People tend to support the side that is expected to lose, over the favorite
Description
We like to back the team that has its back against the wall, not because we like backing losers, but because we like to see a team beat the odds.
The Underdog Effect is about businesses creating the narrative about their humble beginnings, lack of resources, fighting the big villain, and determined struggle against the odds.
Research:
The researchers found that the Underdog Effect can enhance purchase intentions, actual choice, and brand loyalty.
This effect is stronger among consumers who identify themselves as underdogs, particularly when purchasing for themselves as opposed to others, and in cultures where underdog narratives resonate well with the national identity.
Application
Storytelling Campaigns
Use social media, email marketing, or content marketing to tell the story of your brand's journey, emphasizing the challenges and obstacles overcome. Highlight the human element of your brand, including the passion, perseverance, and values that drive it. This narrative can make consumers feel a part of your journey, rooting for your success.
Customer-Centric Initiatives
Position your brand as the champion of the consumer against larger, impersonal competitors. This could involve emphasizing personalized customer service, community involvement, or creating products that directly address the needs and feedback of your customer base. By making your customers feel like they're supporting the "little guy" who truly cares about them, you can foster a loyal and supportive community around your brand
