Tuckernuck, an omni-channel lifestyle retail brand that sells classic yet unique apparel and gifts, needed a scalable advertising channel that they could rely on to drive significant performance during the peak holiday season. In partnership with digital marketing agency El Toro Interactive, they turned to MNTN Performance TV to take their advertising efforts to the next level. Using a strong, holiday-focused CTV strategy, Tuckernuck was not only able to successfully grow key metrics throughout this season, but they saw lasting effects from their 2022 Q4 campaigns.
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Tuckernuck Celebrates a 304% YoY Increase in Q4 Conversion Rate With Performance TV
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We’ve been working with MNTN for years and have built a great partnership. The support we’ve had from the MNTN team has been really helpful for us when developing strategy and in achieving our performance goals. Being in the fashion and retail industry, Tuckernuck has aggressive goals around revenue and return on ad spend. We love seeing the performance MNTN has helped us to drive—being able to directly tie these strong results to our CTV campaigns is very impactful for us.
Jessica Levy
Senior Director, Paid Search, El Toro Interactive, Tuckernuck
169%
Increase in Conversion Rate YoY
31%
Increase in ROAS From Q3 to Q4
14%
Decrease in CPV From Q3 to Q4
Objective
Increase Return on Advertising Spend and Conversions Rate, and Decrease Cost Per Visit
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.
Solutions
Prospecting, Retargeting
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 unique audience suite 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.
The Results
Significant Year-Over-Year and Quarter-Over-Quarter Growth
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.
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