River Islandis a multi-channel fashion brand known for accessible, trend-led styles across womenswear, menswear and accessories.
The Problem
Before using Fospha, River Island measured the performance of YouTube campaigns using a mix of in-platform metrics, geo-tests and twinned store analysis to evaluate campaign performance.
The result? The team found it difficult to capture the true value of the channel and to justify an always-on strategy, even though the team saw potential in the channel.
Approaching Q4, the team was tasked with strengthening upper-funnel activity by increasing awareness and consideration across key audience segments to influence purchase ahead of the peak trading period.
The Solution
Fospha’s full-funnel measurement revealed that YouTube was driving 254X more revenue than previously reported. The team at River Island harnessed these insights to:
Confidently scale YouTube spend by +500% YoY in Q4 2024ahead of peak season.
Test campaigns by audience type and optimize based on Fospha’s ROAS insights.
Using Fospha’s Spend Strategist, identify that YouTube could scale a further +200% in Q4 without exceeding CPA targets
The Results
YouTube performed optimally at higher spend levels. In Q4, River Island saw impressive efficiency improvements in the channel year-over-year.
1271% increase in YouTube impressions
950% rise in YouTube revenue
72% increase in YouTube ROAS
43%better YouTube CPA
$1.8
m
in incremental revenue from scaling the channel
950
%
rise in YouTube revenue
Upper-funnel expansion in Google
With proven results from YouTube, River Island launched Google Demand Gen in February 2025.
Just one month in, the channel exceeded expectations—beating CAC targets by 33% and ROAS targets by 120% in March. Fospha gave River Island the confidence and clarity to scale full-funnel channels profitably—turning YouTube and Demand Gen into key drivers of efficient growth.
“Fospha has become a crucial part of how we guide strategy and make investment decisions—especially in upper-funnel channels like YouTube. It helps us clearly connect media spend to business outcomes, and that clarity plays a part in helping unlock investment and confidence across the business.”
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