Case Study: Backcountry achieves a 2% sitewide revenue lift and 17K orders with Rakuten Marketing

Engaging Customers in The Purchasing Journey

Backcountry, an outdoor recreation gear retailer, wanted to generate incremental sales by adding a new advertising channel and testing whether targeting audiences throughout the funnel could drive site orders and revenue.

Partnering with Rakuten Advertising, Backcountry ran a TrueView YouTube campaign using in-market, affinity, custom intent, similar and remarketing audiences to reach customers at every stage. The campaign delivered a 2% lift in site revenue, 17,000 orders with a video ad touchpoint and 4 million video views, and revealed that shorter videos drove higher view rates while longer videos improved brand engagement and recall.

Backcountry