TRUST-BUILDING ADVERTISING WORKS

Summary from the TLDR Marketing newsletter

Trust-building advertising strongly drives business growth and brand performance for for-profit campaigns. New research from the IPA Effectiveness Databank shows that 93% of for-profit campaigns that deliver very large trust gains also deliver very large business effects, and top trust-building campaigns are 41% more likely to generate major commercial results than the average. These top campaigns are more than twice as likely to drive large gains in brand quality and loyalty and report +65% more very large business effects overall. Effectiveness increases when trust is a formal objective. The strongest trust-building campaigns typically use more channels at 10.7 versus 9.9, and split budgets 60% brand and 40% activation.