Create ideas using: Conduct an Experiment
Why run an experiment when I could just make claims about my product?
Because people don't believe claims—they believe evidence. An experiment is proof you're willing to bet on your own product. It also creates a story. Most ads say 'we're great.' Experiments show it. Plus, if you run a real experiment with real controls and real results, media will cover it. You've turned product proof into content that people care about. That's way more valuable than paid advertising.
What makes an experiment actually credible versus a gimmick?
Real controls, real methodology, and transparent results. If you're running an experiment but the results are predetermined or the test is rigged, people will sense it. Credible experiments have independent observers, clear parameters, and results that could actually go either way. Even better if the experiment reveals something slightly unexpected or nuanced. That honesty is what makes people trust the results.
Example: How it could look
A sleep-focused mattress brand could conduct a double-blind sleep study: same people sleep on different mattresses without knowing which is which, measure sleep quality objectively. Show the actual results—even if they're not perfect for you, the honest findings are credible. People trust real science more than claims. The experiment becomes the campaign because the story is compelling and true.
Or like this:
Why is Conduct an Experiment a great technique?
Experiment campaigns work because they transform subjective claims into objective proof—showing you're confident enough to test your own claims.
Provides undeniable proof of benefits
Creates compelling story media wants to cover
Shows confidence in your actual advantage
Builds trust through transparency
People will cover honest experiments because they're inherently interesting. A brand brave enough to test its own claims and share real results shows a level of confidence competitors can't fake. That honesty converts.
! When not to use the Conduct an Experiment Technique
When the experiment is obviously rigged or when results don't actually support your claims. If you run an experiment and it comes back mixed or negative, having it as a campaign actually hurts you worse than saying nothing. Only do this if you're genuinely confident in your product and willing to let the chips fall where they may.
Technique first described by www.deckofbrilliance.com