A retail brand needs to increase purchases. The brand has video content that was designed for a cross-screen experience on TV and Facebook. The brand launches its campaign in 30-second and 60-second TV spots and then launches 6- and 15-second mobile-friendly videos with captions. The brand runs a Facebook multi-cell Conversion Lift test to compare the effectiveness of the two mobile videos:

Cell A: 50% of campaign budget, optimized for purchase event, 6-second video

Cell B: 50% of campaign budget, optimized for purchase event, 15-second video

At the end of the campaign, Cell A yields a 4-point lift with a p-value = 0.4. Cell B yields a 2.6-point lift with a p-value = 0.05

Which recommendation should be made to increase future purchases?

A. Change the campaign objective to Catalog Sales

B. Change the campaign objective to Video Views

C. Allocate more campaign budget toward the 6-second video

D. Allocate more campaign budget toward the 15-second video