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Junk King Cleans Up With MNTN Performance TV
Junk King is a Bay Area based eco-friendly junk removal company who services the majority of the U.S. and parts of Canada via 100+ franchise stores across North America. They needed an advertising solution that would enable them to geo-target potential customers and produce high quality leads. The junk removal company had a strong display advertising strategy in place, but wanted a way to disseminate their message on a larger scale. MNTN Performance TV enabled Junk King and all its franchise stores to use a unified platform to run their first national advertising campaign on a new channel—Connected TV (CTV).
“I spoke with over 40 suppliers in the CTV space trying to find a vendor that made sense and could meet our specific needs, but there weren't really many experts. MNTN, on the other hand, is made up of experts. The platform is so refreshing—it makes sense and it's easy to educate my franchisees on how the campaigns are performing.”
Crissy Russo
Senior Vice President, Marketing, Junk King
$0
Blended Cost Per Site Visit,
Outperforming Goal by 4%
Objective
Support Franchise Locations and Drive High Quality Leads
Junk King was faced with the challenge of generating new business for both the brand as a whole and for each of their franchise locations. To achieve this, they wanted to run a large-scale national advertising campaign that would produce superior leads, while maintaining budget efficiency. Junk King recognized the prestige and reach of traditional television advertising but hadn’t run ads on the channel before due to its lack of detailed reporting, unreliable audience targeting and hefty price tag. As an alternative to linear television advertising, Junk King set its sights on Connected TV. With MNTN, the junk removal company launched geo-targeted CTV campaigns that supported the overall brand and the franchises to reach a common goal of driving meaningful performance.
Solutions
Audience Building, Prospecting, Retargeting, Reporting
Junk King kicked off their initial Performance TV campaign at a crucial time for their business—the peak of spring cleaning. Because of MNTN’s self-service software with automated optimizations, they were seamlessly able to simultaneously run multiple CTV campaigns.
With a primary goal of producing new business, Junk King started with prospecting by targeting consumers by region and identifying segments who could benefit from their services. MNTN’s integration with the Oracle Data Cloud and other trusted data providers provided them with multiple useful segments including: Homeowners, Spring Cleaning, Home Renovations and Moving & Relocation.
Junk King also launched a retargeting campaign to engage consumers who had previously interacted with the brand. Using MNTN’s easy to use segmentation tool, they built an audience from first-party data made up of people who had visited their website in the last 30 days, but hadn’t converted.
While spring is a fruitful time for Junk King, they understood the value in evergreen advertising and chose to continue running their Performance TV campaigns throughout the year. MNTN’s flexible audience targeting capabilities allowed them to adjust customer segments seasonally and reach specific groups that were likely to be cleaning house and/or needed to get rid of junk.
Performance TV’s detailed reporting helped Junk King to understand what truly moved the needle. With MNTN, they were easily able to view and analyze campaign results, and continue to test and optimize different versions of their ad creative on Performance TV.
The Results
Low Cost Per Site Visit and Increase in Revenue
Since partnering with MNTN, Junk King has experienced notable results. To start, they achieved a blended cost per site visit of just $5.52. MNTN has also helped them to drive meaningful new business—while running ads on Performance TV, Junk King experienced a notable increase in revenue year-over-year (YoY).
Looking to the future, they are excited to continue to grow their CTV efforts by exploring the option of adding MNTN’s Creative-as-a-Subscription™ (CaaS).
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MNTN is the future of TV and direct-response advertising.
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