KIABI, a French fashion retailer founded in 1978, is renowned for making affordable, inclusive fashion accessible to families worldwide. With a strong international presence and a commitment to responsible retail, KIABI partnered with Cosmo5 Group company Arcane to supercharge its YouTube strategy, aiming to drive omnichannel growth and enhance both brand visibility and profitability.

The Challenge

KIABI sought to increase brand visibility and sales in a highly competitive retail environment. The goal was to transform YouTube into a performance-driven channel that not only boosted brand awareness but also directly influenced in-store and online conversions. The challenge was to create a scalable, full-funnel strategy that maximized every stage of the customer journey while ensuring omnichannel profitability.

Our Approach

We developed a comprehensive, full-funnel YouTube strategy to align with KIABI’s objectives, integrating data-driven tactics across all customer journey stages:

  • Awareness: Tested Video Reach 2.0, including YouTube Shorts, followed by a Shorts-only campaign to drive incremental reach at lower costs. Beta-format audio ads, blending skippable and non-skippable in-stream formats, were deployed to further expand reach.

  • Consideration: Utilized Demand Gen (in alpha) to elevate brand perception and drive deeper engagement, paired with personalized ads tailored to key audience segments.

  • Action: Launched Video Action Campaigns (VAC) to convert attention into online and in-store sales, ensuring seamless transitions from engagement to conversion.

We led the full-funnel rollout, leveraging data-driven performance tracking and continuous optimization to maximize campaign effectiveness.

The Impact

By adopting a test-and-learn approach and scaling investment strategically, we delivered exceptional results. KIABI’s YouTube strategy transformed into a powerful omnichannel growth engine, significantly boosting visibility, engagement, and profitability across key performance indicators.

Our Work