FC Barcelona
FC Barcelona: leveraging TikTok’s Search Ads Campaigns to drive incremental visits to the Barça Immersive Tour.
The Objective
FC Barcelona: accelerating incremental ticket sales for the Barça Immersive Tour with Search Ads Campaigns
The Barça Immersive Tour is one of the world’s most visited sports museums and an iconic cultural destination in Barcelona, drawing millions of fans each year.
During the high-pressure summer tourism season, the Barça Immersive Tour aimed to maximize discovery and get incremental conversions while gaining a deeper understanding of how TikTok contributed to a competitive, multi-channel media mix.
The Solution
Leveraging a full-funnel strategy with the newest Search Ads Campaigns and advanced measurement solutions.
To achieve this, in collaboration with their agency Adsmurai, FCB's summer strategy focused on a wider-funnel activation on TikTok, utilizing a performance-oriented format combined with a more brand-driven approach.
This way, they aimed to maximize results by targeting high-intent users with Search Ads Campaigns at the exact moment they were actively searching for cultural experiences, tickets, or museum-related terms, pairing them with Top Feed and brand auction.
This full-funnel activation allowed the brand to:
Expand reach at the top of the funnel with Top Feed
Capture intent at the bottom of the funnel with Traffic and Search Ads Campaigns
Measure incremental contribution using an MMM framework
The Results
Achieving +11% incremental ROI and uplifted average CTR by 18%
The MMM analysis revealed that TikTok was the only channel that simultaneously generated incremental revenue and positive ROI growth, demonstrating strong scalability potential compared to more established channels.
18% CTR Uplift: by incorporating Search Ads Campaigns into the product mix, the client unlocked a notable performance boost in campaign efficiency, driving a 18% increase in Click Through Rate.
+11% YoY improvement in incremental ROI: thanks to the inclusion of Search Ads Campaigns within the media mix, TikTok delivered more incremental revenue per euro invested compared to the previous year, strengthening its position as a full funnel Partner (source: MMM by Adsmurai)
TikTok has become a key channel in our Paid Media strategy. Incrementally analyses from our MMM confirm its impact across the entire customer journey. The addition of Search Ads has further strengthened this effect, delivering clear and measurable incremental impact on our campaigns.