Woom bikes designed for young riders, promoting outdoor fun.
Woom, an innovative children’s bike company founded in Vienna in 2013, has made a significant impact in the U.S. market through intelligent CTV advertising. Their partnership with MNTN has led to remarkable campaign results, including a 35% reduction in cost per visit and a 110% spike in conversion rates. With a strategic focus on audience targeting and emotional storytelling, Woom is on track for continued growth in the competitive cycling market.
If you haven’t heard of Woom, you’re in for a treat! Founded in 2013 in Vienna, this innovative company has carved out a niche for itself by designing children’s bikes that perfectly cater to the unique sizes and riding habits of young cyclists. It’s no wonder Woom has garnered attention not just in Europe, but across the globe, expanding to a whopping 30 countries since it first opened its doors.
Now, here’s where things get really exciting: Woom has recently experienced a phenomenal surge in the U.S. market, thanks in large part to its fresh approach to advertising, specifically through Connected TV (CTV). Prior to April 2023, Woom had limited experience with CTV and dabbled only with YouTube advertisements here and there. But in a world where streaming services are booming, Woom decided it was time to give CTV a whirl!
To make the most of CTV advertising, Woom took the plunge and teamed up with MNTN, following a recommendation from their media agency. And the results? Well, let’s just say they’ve been truly impressive. Since the start of their CTV campaign, Woom has witnessed a 35% reduction in cost per visit and an even bigger 20% reduction in cost per acquisition. Talk about smart spending!
But that’s not all. Their conversion rate skyrocketed by a remarkable 110% compared to the overall average on their site. With CTV contributing to a whopping 27% of Woom’s total revenue in the U.S., it’s safe to say this partnership was a fantastic move.
According to Adam Girgis, Woom’s Paid Media Specialist, one of the best parts about working with MNTN was the self-service platform that came with no contractual spending minimums, allowing for greater flexibility. The collaboration opened doors for Woom, enabling them to connect with potential customers they might have missed through traditional channels.
Their clever rebranding strategy, titled “Enjoy the Ride,” allowed Woom to tell an emotional and engaging story that resonated with parents everywhere. Thanks to MNTN Performance TV, Woom established a full-funnel marketing strategy that balanced brand awareness with performance-driven marketing efforts. With a niche product tailored for a specific audience, it was important that their advertising campaigns were well-targeted.
The U.S. market, known for its love of cycling and outdoor activities, was a golden opportunity for Woom. Their marketing goals included not just increasing sales during peak promotional times but also building a long-term connection with their customers. Woom envisioned a future where they could foster an emotional bond with their audience while also expanding their market share.
Woom and MNTN worked together closely to develop a comprehensive strategy. This included running dual campaign streams: one targeting potential new customers and the other focusing on retargeting visitors based on their engagement with the site. The campaigns featured messages that highlighted Woom’s unique selling points as well as customer testimonials, which added credibility to their brand.
The traffic generated from CTV advertising proved to be much more engaged and qualified. Girgis noted that visitors sourced from CTV spent longer on the site, translating into better interactions and the potential for higher conversion rates.
One of the standout benefits of this partnership with MNTN was the real-time measurement and insights they received. This allowed Woom to quickly adapt their strategies based on what the data revealed, providing invaluable learning opportunities.
As Woom looks to the future, they are excited about utilizing MNTN’s Marketing Modeling (MMM) for even deeper data analysis and performance measurement of their TV campaigns. There are also plans to explore new tools in the MNTN suite, including MNTN Matched for enhanced targeting and Creative as a Subscription (CaaS) for more video variations.
With a philosophy centered on testing, measuring, and refining their advertising approach, Woom is in a great position to continue their journey of growth and success in the competitive U.S. market. There’s no doubt Woom is set to keep on pedaling and soaring to even greater heights!
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