By specifically tailoring their creative and targeting strategies to align with Father’s Day, a major watch brand maximized the effectiveness of their MNTN Performance TV campaigns during an opportune seasonal moment.
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A Top Watch Brand Brought Their Father’s Day Strategy to Life With Performance TV, Increasing Visit Rate by 2.6x and Decreasing Cost Per Visit by 72% vs. Previous Seasonal Efforts
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Decreased Cost Per Visit
Objective
Drive Site Traffic Around Father’s Day
A top tier watch brand wanted to maximize site traffic around their key tentpole event — Father’s Day. While their previous MNTN Performance TV holiday campaign successfully drove visitors to their site, the brand’s use of product-focused ads and evergreen targeting did not explicitly align with the moment, and they wanted to understand if more seasonally-aligned creative and targeting could help them boost performance. This meant refreshing both the creative and targeting strategies they used on Performance TV to take advantage of the peak shopping holiday.
Solutions
Tailored Prospecting With a Performance-Optimized Narrative for Father’s Day
The brand continued to use Performance TV prospecting to effectively target new audiences and drive site visits, but included key in-market segments such as holiday watch shoppers, past purchasers with a history of high-spending during summer sales, and even audiences that shopped heavily during the winter holiday season. Since these audiences were already integrated into the MNTN platform, the brand was able to test this strategy without incurring additional costs.
In addition, the brand updated their creative messaging to capitalize on the moment by swapping out their product-focused Connected TV ads for lifestyle ads aligned with Father’s Day shoppers.
As the campaigns progressed, Performance TV’s automated media buying technology optimized ad delivery, frequency, and bidding in real time to maximize outcomes during this seasonal moment.
The Results
Performance TV’s Cost Per Visit Decreased by 72% and Their Visit Rate Increased by 2.6x
By enhancing their Performance TV targeting strategy and refreshing their creatives to take advantage of seasonality, the brand improved their visit rate by 2.6x and decreased their cost per visit by 72% in comparison to their previous holiday efforts.
Thanks to MNTN, the brand 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 continue to fuel their evergreen efforts.
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