Why Connection and Authenticity Will Define Marketing in 2025
We’re only into February, and brands have already rolled out some major marketing campaigns. It’s impressive how quickly 2025 is shaping up, with some fantastic campaigns from Brooke Shields, Doritos, and Bumble that offer important lessons about what works for today's consumers.
So, what makes an effective marketing campaign in 2025? Based on the early campaigns we’ve seen, it’s clear that things are shifting in exciting ways. Let’s break it down:
Brooke Shields’ “Commence” Campaign: Celebrating Authentic Beauty
One standout campaign that embodies these principles is Brooke Shields’ “Commence” brand. Shields, who has long advocated for older women to embrace their beauty and aging, launched her first campaign for the brand with a clear message: aging is beautiful, and it should be celebrated. This authentic approach led to a 50% boost in sales within 8 weeks, proving that consumers are ready for campaigns that embrace realness over perfection.
Why it works: The campaign’s authenticity and relatability make it a standout in beauty marketing, especially for underrepresented demographics.
Bumble x Amelia Dimoldenberg: Humor and Relatability for Gen Z
Bumble’s 2025 campaign is another great example of what works today. This time, they’ve teamed up with Amelia Dimoldenberg, a well-known influencer who’s become popular for her dry humor and candid approach to dating. With her unique voice, she offers a fresh and relatable angle for Bumble’s target audience—Gen Z and young adults who live their lives online.
Bumble’s new campaign doesn’t just focus on dating tips. It mixes lifestyle content with humor, making it more engaging and authentic than traditional ads. Plus, by choosing an influencer who feels real and approachable, Bumble is staying true to its brand voice while tapping into cultural trends that resonate with their audience.
Why it works: By working with a relatable influencer who embodies their target audience's sense of humor, Bumble strengthens its connection with Gen Z.
Doritos “Crash the Super Bowl”: Engaging Fans through User-Generated Content
Doritos also tapped into what’s working with its “Crash the Super Bowl” campaign. After a 10-year hiatus, the revived campaign invites fans to create their own Doritos commercials, with the chance to have their ad featured during the Super Bowl. This campaign speaks volumes about the power of user-generated content (UGC) and how engaging your audience directly can lead to incredible results.
The campaign not only encourages participation but also nurtures creativity among fans. With thousands of entries having been submitted, the campaign is a perfect example of how brands can use UGC to strengthen their connection with their audience while staying authentic to their roots.
Why it works: This campaign fostered a sense of community and creativity, while keeping the brand fun and engaging.
So, what can we learn from the early campaigns of 2025?
Relatability Over Perfection
In 2025, consumers are craving relatability. No longer are they buying into the overly polished, perfect portrayals that were once the norm. Instead, they want brands that feel real, down-to-earth, and human. Campaigns need to show authenticity, flaws and all.
Brand Authenticity Is Key
Brands that stick to their true identity—without trying to be something they’re not—are winning. 2024 showed us that consumers are growing more skeptical of brands that put on a façade. Authenticity has become a must, and it’s already clear that 2025 campaigns will continue to thrive when they stay true to their values.
Influencers, But The Right Ones
Influencer marketing is still very much a powerful tool, but it’s evolving. Consumers are increasingly rejecting big-name, unattainable celebrities in favor of more relatable, niche influencers. In 2025, brands will need to prioritise influencers who truly connect with their audience, not just the ones with the biggest followings.
The Takeaway: Authenticity Is the Secret Sauce
The early campaigns of 2025 show a clear trend: authenticity is everything. Whether it's embracing aging, staying true to your humor, or letting consumers create content, the most successful campaigns this year are built on genuine connections.
For brands, the takeaway is simple: Be yourself. Whether through influencer partnerships, relatable content, or user-generated involvement, 2025 marketing is about creating campaigns that feel real and speak directly to consumers.
