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Field
Last Published
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Before
September 28, 2020 11:42 AM
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After
October 06, 2020 05:54 AM
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Intervention Start Date
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Before
September 30, 2020
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After
October 07, 2020
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Intervention End Date
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Before
October 10, 2020
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After
October 17, 2020
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Field
Experimental Design (Public)
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Before
Targeted (video) ads:
Control group: conventional ad for CWA (from actual Marketing campaign), includes info slogan about effectiveness of ad in stopping infection chains
Treatment 1: feedback on local incidence rate on comparison with rest of state; the video makes the comparison salient and adds an injunctive norm
Treatment 2: like Treatment 1, but additional appeals depending on whether comparison is favorable (maintain status quo) or unfavorable (call for change)
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After
Targeted (video) ads:
Control group: conventional ad for CWA (from actual Marketing campaign), includes info slogan about effectiveness of ad in stopping infection chains
Treatment 1: feedback on local incidence rate on comparison with rest of state; the video makes the comparison salient and adds an injunctive norm
Treatment 2: like Treatment 1, but additional appeals depending on whether comparison is favorable (maintain status quo) or unfavorable (call for change)
We furthermore add a survey measure of baseline take-up rate in a holdout group of Facebook users through a video ad poll. The poll is included to the contral group video, but there is no link.
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Field
Secondary Outcomes (Explanation)
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Before
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After
Treatment could in essence affect click rates through both the extensive margin (engaging with the ad) and the intensive margin (response to ad content). Video view metrics can help us disentangle the two, at least if selection effects are limited.
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