The Challenge
After a successful brand awareness campaign in 2023, Original Penguin returned to ARKTOP with a new goal: generate direct conversions using YouTube video ads. The objective was to move beyond impressions and views and build a performance-focused video strategy that could deliver tangible ROI.
Our Approach
We developed a conversion-optimized YouTube campaign, leveraging the brand visibility built in the previous year. The strategy included:
- Retargeting warm audiences who had engaged with the brand during the 2023 campaign
- Using direct-response video creative with a strong call-to-action
- Deploying responsive video ads across mobile, desktop, and tablet placements
- Optimizing toward cost per conversion (CPA) and conversion volume rather than views
- Running ongoing performance checks to ensure budget was driving results efficiently
Results
Campaign Performance (Q1 2024)
- 4,378,562 impressions
- 702,771 video views
- $34,994.07 total spend
- 576 total conversions
- $60.75 cost per conversion
- 0.05% conversion rate
Key Learnings
- Shifting focus from awareness to performance helped the brand convert at scale
- The campaign maintained strong engagement while delivering measurable results
- Responsive video ads allowed for efficient cross-device performance
- Retargeting and refined audience segmentation were key to lowering CPA
Conclusion
The Q1 2024 campaign proved that YouTube can serve as a powerful performance channel when paired with the right strategy and creative. ARKTOP helped Original Penguin convert video views into meaningful customer actions, achieving over 570 conversions with a highly efficient CPA of just over $60.
