Engaging customers in the purchasing journey on YouTube
Backcountry, an outdoor recreation gear retailer, was interested in generating incremental sales by introducing a new advertising channel to their marketing mix. They wanted to determine if targeting audiences throughout the funnel could drive site orders and revenue.
Partnering with Rakuten Advertising, Backcountry launched a TrueView YouTube video campaign to drive key sales and views on their website. The strategy called for a mix of audiences including in-market, affinity, custom intent, similar, and remarketing in order to reach potential customers at every stage of the purchasing funnel.