In fall 2013, Aéropostale teamed up with YouTube star Bethany Mota to design a new clothing line with the goal of increasing awareness and sales among 15- to 24-year-old females. To promote its apparel, the brand launched its first YouTube TrueView campaign, Layer Up for Fall. Thanks to the partnership, interest in the Aéropostale brand skyrocketed by 145% YoY on YouTube, and the ad generated more than 2.6M views.
Goals
Introduce the brand to a new audience
Drive awareness and sales for the new collection
Approach
Partnered with YouTube star Bethany Mota to build a deeper relationship with 15- to 24-year-old female fans
Leveraged Bethany's insights and style direction to create the first-ever clothing line with a YouTube sensation
Launched YouTube TrueView campaign targeting young fans of online content about fashion, health and beauty
Results
Significant lift in store visits and online and offline sales
145% increase in YoY queries for Aéropostale's brand on YouTube, 24% YoY on Google
2.6M views, 19M impressions and an average CTR of 7.65% generated by Bethany Mota YouTube ad
