Case Study

Birchbox increases conversion value by 17% with creative optimized for YouTube

Challenge

Birchbox believes in products that work, are simple to use, and make us look and feel great. Birchbox’s subscription service makes it easy to find those products. The brand wanted to increase brand awareness and conversion rates on YouTube heading into the holiday season with ads encouraging casual shoppers to sign up for a beauty subscription.

Solution

Birchbox partnered with VidMob, a YouTube Ads creative partner, to analyze Birchbox’s previous creative performance on YouTube.

VidMob’s proprietary Creative Intelligence identified key creative elements that had affected high CPAs in the past to inform the production of performance-driven YouTube ads.

Data-Backed Creative Decisions

VidMob’s expert Creators leveraged raw video assets and product shots from BirchBox to create three new videos optimized for YouTube that implemented the findings from Creative Intelligence, were built for YouTube first, and adhered to YouTube best practices.

INSIGHT → IMPLEMENTATION 

Box First → Displaying Birchbox packaging before the product had a higher Conversion Rate vs. the account average

CTA → Assets should include a clear and concise call to action

Branding → Assets should include branding in the first 5 seconds for recall, or later for awareness and consideration

We’re really grateful to have gotten the opportunity to partner with Google and VidMob to produce video assets that helped us better understand how to optimize for YouTube. We’re now confidently looking forward to investing further in 2021!”

Brittany Tomkiewicz

Director, Brand Marketing, Birchbox

Performance Results