Tuckernuck Boosts Holiday Conversions 304% With MNTN Performance TVTable of ContentsIntroductionAchieving Holiday Season SuccessResults That Speak VolumesLeveraging Data for SuccessConclusion: A Holistic Approach to Holiday AdvertisingFAQIntroductionIn the crowded realm of holiday advertising, standing out is no small feat. The frenzy of festive ads can overwhelm consumers, making it challenging for brands to make a lasting impact. For Tuckernuck, an omnichannel lifestyle retail brand offering classic yet unique apparel and gifts, this was a familiar challenge. As the holiday season of 2022 approached, Tuckernuck sought to break through the noise with a smart, scalable advertising strategy. What unfolded not only boosted holiday sales but also provided long-term benefits for the brand. This blog post delves into how Tuckernuck, in collaboration with MNTN Performance TV and digital marketing agency El Toro Interactive, achieved spectacular results during the 2022 holiday season.Achieving Holiday Season SuccessThe Challenge of Holiday AdvertisingThe holiday season is a make-or-break period for retailers, particularly in fashion and apparel. Consumer demand surges, competition intensifies, and the advertising landscape becomes saturated. Tuckernuck needed a powerful advertising solution to navigate this competitive terrain and keep its brand top-of-mind for holiday shoppers. The goal was to enhance key metrics such as Return on Ad Spend (ROAS), conversion rates, and reduce Cost Per Visit (CPV). Partnering for PerformanceTo tackle these challenges, Tuckernuck partnered with El Toro Interactive and leveraged MNTN Performance TV. This alliance aimed to employ a strong, holiday-focused Connected TV (CTV) strategy that would drive significant performance during the critical holiday season. Through Performance TV, Tuckernuck sought to achieve robust results, including increased ad engagement and improved overall business metrics.Crafting a Winning StrategyWith the guidance of MNTN’s Customer Success team, Tuckernuck devised a comprehensive advertising strategy focused on the fourth quarter of 2022. The initial step was to ramp up the Q4 CTV budget by 32%. Early in the quarter, the brand maintained ongoing Performance TV campaigns to build audience numbers and drive consumer engagement. This set the stage for successful holiday-specific campaigns in November.Tuckernuck's holiday-focused campaign began in earnest before Black Friday and Cyber Monday, key dates in the retail calendar. By leveraging MNTN’s precision audience-building technology, the brand targeted specific groups of shoppers, including online shoppers, luxury buyers, and winter fashion enthusiasts. Additionally, for retargeting efforts, Tuckernuck used first-party data to engage customers already familiar with the brand but had not yet converted.Designing Impactful Seasonal CreativeA significant aspect of Tuckernuck’s strategy was creating compelling seasonal ad creative. The video advertisements featured holiday imagery and showcased people in festive attire at winter celebrations. These ads also highlighted seasonal promotions and discounts, designed to surprise and delight customers. Flexibility in adjusting audience segments and ad creative ensured that the campaign could evolve to meet real-time demands without losing momentum.Results That Speak VolumesRemarkable Conversion GrowthThe results of Tuckernuck's Q4 campaigns were impressive. One of the standout metrics was a 304% increase in conversion rate compared to the previous year. This tremendous growth demonstrated the effectiveness of CTV video advertising, a new addition to Tuckernuck’s marketing toolkit in 2022.Enhanced ROAS and Reduced CostsQuarter-over-quarter growth was another highlight. The brand saw a 56% increase in ROAS and a 26% reduction in CPV from Q3 to Q4 2022. These figures underscored the efficiency and effectiveness of the targeted CTV strategy during the holiday peak.Lasting Impact Beyond the HolidaysBeyond the immediate success of the holiday season, Tuckernuck experienced a broader impact across its marketing channels. The halo effect of the CTV campaign bolstered overall marketing performance and provided insights that refined Tuckernuck’s long-term strategy. As a result, Performance TV became a cornerstone of Tuckernuck’s evergreen advertising efforts.Leveraging Data for SuccessIn-Depth Reporting IntegrationOne of MNTN’s significant advantages was its comprehensive in-platform reporting and integration capabilities, particularly with Google Analytics. This integration allowed Tuckernuck to monitor campaign performance precisely and compare it with other marketing channels, ensuring a holistic view of their advertising efforts.Precision Audience BuildingUsing MNTN’s integration with LiveRamp and other data providers, Tuckernuck could meticulously curate their audience segments. This precision was crucial for targeting holiday and retail-focused shoppers effectively, ensuring that their ads reached those most likely to convert.Conclusion: A Holistic Approach to Holiday AdvertisingTuckernuck's 2022 holiday campaign is a testament to the power of a well-executed, data-driven advertising strategy. By effectively leveraging MNTN Performance TV, Tuckernuck not only saw a dramatic rise in holiday conversions but also set the stage for sustained marketing success. The campaign’s success illustrates the importance of precise audience segmentation, engaging seasonal creative, and robust data integration.Looking Ahead with ConfidenceAs Tuckernuck continues to refine its advertising strategies, the lessons learned from the 2022 holiday season will serve as a guiding framework. The flexibility and precision offered by Performance TV positions Tuckernuck to navigate future holiday seasons with confidence and creativity.FAQWhat is MNTN Performance TV?MNTN Performance TV is an advertising platform that allows brands to run targeted video ad campaigns on Connected TV (CTV) channels. It offers features like precision audience building, in-platform reporting, and integration with other data providers and analytics tools.How did Tuckernuck benefit from using MNTN Performance TV?Tuckernuck saw significant improvements in its key performance metrics during the 2022 holiday season. The brand achieved a 304% increase in conversion rate, a 56% increase in Return on Ad Spend (ROAS), and a 26% reduction in Cost per Visit (CPV).What makes video advertising on CTV effective?Video advertising on CTV is effective because it combines the visual storytelling power of television with the precision targeting capabilities of digital marketing. This approach enables brands to engage audiences more effectively and drive meaningful conversions.How did the partnership with El Toro Interactive contribute to Tuckernuck’s success?El Toro Interactive helped Tuckernuck develop and execute a comprehensive holiday advertising strategy using MNTN Performance TV. The collaboration ensured that Tuckernuck’s campaigns were strategically sound and adaptable to real-time demands, maximizing their effectiveness during the critical holiday period.Will Tuckernuck continue using Performance TV for future campaigns?Yes, following the success of their 2022 holiday campaign, Tuckernuck has integrated Performance TV into their ongoing advertising efforts. The data-driven insights and proven effectiveness make Performance TV a critical component of Tuckernuck’s marketing strategy moving forward.