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Woom Pedals Its Way to Success with CTV Advertising in the U.S. Market

Kids enjoying their ride on Woom bicycles in a sunny location

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News Summary

Woom, the children’s bike company, has made a significant stride in the U.S. market through connected TV (CTV) advertising. With a solid partnership with MNTN, they have successfully transformed their advertising strategy, achieving impressive results including a 35% reduction in cost per visit and a remarkable 110% increase in conversion rates. Their emotional storytelling campaign, ‘Enjoy the Ride,’ has resonated with customers, contributing to CTV now accounting for 27% of their U.S. revenue.

Woom Pedals Its Way to Success with CTV Advertising in the U.S. Market

If you’re a parent, you’ve probably heard of Woom, the amazing company based in Vienna that specializes in children’s bikes designed specifically for the little ones. Founded in 2013, Woom has made quite a name for itself, expanding into 30 countries and capturing the hearts of kids (and their parents) around the globe. But what’s really exciting is how Woom has recently shifted gears and taken a major leap into the world of connected TV (CTV) advertising, which is playing a huge role in their growth in the U.S. market.

Making Waves with Connected TV

You might be wondering why Woom decided to try out CTV advertising. Well, like many others, they took note of the growing popularity of streaming services and realized they needed to adapt. Prior to April 2023, Woom didn’t have any experience in this area; in fact, they had only dabbed their toes into YouTube advertising on a small scale. After consulting with their media agency, they found a perfect partner in MNTN, a platform that specializes in CTV advertising. And boy, did that make a difference!

A Winning Partnership

The partnership with MNTN has transformed Woom’s advertising strategy. They experienced some incredible results, such as a 35% reduction in cost per visit and a 20% reduction in cost per acquisition. Perhaps even more impressive, their conversion rate shot up by an amazing 110% compared to their overall average on the Woom site. In fact, CTV now accounts for 27% of Woom’s total revenue in the U.S. market!

Emotional Storytelling and Strategic Campaigns

It’s not just about the numbers, though – it’s about connecting with customers, and that’s where the campaign titled “Enjoy the Ride” shines. This re-branding effort allowed Woom to share an emotional story that resonated with their audience, solidifying their presence as a trusted brand. Adam Girgis, Woom’s Paid Media Specialist, shared how MNTN’s self-service platform made it easy for them to dive into CTV without being tied down by any contractual spending minimums.

Woom’s products cater to a very specific demographic, so their advertising campaigns had to be spot on. Their strategy involved running two separate campaign streams: one aimed at attracting new prospects and another focusing on retargeting visitors based on their previous site engagement. Messages highlighted key product differentiators and included customer testimonials, which really hit home with potential buyers.

The U.S. Market: A Bicycle Paradise

The strong culture of cycling and outdoor activities in the U.S. provides an amazing growth opportunity for Woom. They’ve set both long-term and short-term marketing goals revolving around building brand awareness, increasing website traffic, and boosting sales during special promotions. The long-term plan is all about creating emotional connections with customers, expanding market share, and enhancing customer lifetime value.

Adapting and Evolving

One of the greatest advantages of partnering with MNTN is the access to real-time measurement and insights. This enables Woom to make quick adaptations to their campaigns and continually learn from their experiences. Girgis mentions that traffic from CTV advertising has been more qualified and engaging, resulting in visitors spending more time on the site compared to other paid channels, which is a dreamy scenario for any marketer.

Looking Ahead

The future for Woom and MNTN looks bright. They plan to leverage MNTN Marketing Modeling for deeper analysis and performance measurement, along with adopting tools like MNTN Matched for refined targeting and Creative as a Subscription for generating more engaging video content. Their philosophy of testing, measuring, and refining aligns perfectly with MNTN’s ethos, ensuring that their advertising strategy is always on the cutting edge.

Final Thoughts

As Woom continues to navigate the turbulent waters of advertising in a digital landscape, it’s clear that their foray into CTV is a game-changer. With innovative strategies, emotional storytelling, and a focus on customer engagement, Woom is not just cycling forward; they’re racing ahead in the U.S. market, and we can’t wait to see where they go next!