Case Study: Leading National D2C Brand Company achieves measurable incremental revenue from video ads with Skai Impact Navigator

Impact Navigator Measures Video Incrementality For National D2C Brand

Leading National D2C Brand Company, a direct-to-consumer pioneer, faced a key challenge: would a new, more personal and aspirational video creative actually be watched and deliver a return on the sizable investment? To move beyond unreliable tracking, the brand partnered with Skai and its Impact Navigator solution to design a rigorous, low-impact test of the new video strategy.

Skai’s Impact Navigator automatically analyzed the brand’s audience data, generated and ranked millions of potential geographic segmentations, and selected optimal, geographically separate splits for a controlled test of YouTube video ads. Over a 5‑week test with more than 10 million views, Skai proved the videos delivered significant incremental impact to revenue, produced a precise attribution percentage, and enabled the brand to optimize budget planning, customer lifetime value modeling, and marketing mix forecasting — justifying expanded investment in video.