This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.
Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.
Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.
But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?
Reframing Popularity as Herd Mentality
Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.
With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.
By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.
This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.
However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.
This is despite no actual change to the product recipe!
Behavioural balancing
The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.
So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.
The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.
However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.
Branding
Mooving with the times
How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.
This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.
Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.
Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.
But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?
Reframing Popularity as Herd Mentality
Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.
With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.
By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.
This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.
However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.
This is despite no actual change to the product recipe!
Behavioural balancing
The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.
So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.
The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.
However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Branding
Mooving with the times
How Flora’s marketing campaign cleverly prompts individuals to reject conformity by opting for a new, unherd-of butter.
This Nugget In The Wild is a delightful little case study on how to delicately play Nuggets off of each other for powerful effect.
Social Proof says that, when we're uncertain, the popular choices of a wider group become highly influential on what we see is the socially accepted, safe and 'right' choice to make.
Social Proof is a common behavioural tool and a powerful shortcut to safe, stress-tested decisions.
But how can it be flipped on its head? What if you could use Social Proof to intentionally trigger something called Reactance and get people to think twice about going along with the status quo?
Reframing Popularity as Herd Mentality
Reactance says that if we try to force our opinions on others too much, it can often have a counter-productive effect and push people away from what we want them to do. Our influence must be used delicately or risk doing the opposite.
With their advert depicting dairy butter as “old fashioned” and “normal”, Flora actively suggest that the common social norm might be outdated and merely for the masses.
By suggesting that our buying of dairy butter is "classic herd mentality", it triggers within us a strong reactive pushback: "I'm an independent thinker. I don't follow the herd". There is then an innate desire to reject the status quo and choose what others don't (e.g. plant-based butter) in order to prove it.
This messaging is controversial because, by suggesting the decision-making of the masses as flawed, it does risk alienating and putting off non-Flora customers who might've switched to non-dairy.
However, this campaign importantly positions the brand as a plant-based pioneer, attractive to early adopter consumer personality types that favour going against the grain and have a higher desire for self-expression.
This is despite no actual change to the product recipe!
Behavioural balancing
The art to successfully exposing our potentially-flawed decisions in order to change them lies in the careful balancing of one Nugget versus another.
So, go too heavy on the Social Proof and people will have a hard time seeing value in an alternative. However, go too hard on exposing how few independent decisions we're making without bias and you risk triggering too much Reactance that could hurt brand perceptions.
The wider context of an existing plant-based revolution here is key, as it affords a little more playful nudging of open-minded customers towards a new social norm.
However, you butter believe that there's an art to getting this balance right. And if you get it wrong, you're toast.
What’s a Rich Text element?
The rich text element allows y
ou to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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