Strategies

The 15 best examples of testimonial advertising

Reading Time: 11 minutes

What’s the one thing every buyer does before making a purchase? They look for recommendations. Social proof. And that is why testimonial advertising deserves your attention. It helps you gain their trust, and in all likelihood, brings you a new customer.

The reason behind this is simple — people trust people more than they trust brands. It’s a no-brainer, especially when you weigh the words of a customer against those of a brand promoting itself.

In fact, 9 in 10 people say that they trust the words of a customer more than those of a brand, according to Wyzowl. Additionally, 95% of people say that reviews — both positive and negative — influence their buying decisions.

This clearly points toward the importance of testimonials as a marketing and advertising tool.

But what exactly is testimonial advertising?

Let’s find out.

What is testimonial advertising?

Testimonial advertising is a tactic that promotes customer reviews and experiences across various marketing channels. It leverages the authenticity of these testimonials to showcase the value of your brand, product, or service, and it’s an effective way to establish trust and persuade potential customers.

This is the exact quality of testimonials that you can leverage through testimonial advertising. You can promote your customers’ testimonials to your audience through your ad copy and creatives to win them over.

Owing to the highly-impactful nature of testimonials, they can be a great asset for driving your lead generation and sales efforts.

Observe how Baking Steel enhances its website’s credibility by incorporating customer reviews:

Types of testimonial advertising

As previously stated, there are four major types of testimonials:

  • Text : These are written recommendations from customers, and could include things like Yelp reviews, customer quotes, or product page reviews.
  • Images : Image testimonials effectively convey customers’ contentment by sharing pictures and visuals showcasing their positive experiences.
  • Videos : Video testimonials feature satisfied customers’ voices, and are perfect for sharing on your website, YouTube, or social media.
  • User-generated content : User-generated content testimonials are when customers share their experiences with your brand, like posting photos on social media.

You may utilize each to your advantage depending on the availability of reviews and customer approvals to use them for testimonial advertising.

Examples of testimonial advertising

Here’s a quick overview of the various testimonial advertising examples we’ll be exploring at length in this section:

  1. Boxed Water — A shared Instagram post from a customer
  2. Baking Steel — Media mentions and written reviews in emails
  3. To’ak Chocolate — A TrustPilot review in a cart recovery email
  4. Dollar Shave Club — An Instagram post featuring a loyal customer
  5. See Kai Run — A shared Instagram post featuring a customer
  6. Sephora — Text testimonials for community recruitment
  7. Amundsen Sports — Text customer testimonials on a website
  8. Patagonia — Personal customer narratives on a website
  9. Slack — Candid conversations with product users in a YouTube video
  10. Monday.com — Loyal client reviews in a YouTube video
  11. Google Ads — YouTube video featuring a customer success story
  12. Daniel Wellington — Influencer showcasing a product on Instagram
  13. WeWork — An Instagram post created by a loyal customer
  14. Airbnb — An Instagram post sharing a customer’s tip and experience
  15. Aerie — Product worn by a customer in an Instagram post

1. Boxed Water — A shared Instagram post from a customer

Type: User-generated content

Boxed Water is a water company that sells its water in recyclable containers that are 92% plant-based. This environmentally-conscious brand regularly shares images of their products in the hands of their happy customers, many of whom partner with them too.

Betsy, the customer here, promoted their #betterplanet campaign in which Boxed Water was to plant two trees for every post published using the hashtag. She wrote about it extensively in her post.

2. Baking Steel — Media mentions & written reviews in emails

Type: Text (quotes)

Baking Steel is a brand known for its culinary tools such as steel baking sheets and pizza stones.

They regularly include in-depth, authentic customer reviews in their emails

For instance, the following review chronicles a 15-year quest for perfect pies, addressing pain points and the common dilemma of investing over $100 in a “piece of steel.”

This level of detail provides valuable insights into the product’s performance and helps prospective customers make informed decisions.

