Case study · ARKTOP
Perry Ellis & Original Penguin
YouTube and Google Display campaigns for two sibling fashion brands under one parent company.
- YouTube Ads
- Google Display
- Fashion
~6M
impressions and ~1,100 conversions
~6M
Impressions
~1,100
Conversions
2
Sibling brands
2
Channels: YouTube and Display
The challenge
Two brands from the same parent, chasing overlapping shoppers. Run carelessly, they bid against each other and blur each other’s results.
My role
As Head of Digital Marketing at ARKTOP I led the agency’s day-to-day work, hand in hand with the paid media, SEO and content teams.
The result
About 6M impressions and about 1,100 conversions across the two brands. Figures are approximate.
What we did
- 01
Separate audiences
Distinct audiences for each brand.
- 02
Exclusions
Exclusions per brand so the two never bid against each other.
- 03
YouTube & Display
Campaigns built across YouTube and the Google Display Network.
- 04
Per-brand reporting
Results reported per brand, not blended.
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