Anthony's Goods
Turning Email Clicks Into Conversions for Anthony’s Goods
Turning Email Clicks Into Conversions for Anthony’s Goods
Paid & Owned Media
bareMinerals
Optimizing bareMinerals YouTube Strategy Through Strategic Testing
Achieving a 107% lift in branded product searches while improving purchase intent
Metrics & Outcomes
107%
relative lift in branded product searches at average statistical significance
1.7%
absolute lift in purchase intent at high statistical significance
Challenge
bareMinerals aimed to maximize brand awareness and recall on YouTube while maintaining efficient ad spend. The challenge was to find the right balance: maximizing brand impact without overwhelming viewers or wasting ad budget.
Solution
WITHIN implemented a multicell testing approach using Search Lift Studies and Brand Lift Studies on two identical awareness-optimized campaigns with different frequency caps. This method allowed the team to directly compare how each frequency cap affected brand and search lift, offering a clear understanding of how often ads should appear to optimize campaign effectiveness.
Results
The testing revealed that a higher frequency cap significantly boosted user engagement at a lower cost per lift. This suggests that increasing the cap could improve brand awareness and recall on YouTube without compromising cost efficiency.
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By partnering with WITHIN, we were able to unlock the full potential of YouTube advertising. Their data-driven approach and innovative testing methodologies helped us achieve substantial brand growth on the platform.Elizabeth EiselePaid Media Director
