Authenticity, AI, and Community: Marketing Insights for May 2025

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Billie’s “Scratch-and-Sniff” Deodorant Posters

Billie, the direct-to-consumer body care brand, made a bold statement in April 2025 with their innovative "scratch-and-sniff" billboard campaign in New York City. These static ads, featuring oversized armpits, invited passersby to engage their senses by physically interacting with the posters to sample the brand's new deodorant line. The humorous and interactive nature of the campaign not only captured attention but also encouraged user-generated content, as onlookers filmed and shared their experiences, propelling the campaign to viral status overnight.

Why it works:

• Sensory Engagement: By incorporating the sense of smell into the advertising experience, Billie created a memorable and immersive interaction that goes beyond visual appeal.

• User Participation: The interactive element encouraged people to physically engage with the ad, fostering a personal connection with the product.

• Viral Potential: The novelty and humor of the campaign made it highly shareable on social media platforms, amplifying its reach and impact.

Latest Trends and News

The Rise of Authenticity and AI in Marketing

In May 2025, several key trends have emerged in the marketing landscape:

• Authenticity Over Perfection: Consumers are gravitating towards genuine content. Micro-influencers and employee-generated content (EGC) are gaining traction as they offer relatable and trustworthy perspectives, leading to higher engagement and conversion rates.

• AI Integration: Artificial Intelligence is becoming integral in marketing strategies. Brands are leveraging AI for content creation, performance analysis, and personalized customer experiences, enhancing efficiency and effectiveness.

• Social Commerce Expansion: Platforms like TikTok are transforming into powerful e-commerce channels. The UK's beauty industry, for instance, has seen significant growth through TikTok Shop, with one product sold every second, highlighting the platform's influence on purchasing decisions.

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Weekly Tip

Embrace Micro-Influencers for Authentic Engagement

Micro-influencers, typically with 5,000 to 50,000 followers, offer a unique opportunity for brands to connect with niche audiences authentically. Their content often feels more personal and trustworthy, leading to higher engagement rates compared to macro-influencers.

Action Steps:

1. Identify Relevant Micro-Influencers: Use social listening tools to find influencers whose values align with your brand.

2. Foster Genuine Partnerships: Collaborate with micro-influencers to create content that resonates with their audience, ensuring authenticity.

3. Measure Impact: Track engagement metrics to assess the effectiveness of these partnerships and refine your strategy accordingly.

Weekly Challenge

Conduct a Social Listening Audit

Understanding your audience is crucial for effective marketing. This week, dedicate time to perform a social listening audit to gain insights into consumer sentiments and emerging trends.

Steps:

1. Select Tools: Utilize platforms like Hootsuite or Brandwatch to monitor conversations about your brand and industry.

2. Analyze Conversations: Identify common themes, questions, and concerns expressed by your audience.

3. Apply Insights: Use the gathered information to inform your content strategy, product development, and customer engagement approaches.

By staying attuned to your audience's needs and preferences, you can create more targeted and effective marketing campaigns.

Submissions + Feedback

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