How much of it is incremental? Full-funnel video for the peak season

AG1 is one of Europe’s largest health & wellness brands and was already investing a substantial TV budget. What remained open was the question that decides everything at this scale: How much of it is incremental? Which revenue is genuinely additional, and which would have come in anyway?

A full-funnel video and Demand Gen programme across the peak season, December 2025 to January 2026, in the DACH region. The channels used: YouTube and Demand Gen, measured through Brand Lift and an incrementality study instead of platform attribution.

The campaign achieved three times the unique reach and +14% incremental purchases. Both figures were measured rather than modelled, which answered the question of incremental impact for this period.