ON
Athletic shoe and performance sportswear company On cut its cost per conversion in Japan by 60% after adopting Advantage+ shopping campaigns.
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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.
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THE SOLUTION
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 optimising 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+ catalogue ads optimised 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