The Bandwagon Effect & Influencer Marketing
What is the Bandwagon Effect?
Lean Cuisine manufactures low fat food for people who people who want to be careful about their calorie intake. Rather than focusing on the obvious weight control benefit of their brand Lean Cuisine recognised that people do not necessarily buy their product because they want to lose weight.
A strong implicit motivation to purchase Lean Cuisine is that customers want to feel good about themselves for being careful about what they eat. To reflect this core brand purpose they created an ad “#WeighThis” which showed people talking about what they are most proud of in life. The YouTube ad went viral because it communicated this core purpose in such an emotional and inspiring way that it instantly engaged people who watched it.
Innovation – What is the most effective strategy for innovation?
Herd instinct – Are most purchase decisions the result of social influence?
Herd instinct – How do social networks influence human behaviour?
Herd instinct – What makes social networks tick?
Word of Mouth – 6 myths about word of mouth marketing.
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- About the author: Neal provides digital marketing optimisation consultancy services and has worked for brands such as Deezer.com, Foxybingo.com, Very.co.uk, partypoker.com and Bgo.com. He uses a variety of techniques, including web analytics, personas, customer journey analysis and customer feedback to improve a website’s conversion rate.
- Neal has had articles published on website optimisation on CXL and Usabilla.com. As an ex-market research and insight manager he also had posts published on the GreenBook Blog research website. If you wish to contact us please send an email to firstname.lastname@example.org. You can follow us on Twitter @conversionupl, see Neal’s LinkedIn profile or connect on Facebook.