Written by: Vickie Sullivan | August 08, 2019
The Strategy Poised to Replace Advertising: Microstep Habit Stacking
I love hearing from insiders. And this Fast Company article gives us a peek of a world we don’t normally see. It puts us in the south of France, where global ad agencies gathered to talk shop at the Cannes Lions International Festival of Creativity. The parties alone were probably epic.
Skim though the Marie Kondo segment, and go towards the end of the article so you can read about a new idea: microstep habit stacking. According to the companies employing it – P&G and Thrive Global, “It’s a neuroscience-backed way to add a new habit to an individual‘s life by attaching it to an existing habit moment.”
Pay attention to these two developments:
• The powerhouse partnership. P&G has joined forces with Arianna Huffington’s Thrive Global. Their mission: to combine behavioral science and habits while using P&G products. We’ve talked about sponsorship before. This takes it to a whole new level. Ask yourself: Am I limiting whom I can partner with? Many of us think too binary here.
Listen: What High-Level Partners Look For
• From storytelling to handy. P&G wants to provide mindful living content via your phone while you use their product. Note what they aren’t doing in this format: telling stories. Does that mean storytelling is passé? It’s too soon to tell. This is what happens, though, when the market is flooded with places to share stories. Ask yourself: How can I make my insights more usable? Snackable content just got a boost.
Killer quote from P&G: “This will replace advertising.” This comes from the company that spent $2.9 billion in advertising last year alone. When the big dogs start touting a new model, pay attention. We can either board the train or become collateral damage.
My vote: Let’s figure out how to do this on a smaller scale.
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