Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Tara Austin, behavioral strategist at Ogilvy, on how small behavioral cues drive large-scale change
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Jan 7, 2026 Tara Austin, a Behavioral and brand strategist at Ogilvy, breaks down how small behavioral cues can prompt big changes. She discusses innovative campaigns, like using baby faces on shop shutters to curb vandalism, and highlights the impact of scarcity on demand, evidenced by KFC's $1 chips promotion. Tara emphasizes the importance of creativity in marketing, especially in an age dominated by AI, and shares insights on audience analysis for effective segmentation. She also advocates for psilocybin access to improve mental health, showcasing her multifaceted approach to behavior and marketing.
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Babies On Shutters Reduced Vandalism
- Tara recounts painting local babies' faces on shop shutters after the 2011 London riots to reduce antisocial behaviour.
- The small experiment showed modest local reductions and won Cannes Lions, introducing her to applied behavioral science.
Test Framing In Low‑Cost Live Pilots
- Test many behavioral framings cheaply and iterate in market to find winners.
- Use live pilots and social channels to validate which combination of cues delivers the best business result.
Combine Biases For Bigger Impact
- Framing and multiple psychological levers combined produced huge sales lift for KFC Australia's $1 chips.
- A 'maximum four per person' limit triggered anchoring, scarcity and social-norm signals that raised purchases dramatically.