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DTC Lingerie Brand Drives Profitable Growth With Performance TV
In order to keep business moving during the pandemic, this DTC (direct-to-consumer) Lingerie Brand doubled down on lower-funnel initiatives. While the strategy worked initially, returns soon diminished. This prompted a search for an advertising solution that would attract new customers while maintaining profitable ROAS (return on advertising spend). Alternatives that included linear television, OTT and YouTube all had fallen short of expectations. With MNTN, on the other hand, the retailer successfully turned Connected TV (CTV) into the strong performance channel they were looking for.
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ROAS
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Cost Per Site Visit
Objective
Increase New Customer Traffic to Website While Driving Profitable Return on Advertising Spend (ROAS)
Solutions
Prospecting, Audience Building, CRM Audience Matching
Having experienced lackluster results from advertising on linear television, OTT and YouTube, the DTC Lingerie Brand developed a CTV advertising strategy focused on engaging with first-time customers. Partnering with MNTN, they launched a robust prospecting campaign.
A key piece to their prospecting strategy was audience building. Performance TV’s extensive audience data, which comes at no additional cost, made it easy for the lingerie retailer to experiment with new segments and embrace persona-based targeting. Utilizing MNTN’s Oracle Data Cloud integration, they built and messaged to an audience of “trendy” moms and millennials who shop at competitor brands and spend significantly in the category.
Their prospecting campaign immediately drove exciting results (more on this below). Due to this success, the lingerie brand premiered a new activewear line with MNTN. To showcase their fresh products, the retailer leveraged Performance TV’s CRM audience matching capabilities to retarget high-intent shoppers.
The Results
Strong ROAS and Low Cost Per Site Visit
Using MNTN, the DTC lingerie brand aced their CTV test campaign, surpassing their goals. Via strategic prospecting with persona-based audience targeting, they produced 2.3x ROAS overall, with 4.2x ROAS during the holiday season. Additionally, the retailer achieved a cost per site visit of just $6.73.
The lingerie brand was so pleased with the results that they turned the Performance TV prospecting campaign into an evergreen effort—they now run advertisements on CTV throughout the year. They also recently opted in to MNTN’s Creative as a Subscription (CaaS) service. With CaaS, the brand gets fresh creatives on a regular basis, all at no additional cost beyond what they pay for media. This has helped them avoid ad fatigue and continue to drive performance.
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MNTN is the future of TV and direct-response advertising.
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