As consumer trust declines across a number of industries, authenticity and transparency have emerged as key attributes that matter. Consumers, more than ever before, are holding brands to a higher standard and will reward those that reflect and impersonate their values.
This also holds true for media campaigns: Google’s BrandLab team conducted a meta-analysis on 100 Consideration Campaigns as measured by Google’s Brand Lift Studies in the Beauty category, and found out that ads featuring authentic consumer representations (e.g. real consumers, ethnically diverse spokespeople, or influencers) drove 1.5x higher consideration lift compared to prototypical beauty ads.
