Measuring an internal feeling
While some data suggests that BeReal usage has declined after a surge of popularity in its late 2022 peak, the platform claimed this was inaccurate and has 25 million active users globally. According to Emily Moravitz, lead of marketing special projects, this campaign is an opportunity for the brand to formally introduce itself.
The campaign, titled “The Realest Person on Earth,” leaves that definition wide open for interpretation. Participants are invited to submit grocery aisle shots or more life-altering moments, like meeting Jacob Elordi on a neighborhood walk.
The “realest” BeReal will be seen next to billboards of retouched images in Times Square, along with other major cities in Europe and Asia. The platform said that it was intended to juxtapose what it assumes is a sea of highly edited and curated ads. The winner will also win a paid vacation with three friends to a destination of their choice.
“Over the last 10 years, we’ve become quite immune to digital ads,” said Hislop, who spoke to the challenges of digitally marketing a service that fundamentally opposes other platforms. “This represents a unique opportunity to create a real-world statement that doesn’t get lost in the noise.”