FACEBOOK CAMPAIGN FOR RUST COLLECTIONS EXPLORES TWO BEHAVIOURAL BIASES
We recently launched a social campaign for sustainable furniture company, Rust Collections, that tested two theories from behavioural science: cocktail party effect and noble edge effect.
The cocktail party effect is the idea that something doesn’t stand out to someone unless it’s made relevant to them.
The noble edge effect is the idea that people view products from caring companies as superior.
We chose to run three Facebook carousel ads to showcase different pieces in the range, helping increase sales by giving people the option to ‘Shop Now’ by clicking through to the website.
The first version used Rust Collections standard messaging:
The second incorporated the cocktail party effect by inviting users to imagine the range in their own home:
And the third tapped into the noble edge effect by highlighting the eco-friendly ethos of Rust Collections: