Creator Trust, Google+'s Failure, Experience Rewards & AI Personalization

Edition 99

Author

Luru Labs
December 15, 2025

Hello there,

Gen Z just declared brand advertising dead (maybe), Google+ taught us what happens when you ignore user behavior, science proved experiences beat free stuff, and the Salvation Army is using AI to actually connect with people. Let's dive in.

Let's dig in!

Gen Z Doesn't Care About Your Brand Heritage

Over 80% of Gen Z's purchasing conversations happen in private chats marketers can't even track. They're bypassing polished ads entirely—trusting bedroom YouTubers over century-old brands. What's driving this shift, and is there any way back for traditional brand advertising?

Gen Z doesn't care about your brand heritage

New research offers some pretty startling insights.

www.creativebloq.com/design/advertising/gen-z-now-trusts-creators-above-all-else-is-this-the-death-of-brand-advertising

The 5 Marketing Mistakes That Killed Google+

Google had 200 million accounts and unlimited resources. Yet 90% of users spent under 5 seconds on the platform before abandoning it. The autopsy reveals mistakes so fundamental, any brand could make them—and what killed a tech giant could easily kill your next product launch.

Top 5 Marketing Mistakes Made by Google+

Why Google+ failed? A clear look at its marketing mistakes, weak user habits, poor timing, and trust issues, and key lessons for today’s marketers.

www.marketingmonk.so/p/marketing-mistakes-made-by-google

Why Customers Choose Free Massages Over Free Products

Customers were 4x more likely to pick a free spa treatment over free hair products worth the same amount. They also spent 43% more to earn it and kept spending after. The psychology behind this preference could completely reshape your loyalty program strategy.

Free experiences > free products

People prefer experiences (e.g. a kitchen tour) up to 4x more than physical objects (e.g. a free dessert) as rewards, and spend more before and after an experience reward.

app.sciencesays.com/p/give-free-experiences-not-free-products

The Salvation Army's Surprising AI Strategy

While brands worry AI will replace human connection, the Salvation Army built a system that strengthens it. Their approach delivers the right message to the right person at exactly the right moment—without feeling robotic. Here's how they're using AI to deepen relationships, not destroy them.

The Salvation Army’s AI retail campaign - Think with Google

Google’s Official Digital Marketing Publication. Discover how The Salvation Army used AI to drive store visits in an innovative retail campaign.

business.google.com/us/think/ai-excellence/salvation-army-ai-retail-campaign

An outbound playbook for 2025

The four pillars powering Workflows.io to $2M ARR and beyond

www.growthunhinged.com/p/an-outbound-playbook-for-2025

That's it for this week. The common thread? Success comes from understanding human behavior, not just deploying technology or assuming your brand's scale guarantees adoption.

Got a marketing win or wild idea? Hit reply and let us know. And if this was valuable, share it with a colleague who'd appreciate it.

Catch you next week!

Signing off

Team ‘Luru