The leader in gloves and slippers tests YouTube’s performance to generate traffic on its ecommerce site.
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Yannick Wittenauer
Published on 8 February 2021
The leader in gloves and slippers tests YouTube’s performance to generate traffic on its ecommerce site.
Isotoner is a leading brand in its market, which enjoys a strong reputation and a very good image. Isotoner communicates mainly via TV campaigns during the 4 winter months, focusing on its flagship products, gloves, slippers and umbrellas.
A first step towards performance-based campaigns: bring qualified traffic, with priority given to new audiences who are not familiar with the brand.
After having experimented with YouTube for branding, in addition to its TV broadcasts, Isotoner wants to go one step further using VideoRunRun, with 3 objectives to reach:
A video that makes you click to visit the site.
From existing videos, VideoRunRun Creative Suite generates 3 varitions created in post-production, including product pack shots or images from the on-site scroll.
The preliminary phase of mixing pre-tests – creative / targeting / CTAs / LPs – allows to identify the best combinations on which to spend the budget for maximum impact.
The VideoRunRun algorithm will then optimize the campaigns on the qualified visit KPI, based on signals like time spent, page views, completed forms, shopping carts, and so on…
With qualified traffic multiplied by 5 times vs. forecasts – plus sales as bonus – the campaign exceeded the brand’s objectives, validating positive signals about YouTube direct response opportunities.
100% of visits from new users
Worst to Best: difference between the best and worst combinations tested
Cost per Qualified Visit (CPQV) 80% lower than target CPQV
Isotoner has also generated valuable insights on:
This first step on YouTube ads performance is conclusive for the brand, which will therefore be able to go further targetting directly sales as the main KPI in the next video advertising campaign.
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