How ADM and Tracksmith Used YouTube Advertising to Offset Seasonality

The Challenge

Tracksmith, a premium apparel brand focused on running performance and lifestyle wear, was interested in increasing brand awareness across six key markets in the US and UK during their slower winter months. Because athletic brands make fewer sales during this time of year, Tracksmith sought to boost brand recognition efficiently and encourage users to return through search or other digital channels and make purchases.

Our Solution

To address this issue, we decided to run Video Reach campaigns on YouTube targeting specific audiences to enhance brand awareness and drive incremental sales during what is usually a slower sales period for athletic brands (winter). We utilized a combination of top-performing GA4 audiences, along with in-market running and health & fitness segments, while also creating custom intent audiences based on running clothing keywords. To ensure our efforts reached new potential customers, we excluded past purchasers and website visitors from the campaign. The client supplied five video variations as part of their “Year Of The Amateur” series.

We implemented six Video Reach campaigns—one for each market—while building audience segments and organizing them into asset groups. We crafted different intent-focused ad copy to accompany the video variations and closely monitored campaign performance, collaborating with the client to assess changes in performance across other channels.