In an age where technology seems to have a profound impact and presence on everyone’s life, authenticity and human-to-human interaction matter more and more. These same principles apply to advertising campaigns; with all the carefully curated and refined visuals and messages in today’s ads, it’s the content that feels real that sticks out and leaves a lasting impression.
The Reason Why
While professional, large scale campaigns have their place with brand and marketing strategy, the tide is shifting toward authenticity, especially through social platforms like TikTok. One reason is the algorithm: these apps boost unpolished content rather than explicitly paid, refined items in feeds. Add in the factors that 82% of people are more likely to buy from brands that use authentic content strategies and 93% of marketers saying this type of content outperforms traditional branded content, per O’Brien et al. Advertising, and you can see why it works.
These authentic campaigns may have no filters or inconsistent, unprofessional lighting, and those actually benefit in the algorithm. This is called “pattern interruption,” since it differs greatly from what we expect to see when we scroll. And even if it’s not a video, it can be the tone a brand uses: speaking or expressing a message in casual terms instead of highly-manufactured statements can build trust and reliability between brands and consumers.
Duolingo’s Style
You’ve probably heard of Duolingo, the app that allows users to learn new languages. With their mascot, the Duolingo Owl (known as Duo the Owl), they’ve separated themselves from other brands on TikTok in terms of advertising. Instead of selling the service that Duolingo provides to users, they entertain them through having the owl engage in viral trends, replying to comments in slang or playful ways, not taking the character too seriously, and embracing popular memes and culture.
As a result of these antics, the brand has been covered in multiple outlets like Rolling Stone and NBC News. Some of their TikTok posts have been liked on the app almost up to five million times, and the owl mascot has become an easily identifiable public character. The overall idea behind this strategy is that just entertaining an audience with your brand can create trust and awareness; even if you’re not trying to sell them anything, they may organically embrace and buy the services you’re offering.
Nike’s Way
As one of the largest athletic companies in the world, you may be thinking how Nike could possibly create an authentic campaign. Look no further than their “Nothing Beats a Londoner” video, focused on young, everyday athletes you would see in the street. Filled with references to local slang and London neighborhoods and teenagers braving inclement weather and outside elements to play their sport, this campaign focused on regular athletes instead of global superstars.
This campaign was a massive success for the company. Apart from receiving coverage in a variety of English news outlets like the Evening Standard and the Sun, the video had an almost 90% view-through rate online, and London searches for Nike products were up 93% after the ad’s premiere, and more than 50% across the United Kingdom. It goes to show that embracing authenticity, local culture, and common people rather than superstars, celebrities, and heavily manufactured campaigns is a strong way to go.
Our Authentic Self
If you’re looking for an advertising partner who will help you bring out the real, authentic voice in your brand, contact us.
