The Lakers: 631 Fans for 95 Cents
Verification status: Partially verified. The numbers come from the ad report screenshot shown in Dennis Yu’s 2023 DigiMarCon Dollar a Day deck.
In June 2010 we ran two simple Facebook ads with Kobe Bryant on them. One asked, “Any Kobe fans here?” The other said, “Help Kobe win the playoffs,” and asked people to hit Like.
| June 2010 result | |
|---|---|
| Impressions | 78,445 |
| Clicks | 770 |
| New fans | 631 |
| Total spend | $0.95 |
The part people miss
Nobody saw a “buy tickets” ad first. We built the path:
- Awareness. A fun, proven post that fans wanted to like.
- Remarketing. Follow-up content shown only to the people who engaged.
- The offer. Only then the ticket ad.
That is the same path you’d build for a roofing company or a law firm, just smaller. It is the 3×3 grid and retargeting on clean plumbing from the master course, run in 2010 for less than a dollar.
What it doesn’t prove
Facebook’s ad costs in 2010 were far lower than today. The lesson that travels is the sequence, not the price. Run your own small test and read your own numbers on day seven.
Part of: Dollar a Day, the master course · All the stories · Next: the Golden State Warriors