While everyone else is at the beach, some brands are getting ahead of the game.

The illusion of the summer slump...

August is often seen as a “dead” month in communications. But in reality, consumer media behavior doesn't stop—it evolves. And that's an opportunity for brands to seize... if they're agile.

Mobile usage is skyrocketing. On vacation, smartphones are becoming the focal point of media consumption.

• According to Médiamétrie, time spent on mobile devices increased by 17% in July and August compared to the rest of the year.

• Review platforms (such as Google, TripAdvisor, and Trustpilot) see a 22% increase in traffic during holiday periods.

• QR codes are no longer reserved for restaurant menus: 46% of French people have scanned them at least once while on vacation (source: Statista 2024), often to access a service or product information.

In short: your prospects are on their phones, available and curious. But you still need to offer them something credible to scan.

The voice of consumers never takes a break

Summer is peak season for customer experience. It's when people try out new sunscreen products, mobile roaming plans, rental services (apartments, scooters, family SUVs, etc.) or... a neobank that offers more competitive fees for banking abroad.

And what do we do right after that? We share. We take notes. We give our opinions.

• According to BazaarVoice, the volume of consumer reviews increases by 15 to 30% in July and August, depending on the category.

• UGC content (photos, videos, stories, recommendations) is 66% more prevalent during the holidays than during the rest of the year (source: Hootsuite x Later, 2023).

This spontaneous, authentic, sincere content is like raw pearls—provided you know how to capture and showcase it.

Advertising noise is decreasing

In August, major media plans are often put on hold. The result: less competition on the airwaves, in the press, and in movie theaters.

• According to Kantar, TV GRPs fell by an average of -40% in August compared to the peak in June.

• CPMs (cost per thousand) on certain digital platforms are falling by up to -25% due to lack of demand.

• Magazine publishing has also seen a decline in circulation and advertising pressure, opening up more visible spaces for campaigns.

Less noise means more chances to stand out—especially with a credible message delivered by the customer's voice.

August is therefore not a time to take a break. It is a strategic window of opportunity:

• To capture authentic insights and quotes in real time.

• To prepare differentiating assets while the competition is just getting back on its feet.

• To launch a new format (5-second UGC spot, QR-enabled, televised customer quote, etc.) in September.

What brands that are ahead of the curve are actually doing

The most strategic brands don't suffer from the summer slump. They exploit it—as an agile laboratory, a discreet accelerator, a unique opportunity to optimize their return to work. Here's what some of them are doing with BuyTryShare while the competition is still sunbathing...

Some (savvy) brands take advantage of this to collect social proof during the season. Summer is a time when consumers experience products (on their skin, on the road, while traveling) and activate the BuyTryShare platform (via our partner trnd.com) to collect hot customer content with high usage value.

They build their Q4 campaigns on a foundation of credibility. By collecting authentic testimonials starting in the summer, brands (and their agencies) can:

• Script video assets ready for September.

• Customize their TV commercials according to region (e.g., “Recommended in Marseille by Sandrine, 41”).

• Highlight customer testimonials in end-of-year commercials, when advertising competition is at its fiercest.

A sunscreen brand could activate BuyTryShare to recruit 500 testers (via trnd). In two weeks, it could collect:

• Approximately 470 authentic reviews,

• Around 40 customer videos filmed in real-life situations (vacations, outdoor activities),

• A dozen mini-ads produced using UGC, some of which will be adapted for TV or digital media in the fall.

It is a reliable stock that can be activated, which brands already have at their disposal while others are still searching for their back-to-school concepts.

They are preparing an agile and rapid PoC. Summer is the ideal time to move forward without political obstacles or operational overload.

• Creation of a 5-second spot based on a verified customer review

• Integration of a QR code to redirect to a landing page of certified reviews or the e-commerce site

• Broadcast via TV media buying (linear or BVoD/replay), press, or cinema, without modifying the main media plan

• A streamlined reverse schedule, delivered in just 10 days.

Typical result (source: BTS PoC 2024 – FMCG Central Europe):

• +23% increase in purchase intent after exposure,

• +38% increase in ad recall compared to traditional creative,

• QR code click-through rate between 1.4% and 2.8% (vs. 0.5% on average for print or display).

While others wait for “everyone to be back” before taking action, agile brands are already building their differentiation.

• They listen,

• They prepare,

• They amplify the impact of their advertising campaigns with the voice of their customers — with authenticity, rigor, and scalability.

Conclusion: Summer should not be a break, but an opportunity to reflect on this

In a world where trust can no longer be decreed, it is brands that listen to their customers and value their opinions that make the difference. And while others wait for the start of the new school year to get back on track, you have the opportunity to take action. Without waiting for a strategic overhaul. Without additional costs.

Simply by incorporating the voices of their consumers into their media campaigns.

BuyTryShare makes it simple:

• With short deadlines,

• Dedicated support,

• Measurable results.

Would you like to try BuyTryShare this summer?

• Whether you are a brand, a media or creative agency... or an advertising network that is more innovative than the rest,

• Whether you are looking for a Proof of Concept or a differentiating lever for Q4,

• Whether you are curious or already convinced...

We are available all summer long to discuss this.

No heavy sales pitch. Just a conversation. An exploration. And, why not, a first step.

➡️ Get in touch now

Because your customers already have the right words. It's time to make them heard.