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Adapting Strategies to Drive Brand Awareness and Revenue During COVID-19

Upper-Funnel Tactics Boost New Customer Acquisition


A U.S. specialty arts and crafts retailer, with over 850 locations, came to Adlucent wanting to launch YouTube campaigns to improve brand awareness. By optimizing the client’s creative on their YouTube campaigns, the Adlucent team achieved measurable brand lift and helped drive a significant increase in revenue and store visits.

The Challenge

The arts and crafts retailer had trouble increasing brand awareness and new customer acquisition during the volatile and uncertain COVID onset. They needed help developing and implementing a YouTube advertising strategy to improve their performance.

How Adlucent Helped

Our team began by identifying the client’s ideal target audiences and then coupled this insight with current demand and shopping trends to create an upper-funnel video strategy. We leveraged TrueView ads for Reach and Bumper ad formats to target new, in-market customers for the client. This approach included optimizing campaigns regularly as behaviors shifted throughout key pandemic months from April through July. We also performed a brand lift study to measure the video strategy’s impact on brand awareness, consideration, and ad recall. With these results in mind, we measured the online and in-store revenue lift.

The Result

Initially, we targeted both new and returning customers. We switched the strategy to target new customers only, and the client’s YouTube channel subscribers doubled from 100k to 200k after running YouTube campaigns. Additionally, the strategy drove:

• 4.2 ROAS for online and in-store sales
• 52K store visits
• 230% increase in YouTube subscribers
• 3.42% consideration lift