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Reeds Jewelers Brought Their Seasonal Offers to Performance TV, Increasing ROAS by 39% and Conversion Rates by 64%
By refreshing their Performance TV creatives in the weeks leading up to Mother’s Day, Reeds Jewelers showcased how brands can effectively use MNTN Performance TV to take advantage of seasonality and drive better results for their evergreen efforts.
“The ease at which we can update and test creative in MNTN is fantastic. It allows us to stay nimble across mediums and devices during peak holiday seasons.”
Colby Raker
Customer Marketing, Reeds Jewelers
0%
Lift in ROAS
0%
Lift in Conversion Rate
Objective
Drive Site Traffic and Sales
Prior to the Mother’s Day season, Reeds Jewelers leveraged MNTN Performance TV to seamlessly activate an evergreen campaign that achieved their monthly performance goals with messaging that celebrated their 75th anniversary.
As Reeds Jewelers approached the holiday, though, the brand wanted to raise the bar and take full advantage of the moment to maximize sales. This meant complementing their 75th anniversary messaging with a timely Performance TV creative strategy that took advantage of this peak shopping holiday.
Solutions
Prospecting with a Performance-Optimized Mother’s Day Narrative
Reeds Jewelers continued to use Performance TV prospecting to effectively target new audiences, drive them to visit their site, and convert—all while implementing a savvy new Mother’s Day messaging strategy in the weeks leading into the holiday.
With MNTN, the brand was able to deliver a sequential narrative optimized to persuade shoppers to take immediate action. First, they served users a non-skippable Mother’s Day CTV ad while they were watching premium, blue chip TV networks to engage them with timely messaging, drive initial site visitation, and convert sales. Next—and only after the user viewed a Connected TV ad—the brand served users cross-device messaging that used the same creative elements of the video to remind them of active Mother’s Day offers (including sales, free shipping, and free returns). This immersive approach helped increase urgency and drive additional conversions with one seamless, consistent message.
As the campaigns progressed, Performance TV’s automated media buying technology optimized ad delivery, frequency, and bidding in real time to ensure every ad impression was served effectively to maximize results during this seasonal moment.
The Results
Conversion Rates Increased by 64% and ROAS Increased by 39%
By refreshing their Performance TV creatives to take advantage of seasonality, Reeds Jewelers increased their campaign’s conversion rates by 64% and their return on ad spend by 39% in the weeks leading up to Mother’s Day.
With MNTN, Reeds Jewelers was able to not only capitalize on a timely opportunity, but keep their brand fresh in the eyes of consumers—helping them avoid creative fatigue and support their ongoing, year-round evergreen efforts.
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MNTN is the future of TV and direct-response advertising.
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