# Intimate Campaign Brands recruit influencers and creators to share authentic stories. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Sep 6, 2023 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/intimate-campaign ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 31, 2023 to Aug 7, 2024 - Published: Sep 6, 2023 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Intimate Campaign trend ### Authentic Representation As brands pivot to more authentic representations, they're recruiting influencers and creators for campaigns that feel more intimate. ### Celebrating Aging L'Oreal Paris is celebrating the aging consumer with its 'Age Perfect' campaign, which features influencers exclusively aged 45 and over. ### Amplifying Marginalized Voices Getty Images and Hiki launched the '#AutisticOutLoud' campaign to address the misrepresentation and lack of authentic representation of the autistic community. ## What the Intimate Campaign trend means for industry ### For 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 for Intimate Campaign Trend score 4.2 out of 10, from popularity 55%, activity 44%, freshness 27%. - Popularity: 55% - Activity: 44% - Freshness: 27% ## Examples of the Intimate Campaign trend 5 featured examples from May 31, 2023 to Aug 7, 2024. - [Energy Drink Influencer Partnerships](https://www.trendhunter.com/trends/uptime-energy): Uptime Energy Has Announced New Partnerships with Influencers (Category: Marketing) Implication: Innovative marketing strategies within the energy beverage industry can boost brand differentiation in a crowded market. - [Senior Self-Care Campaigns](https://www.trendhunter.com/trends/age-perfect-golden-age): L'Oreal Paris is Celebrating the Aging Consumer with 'Age Perfect' (Category: Fashion) Implication: Industry opportunity to make strides in new product offerings for an aging population. - [Personal Style Jewelry Campaigns](https://www.trendhunter.com/trends/authentic100): RS Pure's #Authentic100 Shares the Styles of 100 Influencers (Category: Fashion) Implication: Fashion companies can create campaigns and product lines that celebrate individual style and minimalist design. - [Peer-to-Peer Conversation Campaigns](https://www.trendhunter.com/trends/real-tea-real-talk): JOYBA's Real Tea, Real Talk Supports Mental Health in Youth (Category: Lifestyle) Implication: The campaign highlights the beverage industry's potential in advocating for mental health support and social impact. - [Empowering Visual Content Campaigns](https://www.trendhunter.com/trends/empowering-visual-content): Getty Images and Hiki Launches #AutisticOutLoud (Category: Marketing) Implication: Disruptive innovation opportunity: Advertising companies can leverage authentic visual representation to create powerful campaigns that challenge stereotypes and connect with dive… ## Recent trend clusters - [Protein Personalization](https://www.trendhunter.com/protrends/protein-personalization) (Lifestyle) - [Countertop Craft](https://www.trendhunter.com/protrends/countertop-craft) (Lifestyle) - [Ready Regimens](https://www.trendhunter.com/protrends/ready-regimens) (Lifestyle) - [Spooky Menus](https://www.trendhunter.com/protrends/spooky-menus) (Lifestyle) ## Trending in Lifestyle - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Three-in-One Battery Leaf Vacuums](https://www.trendhunter.com/trends/three-in-one-battery-leaf-vacuums) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)