Tuckernuck Celebrates a 304% YoY Increase in Q4 Conversion Rate With Performance TV

As an apparel company, Tuckernuck needed to set themselves apart from the competition during a particularly crowded advertising period—the holidays. With the onslaught of messaging during this time of year, it can be difficult for brands (particularly in fashion and apparel) to make a lasting impression with consumers. Having dealt with this dilemma previously, Tuckernuck wanted to ensure that their ideal customers kept their brand top of mind when making holiday purchases in 2022.

To take full advantage of the opportunity Q4 presented for driving meaningful business, they were looking for an advertising solution that would produce real performance—increasing metrics like return on advertising spend (ROAS) and conversion rate, and decreasing cost per visit (CPV). Performance TV enabled Tuckernuck to do just this by running multiple concurrent CTV campaigns with a new visual element—video advertisements.

In collaboration with MNTN’s Customer Success team, Tuckernuck developed a comprehensive advertising strategy focused on driving results during the holiday season and beyond. They kicked things off by increasing their Q4 CTV budget by 32%. To ensure top performance, Tuckernuck kept existing evergreen Performance TV campaigns running throughout the first part of the quarter. This bolstered their audience numbers and drove consumer engagement, setting them up for success as they headed into the most competitive time of the season. Then in November, they shifted their campaign strategy to have more of a holiday focus.

Ahead of Black Friday and Cyber Monday, Tuckernuck leaned on Performance TV’s precision audience building to target ideal customers. For their prospecting efforts, they used MNTN’s Oracle Data Cloud integration to ensure that their ads were served to specific groups of holiday and retail-focused shoppers. Targeted segments included: online shoppers, luxury buyers, winter fashion shoppers, Black Friday shoppers, and Cyber Monday shoppers.

For their retargeting campaign, Tuckernuck turned to first-party data to reach consumers who were already familiar with and interested in their brand. With MNTN’s easy-to-use segmentation tool, they targeted viewers who had visited their website in the last 30 days and had viewed two or more pages, but hadn’t converted.

Seasonal ad creative was a key piece to the success of these campaigns. To best resonate with their ideal customers, Tuckernuck strategically tailored messaging to targeted audiences. Their video advertisements featured clear holiday imagery, with vignettes of people in festive attire attending various wintertime celebrations. The ads also included seasonal promos and discounts to surprise and delight customers.

Tuckernuck loved the flexibility of Performance TV. With MNTN they were able to efficiently adjust audience segments and ad creative whenever needed, without slowing down campaign progress.

MNTN’s comprehensive in-platform reporting and integration with Google Analytics enabled Tuckernuck to accurately track campaign performance alongside their other marketing channels.

One of the most notable results of their Q4 campaigns was the whopping 304% increase in conversion rate from the previous year. This growth speaks to the power of CTV video advertising which was used in 2022, but not in 2021.

Tuckernuck also experienced significant quarter-over-quarter growth, with a 56% increase in ROAS and 26% lower cost per visit from Q3 ‘22 to Q4 ‘22.

Not only did MNTN support Tuckernuck in driving meaningful results throughout Q4, it also helped to produce long-term performance and improved their overall marketing strategy.

“We’ve definitely seen the broader impact of investment in MNTN after the 4th quarter and across other channels,” said Mikayla Ceraso, Growth Marketing Manager at Tuckernuck. “There’s absolutely a halo effect.”

Tuckernuck was very pleased with these results and has continued using Performance TV as a key piece of their evergreen advertising efforts. They are already deep into 2023 Q4 planning with MNTN as an integral part of their strategy.