Case Study: Salt & Stone uncovers YouTube’s true omnichannel impact with WorkMagic

How Salt & Stone Discovered 67% of YouTube’s Impact Was Its Halo Effect on Amazon

Salt & Stone, a premium bodycare brand, faced a challenge in measuring the true impact of their YouTube advertising after expanding from a direct-to-consumer model into an omnichannel presence that included Amazon and retail. Their traditional, click-based attribution methods could not capture conversions that occurred on other platforms, making it difficult to justify further investment in upper-funnel channels like YouTube.

By partnering with WorkMagic, the brand implemented a geo lift test to measure YouTube's omnichannel impact. WorkMagic's solution revealed that 67% of the incremental orders driven by YouTube ads occurred on Amazon, a halo effect that was invisible to platform reporting. This resulted in a recalculated iCPA that was 67% lower and proved that 82% of the new orders were from first-time customers, giving Salt & Stone the confidence to strategically scale their YouTube investment.

Salt & Stone

Morgan Hubers

VP of Growth