7:1 iROAS
delivered incremental revenue we simply weren’t seeing before.”
The Client
Fashion retail is intensely competitive. Customer attention is fragmented, promotional pressure is constant and every media investment faces close commercial scrutiny. For Kurt Geiger’s US business, the challenge was to balance immediate revenue goals with the need to keep building future demand.
YouTube offered a way to reach new audiences at scale, build recognition through repeated exposure and support demand before customers entered the lower funnel. But its contribution was difficult to evaluate through conventional platform attribution, leaving an important commercial question unanswered.
The objective was not simply to generate more views. It was to understand whether upper-funnel YouTube activity could create genuinely incremental commercial value for the business.
The Opportunity
Commercial pressure naturally pulls investment towards lower-funnel activity. But when conversion channels are expected to create and capture demand at the same time, acquisition costs rise, audiences saturate and growth becomes harder to sustain.
For Kurt Geiger, the central question was whether YouTube could influence revenue beyond what market conditions and lower-funnel activity would have generated anyway.
Upper-funnel media isn’t difficult to justify. It’s difficult to measure properly.
The opportunity was to move beyond platform-reported attribution and give Kurt Geiger a more credible view of YouTube's role in growth. Not just the conversions it could claim, but the revenue it caused.
The Strategy
A multi-format YouTube campaign combined in-stream, bumper and short-form creative. Each format had a defined role across reach, frequency and attention, allowing the campaign to build recognition efficiently without relying on a single execution.
Measurement shaped the campaign from the outset. ByAtlas partnered with an independent third-party provider to run a DMA growth-market incrementality test, comparing exposed growth markets with an appropriate control to isolate the campaign's incremental commercial effect.
Brand uplift studies added a second layer of evidence, identifying the audiences, formats, messages and creative variations most likely to influence engagement and consideration. Optimisation could then respond to meaningful business and brand signals, rather than views alone.
Key Outcomes:
Work that demands to be seen and designed to deliver
Before
After
The Commercial Impact
The real impact was a change in how upper-funnel investment could be evaluated. Instead of asking the business to fund YouTube on the strength of reach, views or attributed conversions, the marketing team could connect that investment directly to incremental revenue.
That created a stronger commercial language for decisions about budget and scale. YouTube could be assessed according to the additional growth it generated, rather than simply the conversions it appeared alongside. This gave the business clearer evidence about where to invest, what to scale and how brand activity contributed before the final conversion.
Businesses cannot demand confident growth decisions while withholding investment in the technology that makes confidence possible.
Steal the Strategy
The principles behind this campaign apply to any retail brand seeking to make upper-funnel investment more commercially accountable.
- Measure the growth you cause. Platform attribution explains what a channel can claim. Incrementality testing shows what happened because the campaign ran.
- Design creative roles, not just format variations. Give in-stream, bumper and short-form assets distinct jobs across reach, frequency, attention and response, then compare their contribution using consistent evidence.
- Use brand and commercial evidence together. Brand uplift can explain why performance moved; commercial incrementality shows whether that movement created additional value.
- Build future demand before lower-funnel costs rise. Don’t ask conversion activity to create demand and harvest it at once. Give upper-funnel media a measurable role in making lower-funnel investment work harder.
If upper-funnel media is being judged by the conversions it can claim, its true contribution to growth is being missed.
Growth is expected. The advantage comes from knowing what influenced it before the final conversion and investing accordingly.
What they say about us?
