Advertisers' new marketing choices

In a recent post, we highlighted a major transformation in the marketing strategies of major advertisers, including Unilever. According to its CEO, Fernando Fernandez, marketing must now be a driver of growth, relying on more authentic and engaging channels.

Marketing as an engine for growth

Unilever plans to double the proportion of its media investment devoted to social media, from 30% to 50%. This strategic reorientation (also seen at P&G, Mondelez, Groupe SEB, L'Oréal and many others) aims to harness the power of influencers and content creators to build consumer trust. Consumers trust peer recommendations more than traditional advertising messages. They turn to peer reviews or testimonials from real users.

The importance of influence and social proof

This is where BuyTryShare fits in perfectly, offering brands an innovative solution that combines advertising power with the credibility of customer reviews. Our tool, the #BTSEngine, enables media advertising sales houses (TV, press, cinema) to broadcast authentic customer reviews as a complement to traditional advertising campaigns. This approach boosts consumer confidence and improves the effectiveness of marketing campaigns. BuyTryShare's #BTSEngine turns every media campaign into an authentic point of contact with consumers. By broadcasting verified customer reviews, BuyTryShare lends credibility to advertising messages while reinforcing brand image. It is this Branding-Performance combination that positions BuyTryShare as a key player in the transformation of brands' current marketing strategies, whatever their selection criteria...

1) Rapid implementation and immediate impact

For advertisers looking to capitalise on a window of opportunity - such as a new product launch, flash promotion or marketing event - the ability of a marketing solution to be activated quickly is crucial. Immediate returns enable investment to be justified and campaigns to be adjusted in real time.

With BuyTryShare, the average time taken to implement a PoC is less than 20 days. This includes the collection of authentic customer reviews, their selection and integration into a 5-second spot that is broadcast just after the main advertising spot. This method captures the consumer's attention at the most opportune moment, using credible customer testimonials to reinforce the brand's message. For example, in tests carried out in the East of the European Union, advertisers observed a 30% increase in the conversion rate thanks to the integration of these customer reviews in their TV commercials.

BuyTryShare also enables KPIs to be tracked: brands can measure the impact of the campaign in terms of engagement, conversion rate and brand awareness, while also being able to adjust the message if necessary in response to consumer feedback.

2) Rapid implementation with long-term impact

While speed is a key criterion, the solution's potential to generate lasting results is just as essential. Authentic customer reviews have a prolonged effect, not only in terms of brand image but also in terms of reassurance for undecided consumers.

BuyTryShare relies on the short but punchy format of customer reviews to reinforce brand credibility. Each review is validated by the consumer and verified to guarantee its authenticity, in accordance with AFNOR standard NF522. The reviews then remain available on partner platforms, creating an after-effect that continues to influence purchasing decisions beyond the campaign period.

In this sense, the BuyTryShare strategy goes further than a simple one-off activation: it is part of a continuous integration of customer reviews into the advertising ecosystem, generating recurring points of contact with the target audience and increasing the effectiveness of cross-media campaigns.

3) Potential interest but no obvious priority

Some solutions look interesting on paper, but struggle to fit in with immediate marketing priorities. This is often the case with hybrid formats that combine Branding and Performance. Advertisers are sometimes reluctant to adopt devices whose positioning is not immediately obvious, but which can nevertheless offer high added value.

BuyTryShare meets this need for a link between branding and performance. By inserting a short 5-second spot containing a customer review and overall rating just after the main advertising spot, the brand maximises the potential for memorability while providing immediate social proof. This approach is particularly effective in sectors where the repeat purchase rate is low or where competition is intense, such as cosmetics, cars or everyday consumer goods.

A strategy aligned with new brand priorities

As a result, brands are looking to create new markets rather than simply win existing market share. Marketing is no longer seen as a cost centre, but as a strategic lever for generating value. By integrating authentic customer reviews into their campaigns, BuyTryShare is responding to brands aspiring to build a more authentic image and strengthen their market positioning.

A subtle balance

In conclusion, the choice of a marketing solution today depends on a subtle balance between speed of execution, short-term impact and long-term conversion potential. BuyTryShare is positioned as an innovative alternative, combining the power of customer reviews with advertising performance, thus fitting perfectly into the new dynamic of advertisers' influence. All with a measurable and transparent system, capable of justifying the investment from the very first results while reinforcing the long-term impact.

Integrating social proof into marketing strategies is becoming essential to meet consumers' new expectations. Solutions such as BuyTryShare give brands the tools they need to adapt to these changes and turn their marketing into a real engine for growth.