Digital as a medium is far more conducive to instigating Behaviour Change than traditional alone is. However often marketers make the mistake of either (1) adopting their traditional campaigns to digital or where channel insights are totally ignored and digital is woefully used as another broadcast medium rather than an engagement medium (2) jumping directly to channel insights and ignoring that the human insights need to be identified first. Here's a strategist instigation #wolfSIGHTS #wolfSIGHT which attempts at giving you a standardised schematic to plan your behaviour change using digital as a medium. Another instigation related to this that you might find interesting: https://www.slideshare.net/ChallapalliKalyanRam/consumer-engagement-strategy-provocation-7up-pepsico

1. Get Instigated…Get Instigated…
Seminal Behavior Change
Module

2. Get Instigated…

3. Get Instigated…
Behavior change schematic
A
Problem/
Opportunity
B
Problem
Articulation
C
Universal
consumer
behavior
change
Insight
Master Insight
Segment Insight
D
Channel
Insight
C + D1
C + D2
C + D3
C + D4
C + D5
Note: each channel needs to bring alive the
master/segment insight specific to that channels
nature and behavior and tech-abilities.

4. Get Instigated…
Problem
Interrogation
Stage 1:
• When the problem is laid down by
the client it needs to be interrogated
further
• Different angles need to be looked at
• Are there other reasons for the
problem
• Ideal – to think of 5 different reasons

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Problem
re-articulation
Stage 2:
• Once the final problem has been
arrived at, we need to articulate the
problem.
• While the problem may have been
articulated in the brief itself.
• This time around the problem needs
to be re-articulated keeping in mind
the consumer.
• How the problem is to the consumer

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Problem Interrogation
A
Problem/
Opportunity
B
Problem
Articulation
Taking the problem and articulating it in consumer terms

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Universal
consumer
behavior change
Stage 3:
• Post the re-articulation of the
problem as per consumer
understanding, we then arrive at a
universal behavior we want to
change.
• We look for the master insight and
dig deeper to seek the segment
insight

8. Get Instigated…
Problem Interrogation
A
Problem/
Opportunity
B
Problem
Articulation
C
Universal
consumer behavior
change Insight
Master Insight
Segment Insight
Master insight is an insight which is
about human beings and not about
consumers. It can come from culture
or society and its drivers.
Segment insight is an insight which
comes from the Master insight as to
how the master insight impacts the
particular category or segment which
our brand operates in.

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Examples of Master Insight & Segment Insight:

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Examples of Master Insight & Segment Insight:
Master insight: 350+years of denial of artha and kaama have made
Indians voraciously materialistic. They are in the “I/Me & Mine”
state of mind and hence narratives about saving earth and eco-
friendly will not yet find traction. Proof: The recent VW emissions
scandals have not affected VW car sales in India at all). Status & the
need to stand out drives Indian mentality.
Segment insight: Eco-friendly electric cars need to be positioned
as the way to stand-out within the status wars that the elite have
in India. Eco-Friendly as the new status can change the behavior
and induce better electric car sales – backed by the economic
benefits & the cool tech features of the electric car.
(Electric car category)

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Channel Insight
Stage 4:
• The various channel insights then need to be
identified to activate the master insight & the
segment insight to reach out to consumers at
the moment of receptivity
• Master Insight/Segment Insight + Channel
Insight 1
• Master Insight/Segment Insight + Channel
Insight 2
• Master Insight/Segment Insight + Channel
Insight 3
Note: The relevant digital or traditional channels can be
elected as per the consumer and the behavior change that
needs to be done.

12. Get Instigated…
Example of channel insights:

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Master insight: 350+years of denial of artha and kaama have made
Indians voraciously materialistic. They are in the “I/Me & Mine”
state of mind and hence narratives about saving earth and eco-
friendly will not yet find traction. Proof: The recent VW emissions
scandals have not affected VW car sales in India at all). Status & the
need to stand out drives Indian mentality.
Segment insight: Eco-friendly electric cars need to be positioned
as the way to stand-out within the status wars that the elite have in
India. Eco-Friendly as the new status can change the behavior and
induce better electric car sales – backed by the economic benefits
& the cool tech features of the electric car.
Channel Selection:
Consumer Profile + Behavior Change Task
Consumer Profile + Behavior Change Task: 40+ wealthy
people in leadership roles and who are social-opinion-
influencers whose ownership of the electric car becomes
an advocate to the young and others to think of and
consume the electric car as the new status symbol.
Media Selected: Linkedin, Facebook,
YouTube, e-magazines (business &
bollywood) and digital corporate
events, Twitter.
Instagram etc; might or might not
work for this audience.
Note: We need to pick channels which can influence the influencers to buy
and also their purchase & usage of the car can be seen by the masses

14. Get Instigated…
Channel Specific Example:
Twitter: Insight – fans do tweet back to celebrities and celebrities pay a lot of
attention to fans on twitter.
Action: Can we identify young twitter users who are fans of certain influential
celebrities and who are also eco-lovers to tweet their celebrities asking them to be
eco-responsible. Meanwhile convert one of the celebrities as a purchaser (or give
off one car) and make them tweet out to their fans as a response.
Break-up the twitter campaign messages into: (a) status driving tweets (electric car
being the cool way to drive the future) (b) feature-tweets: get the celebrity to try
out different features and tweet videos of demonstration and benefits of these cool
tech features. (seed these messages onto celebrities FB wall as well).
Youtube & Facebook: Get the celebrity to drive down to a IFFA or a Film Fare event
in the electric car and give red carpet speeches. Get a fashion designer to design
eco-friendly electric clothing for the star. Live stream and live-tweet the entire
thing.
Facebook: You can launch a mileage comparison calculator app which drives home
the economy point – the right time to do this shall be after the celebrity buzz has
reached a crescendo.

