Issue #2: Big Tesco Energy, Broken Promises, and McMuffins - 3 Behavioural Hacks for Better Comms
Smart comms. No bullsh*t. Behavioural science for internal comms.
Hi, and welcome to the second issue of “Why Didn’t I Think Of That?”.
If you missed the first, you can read it here - it covered vulnerability, choice overload, and storytelling that sticks. A few new subscribers joined off the back of it, so hello, and thanks for signing up.
Quick reminder: this newsletter’s full of real comms examples + the psychology behind why they work. Built for internal comms pros on a budget.
This week’s all about co-creation.
So, let’s get started.
#1 - How Public Commitment Builds Loyalty
Even if it goes wrong
Last week, artist, speaker and self-proclaimed twat Mr. Bingo launched an “Email Day” - where he promised to reply to every fan email he received between 9am and 5pm that day. By 11:07, he’d cancelled it. In just over two hours, he’d had 642 emails and only replied to 37.
But was it a failed experiment? Absolutely not. If anything, it was a bonding exercise.
Here’s why it worked:
It taps into Commitment and Consistency - when someone makes a public promise, we actually want them to see it through. In fact, his failure probably got people more invested, as he’s been documenting his struggle keeping up with the replies on Instagram ever since.
But there’s more.
See, if - like me - you made the effort to email him, you’ll feel even more emotionally invested in the outcome. That’s what’s known as Effort Justification - where the act of participating (even if it’s something as small as an email) makes the audience more invested in the outcome.
What could you steal from this?
Run short, personal campaigns your audience can take part in - then show the effort it takes to actually make them happen. The commitment’s the hook, but the work behind-the-scenes is what makes it feel real.
#2 - Big Tesco Energy
Snapchat’s Little Joys campaign nails co-creation
Want to cut through the noise and really connect with your audience? Then you need to make campaigns that belong to them.
Take Snapchat's Little Joys campaign as an example. It uses real snaps from real users, showing the little ways they use the app to connect with other users. It even includes a nod to “doing the Big Tesco shop”; a phenomenon for any urban millennial or Gen Zer.
Here’s why it worked:
This leans on the IKEA Effect - where people place higher value on the things they helped to create. It’s not just about involvement, it’s about feeling a sense of ownership through contribution. So when people see their language or cultural references in a campaign, it feels like it’s theirs. An instant engagement booster.
What could you steal from this?
Use real colleague language, references or inside jokes in your comms. Even better - ask colleagues to submit ideas or content. When people help build it, they’ll care more about it.
#3 - Celebs Are Just Like Us
McDonald’s uses celeb orders to connect with real people
If you can’t get your audience to co-create with you, then another tactic is to mirror their behaviours instead.
That’s what McDonald’s did. They ran a smart campaign showing various celebs’ breakfast orders the morning after the Oscars.
Here’s why it worked:
It used Social Proof - when we see others doing something, we’re more likely to do it too. So seeing a celeb order a McMuffin or McNuggets tells you they’re just like you – making them and the brand seem more accessible.
What could you steal from this?
Show what your audience and leaders get up to behind-the-scenes - what happens after a big project launch, or what’s on the menu at the monthly leadership meeting. It may feel “showy”, but it also humanises leadership and builds trust through relatability.
Key takeaways this week:
Invite your audience in and let them contribute.
Use their language and reflect their world.
Be relatable by showing real people doing everyday things – even better if it’s leaders.
Who am I?
I’m Rory - a writer, problem-solver, and all-round creative who spent 18 years in internal comms for the likes of EE, BT Group & Tesco. I’m now freelancing and writing a workshop for internal comms teams called “How to Boost Engagement on a Budget” - supported by behavioural science methods.
Want to work together? Message me. I promise fair rates for flair work.
Thanks for reading. More coming soon.
Rory