BxROAR: Leopard Co’s Behavioural Science-powered blueprint for effective marketing strategy
When Leopard Co’s Co-Founder and CMO, Anthony Tattum, was invited to speak to postgraduate students on the Master’s in Marketing Strategy at the University of Birmingham, he shared something central to the way our agency thinks and creates: BxROAR, Leopard’s proprietary, behaviour-science-powered approach to developing consistently effective marketing strategies.
BxROAR isn’t an abstract framework - it is the strategic engine behind everything we do, from national behaviour-change campaigns and sector-leading pet brands to clean-tech innovators, hospitality operators, leisure destinations and B2B growth programmes. It translates client goals into meaningful, measurable progress, with clarity and creativity working in harmony.
This blog distils the essence of that session, offering a practical guide to the model - and an insight into why BxROAR is becoming synonymous with Leopard Co’s reputation for marketing effectiveness.
What is BxRoar?
BxROAR is built around five interlocking stages:
B – Behaviour
R – Research
O – Opportunity
A – Activation
R – Results
Each stage embeds behavioural science, marketing science and creative thinking. The purpose is simple:
to turn your goals into our mission—and engineer the most effective way to achieve them.
1. B is for Behaviour: begin with the human behind the decision
Every effective marketing strategy begins with understanding human behaviour - what people do, why they do it, and the behavioural biases that shape those choices.
Our behavioural science approach draws on 35 proven nudges organised around the EAST framework (Make it Easy, Attractive, Social and Timely), expanded with Relativity and Context. These insights influence everything from framing and messaging through to UX, incentive design, PR hooks and creative concepts.
Be the first to pre-order our limited-edition Behavioural Insights poster here.
A few examples:
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IKEA Effect – people value what they help to build, so we bring audiences into the creation process
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Social Proof – we show communities, peers and advocates to build trust and reduce perceived risk
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Generation effect – we involve audiences in creating, shaping or personalising outcomes, increasing ownership, memory and commitment
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Costly signalling – we design moments of meaningful effort or commitment that signal value, credibility and intent, strengthening follow-through and long-term behaviour change
Whether we’re motivating pet owners, changing public health behaviours, accelerating adoption of green technologies or building consideration in B2B markets, behaviour comes first
2. R is for Research: diagnose before you prescribe
The strength of any strategy depends on the clarity of its diagnosis: what’s the problem to solve and the opportunity to grasp. The next stage of BxROAR is R for Research. For this we use a four-lens approach - the 4Cs:
Consumer: Understanding pain points, preferences, barriers, emotional triggers and the behavioural biases influencing them.
Category: Investigating competitors, positioning, pricing, innovation, physical availability and market structure.
Culture: Reading the wider signals - media narratives, societal sentiment, and shifting norms that shape perceptions.
Company: Exploring the brand’s product / service mix, distinctive assets, strengths, weaknesses, heritage, values, and current marketing activity. This is where we combine behavioural insight, marketing science, market intelligence and data from the research-focused platforms in our MarTech stack (including Meltwater, SEMrush, MyTelescope and Klear). The goal is not simply to describe the landscape but to reveal the true levers of change.
The Research phase allows us to diagnose the right problem to solve - and the right opportunity to unlock.
3. O is for Opportunity: turning insight Into strategic direction
With clarity comes opportunity. The O is BxROAR is the opportunity to answer a critical question:
“Where can the brand win - and how do we shape the conditions for that win?”
The strategic opportunity blends the client’s goals, the diagnosis, behavioural insights and the creative ambition of the campaign. It specifies:
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the core strategic idea
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the messaging architecture
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the creative direction
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the optimal tactical mix
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the behavioural levers to activate
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the KPIs that will define success
Across sectors, the opportunity looks different:
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Pet brands often lean on emotional humanisation and social proof to drive trial and loyalty
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Clean-tech brands require credibility, expert endorsement and the ability to translate complex technologies into engaging stories
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Hospitality and leisure thrive when campaigns harness cultural zeitgeist, FOMO and ease of action
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Public health initiatives marry COM-B, EAST and contextual framing to shift consumer/patient behaviour
In BxROAR the Opportunity is where strategy and creativity fuse into a clear, compelling direction.
