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Tag : Behavior Change Marketing

Grow a Business. Build a Brand. Change the World.

Let’s face it, we live in a world of behavior gone wrong.

Some see imminent apocalypse.

I see plenty of work for behavior change marketers and designers.

Opioid Crisis. Digital addiction. Inactivity. Unhealthy eating. Rising oceans. Uninspiring workplaces.

Pick your target. Go.

The problems that the world faces can only be solved with Behavior Change marketing and design. Growth and business success are behavior change marketing problems.

Growth problems can only be solved by behavioral solutions.

The process of behavior change marketing is simple. Determine the key performance indicators that support the growth theory for the business. Identify the behaviors that lead to those KPIs. Analyze the key behaviors along the customer journey, identifying gaps, drags and blocks.

Prioritize your design interventions. Describe the experience that will most likely transform behavior into habit for this brand.

Create experiences that will inspire action, informed by the vast store of behavioral science outcomes and deep direct response and interactive design testing experience.

Relentlessly test and optimize.

Grow a business. Build a brand. Change the world.

Let’s go, Behavior Change Marketer!

Learn more about Behavior Change Marketing by signing up for The Change Agent’s Cookbook for 2019: http://ow.ly/f1ms30nm1BL

Weight Watchers & Inspiring Action with DiGo

When Weight Watchers first came to us in the spring of 2015, the brand was in an alarming state…

The previous months had been some of the worst in the iconic company’s history, with substantial dips in subscriptions, sign-ups, and revenue, leading to the stock plummeting from $25 to $7 per share.

At the same time, the category was facing fierce and unfamiliar competition in the form of wearable tech, free fitness and calorie counting apps, and niche diets that were sweeping the internet. The consumer was now living in a choice-filled world, which led to powerful defenses. Inaction is exacerbated by the unprecedented level of emotional distance and skepticism that people are feeling, primarily because they are overwhelmed.

The conversation shifted, and no one was talking about Weight Watchers. With the brand on the “brink of irrelevance,” they needed more than just an agency – they needed an ally.

That’s when they came to us to inspire action.

The client couldn’t afford to be patient. Like any true change agent, our client couldn’t sacrifice brand for revenue or revenue for brand – they needed both, and urgently.

The challenge: refresh the brand to drive both recruitment and brand value.

The timeline? One month.

30 days to diagnose the previous failed strategy, create and choose offers, plan channels, agree on a brief, conceive and write scripts and concepts, and then produce, launch and traffic two television commercials and a digital campaign.

We accepted the challenge, and with confidence. From our work with Reader’s Digest, Netflix, eBay, Fresh Direct, and many others, we knew subscription-model businesses. We knew the health and wellness category. We knew the immense pressure and responsibility our client felt. We knew we could help.

Executing a process that most agencies require four to six months to complete in just 30 days would require all hands on deck and inspiring collaboration with our client. With both teams excited by the new partnership and the challenge ahead, we immediately went to work.

There are two ways that we can change behavior: by increasing motivation and by making it easier for our audience to take action.  

Weight loss is one of the toughest behavioral challenges of our times. Sometimes people might be very motivated to lose weight, but lack the skills to do it. They don’t know how to do it, and the environment does not make it easy for people to lose weight. Life gets in their way.

To overcome these challenges, Weight Watchers needed to hit both, motivation and ease.

With our first campaign, we tapped into people’s natural desire to change by modeling behavioral change. People learn new ways of behaving by watching others. Modeling can be very powerful when it creates a new social norm. And there’s generally a tipping point when not participating in the action becomes the odd behavior.

In a four-week sprint, and with our client involved at every step, we conceived, developed, and went to market with a winning campaign that focused on the brand’s secret ingredient – its members – while highlighting the special offer of a free starter kit to increase ease.

The starter kit was a key. Everyone’s journey to weight loss is unique, but almost always, making the commitment to start is the hardest part. Most diets only last a few days because results don’t happen overnight.

With a free starter kit, the consumer now had something tangible to symbolize this new chapter of transformation. It gave them the tools they needed to succeed, and made them feel confident they could stay the course. It was a constant reminder of the empowering path they were on.

Weight Watchers – Knockin’ Em Down from DiMassimo Goldstein on Vimeo.

The campaign generated excitement and restored consumers’ motivation to act, leading to the first up quarter of recruitment in years. The stock price went back up, and for the first time in a while, the future was hopeful. Still, our work was far from finished.

In 2016, our brand planners helped us strategically prepare to launch a campaign around Weight Watchers’ new program, SmartPoints, one of the brand’s biggest innovations in 50 years.

Understanding the human behaviors that would ultimately drive action, our client doubled down on our consumer-centric approach and engaged the members like never before. We worked with Weight Watchers to cast real members talking about their experiences, capturing the values of the brand and its audience at the same time.

