Tuckernuck, an omnichannel lifestyle retail brand that sells classic yet unique apparel and gifts, needed a scalable advertising channel that it could rely on to drive significant performance during the peak holiday season.
In partnership with digital marketing agency El Toro Interactive, the brand turned to MNTN Performance TV to take its advertising efforts to the next level. Using a strong, holiday-focused connected TV (CTV) strategy, Tuckernuck was not only able to successfully grow key metrics throughout the season; in fact, the brand saw lasting effects far beyond the initial campaign period in Q4 2022.
Tuckernuck’s CTV campaign generated:
304% increase in conversion rate year over year (YoY);
56% increase in return on ad spend (ROAS) from Q3 to Q4; and
24% decrease in cost-per-visit (CPV) from Q3 to Q4.
Maximizing the Holiday Season’s Potential
As an apparel company, Tuckernuck needed to set itself apart from the competition during a particularly crowded advertising period — the winter 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 its ideal customers kept the brand top of mind when making holiday purchases.
To take full advantage of the opportunity Q4 presented for driving meaningful business, Tuckernuck sought an advertising solution that would produce real performance, increasing metrics like ROAS and conversion rate and decreasing CPV. Performance TV enabled Tuckernuck to achieve all of these goals, enabling the brand to run multiple concurrent CTV campaigns with a new visual element — video advertisements.
MNTN’s Solutions for Success
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 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 audience numbers and drove consumer engagement, setting Tuckernuck up for success as it headed into the most competitive time of the season. In November, the brand shifted campaign strategy to have more of a holiday focus.
Ahead of Black Friday and Cyber Monday 2022, Tuckernuck leaned on Performance TV’s precision audience building to target ideal customers. For prospecting efforts, the brand used MNTN’s integration with LiveRamp and other data providers to ensure that its 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 its retargeting campaign, Tuckernuck turned to first-party data to reach consumers who were already familiar with and interested in the brand. With MNTN’s easy-to-use segmentation tool, the brand targeted viewers who had visited the website in the last 30 days and had viewed two or more pages, but hadn’t converted.
Seasonal ad creative was key to the success of these campaigns. To best resonate with its ideal customers, Tuckernuck strategically tailored messaging to targeted audiences. 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, it was able to efficiently adjust audience segments and ad creative whenever needed, without slowing down campaign progress.
“We’ve definitely seen the broader impact of investment in MNTN after the fourth quarter and across other channels. There’s absolutely a halo effect.”
MNTN’s comprehensive in-platform reporting and integration with Google Analytics enabled Tuckernuck to accurately track campaign performance alongside its other marketing channels.
One of the most notable results of the Q4 campaigns was the 304% increase in conversion rate from the previous year. This growth speaks to the resonance and impact 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 to Q4 2022.
Not only did MNTN support Tuckernuck in driving meaningful results throughout Q4, but the company also helped enhance long-term performance and improve its overall marketing strategy.
As a result of its stellar holiday advertising results, Tuckernuck has continued using Performance TV as a key piece of its evergreen advertising efforts.
