Published on 8 September 2020
Dossier.co is a young American digital native brand, making iconic scents for men and women affordable, keeping the high-quality of the luxury brands, but without the celebrity endorsement fees, markups or pricey packaging.
Dossier.co marketing mix relies mainly on Facebook, their core acquisition channel, Instagram, and influencers videos on YouTube.
The brand strongly believes performance-based campaigns on YouTube is their key next step, YouTube being a mainstream channel when it comes to beauty.
Their objective: make YouTube as profitable as Facebook for new customer acquisition.
The context : Dossier.co needs to hit the end of the year period with a succession of highlights, from Black Friday to Christmas.
Dossier.co started with 5 simple videos produced by a creative studio.
VideoRunRun, used in Managed-SaaS, was set up with a number of creative variations / landing pages / audiences combinations:
VideoRunRun technology operates on YouTube’s direct-response format, TrueView For Action.
VideoRunRun algorithm was optimized on clicks and website qualified visits in order to maximize volumes (CTR) and engagement.
VideoRunRun automatically generated and launched 3,000 sub-campaigns in the US, creating all the combinations possible.
The objective of these 2-week testing phase was for the VideoRunRun algorithm to identify what were the most cost-effective combinations with the best potential on top and middle funnel audiences – e.g. the most scalable ones.
Dossier.co is in a strategic mindset – not tactical: during these 2 weeks of testing, which validated the performance per click, the KPI evolved from add to cart to online sales.
After 6 weeks of campaigns in Managed-SaaS with VideoRunRun teams, Dossier.co confirmed YouTube as a new acquisition channel and the end of the year 2020 was shaping up in the best possible way.
No more Facebook addiction, YouTube is in the spotlight 🙂
Worst to Best : difference between the best and worst combination of variations tested
All sales were made from top and middle Funnel
vs CPA target for new customers acquisition
Dossier.co set a CPA target on YouTube that was, at the minimum, equivalent to their other acquisition channels’ CPA.
VideoRunRun’s algorithm allowed the company to reach and exceed this CPA target in 6 weeks – with a cost 35% below the target and a significant sales volume.
In phase 1, the test demonstrated a 183% variation in performance between the worst and best combination of variations on the sales KPI.
Phase 2 is still in progress, as part of an “always on” campaign, which confirms YouTube as a new acquisition channel in 2021.
VideoRunRun proved the effectiveness of YouTube for scaling new customers:
The ongoing insights provided by VideoRunRun on creatives and audiences allow Dossier.co to do even better on their next YouTube campaigns.
Q4 2020 will only be one step forward 😉