American Uncle: +30K€ in 2 weeks with Facebook Ads

The Challenge

American Uncle, founded by Alessandro Odierna, was an e-commerce in its embryonic phase with small investments and few products. The project involved our equity partnership in the marketing area, with the goal of consolidating brand awareness, generating stable and profitable conversions, and increasing sales volumes through customer loyalty while maintaining high performance at low cost.

• –Project in embryonic phase with limited budget
• –Need to increase brand awareness in the food & beverage sector
• –Generate stable and profitable conversions
• –Build customer loyalty to increase sales volumes at low cost

The Solution

Performance-branding strategy built on storytelling with a warm, romantic, and irreverent tone of voice. Dynamic creatives for Halloween built around the concept "the scariest casting ever", with CBO campaigns on broad and lookalike audiences to maximize reach and automatically optimize budget. Beyond acquisition, the focus was on customer loyalty to increase sales volumes.

Extreme Creative Systems

Dynamic Halloween creatives built around the "scariest casting ever" concept, rapidly tested with various element combinations for acquisition and retargeting

Scaling Architecture

CBO campaigns and automatic budget optimization to maximize results from allocated investment

Meta Ads · Instagram Ads · Facebook Attribution · Facebook Insights

The Results

Generated over €30,000 in two weeks during Halloween, with 5x higher ROAS and a reach of 2.8 million people

• Facebook featured this case study on their international success stories portal
• Case cited in books by Alessandro Sportelli and Federico Spinelli, and by Enrico Marchetto

Project Timeline

1. 01

   Pre-Halloween Setup

   Seasonal dynamic creative production, urgent campaign setup

   3 days
2. 02

   Halloween Campaign

   Intensive campaign execution with real-time optimization

   10 days
3. 03

   Post-Campaign

   Results analysis and learnings consolidation

   1 day

What We Learned

• —Ultra-concentrated seasonal campaigns (2 weeks) perform better than long campaigns (1 month+)
• —Creatives with countdown timers increase urgency: +78% click-through vs static creatives
• —Aggressive retargeting (1-2 day window) is essential for seasonal campaigns with a tight deadline