Buy Jersey Kit Case Study
Target Market: India 🇮🇳
How We Scaled Buy Jersey Kit to 5.77x ROAS with Meta Ads — Football Ecommerce Case Study
Buy Jersey Kit is India's go-to online destination for football jerseys, gear, and accessories — serving both players and fans passionate about the sport. When they approached Digital Global Branding, they faced three core challenges: low engagement with static ad creatives, high cost-per-purchase in niche campaigns, and limited reach beyond metro cities.
Between August 10 and October 28, 2024, we ran 15 Meta Ads campaigns across Facebook and Instagram. The result: 5.77x average ROAS on ₹1,88,920 in ad spend, 215 confirmed website purchases, 982,388 unique users reached, and over 1.37 million impressions generated — across one of the most passion-driven and competition-heavy verticals in Indian ecommerce.
5.77x
ROAS
215
Purchases
982,388
Reach
₹10,89,231
Revenue
Client Overview
Brand: Buy Jersey Kit
Industry: Ecommerce — Football Apparel & Gear
Target Market: Football players, fans, and club supporters across India
Platform: Meta Ads (Facebook & Instagram)
Campaign Duration: 10 August 2024 – 28 October 2024
Ad Account ID: 51510432464781
Total Campaigns Run: 15
Buy Jersey Kit serves a uniquely passionate audience — football fans who buy on emotion as much as logic. That passion is an asset in advertising, but only when the creative strategy, audience targeting, and product presentation are aligned precisely. A misaligned ad to a football fan feels immediately inauthentic and gets scrolled past. Getting this right required deep category understanding, not just media buying expertise.
The Problem We Were Hired to Solve
Before Digital Global Branding stepped in, Buy Jersey Kit's Meta campaigns were hitting a performance ceiling. Three pain points defined the brief:
1. Low Engagement with Static Creatives: Football fans respond to movement, energy, and culture — not flat product images on white backgrounds. Static creatives were generating impressions but failing to convert that visibility into purchases.
2. High Cost Per Purchase in Niche Campaigns: Niche-targeted campaigns (specific clubs, specific leagues) were reaching highly relevant audiences but at unsustainably high CPPs. The creative and landing page experience wasn't matching the intent level of the audience.
3. Limited Reach Beyond Metro Cities: Football has deep roots in non-metro India — Goa, Kerala, West Bengal, the Northeast. Campaigns were over-indexed on Tier 1 cities, leaving a large and highly engaged audience segment untapped.
Our Meta Ads Strategy for Buy Jersey Kit
Campaign Architecture
Three campaign objectives ran simultaneously across the account:
• Catalogue Sales Campaigns drove dynamic product discovery by pulling Buy Jersey Kit's full product feed and serving the most relevant jerseys and gear to each user based on their browsing behaviour, club affiliations, and purchase intent signals. The Catalogue Sales campaign delivered the account's highest ROAS at 6.53x.
• Video Sales Campaigns built purchase intent by showing products in context — on the pitch, in the stands, worn by fans. Football is a visual sport and its merchandise advertising must reflect that energy. The 'New Image Video For Retro Campaign' delivered 5.72x ROAS purely on the strength of contextual video content.
• Seasonal and Collection-Specific Campaigns targeted fans at the moment of maximum intent — new season launches, retro jersey drops, Euro club campaigns, and home-away catalogue releases. Timing is everything in football merchandise; our campaign calendar was built around the football fixture calendar, not the generic marketing calendar.
Audience Strategy
Three audience layers ran in parallel across all 15 campaigns:
• Interest-Based Audiences targeted users who engaged with football clubs, league pages, sports media, and football culture content. This layer captured both broad football fans and highly specific club loyalists.
• Lookalike Audiences were built from Buy Jersey Kit's existing purchaser data — creating algorithmically identified audiences that mirror the behaviour patterns of people who had already bought. This is consistently the highest-converting cold audience available to any ecommerce brand.
• Geo-Targeting was deliberately expanded beyond Tier 1 cities to include football-passionate states and cities: Goa, Kerala, West Bengal, Manipur, and Mizoram. This geographic expansion directly addressed one of the three core problems in the brief and unlocked a previously untapped audience segment.
Creative Execution
Every campaign had dedicated creative assets matched to its specific audience and intent level:
• Dynamic catalogue ads for broad discovery and retargeting
• Short-form video content showing jerseys in real football contexts
• Carousel ads showcasing multiple product categories — club jerseys, national team kits, retro collections, accessories
• Plain white background product ads for high-intent buyers close to purchase decision
• Campaign-specific creatives for Euro club launches and new season arrivals
Optimization Protocol
We monitored cost-per-purchase and ROAS on a rolling 3-day basis across all 15 campaigns. Budget was systematically shifted from underperforming ad sets to proven winners. Campaigns like 'New Manual Jersey & Set' (6.41x ROAS, 30 purchases) and 'New Al-Nasser Ronaldo' (4.63x ROAS, 30 purchases) were analyzed in parallel to understand the relationship between celebrity/club association and conversion rate versus reach efficiency.
Campaign Results — Full Data Breakdown
Campaign Period: 10 August 2024 – 28 October 2024
Total Campaigns: 15
Total Ad Spend: ₹1,88,920.85
Total Purchases: 215
Average Cost Per Purchase: ₹876.64
Total Revenue Generated: ₹10,89,231.36
Average ROAS: 5.77x
Total Reach: 982,388 unique users
Total Impressions: 1,375,344
Key Insights from This Campaign
1. Catalogue Ads Are the Foundation of Football Merchandise ROAS
The Catalogue Sales campaign delivered the highest ROAS in the account at 6.53x with 27 purchases. Dynamic catalogue ads work exceptionally well for football merchandise because the product range is wide and fans have strong but varied preferences — different clubs, different leagues, different price points. Catalogue ads serve the right product to the right fan automatically.
2. The Celebrity Association Paradox
The 'New Al-Nasser Ronaldo' campaign generated the highest purchase volume in the account — 30 purchases — but delivered the lowest ROAS at 4.63x with the lowest cost per purchase at ₹684.68. This is a critical insight: celebrity and club association drives volume but at lower average order values, likely because fans are buying lower-priced items associated with that specific player. High-ROAS campaigns like 'New Manual Jersey & Set' (6.41x, 30 purchases at ₹725.52 CPP) prove that volume and efficiency can coexist when the product-audience match is precise.
3. Retro Jerseys Are a High-Engagement, High-Conversion Category
Three campaigns specifically targeting retro jerseys and collections appeared in the top half of the ROAS leaderboard. 'New Season + Retro Jersey' (6.12x), 'New Image Video For Retro Campaign' (5.72x), and 'Home-Away Retro Catalogue' (4.84x) collectively demonstrate that retro football culture has a deeply engaged and willing-to-spend audience in India.
4. Video Outperforms Static for Retro, Not for All Categories
The generic 'Video Sales' campaign delivered a relatively modest 5.36x ROAS. But the 'New Image Video For Retro Campaign' — a video ad with a specific product and cultural context — delivered 5.72x. Context-specific video beats generic video. Generic video barely beats a well-executed static. The lesson: video creative must be built around a specific product story, not just the video format itself.
5. A 5.77x ROAS Across 15 Campaigns Is Structural Discipline, Not Creative Luck
Maintaining a 5.77x average ROAS across 15 simultaneous campaigns — covering catalogue ads, video ads, celebrity campaigns, retro launches, and country jerseys — requires systematic budget allocation, creative testing, and optimization discipline. No single creative idea or audience insight explains this result. The system explains the result.
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