February 28, 2018

SCORING RETURNS FOR MIAMI HEAT

RESULTS

41.86x

ROAS in first two days
of campaign

$29,400+

in revenue after first two days
with $700 in spend

21.49x

ROAS after completion of
11-day campaign

"At the HEAT, we preach hitting the right audience with the right message at the right time. We believe SocialCode’s targeting and testing has allowed us to do just that, and they have been instrumental in the success of our ad campaigns."

- DANNY MARTINEZ, DIGITAL STRATEGIST AT MIAMI HEAT

OBJECTIVE

The Miami HEAT, three-time NBA champions, wanted to drive e-commerce sales for its special “city edition” basketball jersey.

APPROACH

SocialCode manages the team’s paid media to drive ticket sales, identify season ticket leads and sell merchandise. The Miami HEAT created a special “city edition” basketball jersey as part of a larger NBA organization-wide apparel promotion. The jersey had a city-focused theme that was weaved into the team’s wider marketing strategy across digital and traditional channels.

SocialCode’s targeting solution focused on retargeting from both retention and prospecting campaigns. We found opportunities to reach new customers by creating lookalikes, reaching merchandise recent purchasers, cross-selling online ticket purchasers, and retargeting audiences that viewed the team’s organic Facebook video content, which was designed specifically for this overall marketing push. SocialCode increased its return on ad spend (ROAS) rate by primarily retargeting past purchasers, website visitors, and consumers that had added an item to their e-commerce cart in the last 30 days.

The SocialCode account team was closely and manually tracking this campaign in real time. The jerseys went on sale at midnight and were completely sold out by 1AM. This single day had bigger sales than any month in the last year. We took this as an opportunity to update the ad campaign and capitalize on its virality to sell other apparel items linked to this special-edition promotion.

RESULTS

SocialCode saw massive success during this campaign, driving nearly 42X ROAS in the first two days and achieved 21.49X ROAS after the completion of this campaign with a relatively modest budget.
 

PRODUCTS USED

 Call to action copy variations and testing

Call to action copy variations and testing

 Placement optimizations across Facebook, Instagram

Placement optimizations across Facebook, Instagram

 Interest-based targeting

Interest-based targeting

 Past-purchaser targeting

Past-purchaser targeting

 Website Custom Audiences

Website Custom Audiences

 Behavior-based targeting

Behavior-based targeting

 Photo Link Page Post ads for Facebook, Instagram

Photo Link Page Post ads for Facebook, Instagram

 Lookalike audiences

Lookalike audiences

 Photo Carousels for Facebook, Instagram

Photo Carousels for Facebook, Instagram