This dataset is from a WBS case study that looks at some work done by Discovery Vitality on their Facebook page. Over the years, the Vitality research and development (R&D) department, in collaboration with the Vitality marketing team, had monitored the Vitality Facebook progress from a business perspective. Initially, the R&D team had only monitored the impact of the marketing content, but from 2010, Head of Strategic Initiatives had started to research other questions. One of these questions was whether different ways of phrasing an invitation to join the Facebook page would lead to differing response rates. She was also interested in whether participation in the Facebook page led to better health outcomes, this question is explored in a different case study. Johnson, in conjunction with Prof Lee, considered two major communications dimensions which could form the content of an invitation to join the Vitality site. Benefits vs. health focus: One dimension involves the incentive presented to customers for joining the page, which could be either a benefits focus (e.g. urging customers to join in order to improve their opportunities to gain Vitality points) or a health focus (e.g. urging customers to join to get more access to health tips). Gain vs. loss focus: Another dimension regards the way the company frames the incentive. One could urge customers to join in order not to lose out on the incentive (a loss focus) or to gain more of the incentive (a gain focus). Which combinations of these messages would form the most attractive invitation to join the Vitality Facebook page?