Athletic shoe and performance sportswear company On cut its cost per conversion in Japan by 60% after adopting Advantage+ shopping campaigns.
On is an athletic shoe and performance sportswear company founded in Switzerland in 2010. On products are available in 55 countries worldwide.
lower cost per conversion with Advantage+ shopping campaigns, compared to usual ad campaigns
incremental return on ad spend with Advantage+ shopping campaigns, compared to usual ad campaigns
On already uses various Meta apps, including Instagram, to successfully drive online sales, but wanted to see if there was a more efficient way to push these sales even higher.
Adopting Advantage+ shopping campaigns
Working with the Meta team in Switzerland, On decided to put Advantage+ shopping campaigns to the test. Advantage+ shopping campaigns is a new end to-end shopping solution that helps companies gain the highest performance from online sales campaigns with minimal effort or management. This is achieved by optimizing multiple campaign elements—including ad creative, targeting, placements and budget—to find the best opportunities to boost conversions.
The On campaign used mobile-first ad creative with a strong product focus, showing a mix of On’s newest products—such as the Cloudmonster shoe—as well as its apparel line. The automated campaign ran in Japan across Instagram, Facebook, Messenger and Audience Network, with Instagram accounting for around 72% of impressions.
On used a multi-cell conversion lift test to measure results. The test used its usual campaigns of Advantage+ catalog ads optimized for conversions in one cell, and new Advantage+ shopping campaigns in the other. The campaign ran from May 9–June 6, 2022, and achieved:
- 60% lower cost per conversion with Advantage+ shopping campaigns, compared to usual ad campaign
- 4.7X incremental return on ad spend with Advantage+ shopping campaigns, compared to usual ad campaign