Creative Effectiveness Ladder – Level 2

Behaviour Breakthrough

Behaviour Breakthrough campaigns change the purchase behaviour of customers – or change other forms of behaviour relevant to the success of the brand. Typical metrics include penetration, frequency or weight of purchase, trial and loyalty/repurchase.

James Hurman explains the Creative Effectiveness Ladder

Getting consumers to behave the right way is a crucial precursor to driving sales up, and there’s a relatively reliable step-by-step process that marketers and agencies can use to set themselves up for behaviour change success.

A Behaviour Breakthrough story:

Mastercard: Mastercard Pride

Mastercard, a multinational financial services corporation, launched the True Name campaign in the United States, which allowed people to use their chosen name on the front of their bankcards.