Baking Steel further enhances its credibility by showcasing its appearances in various publications:



Leveraging emails and signup forms has been game-changing for Baking Steel. The results speak for themselves: a 214% increase in revenue-per-email for post-purchase campaigns, and up to $1,700 in sales from a single email!

Check out the complete case study for a sneak peek into their email marketing strategy.

3. To’ak Chocolate — A Trustpilot review in a cart recovery email

Type: Text (quotes)

To’ak Chocolate is a premium chocolate brand based in Ecuador. Like any ecommerce business, the brand encounters the common challenge of abandoned shopping carts.

Yet, To’ak Chocolate tackles this problem by intelligently incorporating customer reviews into their abandoned cart emails. This strategy offers social proof that effectively reassures potential customers regarding the product’s quality and benefits.

Consider how this review touches upon different aspects of the shopping “experience.” There’s mention of the packaging, the personalized hand-written note, and the quality of the chocolate itself.

It serves as a compelling method to encourage individuals to finalize their purchase, even when dealing with a higher price point.

There’s a lot more to learn from To’ak Chocolate’s email marketing strategy. Here’s a complete case study for you to explore.

4. Dollar Shave Club — An Instagram post featuring a loyal customer

Type: Image

This post on Instagram by Dollar Shave Club talks about one of their most loyal customers, Justin.

While he hasn’t necessarily written a review of the brand, his loyalty is the thing that the brand is promoting through this post. (You could probably achieve the same thing with a loyalty program .)

The following post is a part of their #Twosday campaign in which they post something related to the loo every Tuesday.

5. See Kai Run — A shared Instagram post featuring a customer

Type: User-generated content

See Kai Run is a footwear brand that caters primarily to children. They make quality footwear for them and to promote their brand on Instagram, they regularly share pictures of their customers.

Check out this picture of a kid sporting the brand’s sneakers. They’ve even tagged the child’s mother in the post.

The impact? The testimony does the talking.

6. Sephora — Text testimonials for community recruitment

Type: Text (quotes)

Sephora is a beauty brand that has a division called Sephora Squad. This is a community of storytellers, beauty aficionados, and artists in general. Sephora actively looks out for partners for this squad.

To promote the squad, it has mentioned testimonials from its existing members on the website. These text testimonials are quotes from Sephora Squad members explaining why they love being a part of this group.

A tempting technique for luring fresh members to the Squad, don’t you agree?

7. Amundsen Sports — Text customer testimonials on a website

Type: Text

Amundsen Sports, the renowned outdoor and adventure gear brand, has a clever strategy to captivate visitors right on their homepage—leveraging review marketing .

These authentic customer reviews serve as more than just trust builders. They unveil the unique advantages of their products, making it easier for potential customers to connect with the brand.

What’s even smarter is that each review is thoughtfully linked to the relevant product. This seamlessly guides visitors from the homepage to the products they’re interested in.

This not only enhances the shopping experience for visitors but also boosts the chances of conversion and sales.

Amundsen sports - text customer testimonials on a website


Amundsen Sports’ abandoned cart emails make for a true success story. Check out how the brand harnessed Omnisend to achieve a striking 57% conversion rate on abandoned cart emails, among other successes.

Read the complete case study .

8. Patagonia — Personal customer narratives on a website

Type: Text (quotes)

Patagonia has a Worn Wear Program that’s dedicated to selling used and vintage Patagonia clothing.

This is yet another B2C company that needs to connect with its customers to drive lead generation and sales.

Patagonia has a dedicated section on their website titled “The Stories We Wear”, geared to persuading potential customers to buy their products. Here, their customers share personal stories about their Patagonia purchases and what motivated them to buy from the company or leverage their services.

Unlike typical reviews, these are deeply personal narratives that are sure to tug at one’s heartstrings.

9. Slack — Candid conversations with product users in a YouTube video

Type: Video

Slack launched one of the best testimonial commercials about one of their customers, Sandwich Video. The video is a brilliant example of storytelling to drive the message home.

