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Campspot Grew Brand Awareness and Outperformed Their ROAS Goals by Over 200% With MNTN Performance TV
Campspot, a premier travel booking site for campgrounds, RV resorts, glamping and more, was faced with the challenge of building brand awareness in the lead up to the peak summer campaign season. They were also being held to performance goals from a ROAS perspective, and weren’t seeing the lift that they expected on other channels. The brand was open to different inroads to tapping into their ideal audience, and partnered with MNTN Performance TV as a new and measurable way to get their ads in front of fresh eyes.
“MNTN has helped us put our brand in front of new customers and allowed us to get clear reporting insights on top performing audiences and TV networks. With MNTN, our goals are frequently exceeded and we can take our learnings from the platform to other marketing channels.”
Dana Malburg
Perfomance Marketing Manager, Campspot
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Higher ROAS
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Higher Conversion Rate
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Lower Cost Per Acquisition
Objective
Utilize a New Performance channel to Drive ROAS
Campspot were facing a myriad of challenges to grow their customer base, and as a new brand—build their brand into a household name. Macro economic trends like rising gas prices and COVID negatively impacted the travel industry last year, and consequently they were put under more pressure this year to ‘catch up’ and deliver on their ROAS and website traffic goals. They turned to MNTN Performance TV as a way to experiment with a new marketing channel, test ad creative and ultimately deliver on their goals.
Solutions
Performance TV Prospecting and Retargeting
Campspot leveraged MNTN Performance TV’s prospecting and retargeting features to reach their in-market audiences across the full funnel for the upcoming summer season with a series of 15 second, non skippable ads. For their prospecting campaigns, they identified net-new users with an affinity for outdoor adventure, including outdoor enthusiasts, travelers, campers and hikers via MNTN’s integration with Oracle Data Cloud. They also retargeted users who had previously viewed one page or more on their website. Both types of campaigns were supplemented with MNTN Multi-Touch ads with branding consistent to their Connected TV campaigns, and served cross-platform on users other household devices.
After seeing favorable results from their holiday campaigns over the November and December period last year, they repurposed their existing creative for the upcoming season by utilizing lifestyle branding, highlighting the great outdoors and even showcasing the Campspot app to entice their audience to explore their website (and app) further. They started spending from March onwards to capture early-bird travelers, and continued to ramp up their spend the closer to summer to attract last minute bookings.
The Results
Higher ROAS and Increased Conversions
The brand outperformed their aggressive goals on every level, including decreasing their cost per acquisition MTD by 30%, and driving a 225% higher ROAS. They also decreased their cost per visit by 22%. At the same time, their conversion rate increased 13% MoM.
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