Green People: Unlocking the Brand Halo

24%

sessions lift (100% causal certainty)

14%

incremental revenue (causal certainty)

179%

peak post-campaign revenue spike

Proving Incremental Revenue & Performance Lift Through Geo-Holdout Experimentation

Green People, wanted to scale upper-funnel brand activity, but standard attribution tools (Klar, Converge, Sweet Analytics) indicated Meta wasn’t contributing to revenue.

The challenge

To avoid a performance plateau, the brand needed undeniable proof that brand investment creates true incremental demand rather than diluting return on spend.

Our approach

We engineered a 12-week matched-city geo-holdout experiment. By pairing historically correlated UK regions, we introduced a controlled relative increase in daily upper-funnel media spend in treatment cities (Bristol & Norwich) featuring “The Sensitive Skin Diaries” creative across Meta and YouTube. Control cities (Edinburgh & Liverpool) stayed strictly on Business-As-Usual (BAU) performance activity. We then applied advanced counterfactual causal modeling across both a 6-week live window and a 6-week post-campaign lag period.

Results

The experiment proved conclusively that brand building is a powerful performance multiplier:

Traffic Acceleration: Achieved a +24% session lift in Bristol and +19% in Norwich (both with 100% causal certainty).
Commercial Uplift: Generated +14% incremental daily revenue in Bristol and +12% in Norwich.
The Long-Tail Halo Effect: Traffic and revenue outperformance persisted weeks after spend paused, culminating in a peak revenue growth outperformance of +179% YoY in Bristol during the post-campaign lag window.

The way Launch go about how they do business is really important to us. We’ve worked with the same team for a long time. We’ve really got to know them and the relationship’s been close and very fruitful over all those years. We’ve tried to AB test anything we’ve thought could improve things and working with Launch on that testing has really opened our eyes and helped our creative future as a as a company.

Matthew Burgess E-Commerce & Marketplace Manager, Green People