4. A is for Activation: Planning Integrated PESO Campaigns
Once the strategic direction is set, BxROAR moves into shaping the channel system. We orchestrate the campaign activation across Paid, Earned, Shared and Owned channels - each chosen for its specific strengths:
Paid delivers reach and performance
Earned builds authority, credibility and SEO gains
Shared drives cultural relevance, social proof and participation
Owned provides the platform for discovery, conversion and long-term engagement
MarTech tools support every stage—audience insight, influencer intelligence, media mapping, keyword strategy, performance dashboards and real-time learning.
The result is an integrated activation plan engineered for effectiveness, not just activity.
5. R is for Results: Measure What Matters
The final stage of BxROAR is where learning happens. We measure across four layers:
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Inputs – the strength of insight and strategic foundations
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Outputs – the activities deployed and their immediate performance
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Outcomes – changes in attitudes, behaviour and brand metrics
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Impact – commercial results and long-term growth
This includes everything from impressions and engagement to brand salience, share of search, trust signals, CPA, sales, profitability and demonstrable behaviour change.
Because BxROAR is cyclical, results feed the next iteration ensuring continual optimisation and smarter future strategies.
Why BxROAR Works
BxROAR resonates because it blends creativity and science in a way that feels both rigorous and liberating. It works because:
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It starts with people – understanding behaviour builds more effective ideas
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It uses research intelligently – grounding creativity in evidence
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It identifies a single strategic opportunity – giving focus and clarity
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It activates across a full-funnel PESO ecosystem – not siloed tactics
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It measures with discipline – ensuring results drive learning
This approach is visible across our website, where case studies reveal behavioural nudges shaping creative ideas, strategies built from robust insight, and integrated campaigns delivering measurable brand and commercial impact.
BxROAR isn’t a theoretical model - it’s Leopard Co’s way of thinking, briefing, creating and delivering. Its also part of our DNA and brand promise: your goals are our mission!
BxROAR FAQs
BxROAR is Leopard Co’s proprietary, behaviour-science-powered marketing strategy framework. It brings together Behaviour, Research, Opportunity, Activation and Results to help brands move from ambition to impact. By combining human insight, marketing science and creative thinking, BxROAR ensures strategies are both inspirational and measurably effective.
Most frameworks focus on channels or tactics. BxROAR starts with human behaviour and diagnosis, not execution. It integrates behavioural science, robust research and full-funnel activation across Paid, Earned, Shared and Owned media, ensuring every tactic ladders back to a clear strategic opportunity and defined outcomes.
Behavioural science sits at the heart of BxROAR. We apply proven principles such as social proof, the generation effect and costly signalling to shape messaging, creative, UX and campaign design. This helps reduce friction, increase motivation and drive real behaviour change - not just awareness.
Yes. BxROAR is deliberately flexible and has been applied across B2B, consumer, public sector, health, hospitality, pet, technology and clean tech brands. Whether supporting a start-up, scale-up or established organisation, the framework adapts to different audiences, markets and growth objectives.
BxROAR measures success across four levels: inputs, outputs, outcomes and impact. This includes brand metrics, behavioural shifts, marketing performance and commercial results. Crucially, results feed back into the next planning cycle, ensuring continuous learning, optimisation and long-term effectiveness.
Final Thought: Strategy Is a Habit, Not a Handoff
As Anthony shared with the students, strategy isn’t a document - it’s a discipline. A muscle. Something you practise by continuously diagnosing, reframing, learning and improving.
BxROAR gives Leopard Co the structure to do that with consistency, and the creativity to do it with impact.
If you’d like to explore how BxROAR could sharpen your marketing strategy, elevate your brand or accelerate growth, we’d love to talk.