woom Zooms to Peak Connected TV Performance With MNTN

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.

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).