Founded by two dads in a garage in Vienna, Austria in 2013, woom creates kids’ bikes perfectly designed for their proportions and riding behaviors. After experiencing success in the European market, they were eager to expand their business to the U.S. They knew they needed to take a different approach to reaching their ideal audiences in this market, so woom wanted to give a new advertising channel — Connected TV (CTV) — a try. They wanted a CTV advertising solution that was easily scalable and would allow them to properly communicate their brand story and emotion-driven messaging, while also driving strong performance. MNTN Performance TV allowed them to do all this and more, resulting in impressive full-funnel results.
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woom Zooms to Peak Connected TV Performance With MNTN
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When we are looking for marketing platforms, it’s not just how it impacts our marketing strategy for today — it’s how it can impact it for tomorrow. So scalability was, and is, a big part of what we were looking for, and with MNTN we saw absolutely that. It wasn’t just how we were going to enter this channel [CTV], it was about how we could grow this channel. We rely on MNTN to be a true partner to us, to guide and steer us through those kinds of decisions. We’ve gotten that kind of partnership from day one of the relationship and we know we’ll continue to get that as we scale.
April Obersteller
Managing Director, woom
156%
Higher Visit Rate
107%
Higher Conversion Rate Than Sitewide Average
34%
Lower Cost per Visit
19%
Lower Cost per Acquisition
26%
Total U.S. Revenue Driven By MNTN
Objective
Break Into the U.S. Market and Reach the Right Audiences Through Compelling Brand Storytelling
Woom wanted to effectively break into the U.S. market and reach new customers. But with a niche product to sell, they needed an advertising channel that would allow them to consistently and accurately reach their ideal customers where they were highly engaged with content. Enter: Connected TV.
“When I think of CTV, I think of my own user experience,” said Managing Director April Obersteller. “When I’m watching a show or anything else, there are certain things that either enhance or add friction to the experience. And I really wanted woom’s messaging and advertisements to be enhancers. I knew CTV was a great place to show up to connect with our customers and for them to learn about us.”
A key piece to achieving this was being able to communicate their unique product offerings and tell a complete brand story. CTV’s performance-first capabilities made the channel a perfect fit for woom’s needs. And with MNTN Performance TV, they were able to tap into CTV’s full potential.
Solutions
Prospecting, Retargeting, MNTN Matched
While building brand awareness was vital to woom’s expansion into the U.S. market, they were focused on full-funnel success. They launched Performance TV prospecting and retargeting campaigns simultaneously, with MNTN’s ease of use making multi-campaign setup and management quick and painless.
For their prospecting efforts, they kept their brand awareness and consideration campaign running, but layered on a secondary campaign geotargeting key cities throughout the country where they believed their products would be best received. They then used MNTN’s unique audience-building suite to target consumer groups who were likely to benefit from their product offerings, including parents of kids in sports, families with interest in parks and outdoor activities, and parents of younger children (ages 5-10).
In tandem with prospecting, woom also used Performance TV retargeting to draw customers down the funnel who had viewed two or more pages on their website. Thanks to MNTN’s Creative-as-a-Subscription™, they fueled their creative library with seasonal ad refreshes that were continually swapped out throughout the year.
After a year of success with this audience strategy, woom wanted to take their results to the next level and became an early adopter of MNTN Matched — a first-of-its-kind system that offered them a more effective way of building scalable, high-performance TV audiences. MNTN Matched enabled woom to double their Q2 investment in CTV year-over-year while increasing their profitability.
The Results
Impressive Full-Funnel Performance Resulting in Meaningful Revenue Growth
Connected TV advertising via MNTN gave woom a platform to reach their ideal audiences and tell a complete brand story via emotion-driven video ads. And with MNTN’s easy-to-use reporting and measurement tools, they found that their campaign results were worth the time and resources that they put into CTV.
“MNTN is very intuitive to use,” Paid Media Manager Adam Girgis said. “It’s super simple to set up campaigns, budgets, and different ad creatives. And, the reporting is very user-friendly. One of the primary benefits of MNTN is the level of transparency [in reporting] — it’s higher than other CTV platforms, and quite frankly, than other paid media platforms in general. Having that transparency empowers me to really hone in on audiences and see the levels of performance that the campaigns are driving for us.”
Comparing data from Q2 2023 to that of Q2 2024, woom’s visit rate grew by 161%, while their cost per visit (CPV) and cost per acquisition (CPA) decreased by 35% and 20%, respectively. On top of this, the conversion rate driven by their MNTN campaigns was 110% higher than their site-wide average.
The results didn’t end there. Remember that campaign woom ran to test the efficacy of MNTN in key cities? It worked: they saw an 8-10% higher growth rate in the regions where they ran MNTN than in those without live Performance TV campaigns.
MNTN Matched also made a meaningful difference in performance. In Q2 2024, woom generated over $1.3M in sales using MNTN Matched, representing a 121% year-over-year increase on a 110% rise in investment — this accounted for 27% of their direct-to-consumer revenue in the U.S.
While woom now has a solid foothold in the U.S. market, they are constantly challenging themselves to continue growing their business. And as they set increasingly aggressive goals, they’ll continue to use MNTN as a primary piece of their comprehensive full-funnel advertising strategy.
“Looking ahead, one of the main things that really excites me is leveraging video on a larger scale,” Girgis said. “With woom being on television, it’s really helped legitimize the brand. And it’s helped people that may have been on the fence about us to really want to know more. Now that we have our bikes in shops around the nation, I think there’s a recognition factor with seeing woom on television and then seeing them out in the wild.”
Results in this case study are sourced from woom Performance TV data comparing results from Q2 2023 (April 1 – June 30, 2023) to those from Q2 2024 (April 1 – June 30, 2024).
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