How Goose Creek Candles Scaled YouTube to 75M Impressions at 5.26x ROAS

Goose Creek Candles wanted revenue growth while keeping ROAS relatively stable. Their existing campaign structure lacked the granularity to understand which video creative worked with which audience, Google's algorithm was spending 80%+ on a single video and audience, making proper testing impossible.

ATTN recommended increasing investment in YouTube and developed an account structure with one audience and one video per campaign, enabling precise budget adjustments based on performance. We switched from DABA 1.0 to DABA 2.0, segmented campaigns across Past Purchasers, Bargain Hunters, Beauty Mavens, Fashionistas, Home Decor Enthusiasts, Luxury Shoppers, and In-Market audiences. High-quality UGC videos highlighting key product attributes drove both new customer acquisition and past purchaser re-engagement.

• YouTube
• Google

Goose Creek split the YouTube budget between two jobs: re-engaging past purchasers for lifetime value, and reaching new customers, with a goal of a new customer ROAS above 1x. Each campaign carried one audience and one 30-second video, so budget could move toward exactly what was working. ATTN brought in UGC Factory to produce the videos, and the two that stood out highlighted the candles' key attributes right in the ad.

• Past purchasers delivered a strong 6x return, and most new customer audiences still came in above 1x.
• The in-market candles audience underperformed, because it caught people shopping for any candle rather than scented or 3-wick candles.
• After YouTube was folded into the strategy, clicks rose 16.6%, impressions 16.4%, conversions 8.1%, and conversion value 8.8% across the account.