GoMacro and Cuker Produce Sustainable CTV Performance with MNTN

With more people looking to build healthier habits and stick to their resolutions heading into the new year, the end of Q4 into Q1 can be an extremely profitable time for natural food businesses. That said, it’s also a crowded and noisy season, as a heightened number of advertisers vie for limited consumer attention. To set GoMacro apart from the competition and ensure they were top of mind with ideal customers during this time, Cuker ran simultaneous prospecting and retargeting campaigns with MNTN Performance TV.

To guarantee they reached consumers with a high likelihood of purchasing GoMacro products, Cuker needed precision audience targeting. They used MNTN’s integration with LiveRamp and other trusted data providers to reach people they’d identified as “super consumers” — organic food shoppers, plant-based buyers, yoga enthusiasts, etc. From there, they retargeted people who had visited two or more pages on their website but hadn’t yet made a purchase.

Engaging ad creative was another vital piece of GoMacro and Cuker’s CTV seasonal approach. They developed multiple versions of their creative, many of which told the compelling story of how GoMacro’s products are made, with an emphasis on quality. To boost sales at the end of Q4 into Q1, they released them in two phases. First, they ran ads in late December that included end-of-year flash sale messaging. Then in January, they deployed creative that spoke directly to consumers focused on wellness in the new year, also including a special promotion. When used together, candid messaging, imagery of people adventuring outdoors, and discount codes made compelling ads that inspired viewers to take action.

These tactical audience and creative strategies produced impressive results through the end of 2023 into 2024 (more on this later). With momentum on their side, Cuker and GoMacro wanted to build on this seasonal success and level up their CTV efforts. So, they tried MNTN Matched™ — a first-of-its-kind system that offered them a more effective way to build scalable, high-performance TV audiences. MNTN Matched gave Cuker and GoMacro even more confidence in their CTV audience targeting, yielding powerful year-over-year (YoY) growth of multiple performance metrics.

As highly data-driven groups, both Cuker and GoMacro were laser-focused on CTV’s return on investment (ROI) from the start. MNTN’s comprehensive reporting suite allowed them to track performance with ease — what they saw impressed them.

“We had a goal to break even on our investment in CTV,” Cuker said. “Within the first three months of launching with MNTN, we were able to exceed that goal and see a positive ROI.”

The powerful performance didn’t stop there. GoMacro and Cuker’s strategic approach to their end-of-year / New Year’s CTV campaigns paid off — they were able to better their blended return on advertising spend (ROAS) goal by 118% during the crucial period of December 25th, 2023 through January 5th, 2024.

Activating MNTN Matched in the new year made a big impact on performance as well. After six months of using MNTN Matched, GoMacro’s visit rate increased by 108% YoY, ROAS grew by 53% YoY, and cost per acquisition (CPA) decreased by 35% YoY.

CTV not only proved to be a successful channel on its own, it also strengthened GoMacro’s other marketing efforts. Since launching Performance TV, they’ve seen a lift in organic search activity and web traffic.

“This holistic uplift suggests that CTV advertising via MNTN not only drives immediate actions but also helps to enhance GoMacro’s presence across multiple digital touchpoints,” Cuker said. “And this contributes to overall marketing success.”

While GoMacro’s business is certainly boosted by promotional cycles, they’ve found that with MNTN, their performance is strong year-round. Looking to the future, Cuker and GoMacro will continue to use MNTN with MNTN Matched as a part of a full-funnel advertising strategy to bolster in-store and DTC business.