PUFFIN BOOKS TEST SOCIAL PROOF BIAS FROM BEHAVIOURAL SCIENCE IN DIGITAL AD CAMPAIGN
To get more families reading books over the summer holidays, we’re running a campaign for Puffin Books that’s testing the social proof bias from behavioural science – the idea that people are more likely to do something when they see other people doing it.
We’re interested in discovering whether people are more likely to engage with an ad that reveals how many families have chosen to read Puffin’s books this summer.
We’re running a split-test.
Version 1 includes the copy ‘Join the 840,000 families making it a summer of stories with Puffin books.
Version 2 leads with the message ‘Make it a summer of stories with Puffin books.
The full-page creative leads with mosaic tiles for each age group that flip to reveal individual reading lists as well as a separate tab that includes downloadable activity packs.
We also included a dynamic countdown showing the time left until summer begins, encouraging parents to click-through to the website to plan summer reading activities for their children.