Behavioural insight

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What we know about gamification as a research method

Article • WARC Best Practice, May 2019

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

What we know about behavioural economics

Article • WARC Best Practice, December 2018

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Graubünden Tourism: The Photography Ban

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Graub�nden Tourism, a tourism information centre in Switzerland, used a PR stunt to raise interest for Berg�n and increase tourism to the area.

P&G: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tesco, the supermarket chain, incentivised its shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

Tennessee Department Of Tourist Development: The Colorblind Viewer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Tennessee Department of Tourist Development, a state agency, installed Colorblind Viewers in its parks to help people see fall colors for the first time, generating more than 662 million earned impressions.

Clover

Case Study • Design Business Association, Silver, 2019

Dairy Crest, a dairy products brand, demonstrated the natural origins of its Clover butter by redesigning its packaging to feature a cartoon nature setting to attract UK customers.

Positive versus negative messaging in discouraging drunken driving: Matching behavior consequences with target groups

Research Paper • Lefa Teng, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 185-195

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

E-Cigarette Marketing on Social Networking Sites: Effects on Attitudes, Behavioral Control, Intention to Quit, and Self-Efficacy

Research Paper • Joe Phua, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 242-254

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

How do consumers choose sellers in e-marketplaces? The role of display price and sellers' review volume

Research Paper • Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Social norms and conformity

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, June 2019

Looks at how our understanding of social norms has evolved and developed over many years of research and how it is evolving today.

How to use the COM-B model for behavioural change

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2019

Explores how the COM-B model, developed by University College London, can be applied and utilised for behavioural change.

How to use the B=MAT model for behavioural change

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2019

Explores the B=MAT (now known as the B=MAP) model developed by Stanford Professor and behavioural psychologist BJ Fogg.

MSD Romania: Protect her wings!

Case Study • SABRE Awards, EMEA, Best in Show, Platinum, 2019

Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

Coop: Old Milk

Case Study • SABRE Awards, EMEA, Multi-Country Programme, Gold, 2019

Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.

Arçelik A.Ş.: Equal Dictionary

Case Study • SABRE Awards, EMEA, Turkey, Gold, 2019

Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.

Lloyds: #GetTheInsideOut

Case Study • SABRE Awards, EMEA, Influencer Marketing, Gold, 2019

Banking brand Lloyd’s Bank and its charity partner Mental Health UK, used influencers to spearhead a social media campaign to tackle the taboo of talking about mental health in the UK.

UNICEF and Government of Ghana: Ghanaians Against Child Abuse (GACA)

Case Study • SABRE Awards, Africa & EMEA, Integrated Marketing, Gold, 2019

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

Nestlé: MonnBienKale

Case Study • SABRE Awards, Africa, Eastern Africa, Gold, 2019

Nestlé, a multinational food and drink company, launched a mobile bus tour that showed the people of Mauritius the importance of a healthy, balanced breakfast.

Launching the Alliance to End Plastic Waste

Case Study • SABRE Awards, North America, Chemicals & Industrials, Gold, 2019

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

Patagonia & Levi Strauss & Co: Time to Vote

Case Study • SABRE Awards, North America, Retailers, Gold, 2019

Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

UL Firefighter Safety Research Institute: UL Close Before You Doze

Case Study • SABRE Awards, North America, Public Education, Gold, 2019

UL Firefighter Safety Research Institute (FSRI) created authentic content to spread awareness of the importance of closed doors in house fires to its US audience.

What we know about consumer decision making

Article • WARC Best Practice, December 2018

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
How to use behavioural science to build new habits

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.