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Painting with a Twist Creates a CTV Advertising Performance Masterpiece With MNTN
Painting with a Twist offers a unique social experience where customers can unwind over their favorite beverages while painting step-by-step along with artist-entertainers. With 220+ locations around the U.S., they needed an advertising solution that would allow them to get hyper-local with audience targeting. Painting with a Twist also wanted to explore a new ad channel that would increase the number of returning guest reservations and drive new business—Connected TV (CTV) proved to be the right fit for their needs. Through partnering with MNTN, they were able to launch multiple concurrent CTV campaigns that produced top performance results.
“The performance we've seen from MNTN Connected TV advertising in just the few months we've been running has far exceeded our expectations. It has brought new life to our brand and has quickly climbed to one of the top five revenue driving advertising sources on our website. With massive targeting capabilities and the ability to add custom audiences, we've been able to really hone in on who is most likely to visit our studios to maximize results. The transparent tracking ability has really helped us communicate the value of the advertising channel to our franchisees.”
Brittany Graff
Head of Marketing, Painting with a Twist
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Blended ROAS Above Goal
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Increase in Conversion Rate
Objective
Leverage Seasonality and Precise Audience Targeting to Drive New and Returning Business
Seasonal moments like Valentine’s Day, Mother’s Day and the winter holidays were key drivers of customer reservations at Painting with a Twist. Because of this, they needed an advertising solution that would allow them to easily change and test different versions of ad creative. Additionally, Painting with a Twist wanted to target new and existing customers in order to generate business for their locations around the country. Performance TV enabled them to do all this and more on a new advertising channel—Connected TV.
Solutions
Retargeting, Prospecting, CRM
Painting with a Twist approached their inaugural CTV campaigns with a focused, full-funnel strategy.
They first launched Performance TV prospecting to ensure their messaging reached new customers. This was layered with MNTN’s Oracle Data Cloud integration to target specialized consumer segments including: Women Shoppers, Event-goers, Wine Enthusiasts, Arts and Crafts, Painting and Drawing, Valentine’s Day Spenders, Date Night and more.
They simultaneously served a retargeting campaign to customers who had already engaged with their brand. Painting with a Twist geo-targeted people living in zip codes within a certain parameter of their various store locations. This ensured that only viewers who were most likely to visit Painting with a Twist would see their ads—driving a significant increase in conversion rate (more on this below).
To further bolster their full-funnel efforts, they used MNTN’s CRM capabilities to upload first-party data to Performance TV. This targeted customers who had previously RSVP’d and/or attended a “Date Night Painting Event” from 2021-2022.
Painting with a Twist knew that various seasons drove heightened business and used this to their advantage. Over the last year, they experimented with creative variations in their CTV ads, such as updating end cards for Valentine’s Day, Mother’s Day and the winter holidays.
The ease of testing different audience groups and ad creative on Performance TV enabled them to fully understand what worked best to achieve their business goals. MNTN’s detailed reporting showed which consumer segments and messaging drove top performance—allowing Painting with a Twist to confidently make informed campaign decisions moving forward.
The Results
Exceeded ROAS Goal and Significantly Increased Conversion Rate
With Performance TV, Painting with a Twist quickly saw significant CTV campaign results. In fact, MNTN became one of their top five revenue driving advertising channels. Both prospecting and retargeting were successful for Painting with a Twist—they outperformed their blended return on advertising spend (ROAS) goal by 187%. And, their conversion rate increased by 153%.
Painting with a Twist is currently preparing for one of their highest traffic times of year—Mother’s Day. They are eager to continue testing different CTV ad creative and to see what the springtime holiday and the rest of 2023 brings.
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It’s rare when you see an ad tech brand feature itself in a case study. Is that because it can come off a little self-aggrandizing? Maybe. But this story perfectly illustrates why Performance TV is an effective piece of B2B marketers’ media strategy (and also, it’s just too good not to share). So, we’re going to do it anyway. This leading Connected TV ad tech firm (that’s us) was looking to reach a B2B audience and drive qualified users to our site. We leveraged two of the most effective means of capturing prospects’ attention available to advertisers today: Performance TV, and the star power of our Chief Creative Officer, Ryan Reynolds. Turns out, one is far more effective than the other.
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MNTN is the future of TV and direct-response advertising.
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