Social media ads have become the new billboard. In the UK, some brands have cracked the code—combining good humor, sharp targeting, and just the right amount of sass to win hearts, minds, and shopping carts. Here’s how they’re doing it (and why your scroll-stopping thumb should care).
1. Tailored Content: Right Platform, Right Vibe :
UK brands know that what works on LinkedIn won’t fly on TikTok. That’s why you’ll see financial
services firms playing it cool with clean infographics on LinkedIn while fashion brands are out
here on TikTok serving lip-syncs and outfit transitions like it’s the BRIT Awards. Exhibit A: ASOS. Their TikToks don’t just show clothes, they create an entire lifestyle moment. One second it’s a blazer haul, next it’s “POV: You’re the hot friend.”
2. Injecting British Humor Like a Pro :
There’s something uniquely British about self-deprecating humor, sarcasm, and a pun so bad
it’s brilliant. UK brands are all in.
Take Greggs. Yes, Greggs, the purveyor of sausage rolls and the subtle art of Twitter banter. Their social team drops roast-worthy replies and partnerships (Primark collab, anyone?) like it’s
second nature. It’s not just advertising, it’s a vibe. “Why do our vegan sausage rolls taste so good? We sold our souls to the pastry devil.” Definitely something Greggs might tweet.
3. Purpose + Personality = Engagement Gold :
Today’s customers want more than just a good product, they want to know where it came from, how it’s made, and whether it hugs baby dolphins in its spare time. Brands like The Body Shop are blending purpose with their posts, tackling everything from climate action to inclusivity, without sounding like they swallowed a corporate report. Pro tip: Add some relatability.
4. Micro-Influencers Are the New Celebs :
Gone are the days when you needed David Beckham to sell aftershave. Now it’s all about Chloe
with 12k followers and the best skincare routine you’ve ever seen. Brands like Boohoo and Lookfantastic work with micro-influencers to build trust. It’s less “buy
this now” and more “here’s me looking amazing in my bathroom mirror while telling you why I
love this face mist.”
It feels like advice from a friend, who just happens to have 47 discount codes.
5. Retargeting, But Make It Cute :
Yes, retargeting is slightly creepy. Yes, we all pretend we’re not impressed when that pair of
trainers follows us from Facebook to YouTube to Instagram. But admit it—you like it a little. Smart UK brands like Boots and John Lewis use retargeting to subtly remind you that you did, in fact, spend 20 minutes browsing electric toothbrushes at 1am
6. Letting Customers Do the Talking :
Why spend millions on a campaign when your own customers are out here creating Oscar- worthy unboxings for free?
Gymshark is practically a masterclass in UGC—resharing real workouts, genuine reviews, and
people flexing in their living rooms like it’s leg day in Ibiza. Because let’s be real: people trust other people way more than polished ads. Especially when
they’re sweaty, tired, and holding a protein shake.
Final Thoughts: It’s All About Being Real
The secret sauce? UK brands aren’t trying to be perfect. They’re trying to be real, relevant, and when the moment calls for it, ridiculously funny. So next time you’re doom-scrolling and a clever ad stops you mid-scroll, remember: behind that
ad is probably a social media manager running on iced coffee and cheeky humour, making you
laugh and click “Add to Basket.”