Boosting orders by 48% for AC Milan
AC Milan, also known as Associazione Calcio Milan, is a professional football club that was established in Milan, Italy, in 1899.
Renowned as one of Europe's most successful teams, AC Milan has secured the Italian top-flight title on 19 occasions and has triumphed in the UEFA Champions League (formerly known as the European Cup) seven times.
Client Overview
During the bustling Christmas shopping season, AC Milan aimed to boost sales through its official online retail store. To achieve this, they decided to assess the impact of Meta's new Advantage+ shopping campaigns, which offered automation, on their results during this period.
The advertisements showcased prominent players from the team such as Olivier Giroud, Rafael Leão, and Sandro Tonali, showcasing a range of AC Milan-branded clothing, footwear, and replica kits against a festive backdrop.
To evaluate the effectiveness of the Advantage+ shopping campaigns, AC Milan conducted an A/B test. One group, labeled Cell A, utilized their usual image ads, while the other group, labeled Cell B, incorporated the Advantage+ shopping campaigns, benefiting from their automated features.
Cell A targeted website visitors from the previous 60 days residing in Italy, aged 18 and above, excluding those who had made a purchase in the previous 60 days. On the other hand, Cell B leveraged the Advantage+ shopping campaigns to dynamically generate, optimize, and target the ads.
The results of AC Milan's November 30 to December 23, 2022 campaign, achieved by intensifying the automation of their Facebook campaigns, were as follows:
A remarkable 48% increase in purchases when Advantage+ shopping campaigns were implemented.
An impressive 34% decrease in the cost per purchase with the utilization of Advantage+ shopping campaigns.
An outstanding 49% increase in return on ad spend with the integration of Advantage+ shopping campaigns.
The above was published as an official case study on Meta.
The results
“Despite the World Cup break and the holiday season being one of the most competitive and crucial times for ecommerce, our paid media campaign increased website traffic and conversions. As a result of the personalised targeting approach, we were able to reach the right audience at the right time, leading to a significant return on investment.”