There’s a time lag between scientific discovery and application. 

In medicine, it takes exactly 17 years, according to this paper published in the Journal of the Royal Society of Medicine.

And there are plenty of reasons why, including bureaucracy, safety measures, etc. 

But as marketers, we don’t need to care about safety 😇 .

We get to skip the 17 year wait and use any scientific theory we want, here, now. 

For instance, this UK case study saw a 350% surge from 1 single campaign, by using a simple behavioral science technique called identity priming. 

Read on to find out how. 

BEHAVIOURAL SCIENCE

1 campaign, 1 day, 113 044 conversions 😮

Ogilvy Consulting released its annual 2024 Behavioral Science Case Studies Report, and this particular story was fascinating.

As the London election approached, approximately one-third of 18-34-year-olds were not registered to vote. So the challenge was to tackle Gen Z's political disengagement and encourage them to vote — but how? 

Well, research found that this demographic actually DOES vote — for reality TV shows.

In fact, young people are 68% more likely to vote for their favorite couple on shows like Love Island, than in political elections, which indicated a significant behavioural challenge.

So these marketers came up with a very unconventional idea… and connected two unrelated topics. They reminded this demographic that they already vote for their favourite TV stars, so why not vote in the elections too? 

This behavioural science technique is called identity priming.

It is an attempt at influencing people by using cues that resonate with their self-image. It is often used in election campaigns as parties try to win you over through your beliefs and values. 

And it worked — this playful campaign had a MASSIVE impact. 113,044 people from the 18-34 age group registered to vote in just ONE DAY. Which was a 350% surge compared to the day before campaign, and a 90% surge compared to local elections in 2021. 

Yet identity priming doesn’t just tap into existing identities — it can shape and activate new ones in your audience. 

Many people think this technique simply reinforces a pre-existing identity, but it can go much further by guiding your customers into aspirational identities and encouraging them to evolve into new versions of themselves.

You can see this subtle yet powerful technique at work across almost every industry used by countless brands. 

Take Apple’s iconic "Think Different" campaign — they targeted consumers who saw themselves as creative and rebellious, positioning Apple as the brand for those who reject conformity and embrace innovation. 

Their ads featured visionaries like Albert Einstein and Martin Luther King Jr., inspiring viewers to see themselves as part of this group of changemakers. Because let’s be honest, we all see ourselves as exceptional, deep down. 

Or Dove's "Real Beauty" campaign, which challenged traditional beauty standards by featuring women of all shapes, sizes and backgrounds. 

They primed an identity of self-acceptance and body positivity among women who felt alienated by typical beauty ads. Dove’s message was clear: their brand is for "real" women, not just supermodels, which led to a stronger emotional connection and increased both sales and brand loyalty.

Innovative marketing always starts with audience clarity and thorough research. Because when marketing aligns with someone's core values or identity, it becomes more personal, authentic and persuasive.

So, want to try an identity priming campaign? Start by building a super-specific buyer/user persona using free tools like Semrush Persona. They’ll help you narrow it down and co-build with teammates. Then, start thinking like Ogilvy, Nike and Dove did - i.e. ask yourself: “what is the link between my value proposition and what my target audience already is, or aspires to be?” 

MARKETING CULTURE

The trend was set in ‘69

Have you heard of Philip Kotler?

Around five decades ago, he changed the way marketing was done. 

He applied principles from behavioral economics, psychology and sociology, and paved the way for what we now call consumer behavior research, and has become one of the most influential marketers of all time.

Before him, it used to be predominantly focused on the 4 Ps: Product, Price, Place, and Promotion. Marketers concentrated on the features of their products, and the strategies were largely transactional, emphasizing sales volume over understanding consumer needs and behaviors.

Then, It was Kotler who suggested that tapping into emotional drivers — such as fear, happiness, or excitement — was key to effective marketing, because consumers often make decisions based on emotions, not just logic.

He also emphasized the power of social influence, how social proof, trends and reference groups (people customers look up to) could be leveraged to change consumer behavior and drive mass adoption of products.

Yet he also highlighted cognitive dissonance to explain why consumers feel discomfort when their actions and beliefs don't align, encouraging marketers to create messaging that reassures buyers post-purchase.

We’re still using his techniques 50 years later, and probably still will be in 50 more. 

Seen on Reddit

Low effort, high reward. Pure efficiency, people.

Source | Credit: u/Out3rWorldz