Mind, the mental health charity provides advice and support to empower anyone experiencing a mental health problem, ran a campaign in December 2020 and asked people to take a moment for their mental health. Mind encouraged people to connect in a different way, through a series of sponsored posts on Facebook and Instagram and join hundreds of famous faces, with their eyes closed. The goals of the campaign included driving website traffic, garnering engagement and ultimately driving donations.
To drive donations, Mind did a split test of creative assets, to test which creative drives better results.
The A/B test proved that the creative featuring community leaders outperformed the creative without influencers, with better cost per CPM, clicks and reach.