MatchWornShirt
Paid Campaign Direction
Product Feed
For their special Legends Collection, MatchWornShirt auctioned shirts from Ajax icon Sjaak Swart. We transformed their hero video into a full-funnel paid asset package with content for both awareness and conversion.
Onze aanpak
For the launch of the Legends Collection, MatchWornShirt produced a hero video featuring Ajax icon Sjaak Swart as he presented his personal collection of football shirts – each one heading to auction. With only this video in hand, they turned to us to bring their paid campaigns to life. We took the original footage and expanded it into a full-funnel content strategy, developing multiple creative angles for the awareness phase and building a dynamic product feed to power conversions.
Onze aanpak
With audience targeting becoming less precise due to stricter privacy regulations, creative has taken center stage as the main driver of campaign performance. Algorithms now rely on creative signals to match content with the right people. This shift meant we had to get the most out of a single hero video, by turning it into a diverse set of assets. We crafted multiple variations with different angles, formats, and messages, ensuring the campaign could adapt, test, and perform across a wide range of audiences and funnel stages.
We broke down the hero video into two core themes: Sjaak sharing personal stories about iconic players, and Sjaak showcasing his shirts. Each theme spoke to a different audience: collectors focused on the shirts themselves, and fans drawn to the stories and legacy. Within these two themes, we created multiple variations by adjusting format and duration, allowing us to tailor content across the funnel. For conversion, we built a dynamic product feed connected directly to the live auction, showing real-time bids under each shirt.
From one video, we delivered full-funnel campaign assets across three campaigns, driving awareness with creative diversity, and boosting conversions through retargeting and real-time product data.
The result? All shirts were sold, with the highest bid reaching €22,000. Cost per bid dropped by 39%, and cost per thruplay was reduced by 50%.