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Case Study: Miami HEAT achieves a 28X return on ad spend and a sell-out jersey launch with Facebook
A Facebook Case Study
Championing Miami HEAT merchandise with Facebook ads
The Miami HEAT, the NBA franchise based in Miami, aimed to drive ecommerce sales for a limited‑edition "City Edition" jersey and related merchandise while reaching new customers beyond its traditional fan base.
Partnering with Facebook Marketing Partner SocialCode, the HEAT ran link, photo and video ads on Facebook and Instagram, testing creatives and using Custom and Lookalike Audiences plus organic posts to reinforce messaging. The jerseys sold out in the first hour, the campaign reached 979,295 people and delivered a 28X return on ad spend (9.3X after the first week), outperforming projections and proving Facebook ads could reliably drive conversions and retail revenue.
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Miami HEAT
Danny Martinez
Digital Strategist