The number of people who interacted with a brand during a promo campaign is not very important. What really matters is how many of them continued to do it after the end of the campaign.
This is why we do our best to optimize every activation mechanic we create.
Brands need more than a “one campaign stand”, they need long-term relationships. Being memorable is not always enough. People often forget if they aren’t reminded. This is why brands need to stay constantly in touch with their consumers and make them feel part of a community.