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Maximizing the advertising investment impact of the FC Barcelona Museum with Marketing Mix Modeling

SPORTS  |  SPAIN  |  MMMs MODEL

Overview

FC Barcelona Museum’s digital campaign focused on visits, ad efficiency and incremental impact.

FC Barcelona is much more than a football club: it's a cultural and sports icon recognized worldwide. With over 120 years of history, its legacy goes beyond the pitch and comes to life in iconic spaces like the FC Barcelona Museum—one of the most visited museums in Catalonia and among the most popular in Europe. 

This space, located inside the Spotify Camp Nou, offers an immersive experience that connects millions of fans with the club’s history, values and achievements through interactive exhibitions, historic trophies and high-impact audiovisual content.

To promote the Museum, the club launched a strategic Easter campaign focused on maximizing ticket sales. Through a multichannel digital campaign, they managed to attract both international tourists and local audiences looking for cultural activities during the holidays.

Thanks to its strategic approach and the results achieved, this case was recognized at the Google Marketing Partners Awards in the Modern Measurement category, highlighting innovation in measuring advertising impact and the use of advanced attribution solutions. 

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+132% 

Incremental ROI 2025 vs 2024

+108%

Incremental revenue 2025 vs 2024

+71%

Total contribution from incremental results 2025 vs 2024

Challenge

Measuring beyond clicks: identifying the real impact of advertising to optimize media investment.

Despite its strong brand recognition, FC Barcelona needed to understand the actual efficiency of its channels to grow the Museu’s business. The challenge wasn’t just tracking clicks or conversions, but identifying how much of the sales growth was truly driven by advertising, rather than by seasonality or brand momentum.

Traditional attribution models failed to accurately capture the impact of impression-based media, limiting the effectiveness of ad spend. That’s why the club opted for an advanced measurement tool focused on incrementality, aiming to uncover the true impact of paid media on converting users who otherwise wouldn’t have converted.

This approach enabled more strategic and efficient planning, driving sustainable growth and empowering data-driven decision-making.

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Solution

Development of an MMM to identify the real impact of investment and optimize the media mix during Easter

Faced with the need to understand the real impact of media on the Museu’s results, FC Barcelona implemented a Marketing Mix Modeling (MMM) approach as a key solution. This allowed for an in-depth analysis of the starting point of the investment and the outcomes obtained during the 2024 Easter campaign.

The model incorporated external and contextual variables relevant to the business, such as tourism flows, the team’s sports performance, and the club’s organic efforts. Thanks to this combination of factors, it was possible to distinguish between revenue generated organically or seasonally and that directly attributable to Paid Media campaigns.

Based on this thorough analysis of the media mix throughout the year — and specifically during the Easter period — the team developed strategic recommendations to optimize media investment. These recommendations were based on two key pillars:

  • Real incremental value contributed by each channel.

  • Platform saturation levels, to avoid inefficiencies.

Results

Visibility, recall and preference during peak clay season

The implementation of the Marketing Mix Modeling approach enabled FC Barcelona to optimize its media strategy and significantly improve advertising efficiency during the 2025 Easter campaign.

During the campaign period, incremental ROI increased by +132% compared to the previous year, showing a clear improvement in the profitability of Paid Media actions. In addition, incremental revenue grew by +108% YoY, confirming that a larger share of Museu visits was directly driven by media activations.

Overall, during Easter 2025, the share of incremental revenue in the model grew by 71%. This increase reflects the impact of applying a strategy based on data, advanced measurement and informed decision-making. 

Thanks to the implementation of a data-driven marketing mix strategy and advanced measurement, a +48% increase in media investment was carried out efficiently. Channel saturation within the mix was avoided, and the effectiveness of every euro invested was maximized. 

These results were not only recognized with an award at the Google Marketing Partners Awards, but were also highlighted as a reference case in a Think with Google article showcasing success stories in the use of artificial intelligence and modern measurement by innovative brands and agencies.

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