CandleScience helps motivated creatives, DIYers, and entrepreneurs make candles, soaps, and scented creations. Their business has grown exponentially since opening in 2004. Ready to take their results to the next level, CandleScience was looking to add a new, highly efficient performance channel to their marketing mix. Due to its ability to reach niche audiences and its high level of measurability, Connected TV (CTV) proved to be the perfect fit for their needs. With a vital time for business coming up — Q4 and the winter holidays — they turned to MNTN Performance TV to increase new business through the end of 2023 and beyond.
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CandleScience Burns Bright During Q4, Beating Their ROAS Goal by 918% With MNTN
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Partnering with MNTN allowed us to tap into new, relevant audiences that not only drove additional revenue during the holiday season, but have become a mainstay in our overall integrated paid media strategy.
Madison McLeod
Paid Media Manager, CandleScience
509%
Higher ROAS Than Goal in Q4 2023
7%
QoQ Decrease in CPV
6%
QoQ Decrease in CPA
Objective
Drive New Business by Introducing Candle and Soap Making to Niche DIY Audiences
With very specific offerings to promote, CandleScience was laser-focused on introducing candle and soap making to do-it-yourself (DIY) audiences that they hadn’t previously been able to reach via other channels. As a company in the very noisy ecommerce space (particularly during Q4), they wanted to ensure that they were top of mind with their ideal customers leading up to and throughout the holiday season. With two primary personas to market to — DIY enthusiasts and small business makers — it was vital that their ads consistently reached the right potential customers. MNTN Performance TV enabled CandleScience to accurately target key audiences, driving a significant uptick in new business, among other exceptional results. And what started as an awareness play quickly turned into full-funnel performance.
Solutions
Prospecting
CandleScience used Performance TV prospecting to reach their ideal customers and generate new business throughout Q4. MNTN’s comprehensive, yet easy-to-use platform made campaign setup quick and painless.
The first step to ensuring the strength of their CTV advertising campaigns came in the form of a comprehensive audience strategy. CandleScience used Performance TV to target their two distinct customer personas: DIY enthusiasts and small business makers. MNTN’s unique audience suite gave them access to thousands of niche groups — like arts and crafts shoppers, DIY millennials, and people with an interest in candle and soap making — to ensure they targeted people who fit those personas.
Heading into a pivotal part of Q4 — Black Friday through Cyber Monday — CandleScience tripled their daily CTV spend. This grew their audience pool and increased consumer engagement, allowing them to tackle the most competitive time of the holiday season head on.
Another integral part of CandleScience’s Q4 CTV approach was relevant and engaging ad creative. While they already had compelling advertisements to run, they needed a little extra support to ensure their creative was holiday ready. CandleScience turned to video production marketplace QuickFrame to support their needs on this front. A dedicated QuickFrame maker used existing CandleScience videos to create new holiday-focused advertisements.
These ads painted a clear picture of CandleScience’s value proposition, featuring imagery of people using the company’s specialized kits to make their own candles at home. The voiceover in the ads not only underscored the quality of CandleScience’s products — premium fragrances and on-trend supplies — it also spoke to the power of candle making as a creative outlet. To ensure peak viewer engagement, they used in-ad copy to highlight special promotions: “Shop holiday savings! Save on select candle containers, fragrance oil bundles, and kits”. As a cherry on top, the ads wrapped up with a call to action (CTA) driving viewers to their website to take advantage of free holiday shipping on candle making kits.
The Results
Significant Improvement of Key Performance Metrics Throughout Q4
Using MNTN’s fully customizable in-platform reporting, CandleScience was able to accurately track their Q4 campaign performance — they were thrilled with what they saw.
Remember how CandleScience decided to ramp up budget for Black Friday and Cyber Monday? This paid off — the number of households reached jumped by 164% and Verified Visits™ grew by 74%.
While CandleScience initially turned to MNTN to increase brand awareness, it became abundantly clear that CTV could produce lower-funnel results, as well. With MNTN they were able to beat their Q4 return on advertising (ROAS) goal by an incredible 918%. Quarter-over-quarter (QoQ), CandleScience’s cost per visit (CPV) and cost per acquisition (CPA) decreased by 12% and 10%, respectively.
CandleScience’s amazing CTV performance didn’t stop at the end of Q4, though. Thus far in 2024, they’ve continued to exceed their ROAS goals and generate other significant full-funnel performance. Moving forward, CandleScience will continue to use MNTN as an evergreen advertising channel to drive meaningful business.
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