Performance Blossoms for Farmgirl Flowers with MNTN and Creative-as-a-Subscription™

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.

Farmgirl Flowers has been happy with their decision to partner with MNTN, thanks to an easy-to-use platform, which allowed multiple stakeholders to efficiently run campaigns and track performance in real-time. The results they’ve experienced since launching with MNTN are impressive.

When analyzing data from spring 2023, Farmgirl Flowers’ growth story is clear. Both revenue and return on advertising spend (ROAS) increased monthly. On top of this, the flower company experienced a whopping 171% spike in revenue around Mother’s Day 2023.

But the results didn’t stop there — when comparing Q2 2023 to Q2 2022, Farmgirl Flowers’ performance improved year-over-year (YoY). With support from MNTN’s constant product enhancements and dynamic campaign optimizations, their Q2 conversion rate increased by 26% YoY. These results were encouraging not only because of the obvious business growth, but also because they highlighted that Farmgirl Flowers was reaching the right audiences — those that were engaged and took action after seeing an ad.

Farmgirl Flowers was pleased with CaaS, as well. Since their offerings change with the seasons and accompanying events/holidays, the flower company loved that they had access to a wide variety of fresh creative assets that they could swap out as needed. The cost savings CaaS afforded (approximately $189k) has allowed them to have a steady stream of relevant ad creative while keeping all aspects of their CTV efforts in-house.

Performance TV and CaaS are now integral pieces of Farmgirl Flowers’ advertising strategy with their CTV campaigns running as evergreen efforts throughout the year. As the flower company moves forward, they will continue to use MNTN to connect with engaged audiences and produce meaningful full-funnel performance.