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Triggers for mining channel insights:
(1) Trigger 1: Mine & understand what and how do people
display status and showcase status to understand message
craft and also occasions.
(2) Trigger 2: How do people discuss cars and display cars
and automobiles on Facebook.
(3) Triger 3: How do specific consumer segments behave in
general and in particular around cars and status.
Example: Facebook as a channel)
Example: You might discover that Times Of India pictorial articles
on the lifestyles of rich ad famous is a quite often consumed, liked
and shared content on Facebook by the middle and upper middle
class consumers).

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Note: While its both fanciful and effective to leverage on topical trends and ride them on digital, they cannot be
the cornerstone of the digital marketing plan.

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So the strategic behavior change insight mining process in summary:

18. Get Instigated…
Behavior change schematic
A
Problem/
Opportunity
B
Problem
Articulation
C
Universal
consumer
behavior
change
Insight
Master Insight
Segment Insight
D
Channel
Insight
C + D1
C + D2
C + D3
C + D4
C + D5
Note: each channel needs to bring alive the
master/segment insight specific to that channels
nature and behavior and tech-abilities.

19. Get Instigated…
Post this, there has to be a consumer specific insight as well. For example the celebrities/leaders might be only the
primary and initial segments. Rich youth, eco-warriors might be the other segments. The master insight of status
has to be then interpreted for each consumer segment and then channels need to be selected for each of these
segments and then channel specific segment insights need to be identified to create an effective digital behaviour
change marketing plan.

20. Get Instigated…
Insight
B
Problem
Articulation
C
Universal
consumer
behavior change
Insight
Behavior change

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Current
Behaviour
Desired
Behaviour
FROM TO
Behaviour Change
Consumer Culture
interventions
This exercise has to be done for each consumer segment, incase there are several
consumer segments. Unlike in the traditional media world, digital can help engage
multiple segments. This digital advantage has to be used to identify multiple
consumer segments & create the behavior changed riving digital marketing plan and
the annual digital marketing calendar.

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Instigation
FROM TO
First articulate the trap
E.G.
Low awareness High Impact
Problem Desired behavior
Articulate it in
multiple ways
Articulate it in
multiple ways

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Digital World Desired behavior change cycle to transfer the
onus of converting new consumers onto old consumers…
Play
Buy
Share
Advocate

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Lastly:

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Behavior change is based on scale
• Behavior change is on a scale, how large or small is the
behavior change needed dictates the plan…
• Degree of behavior change required
v/s
Longevity and sequential plan.

26. Get Instigated…
Behavior change scale
Small Behavior change, it can be done immediately.
A large behavior change will require a stage wise approach. There is no one silver bullet for a large
behavior change. Milestones need to be identified and achieved.
1 1
2
1
2
3
Behavior change Stage 3Stage 2Stage 1

27. Get Instigated…
Examples:
Small behavior change: To get consumers to upgrade to liquid dish wash from bar. The wife the mistress
of the household needs to be convinced on two aspects. (a) She believes that sticky/oily harshness of
Indian cooking needs the solidity of a bar to clean. Liquid in her mind does not lead to a hard clean that is
required. (b) The maid in the Indian household is reluctant to adopt to new behaviors as she is on a strict
schedule. She also over uses the liquid and hence creates VFM concerns for the lady of the house.
Strategic dissonance with bar-detergent needs to be created for the mistress to be convinced to upgrade.
Behavior change instigations:
(a) Add granules to the liquid detergent to convince her (physicality is extremely important) and also
highlight the reach of the liquid vs bar into nooks and corners of complicated vessels.
(b) The busy lady of the house will only take the pains to put-up with the tantrums of the maid and
change the maid’s behavior by teaching her right usage as well only for a larger concern. On
investigation you will find that cake leaves a residue & the fear of that residue being discovered while
entertaining important guests (like husband’s boss or in-laws) can act as a trigger. Also usually
detergent cakes are put in a small vessel with a scrub near the sink. The scrub often collects food
particles and leaves deposits them on to the soap itself. This can be highlighted as a health concern.
Note: Several other such behavior changed triggers can be identified, but the behaviour change
has fewer stages of change and is more direct.

28. Get Instigated…
Examples:
Big behavior change: To get people to use digital money. Transact via digital. Here there are larger
behaviors which also need to be corrected. (a) Socio-cultural behaviors: Lack of physicality of digital
money makes consumers feel very uncomfortable with e-money. (b) safety & trust issues of digital
transactions. (c) Lack of Access to digital instruments to use for a large number of indians (d) shop keepers
not convinced about digital at POS etc; etc;. This is such a large behaviour change with multiple
stakeholders that it needs a carefully thought through behaviour change plan, which is achieved in stages
and not in one go.
However if you shortlist one consumer segment of shopkeepers/trade to adopt digital in their shops
better and actually champion usage of digital for t ransactions at their POS, then:
Behavior change instigations:
You need to attack them from bot hthe business and personal front. (a) Incentivise them to encourage
consumers to transact digitally by turningthem into possible cash withdrawal points, payment points
(tickets, bills etc;) where in the retailer gets an additonal income. (b) Treat the retailer as an end consumer
and see the business behaviour change also happening when the retailer starts using digital transactions
more for personal usage as well (watching OTT platforms at work, payments of bills and purchase of travel
tickets etc;)

29. Get Instigated…
Howl…