Boosting Holiday Conversions: How Tuckernuck Achieved a 304% Increase With MNTN Performance TV

Table of Contents

  1. Introduction
  2. The Challenge: Standing Out in a Crowded Market
  3. The Solution: MNTN Performance TV
  4. The Results: Measurable and Lasting Impact
  5. Conclusion
  6. FAQs

Introduction

Holiday seasons are the prime time for retail brands to maximize outreach and increase conversion rates. However, breaking through the intense advertising noise can be a significant challenge. For Tuckernuck, an omnichannel lifestyle retail brand known for its classic yet unique apparel and gifts, the 2022 holiday season marked a remarkable success. In collaboration with digital marketing agency El Toro Interactive, Tuckernuck utilized MNTN Performance TV to enhance their holiday marketing efforts, resulting in a staggering 304% increase in holiday conversions. But what tactics and strategies fueled this success? This blog post dives into the details of how Tuckernuck leveraged a robust, holiday-focused connected TV (CTV) advertising strategy to not only meet but exceed their performance goals.

The Challenge: Standing Out in a Crowded Market

During the winter holiday season, the competition for consumer attention heightens, especially in the apparel industry. Tuckernuck, having previously faced the dilemma of making a lasting impression amidst a flurry of holiday advertisements, aimed to ensure their brand remained top-of-mind for holiday shoppers. The goal was clear: significantly improve key performance metrics such as Return on Ad Spend (ROAS), conversion rates, and Cost Per Visit (CPV) while setting the stage for sustained growth beyond the holidays.

The Solution: MNTN Performance TV

Strategic Collaboration

To tackle these challenges, Tuckernuck partnered with MNTN's Customer Success team to design an advertising strategy tailored to drive outstanding holiday season results. This collaboration kicked off by increasing the Q4 CTV budget by 32% and maintaining existing evergreen Performance TV campaigns throughout the early part of the quarter.

Precision Audience Targeting

A nuanced audience targeting strategy was key to Tuckernuck's success. Leveraging MNTN's integration with LiveRamp and other data providers, Tuckernuck segmented their audience to target specific groups of holiday-focused shoppers. This precision targeting involved:

  • Online shoppers
  • Luxury buyers
  • Winter fashion enthusiasts
  • Black Friday and Cyber Monday shoppers

For retargeting campaigns, Tuckernuck utilized first-party data to zero in on consumers who had shown interest but not yet converted. Visitors to the website who had viewed multiple pages within the last 30 days but hadn’t made a purchase were specifically targeted using MNTN’s easy-to-use segmentation tools.

Compelling Seasonal Creative

Crafting ad content that resonated with their audience was crucial. Tuckernuck developed video advertisements with clear holiday themes, showcasing festive attire and seasonal celebrations. These ads were also imbued with promotional deals to entice potential buyers. The creative flexibility offered by Performance TV allowed Tuckernuck to efficiently adjust audience segments and ad creatives without any downtime, ensuring the campaign remained dynamic and relevant.

The Results: Measurable and Lasting Impact

MNTN's comprehensive in-platform reporting, integrated with Google Analytics, enabled Tuckernuck to track and measure the impact of their campaigns. The result? A remarkable 304% increase in the holiday season conversion rate compared to the previous year, showcasing the effectiveness of CTV video advertising.

Additionally, from Q3 to Q4 2022, Tuckernuck experienced a 56% increase in ROAS and a 26% reduction in CPV. These metrics not only underscore the success of the holiday campaign but also highlight the broader, long-term impact on Tuckernuck’s overall marketing strategy.

Sustained Success Beyond the Holidays

The success of the Q4 holiday campaign wasn't a one-off event. Tuckernuck continued to integrate Performance TV into their ongoing advertising efforts, leveraging the momentum gained to enhance their long-term marketing strategy. The brand saw continued positive performance across other marketing channels, demonstrating a "halo effect" from their successful CTV campaign.

Conclusion

Tuckernuck’s exceptional performance during the 2022 holiday season is a powerful testament to the potential of strategic connected TV advertising. By partnering with MNTN Performance TV, increasing their budget, employing precise audience targeting, and creating compelling seasonal content, Tuckernuck not only achieved but surpassed their performance objectives.

Brands looking to maximize their holiday campaigns can learn from Tuckernuck’s approach: combine robust strategy, precise targeting, and creative flexibility to stand out in a crowded market. The overwhelming success of Tuckernuck’s holiday campaign showcases that with the right tools and strategy, significant and sustained growth in conversions and overall performance can be achieved.

FAQs

Q: What were the key components of Tuckernuck’s CTV ad strategy? A: The strategy included a significant budget increase, precise audience targeting using first-party data and data providers, and creating compelling seasonal video ads. These elements were crucial in standing out during the holiday season and driving up conversion rates.

Q: How did Tuckernuck measure the success of their holiday campaigns? A: Tuckernuck used MNTN's in-platform reporting integrated with Google Analytics to track key performance metrics such as conversion rate, ROAS, and CPV. This comprehensive tracking allowed them to accurately gauge the effectiveness of their campaigns.

Q: What impact did the holiday campaign have on Tuckernuck’s long-term marketing strategy? A: The campaign's success had a lasting impact, leading to continued use of Performance TV in Tuckernuck's ongoing marketing efforts. The positive performance across other channels indicated a broader halo effect from the successful CTV campaign.

Q: How did Tuckernuck effectively target their holiday audience? A: Tuckernuck used a combination of first-party data and integrations with data providers to create precise audience segments. These included targeting online shoppers, luxury buyers, winter fashion enthusiasts, and shoppers focused on key holiday events like Black Friday and Cyber Monday.

Q: What role did creative content play in Tuckernuck’s campaign success? A: Creative content was pivotal. Seasonal video ads featuring festive attire and holiday celebrations, coupled with promotional deals, were developed to resonate with the target audience. The flexibility to adjust these creative elements ensured the campaign remained effective and relevant.

By adopting a data-driven, strategic approach to advertising with MNTN Performance TV, retail brands like Tuckernuck can achieve and sustain exceptional performance throughout the holiday season and beyond.