A three-week, full-funnel media plan across Instagram and DV360, with a budget reconciled from two independent models rather than a round number.
Instagram · DV360 (YouTube + Display) · Search & ShoppingA summer sportswear collection launch in Finland — performance-plus-style positioning, a seasonal promotional offer, sustainability as a supporting message.
The brief: design a three-week, full-funnel media plan with a budget derived from data, not intuition.
Spend and messaging followed intent rather than the calendar:
Instagram ran a broad prospecting ad set (Reels, Partnership Ads, Collection) alongside a retargeting ad set from week two (Advantage+ Catalogue, Carousel), built around performance/style and sustainability themes.
DV360 YouTube used bumper ads against a custom-affinity outdoor/running/cycling audience, tapering as the plan shifted toward retargeting.
DV360 Display moved from contextual and custom-affinity prospecting into dynamic retargeting driven by site visitors and cart abandoners.
Search & Shopping launched in week two to capture high-intent demand during the promotional window.
The €40,000 budget was reconciled from two independent methods, not set arbitrarily.
Using DV360 Reach Planner, awareness spend was tested at three levels — reach gains dropped off sharply past roughly €10–12K. Separately, working back from a 1,000-purchase goal through Finnish fashion-sector conversion benchmarks implied a performance-spend requirement of roughly €27K. The two methods converged on the €40K total.
Spend was shifted between broad and retargeting ad sets based on CTR/CPA, moving toward catalogue formats as intent rose.
The reach curve, CPM and frequency were monitored; spend was tapered once incremental reach became disproportionately expensive.
Viewability and frequency were monitored; spend shifted from contextual prospecting to dynamic retargeting as the visitor pool built.
YouTube was judged on reach efficiency, not last-click purchases — each channel was optimised against its funnel role.
KPIs were set by funnel stage, not applied uniformly across channels.
These results reflect actual campaign performance. The strategic takeaway: reconciling an awareness budget derived from reach-efficiency data with a performance budget derived from sales-goal backcasting produced a defensible number — not a round-figure guess.