Category
Lifestyle
Protein Personalization
Trend cluster
Category
Intimate
Campaign
Brands recruit influencers and creators to share authentic stories.
4.2
Trend score
Trend
What is the Intimate Campaign trend?
Intimate Campaign: As brands pivot to more authentic representations of their customers, they're recruiting influencers and creators for campaigns that feel more intimate. Showcasing creators' personal stories through these campaigns creates deeper connections with customers--Gen Z in-particular.
Insight
The consumer insight behind the Intimate Campaign trend
Gen Z and Millennials being social media savvy has made them more critical of brands and creators that don't make "authentic" choices. These demographics are likely to be wary of influencers who "cash grab," and are critical of collaborations that don't align with creators' brands. Many see influencers as representative of their own personalities and interests, so they're more likely to trust creators who are vulnerable and make intimate connections with their followers.
Trend themes
Themes within the Intimate Campaign trend
Three behaviours holding the trend together01
Authentic Representation
As brands pivot to more authentic representations, they're recruiting influencers and creators for campaigns that feel more intimate.
02
Celebrating Aging
L'Oreal Paris is celebrating the aging consumer with its 'Age Perfect' campaign, which features influencers exclusively aged 45 and over.
03
Amplifying Marginalized Voices
Getty Images and Hiki launched the '#AutisticOutLoud' campaign to address the misrepresentation and lack of authentic representation of the autistic community.
Industry implications
What the Intimate Campaign trend means for industry
Where the trend changes the playbookFor
Social Media Marketing
As brands increasingly prioritize authentic representation, social media marketing professionals can leverage influencers and creators to create intimate connections with customers.
For
Beauty and Skincare
The 'Age Perfect' campaign by L'Oreal Paris highlights the opportunities for beauty and skincare brands to specifically target the aging consumer market.
For
Media and Photography
The '#AutisticOutLoud' campaign signifies the importance for media and photography professionals to represent marginalized voices authentically and break stereotypes.
Workshop question
In what areas could your brand create more intimate connections with its customers?
Trend signals
Trend signals for Intimate Campaign
Trend score 4.2 out of 10, from popularity 55%, activity 44%, freshness 27%.
Popularity55%
Activity44%
Freshness27%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Intimate Campaign trend
5 featured examples from May 31, 2023 to Aug 7, 2024CategoryMarketing
Energy Drink Influencer Partnerships
Uptime Energy Has Announced New Partnerships with Influencers
Innovative marketing strategies within the energy beverage industry can boost brand differentiation in a crowded market.
CategoryFashion
Senior Self-Care Campaigns
L'Oreal Paris is Celebrating the Aging Consumer with 'Age Perfect'
Industry opportunity to make strides in new product offerings for an aging population.
CategoryFashion
Personal Style Jewelry Campaigns
RS Pure's #Authentic100 Shares the Styles of 100 Influencers
Fashion companies can create campaigns and product lines that celebrate individual style and minimalist design.
CategoryLifestyle
Peer-to-Peer Conversation Campaigns
JOYBA's Real Tea, Real Talk Supports Mental Health in Youth
The campaign highlights the beverage industry's potential in advocating for mental health support and social impact.
CategoryMarketing
Empowering Visual Content Campaigns
Getty Images and Hiki Launches #AutisticOutLoud
Disruptive innovation opportunity: Advertising companies can leverage authentic visual representation to create powerful campaigns that challenge stereotypes and connect with dive…
