Table of Contents
- Introduction
- Maximizing the Holiday Season’s Potential
- MNTN’s Solutions for Success
- The Results: A Long-Term Revenue Impact
- Conclusion
- FAQ
Introduction
The holiday season can be a make-or-break period for many retail brands, especially in the competitive world of fashion and lifestyle products. Tuckernuck, an omnichannel lifestyle retail brand known for its unique apparel and gifts, faced a challenging landscape during the winter holidays. In partnership with El Toro Interactive, Tuckernuck turned to MNTN Performance TV to elevate their advertising efforts. This blog post examines how Tuckernuck's strategic use of connected TV (CTV) advertising not only drove impressive holiday performance but also resulted in lasting benefits beyond the peak season.
With the holiday season saturated by countless advertising messages, standing out can be an uphill battle. Tuckernuck aimed to remain top-of-mind for consumers and drive significant performance improvements. By utilizing MNTN's Performance TV, Tuckernuck was able to create a holiday-centric advertising strategy that led to remarkable conversion rates and audience engagement.
In this post, we’ll dive deep into Tuckernuck’s strategies, the collaboration with MNTN, and the substantial outcomes they achieved. By the end, readers will gain valuable insights into the power of CTV advertising and how it can be leveraged for peak seasonal performance and beyond.
Maximizing the Holiday Season’s Potential
The Challenge
For Tuckernuck, the winter holidays present both enormous opportunities and significant challenges. The intense competition during this period makes it difficult for brands to capture and retain consumer attention. Tuckernuck wanted to ensure it stayed top-of-mind for holiday shoppers, driving conversions and increasing return on ad spend (ROAS) while keeping cost per visit (CPV) low.
Strategic Shift
To capitalize on Q4 opportunities, Tuckernuck identified a need for a scalable advertising solution that could deliver meaningful performance. They turned to MNTN Performance TV, known for its robust CTV capabilities, to enhance their holiday campaign. By increasing their CTV budget by 32% and running concurrent evergreen and holiday-specific campaigns, they set the stage for success.
MNTN’s Solutions for Success
Comprehensive Advertising Strategy
In collaboration with MNTN’s Customer Success team, Tuckernuck crafted an advertising strategy aimed at maximizing Q4 results. Initially, they maintained existing evergreen campaigns to build audience engagement. As the season progressed, they shifted the strategy to a holiday-centric approach, focusing heavily on video advertisements.
Audience Precision and Targeting
For prospecting new customers, Tuckernuck took advantage of MNTN’s integration with LiveRamp and other data partners. This allowed the brand to precisely target specific segments, such as online shoppers, luxury buyers, and those specifically shopping for Black Friday and Cyber Monday deals. For retargeting, Tuckernuck leveraged first-party data to reach users who had shown interest but hadn't yet converted.
Seasonal Ad Creative
Creative execution played a key role in Tuckernuck's success. Video ads, rich with holiday imagery and festive attire, were designed to captivate the target audience. These ads also featured limited-time promotions and discounts to enhance appeal, making them hard to ignore.
Flexibility and Real-Time Adjustments
One of the standout features of MNTN's platform is its flexibility. Tuckernuck could efficiently modify audience segments and ad creative without slowing down their campaigns. This agility was pivotal in responding to ongoing performance data and staying relevant in a fast-paced holiday market.
The Results: A Long-Term Revenue Impact
Impressive Metrics
The results of Tuckernuck’s Q4 campaign were nothing short of extraordinary. They experienced a remarkable 304% increase in conversion rate compared to the previous year. This surge was attributed to the compelling impact of CTV video advertising, which they had not utilized in 2021. Additionally, there was a 56% increase in ROAS and a 26% reduction in CPV from Q3 to Q4 of 2022.
Beyond the Holiday Season
The benefits of MNTN’s Performance TV extended well beyond the holiday campaign. Tuckernuck observed a “halo effect” from their CTV advertising, enhancing performance across other marketing channels, and informing their long-term strategy. This led to sustained growth and continued use of Performance TV in their ongoing advertising efforts.
Conclusion
Tuckernuck’s collaboration with MNTN Performance TV serves as an exemplary case of how strategic use of CTV advertising can transform holiday campaigns. By leveraging precise targeting, creative ad executions, and maintaining flexibility in strategy adjustments, Tuckernuck not only achieved exceptional holiday performance but also set the foundation for long-term success.
Investing in CTV advertising, particularly during peak seasons, can offer significant advantages in terms of engagement, conversion, and overall brand impact. As this case study shows, the right strategy and tools can turn seasonal opportunities into lasting gains.
FAQ
How can CTV advertising benefit retail brands during the holiday season?
CTV advertising allows for highly targeted and engaging ad experiences, which can significantly improve conversion rates and ROI during peak shopping periods like the holidays.
What features of MNTN Performance TV were most beneficial to Tuckernuck?
The flexibility to adjust campaigns in real-time, the ability to integrate first-party data for precise targeting, and comprehensive in-platform reporting were key features that contributed to Tuckernuck’s campaign success.
How did Tuckernuck's holiday ads stand out?
Tuckernuck’s ads featured festive imagery and attire, along with time-sensitive promotions, making the ads visually appealing and relevant to holiday shoppers.
What is the “halo effect” in marketing?
The halo effect refers to the broader positive influence that a successful campaign can have on other marketing channels and overall brand perception, leading to sustained benefits beyond the initial campaign period.
