What really matters in 2025 - Part 2
This is the second part of four - of what really matters in 2025 for brands, in culture….
Using real people in advertisements isn't a groundbreaking concept. Dove demonstrated this with its Campaign for Real Beauty in 2004, which significantly boosted sales and market share in the UK. By showcasing genuine people and their realities, Dove stood out from the polished facade of traditional advertising, resonating deeply with audiences. This success highlights the increasing consumer preference for authenticity. Supporting this, research from the IPA Effectiveness Awards (2012–2022) shows a growing emphasis on trust in campaigns, with the number of trust-focused entries doubling during this period.
The Power of Honest Reactions
Trust-building often relies on presenting authentic, relatable moments. For example, Burger King created a campaign celebrating postpartum mothers enjoying a Whopper after childbirth. Grounded in Mumsnet-backed research, the campaign captured unfiltered photos of mothers indulging in their meals. By letting the natural moments shine, Burger King sparked meaningful conversations and became one of the year’s most talked-about campaigns.
Similarly, McDonald’s Colombia embraced this approach with its A Second of Happiness campaign. Delivery workers discreetly captured genuine customer reactions upon receiving their orders using cameras in their caps. These raw, unscripted moments became the focal point of outdoor ads, resulting in a 20% rise in delivery orders. By peeling back the polish of traditional advertising, McDonald’s fostered trust and drove sales.
Embracing Honest Feedback
Acknowledging customer feedback—even the negative—can also enhance credibility. In 2024, plant-based company NotCo leaned into this with its Mayo Haters campaign. By featuring self-declared mayo critics taste-testing its NotMayo product, the campaign highlighted unfiltered reactions, including dramatic displays of disgust. While unconventional, this approach underscored the product's authenticity, resulting in a 14% increase in purchase intent and a 96% boost in brand trust. Humor and honesty made the campaign relatable and effective.
Personal Stories: Emotional Connections That Resonate
Personal storytelling remains a powerful driver of engagement. Stories that spotlight individuals rather than broad themes help brands establish deeper emotional connections. Dove illustrated this with its Cost of Beauty campaign in 2023, which shared the real-life struggles of a young girl named Mary as she navigated the negative effects of social media on her self-esteem. The campaign reinforced Dove's empathetic image while addressing a critical societal issue, garnering 28 million organic views.
Similarly, JD Sports’ The Family Portrait Christmas ad blended celebrities and everyday people, highlighting authentic family rituals during the holidays. By showcasing genuine connections, JD Sports deepened its engagement with youth audiences, making its messaging feel real and relevant.
Dating app Hinge also tapped into the power of storytelling with a campaign that shared the awkward, unpolished beginnings of real-life couples. This approach countered the overly curated portrayals of romance often seen on social media, helping Hinge connect authentically with its audience.
Join over 100 members in our VIP community
Want to win more clients, revenue and awards? Then why not joing over 100 members on the The Strategy Masterclass. Created for those who are sick of courses full of theory but don’t help you deliver results.
After over twenty years of working with some of the world’s most valuable brands and awarded creative agencies, I have distilled everything I know into one killer course. What does it include?
A six week online course - you can learn at your own pace.
Over thirty hours of unique video content
Thirty unique tools i created to help you write strategy faster.
I teach you to sell strategy, not just write it.
Live Q&A sessions
Why Authenticity Matters More Than Ever
In a world where consumers are increasingly skeptical of overly polished advertising, authenticity has emerged as a competitive advantage. Ads that feature real people and genuine stories resonate because they reflect trustworthiness and relatability. By tying brand messaging to real-life experiences, companies can foster deeper emotional connections and differentiate themselves in a crowded market.
Instead of relying on broad narratives, brands should focus on telling specific, individual stories. Highlighting personal moments and genuine interactions allows campaigns to stand out and build stronger bonds with audiences. Authenticity not only drives trust but also strengthens a brand's distinctiveness in the marketplace.
Final Thoughts
To build lasting connections with audiences, brands must lean into authenticity. Whether through raw reactions, candid feedback, or heartfelt personal stories, showcasing real human experiences is a powerful way to earn trust and inspire loyalty. By embracing these approaches, brands can create campaigns that resonate deeply in today’s discerning market.