Le Labo [Paid Search]

CASE STUDY | DIGITAL MARKETING

THE CHALLENGE

A large fragrance brand’s digital strategy has always been rooted in intentionality, a reflection of the brand's "slow perfumery" philosophy. As the team explored how to amplify key brand moments and seasonal campaigns, a critical question emerged: could YouTube drive meaningful lifts in awareness and brand interest beyond what social and search were already delivering? This activation was designed to answer that question and establish a framework for how YouTube could play a role in the brands biggest moments.

the approach

In a strategic collaboration between Revel Marketing Partners, the YouTube team, and the fragrance brand, a robust testing framework was established for the brand’s first-ever YouTube activation. The approach utilized the brand’s top social assets, repurposed for the high-impact YouTube environment. The campaign strategy centered on an awareness-led "play" using Video Reach Campaigns (VRC) and Non-Skippable ad formats to ensure maximum visibility and message delivery across the platform.

Revel Marketing Partners acted as the strategic architect of this launch, bridging the gap between the fragrance brands existing social ecosystem and YouTube’s high-reach environment by developing the testing framework and timeline.

THE RESULTS

The launch delivered exceptional efficiency and category-leading impact, reaching over 17.7M unique users at an incredibly efficient 1 cent cost per unique user reached. The campaign drove triple-digit search lift, proving a direct correlation between video awareness and active brand interest, alongside high average lift specifically within the core 25–54 demographic. Ultimately, the campaign achieved strong brand lift across the board, driving significant gains in both Brand Awareness and Ad Recall for both activations.

185%
Search Lift for Brand and Brand + Product

624K
Lifted Users

2%
Increase In Ad Recall and Awareness Lift

RMP’s Values

Partnership with our Clients. Humor in the Everyday. Respect & Openness. Curiosity of the New. Insight in Data. Courage. Carpe Diem.