Real Stories, Real Impact: A Shift in Advertising Philosophy, Featuring Dana Michell
Advertisements are famous for flashy visuals and catchy slogans that compete for the audience’s attention. This attention-grabbing strategy works as it translates into increased sales and profits for many brands. Traditionally, advertisements are done by hiring actors, giving them a script, and having them act.
Some media experts believe this standard advertisement method does not extract a brand’s full potential. Hence, a new trend is emerging—one that values authenticity over artificial content.
The shift involves featuring actual customers in advertisements and sharing their real stories and experiences with a brand or a product. This departure from the traditional approach of hiring actors aims to create a genuine connection with the target audience.
Dana Michell, founder of the world’s first global real people casting & content curation agency Salt and Lime Media, is among the pioneers of this authentic advertising revolution. The decision to showcase genuine customers in advertisements has set a new benchmark for commercial content creation.
Dana believes that by adopting this new approach, media agencies can help brands get better results out of their advertisement campaigns. While scripted advertisements are crucial for scaling, showcasing real experiences can further amplify growth and appeal.
We asked Dana how this philosophy helps brands develop stronger connections with the audience and boost sales. Here’s what she said:
1. Relatability and Trust
Consumers are becoming increasingly discerning. Generic ads featuring actors can feel detached and insincere. By bringing real customers to the forefront, brands humanize their image and build trust. Viewers are more likely to connect with the everyday experiences of real people like them, fostering a sense of relatability.
2. Authenticity Sells
Consumers are savvy and can often sniff out inauthenticity. Real stories, untarnished by the gloss of professional acting, convey a genuine and unfiltered message. This resonates with audiences who crave sincerity instead of staged perfection. When people see others sharing their real experiences with a brand, it creates a sense of authenticity that’s impossible to replicate with actors.
3. Emotional Engagement
Real stories have the power to evoke genuine emotions. When viewers see authentic joy, satisfaction, or even challenges that real customers face, they are more likely to engage with the brand emotionally. This emotional connection creates a lasting impression on the consumers.
Dana’s company, Salt and Lime Media, was created on the foundation of this philosophy. As a global real people casting and content curation agency, they don’t alter real life stories, nor hire actors. Instead, they cast genuine people with actual experience with the brand. The Salt and Lime team produces, directs and nurtures them, enabling them to share their positive authentic narrative in an engaging way.
Through this different approach, the agency has partnered with brands like Meta, Instagram, Snapchat, Nike, Canva, and eBay to curate content that showcases these captivating true stories that connect deeply with the target audience.
The move toward featuring real customers in advertisements is more than just a passing trend—it’s a fundamental shift in advertising philosophy. As consumers yearn for authenticity in their interactions with brands, using actual customer stories becomes a powerful tool to connect on a personal level.
Casting and media experts like Dana are paving the way for a new era in advertising, where real stories take center stage, creating a lasting impact on the audience.
