In today’s hyper-competitive business environment, leveraging every potential advantage for your brand is crucial. One such opportunity is the strategic application of behavioral science principles to your marketing efforts, specifically in the creation of billboard advertisements. By understanding the cognitive processes that motivate human behavior, you can engineer your billboards to not only captivate your audience but also to stimulate viral sharing and discussion. This article will delve into how you can unlock virality for your billboard by leveraging one key behavioral science principle.
Understanding Behavioral Science
Behavioral science is the study of human behavior through systematic research and scientific methods, drawing from psychology, sociology, and neuroscience. It examines how people make decisions, interact with others, and understand themselves. How does this relate to billboards? The messages we are exposed to — including billboard advertisements — significantly influence our behavior. By understanding the principles of behavioral science, you can craft billboard messages that resonate more deeply with your audience and incite action.
The Principle of Social Proof
One key principle of behavioral science is the principle of social proof. This principle states that when people are unsure about a decision, they’ll look to the behaviors and opinions of others to guide their actions. For example, we’re more likely to try a new restaurant if it’s buzzing with customers or has rave reviews online. This principle can be an effective tool in your billboard marketing strategy.
Implementing Social Proof in Your Billboard
To unlock viral potential in your billboard, integrate elements of social proof. This could be sharing customer testimonials, showcasing celebrity endorsements, or highlighting the number of people who use your product or service.
For example, Spotify leveraged social proof in their billboard campaign by showcasing user data in a fun and engaging way. One billboard read, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” This not only demonstrated the popularity of Spotify but also created a humorous and shareable moment that went viral on social media.
The Power of Influencers
Leveraging influencers is another powerful way of implementing the principle of social proof. Influencers have a significant impact on their followers’ purchasing decisions. A billboard featuring a popular influencer who endorses your product can significantly boost its appeal.
A great case study of this is Daniel Wellington, a watch brand that leveraged influencer marketing to become a global phenomenon. They gifted their stylish watches to influencers who, in turn, promoted them on their social platforms. This strategy can be used in billboards by featuring images of these influencers wearing or using the product.
Make it Shareable
The key to virality is shareability. Make your billboard something people will want to share on their social media platforms. This could mean incorporating interactive elements, using humor or surprise, or creating a visually striking design.
A famous example of this is the “Fearless Girl” statue on Wall Street, commissioned by State Street Global Advisors. Despite being a statue, it’s a great example of an “offline” campaign that went viral. People shared images of the statue worldwide, which led to widespread discussion and recognition of the brand.
Measure Your Impact
To understand the effectiveness of your billboard and its virality, it’s vital to measure the impact. This could be through increased website traffic, social media shares, or an uptick in sales. Keep track of these metrics before and after the billboard goes up to gauge its success.
Conclusion
Unlocking virality for your billboard is a blend of art and science. By understanding and implementing the behavioral science principle of social proof, you can create a billboard that resonates with your audience and encourages them to share it with others. Remember to make it shareable, consider using influencers, and always measure your impact to understand how successful your campaign has been. With these strategies, you’ll be well on your way to creating billboards that not only catch the eye but also spread like wildfire.