Harry Potter
A History of Magic

This exhibition came from the British Library who created a lot of the assets and then Scholastic designed the book and provided some additional assets. There are 2 looks, one with a parchment background (the British Library) and the second with a black background (Scholastic). We ended up running an AB test with the 2 designs, which provided some interesting data. Although the parchment ended up getting more clicks, the black background resulted in more people actually buying tickets, better ROI. The takeaway was that perhaps the parchment was more broadly appealing, but the black background attracted people more invested in making a purchase.