cultivating audience engagement & exceeding yoy revenue with meta messenger ads

cal performances

ASYMM Digital partnered with Cal Performances to promote their 2025 Winter Sale campaign, delivering record-breaking results. The campaign featured a multi-channel strategy, kicked off by a pre-sale teaser campaign leveraging a standout activation on Facebook Messenger ads that played a pivotal role in engaging new audiences and expanding reach.

By implementing a partner integration with ManyChat, we successfully captured high-intent buyers in advance, lowering costs down-funnel at on-sale. The result was a historic outcome, with the Winter Sale concluding 18% ahead of the previous year’s performance, setting a new benchmark for seasonal revenue.

TL;DR…

91%

oF INITIATED MESSAGES

WERE NEW CONTACTS

18%

MORE REVENUE

THAN 2024

23x

return on

ad spend

…Okay, now check out how we did it…

goals

  • Create buzz ahead of Winter Sale to create efficiencies down-funnel

  • Test different conversation flows through ManyChat integration with customized experiences

  • Build audiences for future engagement within social platforms as a low commitment touch-point

strategy

FOCUS ON ENGAGEMENT

Deployed ManyChat to power Facebook and Instagram Messenger ads as a teaser leading up to the Sale, creating a direct and personalized communication channel with potential ticket buyers by initiating automated conversations with users who engaged with ads.

A CUSTOMIZED EXPERIENCE

Prioritized top-of-funnel prospecting to expand Cal Performances’ reach beyond their existing audience, utilizing Meta’s Advantage+ audience targeting to identify arts-interested users, local event seekers, and cultural enthusiasts. By inviting users into a conversation rather than pushing them to a landing page, we created a welcoming, low-pressure environment. This approach helped build trust with users unfamiliar with Cal Performances, and laid the groundwork for future engagement.

FUTURE GROWTH

Recognizing the behavioral differences between platforms, unique conversation flows were tailored to each. These flows were optimized to feel natural and helpful, creating a low-barrier entry point for users unfamiliar with the brand.

RESULTS

23x

RETURN ON

INVESTMENT

oF INITIATED MESSAGES WERE NEW CONTACTS

91%

over 2024

sales

18%

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