Crew Clothing

Whilst YouTube is a rich source of new customers and brand awareness, success is still very much determined by the strategic approach within Google Ads. Testing at Katté & Co has established fundamental elements to this approach.

1. Maximise inventory targeted
2. Drive as many views possible for your budget
3. Use campaigns that will reach users across their purchase journey

To deliver on these fundamentals we use a combination of Demand Gen, Video for Views and Video for Action campaign types. Video for Views drives the most views for your budget. Video for Action allows weighting towards mid and low-funnel users. Demand Gen unlocks inventory not otherwise available in the other campaign types, including a focus on YouTube Shorts.

Creative

Our Creative Strategists worked with Crew Clothing to put together video creatives that would adhere to Katté & Co best practice and embody the Crew brand. Videos followed our Hook, Influence, Convert framework to drive engagement and push viewers further down the funnel.

In addition to this it was important to create variations in video that could be leant on for both creative findings and optimisation. We tailored separate video content for men, women and unisex. Videos followed two different styles to allow for better coverage through the customer journey, with an emphasis on call-to-action for mid and low funnel, and on brand advocacy for upper funnel, with variations in pacing, style and callouts.

Videos used all available aspect ratios with short and long variants to enable our three campaign types to work most effectively. This considered approach was key to the results this campaign delivered.

Measurement

“Without data, you’re just another person with an opinion.” – W. Edwards Deming

Katté & Co. believe that the role of an expert agency is as much understanding and delivering the impact of advertising as it is creating it. This goes beyond reporting what is available via first-party platform solutions. Our approach looks at quantifying the real impact on business numbers using multiple touch points.

For Crew Clothing we created a Share of Search tracker that would directly measure customer interest in Crew Clothing versus competitors – we have found multiple times that there is a significant correlation between Share of Search and topline revenue. How much this grew during our YouTube run would be a key indicator to success.

Alongside this we ran a holdout test across the UK, targeting locations that made up 50% of Crew Clothings customers with our activity. A topline comparison between locations exposed to YouTube and those not would give us a clear read on the impact YouTube delivered.