Fit2Faces: Choosing the right face is a growth decision

Many media campaigns look great, but fail to leave a lasting mental trace for the brand. One powerful lever is often underestimated: people in advertising. The right face can drive attention, trust and memory – if it truly fits the brand.

With Fit2Faces, GIM developed a tool to quickly and efficiently test testimonials, influencers, hosts and campaign faces, focusing on credibility, authenticity, values fit and relationship strength; not just fame or likeability.

Validated in a CAWI study with circa 1,000 respondents using a two-stage experimental design (20 well-known and lesser-known testimonials; monadic setup): the best-performing testimonial was not the most famous or the most likeable. The winner was the person with the strongest values fit, the strongest relationship dimension, and the highest Fit2Faces Score—driving both the highest purchase intent and the most durable brand anchoring.

A further indication: AI-generated testimonials currently show lower advertising impact—especially where perceived authenticity is key to performance.

Want to identify the face that truly strengthens your brand? Get in touch!