ThredUP
A full-funnel YouTube brand + performance play that helped thredUP announce its Long-Term Stock Exchange listing to the right audiences — driving measurable brand lift and a step-change in acquisition efficiency.
thredUP, one of the world''s largest resale platforms, recently listed on the Long-Term Stock Exchange (LTSE), a public exchange that champions companies committed to long-term value creation over short-term earnings. The listing was a defining brand moment, and thredUP needed the story to land with the audiences most likely to become long-term customers and advocates: sustainability-minded shoppers, resale-curious consumers, and mission-aligned investors.
The challenge: turn a corporate milestone into a growth event. That meant pairing a brand-first narrative with a performance engine capable of proving business impact — all on YouTube, where thredUP could combine reach, storytelling, and measurable response in a single channel.
We designed a full-funnel YouTube program built on two parallel engines. A Video Reach Campaign (VRC) targeted higher-funnel Affinity and In-Market segments closely engaged with resale, sustainable fashion, and long-term investing — using longer-form creative to build awareness of the LTSE listing and reframe thredUP as a category-defining, values-led business. A Video Action Campaign (VAC) then converted that demand at the low funnel, targeting custom intent segments built from search behavior, competitor interest, and first-party signals. VAC leaned on a mix of horizontal and vertical creative, sequenced so that users who had already seen the brand story were served the strongest offer at the most efficient cost per acquisition.
Creative was cut into a modular system: a hero brand film for VRC, plus a library of shorter product- and offer-led cutdowns for VAC. Each variant was tagged and rotated so learnings compounded across placements. Measurement combined YouTube Brand Lift studies with GA4-based new-user, traffic, and purchase reporting, giving us a clean read on both perception change and downstream commerce outcomes.
The results validated the full-funnel bet. A 2.45% absolute Brand Lift confirmed the LTSE narrative was breaking through with the intended audiences. Traffic from new users grew 8%, expanding the top of the funnel meaningfully in-flight. Most importantly, purchases from new users came in 270% above benchmark — evidence that the newly acquired audience wasn''t just browsing, but converting at rates that made YouTube a durable, scalable acquisition channel for the brand going forward.
