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 integration with LiveRamp and other data providers 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.