The Challenge
In Q4 2023, Perry Ellis partnered with ARKTOP to increase brand awareness during the holiday season. Rather than focusing on conversions, the goal was to maximize reach, video views, and audience engagement. The campaign needed to efficiently introduce the brand to new potential customers while aligning with key seasonal shopping periods.
Our Approach
We developed and launched a YouTube-first video campaign designed specifically for awareness, not performance. Key elements of our strategy included:
- Responsive video ad design tailored to mobile and desktop viewers
- Targeting high-income, fashion-conscious male audiences with interest in sports and lifestyle content
- Campaign optimizations focused on views, impressions, and view-through rates, not click-through or conversions
- Daily monitoring to ensure the campaign stayed cost-efficient and aligned with brand goals
Results
High-Reach Awareness Performance
- 2.69 million impressions delivered
- 529,986 video views generated across the campaign
- $24,998.20 total spend
- $0.047 cost per view (CPV) — extremely efficient for top-of-funnel video reach
- 89 conversions tracked (incidental, as the campaign was not optimized for conversions)
- 0.01% conversion rate, in line with pure awareness campaign benchmarks
Campaign Format
- Format: Responsive video ad
- Audience: U.S.-based, primarily high-income males interested in sports and lifestyle
- Channels: YouTube placements only, with excluded Display Network to avoid CPM inflation
- Geographic Targeting: National, with higher delivery in California, Texas, and New York
Conclusion
This campaign proved that YouTube can be a cost-effective channel for brand awareness at scale. With nearly 530,000 views at under $0.05 each, ARKTOP successfully introduced Perry Ellis to hundreds of thousands of potential new customers and laid the foundation for future retargeting and conversion-focused initiatives.
