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Case Study: Major League Soccer achieves a 24-point lift in intent to watch and 31-point lift in ad recall with Facebook
A Facebook Case Study
Major League Soccer - Customer Case Study
Major League Soccer (MLS), the top professional soccer league in the US and Canada, wanted to boost awareness and TV tune-in for the 2016 MLS Cup matchup between Toronto FC and the Seattle Sounders. The challenge was not just to drive engagement on social, but to measure whether mobile video ads would translate into increased intent to watch the broadcast.
Partnering with VaynerMedia, MLS ran mobile-optimized square video ads with early text overlays on Facebook and Instagram, targeting team fans and broader soccer audiences in the days before the December 10 match. The campaign reached more than 12 million people and a Facebook brand lift study showed strong results: 31-point lift in ad recall (36 points among 25–34-year-olds), a 22-point lift in awareness of the MLS Cup and a 24-point lift in intent to watch.
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Major League Soccer
Howard Handler
Chief Marketing Officer