It starts off by narrating how the Sandwich Video team used to work before trying Slack. The entire video is peppered with humor that makes it engaging. It also features interviews with individual team members, which lends it a lot of credibility as well.

All in all, the video testimonial clearly highlights the best aspects of the team’s experience using Slack. It’s no surprise that the video has over 1.29 million views!

10. Monday.com — Loyal client reviews in a YouTube video

Type: Video

Monday.com is a project management platform that helps businesses organize and manage their day-to-day operations and projects. It also has a slew of other functions ranging from HR and operations to sales and CRM .

They took testimonial advertising to the next level by inviting some of their most loyal customers to their headquarters for a 3-day storytelling experience.

Here’s one of the most famous testimonial ads from monday.com. In the video, the clients share how their organizations benefited from using monday.com.

They uploaded the event’s video footage on YouTube to promote the testimonials and drive more leads and conversions.

11. Google Ads — YouTube video featuring a customer success story

Type: Video

Here is a shining example of how Google UK leveraged video testimonial advertising to promote Google Ads. They put up a 100-second video clip on YouTube about one very satisfied customer, Chuckling Goat, who used Google Ads to grow their brand awareness and sales.

In the video, the owners can be seen talking about how they managed to get 6,000% growth in their sales by using Google Ads over 4 years.

12. Daniel Wellington — Influencer showcasing a product on Instagram

Type: User-generated content

Daniel Wellington is a watch brand that regularly shares user-generated content by its customers and influencers on its Instagram account. These posts have helped them grow immensely and they now boast over 4.8 million followers on the platform.

Even their Instagram bio encourages content co-creation by asking their audience to tag them in their posts using #danielwellington.

Below is an example of testimonial advertising for Daniel Wellington. It’s a post by Greta, an influencer, who shared her love for her watch.

13. WeWork — An Instagram post created by a loyal customer

Type: User-generated content

WeWork is a popular coworking space provider and they regularly share testimonials from their customers on their Instagram profile. They put up testimonials in the form of quotes from satisfied business owners on their IG feed.

Additionally, a large portion of their Instagram feed is packed with posts created by their customers related to their workspaces.

For instance, note how they’ve shared this image from one of their customers based in Warsaw flaunting a coffee mug from WeWork as a midweek motivational booster.

14. Airbnb — An Instagram post sharing a customer’s tip and experience

Type: User-generated content

When it comes to testimonial advertising, Airbnb relies heavily on user-generated content. They post images and videos shared by their customers on their Instagram account and also put up a snippet related to the customer’s experience in the captions.

They employ this method of advertising to drive people to check out the properties that their customers have visited.

Take, for example, the following post, which provides a personalized tip from the customer for a stay at a vintage B&B property. It also directs the audience to head to the link in the bio to check out the property and make a reservation. Impressive, wouldn’t you say?

15. Aerie — Product worn by a customer in an Instagram post

Type: User-generated content

Aerie, an apparel retailer, shares posts created by their customers regularly on their Instagram account. They also encourage them to share their posts using the hashtags #AerieREAL, #goingOFFLINE, and #LiveInMyLeggings, and feature some of them on their profile.

Observe how the post below from their Instagram feed promotes self-positivity and self-love.

Wrapping up

Testimonial advertising is a great way to tap into the inherent bias that people have toward trusting the words of other customers.

People are more willing to try out your products and services if they see others saying good things about your brand online. These testimonial examples in advertising might serve as an inspiration for planning your own campaigns too.

However, the key here is to get these testimonials in the first place.

You need to have a method in place through which you can approach them for testimonials. That’s where Omnisend comes in handy.

It allows you to send automated emails to your customers requesting them to submit testimonials for you after they’ve purchased your product or used your service.

Get started with Omnisend for free to begin sending these emails or use our email pricing calculator below to quickly compare price rates and features with other top platforms. Input your desired number of contacts, choose up to two other email marketing providers from the list, and see how Omnisend stacks up against them.

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