Urban Vogue: Omnichannel Paid Media Strategy Driving 5X Revenue Growth
We unified Meta, Google, and YouTube campaigns into a single performance-driven funnel, optimizing budget allocation in real-time and scaling winning creatives aggressively.
18 Months
9 Specialists
Measurable Results
5X
Revenue Growth
7x
Blended ROAS
$340K
Wasted Spend Saved
How Results Unfolded
Month 1–3
Attribution rebuilt, $340K waste identified
Month 4–8
Funnel restructured, ROAS hit 3x
Month 9–14
Revenue grew to $6M, ROAS at 5x
Month 15–18
$10.8M revenue, 7x blended ROAS
Identifying the Gap
Urban Vogue was running fragmented campaigns across Meta, Google, and TikTok managed by three separate agencies with no unified strategy. Each team optimized exclusively for their own platform metrics without regard for overall business impact, creating significant audience overlap, budget cannibalization, and an inability to understand true cross-channel attribution. Total blended ROAS was a meager 1.8x — barely profitable. They were spending $180K/month in ad spend with virtually no clear understanding of what was actually driving revenue.
Our Tactical Approach
We consolidated all paid media under a single Omnichannel Performance Framework. Starting with a full attribution model rebuild using Northbeam, we gained true cross-channel incrementality visibility. We then restructured campaigns into a unified three-stage funnel: YouTube for top-funnel awareness and brand sequencing, Meta for mid-funnel consideration and behavioral retargeting, and Google Shopping for high-intent bottom-funnel conversion capture. Budget was reallocated weekly based on channel-level incrementality data rather than last-click attribution, ensuring every dollar flowed to the channel providing the highest marginal return.
The Execution Playbook
Attribution Model Rebuild
Deployed Northbeam for true cross-channel incrementality tracking, eliminating platform-reported vanity metrics.
Audience Overlap Audit
Identified $340K/year in wasted spend from audience overlap and cannibalization across Meta and Google.
Funnel Architecture Design
Built a unified 3-stage funnel: YouTube (awareness), Meta (consideration), Google Shopping (conversion).
Creative Strategy Unification
Coordinated creative briefs ensuring messaging consistency and progressive narrative across all channels.
Weekly Budget Optimisation
Implemented a data-driven weekly budget reallocation process based on marginal ROAS signals from Northbeam.
Transformational Impact
Grew total annual revenue from $2.1M to $10.8M within 18 months.
Increased blended ROAS from 1.8x to a sustained 7x across all channels.
Eliminated $340K/year in wasted ad spend from audience overlap and budget cannibalization.
YouTube campaigns attributed to a 45% increase in branded search volume.
Reduced the need for external agency spend by consolidating to a single partner.
“Having one team with complete visibility across all our channels changed everything. For the first time, we understood exactly what was working and why. The growth was exceptional but the clarity was even more valuable.”
Sofia Laurent
Co-Founder & CMO, Urban Vogue
Key Learnings
True incrementality measurement via Northbeam revealed YouTube's contribution was being undercredited by 3x in last-click models.
A single unified creative strategy vs. platform-siloed creatives improved overall message retention by 60%.
Weekly budget reallocation based on incrementality data vs. monthly cycles improved overall ROAS efficiency by 24%.
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