same people who generate interest and recommendations to others for these goods. The meaning of customer experience (CX) – and how your business can provide new solutions to their needs – drives long-term business growth. According to Annual Zendesk CX Trends Reportthree out of four consumers will spend more money with businesses that provide a good customer experience.

An activation that guides customers and enables them to develop their skills while celebrating their achievements takes CX to the next level. Held annually, The UPS Store Small Business Challenge creates learning experiences for entrepreneurs to increase their understanding of marketing, staffing, operations and company culture. From thousands of applicants from across the US, the Small Biz Challenge awarded the top prize of $25,000 to winner Lacey Benard, co-owner of Bitty Bao and creator of bilingual Chinese children's books. We understand that many of our customers rely heavily on our services to run their businesses. By providing resources and support, we elevate the creative and inspiring business leaders we serve.

Marketing, using equal parts creativity and strategy, has the potential to create long-term business success. Understand the audience, be open to collaboration and use trends and platforms for maximum results on your next big idea.