The Challenge
AcneStar faced low brand awareness in a competitive skincare category. With a low AOV limiting the effectiveness of direct sales campaigns, the brand needed an awareness-first strategy to build trust, expand reach, and create strong top-of-mind presence for long-term growth.
Media Genre Selection
We executed a YouTube-centric media strategy focused on driving awareness, ad recall, and consideration through Target Frequency campaigns. The campaign specifically targeted females aged 18–34 across key geographies in India, ensuring the brand reached its most relevant audience. By optimizing ad frequency through YouTube’s Target Frequency buying, the strategy delivered optimal exposure without over-serving. Additionally, the creatives were developed in line with YouTube best practices, resulting in higher engagement and stronger message retention among viewers.
Key Media Optimisation
Bids were proactively optimised to improve campaign efficiency, enabling higher reach and optimal frequency delivery. To drive incremental reach, video view audiences were excluded, ensuring exposure to new users. Asset optimisation focused on vernacular creatives tailored to specific target cities, resulting in higher view-through rates and more cost-efficient CPMs. Placement optimisation was implemented by excluding low-performing inventory where engagement metrics such as VTR and CTR were below benchmarks.
