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#ogilvychange Prague RunTour Experiment
Contact: [email protected] #ogilvychange Prague
Behavioural Insight
Alter and Hershfield (2014) found that people search for existential
meaning when they approach a new decade in chronological age (e.g. when
turning 30, 40, 50 etc) and they are prone to making significant decisions
as they approach each decade, such as signing up for a marathon or even
having an extramarital affair.
The Experiment
This theory was put to the test for RunTour, targeting people who were turning 19, 29, 39 and 49 years old in a week on Facebook with tailored
ads. Two different messages were tested: One was generic and the second was
psychologically optimised by using a specific picture of a person of
similar age with a motivational message that reflected the upcoming
milestone in their life. The nudged message was slightly different based on
the age of the target, e.g. for 19 year olds: “It’s never too early to
change” vs. “It’s time to decide what’s next” for 49 year olds).
The Results
Generic: RunTour races are
coming here again. Come and
run 5 or 10 kilometres!
(For all ages)
Nudged message: It’s never
too early for a change.
Start running now!
(19 year olds)
Nudged message: Now is the
right time to choose the
right thing in your life.
(29 year olds)
Nudged message: It’s never
too late to change your
life for the better.
(39 year olds)
Nudged message: It’s time to
decide what’s next. Give your
life a meaning. Start running.
(49 year olds)
Analysis revealed that nudged targeted
Facebook ads outperformed generic message ads
with a 33% higher number of clicks and an 18%
higher click-through rate. This suggests
life-affirming messages are more motivating
for people approaching a new decade.
1.17%
1.37%
Generic posts Nudged posts
