The report “A Benchmark Report 2025″ by Influencer Marketing Hub and Brandwatch analyzes the strategies of Ogilvy, highlighting its focus on emotional marketing and building meaningful connections with consumers. Based on the study of over 1,700 global cases, the report identifies key trends that enable Ogilvy to create a lasting impact on audiences.
Advertising has shifted from a persuasion-based model to one focused on creating emotional bonds. The report’s data reveals that ads with high emotional content generate 31% more interactions and triple brand recall compared to rational messages.
Storytelling as Ogilvy’s main strategy
One of the pillars of Ogilvy’s strategy is storytelling. The agency has developed an approach in which brands not only promote products but also create stories that reflect authentic human experiences. According to the report, 62.3% of Ogilvy’s campaigns are driven by values and prioritize social and cultural narratives.
An example of this approach is Victoria’s campaign in the United States, which addressed the cultural duality of Mexican-Americans. Through a narrative centered on identity and a sense of belonging, the brand achieved a meaningful connection with its audience.
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Psychological strategies in Ogilvy’s campaigns
The report highlights the main psychological factors used by Ogilvy to strengthen the emotional impact of its campaigns:
- Exclusivity and scarcity (28.4%)
- Fear and urgency (24.6%)
- Nostalgia (19.7%)
- Social proof and sense of belonging (15.8%)
- Empowerment (11.5%)
These emotional marketing strategies allow brands to connect with their audiences effectively, fostering engagement and loyalty.
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Technology and data analysis in Ogilvy’s strategy
The report also highlights the role of technology and data analysis in modern advertising. Ogilvy uses tools such as Brandwatch software to:
- Monitor social media sentiment in real-time.
- Identify emerging trends and adjust strategies.
- Apply artificial intelligence to optimize campaign impact.
A notable case is the #TurnYourBack campaign by Dove, launched in response to the “Bold Glamour” beauty filter on TikTok. In just 72 hours, the campaign achieved over 54 million views and an 83% positive sentiment.
Importance of timing in advertising
The report emphasizes the relevance of “timing” in advertising campaigns. Ogilvy constantly monitors cultural and social changes to adapt its messages at the most opportune moment.
The main “timing” strategies include:
- Leveraging seasons and holidays.
- Using events and viral trends.
- Quick response to crises and cultural shifts.
Content personalization through artificial intelligence
Ogilvy has integrated artificial intelligence into its content strategies to offer more personalized experiences. The report highlights the use of:
- Social media behavior mapping to segment audiences more precisely.
- Real-time emotion analysis to adjust messages.
- Pre-testing and content experimentation before mass launch.
This approach allows content to be adapted according to the audience and enhances its effectiveness.
Key content marketing trends for 2025
The report identifies five key trends for creating advertising content:
- Social-first transformation: Brands must actively engage their audiences in content co-creation.
- Omnichannel strategy: Integration of digital and physical experiences.
- Real-time social intelligence: Data analysis to anticipate trends.
- Reinvention of brand identity: Interactive and participatory content.
- Content planning in cultural cycles: Rapid adaptation to social changes.
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