Focused on growing both new and existing business, Farmgirl Flowers ran prospecting and retargeting CTV campaigns concurrently. MNTN’s ease of use enabled multiple stakeholders to painlessly set up and run both types of campaigns.
To address their new business growth goals, Farmgirl Flowers used Performance TV prospecting. Wanting to be as efficient as possible, they applied learnings from other digital channels to inform their CTV prospecting efforts. Using MNTN’s unique audience suite — which gave them access to thousands of specialized segments — they targeted audiences that aligned with those that had converted via paid social media campaigns, including shoppers who were in-market for fresh flowers or who had recently purchased from competitors, and viewers with interests like home decor and interior design.
Farmgirl Flowers leaned on Performance TV retargeting to encourage consumers down the funnel. To re-engage with those who were already familiar with their brand but hadn’t converted, they retargeted people who had viewed one or more pages on their website in addition to previous purchasers.
As a way to boost their marketing team’s efficiency even further, Farmgirl Flowers added MNTN’s CaaS to their CTV strategy. Powered by QuickFrame, CaaS is a first-of-its-kind solution that streamlines the creative process by combining media buying and ad production for better performance. CaaS gives advertisers a steady stream of performance-optimized CTV ads. This consistent supply of unique ad creative was a big level up for Farmgirl Flowers.
Because their offerings change with the seasons and various holidays/events, they needed to easily shift their messaging and promotions. In collaboration with their dedicated CaaS team, Farmgirl Flowers developed a variety of beautiful, cheery advertisements with real imagery of bouquets being assembled. Each advertisement highlighted their value propositions and called out any seasonal sales, without feeling overly promotional.
All of these ads were built at no additional cost beyond what Farmgirl Flowers paid in media, allowing them to save thousands of dollars in creative development alone. The production team at QuickFrame estimated that most brands would have spent $27k on each set of advertisements to produce similar creative assets in-house. Having completed seven CaaS projects with MNTN thus far, Farmgirl Flowers has totaled $189k in estimated savings.
