ON

Athletic shoe and performance sportswear company On cut its cost per conversion in Japan by 60% after adopting Advantage+ shopping campaigns.

THE STORY
Runaway success

On is an athletic shoe and performance sportswear company founded in Switzerland in 2010. On products are available in 55 countries worldwide.

60%

lower cost per conversion with Advantage+ shopping campaigns, compared to usual ad campaigns

4.7X

incremental return on ad spend with Advantage+ shopping campaigns, compared to usual ad campaigns

On often uses automation to drive better marketing results. By using the new Advantage+ shopping campaigns, we can improve the efficiency of our Meta marketing campaigns, while simpler set-up and maintenance gives us more time to focus on business-critical work. We were pleased with the initial results in Japan and are looking to scale the solution further across markets.
DAVID GONZALEZ, PAID SOCIAL MANAGER, ON
THE GOAL
Increasing sales

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 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
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