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how a U.S. fragrance brand drives more sales with VideoRunRun algorithm

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Yannick Wittenauer
Published on 8 September 2020

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The brand

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.

The challenge

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.

The solution

Dossier.co started with 5 simple videos produced by a creative studio.

Phase 1: video pre-testing to confirm the best creative variations – 15 days

VideoRunRun, used in Managed-SaaS, was set up with a number of creative variations / landing pages / audiences combinations:

  • 5 video variations
  • Mobile vs Desktop
  • 2 Landing Pages
  • 60 audiences on socio-demo and geographical area criteria, targeting top and middle funnels exclusively, to look for new customers, who don’t know Dossier.co.

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.

Phase 2: Scale with an always on campaign and ongoing optimization

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 🙂

The results



Worst To Best

Worst to Best : difference between the best and worst combination of variations tested



of new customers

All sales were made from top and middle Funnel



vs CPA target

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:

  • CPA target was reached at 40% on top funnel and 60% on mid-funnel targets, with affinity audiences far from the beauty sector.
  • campaigns are profitable and scalable with 100% 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 😉

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