ATTN

ATTN Brings Bones Coffee To Life and Increases Revenue by 42% With MNTN Performance TV

ATTN is a full-funnel, creative-led growth and performance agency based in San Diego. Their unique approach to digital marketing balances fueling clients’ brand growth and building brand loyalty with a focus on performance KPIs. They achieve this by bridging creative and digital strategy and tactical execution.

Our partnership with MNTN has brought in a new layer of reach to help us scale new customer awareness and acquisition. Their machine learning allows for rapid audience and placement testing while sticking the landing on our client's core KPIs. The multiple successes we have delivered leveraging MNTN's platform has made it our go-to CTV and programmatic vendor. ”

Justin Buckley
Co-founder and Partner, ATTN


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Increase in Total Conversions Quarter-Over-Quarter

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Increase in ROAS

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Increase in Paid Search ROAS

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Increase in CTV Spend Period-Over-Period

Objective

Expand year-over-year growth while delivering on Bones Coffee's core revenue and profitability goals.

ATTN is the agency of record for Bones Coffee, a Florida-based gourmet coffee company known for their small batch production. Before ATTN took over the account, Bones Coffee’s growth had stalled due to an overinvestment in retargeting efforts, so ATTN devised a marketing strategy that would revitalize that growth.


Solutions

Prospecting, Retargeting, Incrementality Reporting

ATTN’s year-round marketing efforts include Connected TV,  shopping marketing, email, and paid search and social. When they took over the Bones account, they restructured the company’s marketing strategy to prioritize new customer acquisition, awareness-building, and reach expansion beyond their existing marketing channels to introduce new audiences to the brand.  

Prioritizing prospecting immediately distinguished ATTN from Bones’ previous agency, which emphasized retargeting instead. Their prospecting efforts reached net-new customers, and was initially split into 4-5 campaigns aimed at coffee lovers and fans of brands with which they had existing partnerships, such as Disney / The Nightmare Before Christmas.

ATTN also retargeted audiences on Connected TV who had visited the Bones website three to 45 days prior to ad exposure, excluding past purchasers. To improve their marketing efficiency ratio (or MER, a metric calculated by dividing total revenue by total marketing spend) and preserve their budget, they were especially deliberate about their retargeting approach, only launching their CTV retargeting campaign a few days after the customer’s last touchpoint on their other owned channels. They also utilized MNTN’s integration with Google Analytics to build retargeting audiences for their other video marketing channels like YouTube. “We wanted to use Connected TV as a lead-in story to longer format videos on YouTube to improve recall and ultimately unify the brand story across all of our channels,” said Buckley. 

Because ATTN was also advertising via Meta, TikTok, Google Search, shopping, display, email, SMS, and direct mail, it was essential to approach Connected TV with a holistic, incremental strategy. “If everything is static and we’re scaling CTV, what’s happening with our brand search?” explained Buckley, who spoke about MNTN’s incrementality report. “A lot of the reporting that MNTN continues to put together allows us to tell a coherent story. We can develop specific audience targeting strategies based on where we know people are in the funnel, and develop the strategies cohesively.” Ultimately this has helped ATTN to understand CTV’s impact on their overall MER.


The Results

Increased ROAS, Overall Brand Volume Lift, Increase in Paid Search ROAS

Bones’ campaign performance was so successful that ATTN continues to include MNTN Performance TV as a tentpole channel in its marketing strategy. Overall, MNTN has driven increases across the board, with significant improvements in ROAS, paid search ROAS, and CTV spend. Quarter over quarter results upon taking over the account showed a 42% increase in gross revenue, a 28% increase in total conversions, and a 9% increase in average order value. Additionally, when comparing MNTN’s performance to other channels, they saw that their CTV CPM was 89% lower than paid search efforts. 

Finally, MNTN’s incrementality reporting showed that 73% of all MNTN-generated conversions and 70% of MNTN-generated revenue was incremental; their ongoing testing cadence also revealed that dropping their CTV budget had a negative impact on their overall MER. These results helped to justify the performance benefits of Connected TV to the Bones leadership team. “Through the data MNTN provided, we saw that there were significant conversions that took place because of MNTN’s impact at the top of the funnel.”

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