New signups surged, with increases in subscribers, meeting attendees, and an immediate 5% North American revenue lift.

With a new program in place, our client had something others didn’t – real results with real people.

Our Fall 2016 sprint started with a happier problem; Members were losing 15% more weight on beyond the scale.

How could our client get the news out in a way that would get noticed? Once again, the client inspired action, reaching out to real members and super fans. But this time, through Weight Watchers’ own app, Connect, which has been called the most positive social network on earth.

We asked members to film themselves telling us their success stories and living the program. A technique we’ve dubbed, the Selfifesto®.

Weight Watchers – It Worked :30 from DiMassimo Goldstein on Vimeo.

And like the program, the campaign worked, inspiring the audiences to act in ways that benefit them.

During our over three-year partnership with Weight Watchers, our client achieved 10 consecutive quarters of recruitment growth. The stock grew from $7 to $107 per share, and Weight Watchers reached its highest marketing efficiency since 2008.

Together, we helped revitalize the brand, breaking down the barriers to motivation to gain over 1 million new members a year. We increased their commitment, made the path easy, and helped them each make more inspiring decisions and form more empowering habits.

That’s the master change agent way. That’s inspiring action.

Let’s say “No” to compromise. Let’s inspire greatness.

You are a change agent.

You want to create the right change for the people who care — your customers.

You want to inspire action, and now.

As you know, not everyone is a change agent.

And most agencies are not for the change agents.

They compromise speed to meet their own staffing needs.

They compromise outside-the-box thinking to fit their budget.

They compromise selling more and building the brand to play in their own sandbox.

The problem is that your customer doesn’t want to be compromised.

And doesn’t care if you are,

Let’s say “No” to compromise.

I’m Mark DiMassimo, and I’ve spent my entire career learning from change agents.

Iconic, visionary entrepreneurs the ultimate change agents have been my continuing education.

I’ve studied them up close by working with them, day in and day out.

I earn my place by helping those change agents grow their businesses while growing their brands.

This is all I want to do with my career:

Learn from the best. Use that learning to drive growth and value for myself and others.

Give it away to inspire more people to live the creativity, freedom and accomplishment of the change agent life.

Most of my work time is spent trying to keep up with and inspire these iconic change agents.

Through the years, when I could, I took some time to write down what I’d learned from them.

The Change Agent’s Cookbook became one of the most successful email thought leadership campaigns ever.

It led to several billion dollars in sales, inspired founders of new categories and brought together change agents.

My team is putting together some of the greatest hits of the series in e-book and pdf format and calling it The Change Agents Cookbook: How Great Entrepreneurs Use Creative Destruction To Inspire Action.

This isn’t a marketing funnel. You don’t need to give your email to get this book. It’s free to download, and I hope you’ll find it inspires you as others have.

If you use it to ignite the intersection of business and creativity, I’ll be happy.

Let’s say “No” to compromise. Let’s inspire greatness.

The Behavior Change Manifesto

Inspiring Action.

People pay us to get people to do things.
And we’re really good at it.

It’s an awesome responsibility.
Changing people’s behavior.
Their decisions and habits.

That’s why we’re not a “performance marketing” agency. Or a “digital” agency. Or a “direct” agency.

That’s why we’re an Inspiring Action agency.

That’s why we only incite more inspiring actions.
And more empowering habits.
And why we use our powers to ignite growth only in organizations that promote those kinds of behaviors.

But responsibility isn’t the only reason.
People bet their careers on our results every day.
We have learned by long experience that inspiring action simply works better.
We learned by being in big, siloed agencies that undermined our results by separating us.
We learned by proving it through results.

That the two most important factors for igniting growth are Inspiration and Action.
Inspiration – is there an idea or experience at the core of the brand that inspires unreasonable passion.
Action – is there urgency and ease and flow and momentum in the funnel of actions that create even deeper engagement and customer value.

Inspiring Action ignites growth by changing behaviors. Each one of us made an inspiring decision to come together.
To use what we’ve learned to inspire action for worthy organizations.

 

What’s Behavior Change Marketing?

We can help people change their decisions and habits in ways that empower and delight them.

We combine the findings of behavioral economics, mobile clinical interventions, persuasion design, direct marketing, CRM, and decades of A/B split testing and optimizations into an integrated practice of behavior change marketing.

This video of our Chief recapping his time at the Yale Behavioral Economics Intensive dives into the topic in greater detail:

Want to learn even more about Behavior Change Marketing? These articles are a great place to start:

Behavior Change Science Update: Moral Reframing

What’s different about the one-in-a-thousand organization that thrives and outperforms? That builds a brand and inspires a movement?

Inspiring Action Brand of the Month: Duolingo

If you and your team are trying to build an inspiring action brand, or know anyone else who may find this helpful, feel free to share this amongst them. If you want to join the conversation yourself, reach out to us on twitter, we’d love to hear from you.