The Challenge
Original Penguin wanted to grow its digital presence and connect with a broader audience through a video-first strategy. The goal was to maximize brand awareness during Q4 2023 using YouTube ads, not to drive direct conversions. The brand needed to reach fashion-conscious men at scale in a cost-efficient way while delivering content that reinforced its unique brand identity.
Our Approach
ARKTOP developed a YouTube-only campaign focused on high-reach and strong viewer engagement, building on lessons from our past luxury and fashion brand campaigns. Key strategies included:
- Designing responsive video creative tailored for both mobile and desktop platforms
- Targeting affluent male demographics with strong interest in sports, fashion, and lifestyle content
- Optimizing delivery for views and impressions, with a focus on efficient cost-per-view and retention
- Running the campaign throughout Q4 to align with peak holiday discovery periods
Results
Campaign Performance (Q4 2023)
- 3,053,755 impressions
- 385,629 video views
- $24,999.19 total spend
- $0.064 cost per view (CPV)
- 76 incidental conversions (0.01% conversion rate) despite the campaign not being optimized for sales
Audience & Placement Strategy
- Creative was built for engagement, helping the brand maintain visibility and relevance
- Ads primarily delivered on YouTube’s skippable in-stream placements, ensuring high view volume at a low cost
- Focused on reaching potential new customers who aligned with the Original Penguin style and voice
Conclusion
This YouTube campaign successfully introduced Original Penguin to a large, high-value audience during a competitive quarter. With over 385,000 video views and more than 3 million impressions delivered for under $0.07 per view, ARKTOP delivered a highly efficient awareness campaign that reinforced the brand’s position in the fashion space.
