This document discusses using a Brandformance approach to balance branding and performance objectives for an online retailer. It presents a case study of Ulmart, the largest online retailer in Russia, which seeks to increase awareness and customer base in Moscow. The Brandformance approach involves three steps: 1) introducing the brand to new audiences through a video ad on YouTube, 2) offering deals to convert new audiences to customers, and 3) retaining customers through newsletters and deals. For Ulmart, the approach resulted in 1.8 million video views, a 25% increase in brand awareness, and 18,000 new customers acquired at a cost 2.5 times lower than average. The document advocates using YouTube and other Google advertising tools