OVERVIEW

In February 2024, I took over managing Meta advertising campaigns for the Kansas City Chiefs, an American football team competing in the NFL. This digital marketing case study demonstrates my ability and expertise to successfully outperform year on year (YoY) performance. Comparing the periods of April to December 2023 (before my involvement) and April to December 2024 (under my management), the results were staggering: my efforts led to a 303% increase in return on ad spend (ROAS), significantly higher revenue, and reduced costs, showcasing a clear YoY improvement.

Before I joined the Chiefs' digital marketing efforts, their Meta ad campaigns were performing decently but had untapped potential. From April 1 to December 4, 2023, the campaigns achieved a ROAS of 4.28, spending $135,000 to generate $578,000 in revenue. While these numbers were solid, I identified opportunities to significantly improve efficiency, amplify returns through advanced targeting, and campaign structuring.

UNDER MY MANAGEMENT

Starting February 2024, I implemented comprehensive optimization strategy to elevate the Chiefs' Meta ads performance:

• Advanced Audience Targeting: I leveraged Meta’s audience tools to create highly targeted custom audiences. Each campaign type had a unique custom audience targeting to create maximum resonance. For example, one campaign focused on fans of the Chiefs, American football, men aged 18-65+ while another focused on a family-friendly audience, including all genders, as shown in the campaign setups below.

• Custom Audience Lists:  Customer data like first/last name, email, phone number, zipcode, city, state, country etc was extracted in csv format and used in most campaigns for enhanced targeting, as shown in the setup below

• Campaign Types and Testing: Utilizing the right campaign type (Awareness, Traffic, Engagement, Leads, Sales) based on objectives is cruciall for success.
  • ‍Advantage+ Shopping Campaigns: Used Advantage+ Shopping Campaigns for the Omaha Steaks collaboration, achieving the highest ROAS, driving engagement and conversions.
  • A/B Testing: Conducted A/B testing to compare performance between campaign types, such as Traffic v/s Engagement and Sales v/s Traffic, to determine the most effective approach.‍
• ‍Cost Efficiency: I optimized ad spend by focusing on high-performing campaigns, reducing waste, and reallocating budgets to top-performing ad sets/ads, which lowered overall costs while maximizing returns.

RESULTS

The impact of my optimizations was transformative, as evidenced by the YoY comparison:

• April 1 to December 4, 2023 (Pre-Involvement):
  • ROAS: 4.28
  • Ad Spend: $135,000
  • Revenue Generated: $578,000
• April 1 to December 4, 2024 (Under My Management):
  • ROAS: 17.27 (303% increase)
  • Ad Spend: $110,257.91 (18% reduction)
  • Revenue Generated: $1,904,154.11 (229% increase)

In just 8 months, the ROAS increased by over 300%, reduced ad spend by 18%, and generated over $1.9 million in revenue.

NOVEMBER 2024 PERFORMANCE

November 2024 was one of the standout months. With a total ad spend of $26,118.53, the campaigns achieved an average ROAS of 14.78, generating $386,031.88 in conversion value. This success was driven by timely promotions, such as ticket sales for high-profile games and partnerships like the Omaha Steaks collaboration.

CHIEFS x OMAHA STEAKS CAMPAIGNS

One of the most successful campaigns was the Omaha Steaks partnership. I ran multiple Advantage+ shopping campaigns, each with an average spend of $1,000. These campaigns yielded an average ROAS of 30.12, generating over $30,000 in revenue per campaign. The promotion resonated strongly with the Chiefs’ audience, driving both engagement and conversions, as seen the image below.

KEY TAKEAWAYS

• ROAS Growth: Achieved a 303% increase in ROAS (from 4.28 to 17.27) through advanced targeting and creative strategies.
• Cost Efficiency: Reduced ad spend by 18% ($135,000 to $110,257.91) while significantly boosting revenue.
• Revenue Impact: Generated over $1.9 million in 8 months, compared to $578,000 in the same period the previous year.
• High-Performing Campaigns: Leveraged Advantage+ shopping campaigns to achieve exceptional results, such as the Omaha Steaks collaboration with a 30.12 ROAS.

My work with the Kansas City Chiefs demonstrates the power of strategic optimization in paid media. By refining audience targeting, crafting compelling creatives, and utilizing Meta’s advanced tools like Advantage+ shopping campaigns, I transformed the Chiefs’ Meta ad performance, delivering record-breaking results in 2024. This project underscores my ability to drive measurable growth, and I’m excited to bring this expertise to future partners.