How Bones Coffee scaled YouTube spend 12x, delivering 17.5M views at 4.46x ROAS with ATTN.
Bones Coffee needed to scale efficiently as a million-dollar brand. The challenge was finding a top-of-funnel strategy that could feed new prospects into the pipeline and then activate them across multiple meaningful touchpoints throughout the customer journey.
ATTN developed an in-house YouTube strategy targeting in-market users with various video ad formats. Top-of-funnel campaigns built an audience of brand-aware video viewers, who were then activated with ads throughout Google's channels to create meaningful touchpoints. Meticulous audience segmentation ensured targeting of only new, non-brand-aware users while understanding where each user sat in their customer journey.
Blended YouTube performance reached a 260% ROAS, up 64% year over year. The campaigns generated more than 13M views that sent over 173K people to the website, where every ATTN channel picked them up again. Daily YouTube spend scaled 12x at a 4.46x ROAS, which is why the real impact of the channel shows up in the account as a whole, not in YouTube's own column.
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