Case Study: Proper Cloth proves YouTube drives incremental e-commerce revenue with BlueAlpha

Proper Cloth proves YouTube drove $180K incremental revenue with BlueAlpha

Proper Cloth, a premium custom menswear D2C brand, faced an internal debate over the value of its YouTube advertising. The performance-focused team was skeptical that the upper-funnel spend drove any measurable, incremental revenue and considered reallocating the budget to Meta. They engaged BlueAlpha to definitively determine if their YouTube Demand Gen campaigns were generating a real return on investment or were merely "brand theater."

BlueAlpha designed and ran a geo-based incrementality test for Proper Cloth, using select states as a treatment group and others as a control. The test proved the YouTube campaigns drove approximately $180,000 in incremental sales revenue at a 2.43x return on ad spend, with a near-zero probability of loss. This data gave Proper Cloth the confidence to significantly scale its YouTube budget and provided a clear framework for measuring future upper-funnel channel performance.

Proper Cloth