Replacements turned to MNTN and Creative-as-a-Subscription to streamline creative production and deliver fresh, relevant messaging to increase site traffic and drive incremental revenue.
Replacements Leverages MNTN’s Creative-as-a-Subscription to Unlock Quarterly Creative Refreshes and Increase ROAS 240% Year Over Year
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Our internal team was really impressed with the quality of the deliverables and what has been produced. We’re excited about getting the raw formats to start testing content across other channels. This will help us learn about engagement with the new content. The Creative-as-a-Subscription service is providing us with high quality content that is specifically tailored for CTV and helps us compete with much larger competitors.
Dennis Neelam
Director of Business Analytics & Customer Insights, Replacements
0%
MoM ROAS Lift
After Combining Prospecting and Retargeting
0%
YoY Revenue Lift
Q4 '20 vs. Q4 '21
Objective
Refresh Relevant Creative to Increase Site Traffic and Incremental Revenue
Replacements, the world’s largest retailer of china, crystal and silverware was searching for a way to streamline their Connected TV creative process to ensure they consistently delivered a relevant message, and ultimately drive increased site traffic and revenue. This meant they needed two things—an efficient creative production process, and a performance-optimized ad platform.
MNTN’s Creative-as-a-Subscription and Performance TV were ideally suited for these objectives. With Creative-as-a-Subscription, or CaaS, the cost of creative production was bundled into Replacements’ performance spend, allowing them to focus their entire investment on driving results. It unlocked a steady stream of new ad creative on a quarterly basis, ensuring their message never suffered from ad fatigue, and was always relevant. Performance TV could then bring out those ads’ full potential, by delivering strong campaign results to help them achieve their performance goals.
Why Did Replacements Choose Creative-as-a-Subscription?
- Where they previously only had one evergreen creative (and only refreshed it for the holiday season), CaaS now allowed them to refresh their TV ads on a quarterly basis.
- The cost of making new TV commercials was too high. CaaS made it so they didn’t have to pay for their ads at all, and could instead invest their full budget into actual performance-driving media.
- Replacements now has the ability to test different ads for different audiences, so they can position themselves more strategically to both older and younger demographics.
Solutions
MNTN Performance TV Prospecting & Retargeting Combined with Creative-as-a-Subscription
The Replacements team started by launching a Performance TV prospecting campaign in order to drive qualified traffic to their site. Campaign setup was easy—they simply selected their consumer segments using MNTN’s unique audience suite, uploaded their creative, set their budget and goal—and that was it, they were ready to launch.
To capitalize on the increased site traffic from their prospecting, Replacements then launched a Performance TV retargeting campaign. They segmented their audience to target users who exhibited high-intent behaviors while on their site, like viewing product pages. This approach enabled them to spend budget solely on reaching these valuable users with high-impact CTV ads and keep their message top of mind—ultimately bringing them back to the site to convert.
Prior to utilizing CaaS, Replacements ran an evergreen introductory creative year-round. When they would refresh their ads, it would be during the holiday shopping season to capitalize on seasonality. With quarterly creative refreshes, however, they were well positioned to deliver timely messaging to their audience, while simultaneously preventing ad fatigue and ensuring campaign performance would remain strong.
MNTN curated a CaaS package that aligned with Replacements’ needs and brand style, and provided them total creative control—from concepts, to scripting, and even selecting the talent. This was all handled in a streamlined process that made production simple and easy.
Their creative leveraged an unboxing style, and featured their fine china series of products. Their goal was to inspire each generation to reinvent how to entertain, gather, and make a house a home—and their approach helped make that message resonate.
The Results
Significant ROAS Lift
The campaigns were a success, and drove significant improvements in return on ad spend and revenue. Once the retargeting campaign launched to complement the prospecting efforts, Replacements’ ROAS soared 417% month over month—proving Performance TV’s ability to drive consumers through the entire sales funnel. When looking at year over year performance for Q4, a vital time for any brand, Performance TV campaign revenue improved by 240% compared to the year prior.
Equipped with a steady stream of new, relevant creative, and an ad platform that delivers strong performance, Replacements achieved and exceeded their campaign goals.
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