Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than the average across all for-profit campaigns.
Source. IPAWhy trust-building campaigns matter
Top commercial trust-building campaigns are typically 41% more effective in business growth terms, the IPA analysis found, and this area has been a growing focus for advertisers in the last decade.
The analysis shows* that, since 2012, the most effective for-profit, trust-building campaigns have seen a 56% increase in the average number of very large business effects, alongside a 19% increase in very large brand effects.
“While there are many ways to make your advertising effective, this new research provides a strong business case for the benefits of investing in trust-building campaigns,”
says Laurence Green, director of effectiveness at the IPA. He also adds that it’s a “proven way to drive sustainable growth”.
Commercial outcomes see boost
The following business metrics show how the most effective trust-building campaigns outperform the IPA databank average:
- Customer acquisition: 39% (effective trust-building campaigns) vs 28% (databank average)
- Sales value: 37% vs 26%
- Profit gain: 35% vs 24%
- Market share gain: 34% vs 26%
- Customer loyalty: 22% vs 11%
- Reduction in price sensitivity: 11% vs 6%
Brand strength improves
A similar pattern can be observed in perceptions of the brand, with the most effective commercial trust-building campaigns performing better than the databank average across several measures:
- Brand quality: 59% vs 20%
- Brand loyalty: 56% vs 23%
- Differentiation: 44% vs 33%
- Distinctive brand assets: 47% vs 31%
*The analysis is based on 812 awarded and non-awarded advertising campaigns contained within the IPA Effectiveness Databank, submitted between 1998 and 2024 as part of the IPA Effectiveness Awards, representing approximately £7.5bn of advertising investment.
Source: warc.com; Sourced from the IPA