TAF (The Athlete's Foot)

Objective

Increase online sneaker sales by raising the budget on AI-automated campaigns, while verifying the real gain incrementally.

The deployment

TAF, The Athlete's Foot, presented as a leader of the sneaker market in Mexico and Latin America, worked with the agency Adsmurai to push its sales campaigns on Meta. The strategy consisted of raising the budget of Advantage+ Shopping campaigns, where the AI chooses audiences, placements, and creatives from the product catalog, with Advantage+ Catalog Ads combining quality images and videos, and a prospecting and retargeting logic. The setup was compared to the usual strategy (business as usual) and measured incrementally. On the add-to-cart event, the Meta Advantage strategy delivered 165 percent more incremental ROAS and 15 percent more incremental conversions, with a 16.2 ROAS on the Advantage+ Shopping campaign and an incremental ROAS close to 2x. The case was picked up by Meta as an example of maximizing sales with Advantage+ campaigns.

Results Proof B

Case study from a Meta partner (Adsmurai), quantified, with a strategy compared incrementally and a named person, picked up by Meta; published by the integrator, not corroborated by a primary or independent press source.

1. 1
   Feed the catalog and creatives Agency / creative team

   Product feed plus Advantage+ Catalog Ads in quality images and videos, with optimized calls to action. The algorithm tests the combinations.

2. 2
   Raise the Advantage+ budget Agency / Meta AI

   The budget of the Advantage+ Shopping campaigns is increased, with prospecting and retargeting driven by the AI.

3. 3
   Compare to the usual strategy Agency / Meta

   The gain is read incrementally against business as usual, on the add-to-cart event, not on the displayed ROAS alone.