FAMILIARITY BIAS FROM BEHAVIOURAL SCIENCE INCREASES VIEWS OF REFUGE’S SHORT FILM

Over lockdown, we ran a behavioural display campaign FOC for the domestic violence charity Refuge. Refuge helps women who’ve suffered domestic violence to rebuild their lives.

Our campaign aimed to increase views of a ten-minute short film called Surfaces with Maxine Peake and Lex Shrapnel.

We ran a behavioural split-test using the ‘familiarity’ bias, the idea that we prefer options that are more familiar to us.

You’ll see that the behavioural ad has a large play button on it, making it look more like the movie ads you see online.

Behavioural Creative
Control Creative

The engagement rate for the behavioural creative was three times higher than the control creative.

Molly White, Account Manager, 4th Sep 2020


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