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 and YouTube, 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.
DTC Lingerie Brand Drives Profitable Growth With Performance TV
↓
2.3X
ROAS
$6.73
Cost Per Site Visit
Objective
Increase New Customer Traffic to Website While Driving Profitable Return on Advertising Spend (ROAS)
The lingerie brand was eager to test CTV to drive new users to their website while also achieving their ROAS goals. They needed an ad solution that would generate—and track—performance across their KPIs. Additionally, the lingerie brand wanted a platform that would allow them to be precise with audience building and targeting. MNTN Performance TV proved the right fit for the retailer’s needs.
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 unique audience suite, they built and messaged to consumer groups 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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