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Woom’s Journey of Growth in the U.S. Market through Connected TV Advertising

A family riding Woom bikes in a scenic park.

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News Summary

Woom, a kid’s bike company based in Vienna, has successfully expanded into the U.S. through innovative Connected TV (CTV) advertising. Partnering with MNTN, they transformed their marketing strategy, leading to impressive results including a 35% reduction in cost per visit and 110% increase in conversion rate. Their heartfelt rebranding campaign, ‘Enjoy the Ride,’ further connected with their audience, showcasing their bikes as integral to family experiences. As they look ahead, Woom plans to leverage data-driven insights to fine-tune their future marketing efforts.

Woom’s Journey of Growth in the U.S. Market through Connected TV Advertising

If you’re a parent looking for the perfect bike for your little one, you may have heard of Woom. Based in the charming city of Vienna, this company has been making waves since its founding in 2013, providing kids with specially designed bikes that suit their unique proportions and riding styles. What’s more, Woom has successfully spread its wings internationally and is now available in 30 countries! But how did they manage this impressive expansion, especially in the increasingly competitive U.S. market? Well, let’s dive into their recent adventure with Connected TV (CTV) advertising!

Taking a Leaps into Connected TV Advertising

Believe it or not, before April 2023, Woom had barely dipped its toes into the world of CTV. They had only run minor campaigns on YouTube and were content with that strategy—until they began noticing a shift in the market. With the growth of streaming services, Woom realized there was a golden opportunity to reach new audiences through CTV advertising.

By partnering with MNTN, a trusted name in the CTV advertising space, Woom turned a new leaf. Their media agency recommended this partnership, and it turned out to be a game-changer. What really stood out to the Woom team, particularly to their Paid Media Specialist, Adam Girgis, was MNTN’s self-service platform that didn’t come with hefty minimums for spending. This flexibility allowed Woom to get their campaigns off the ground without a huge financial commitment.

Turning the Numbers into Insights

The results? Well, they speak for themselves! After implementing the CTV strategy, Woom saw a staggering 35% reduction in cost per visit and a 20% reduction in cost per acquisition. More impressively, the conversion rate soared by 110% above the average on their website. It’s no surprise that Woom’s CTV campaigns contributed 27% to their total revenue in the U.S.! That’s some serious success.

Telling a Heartfelt Story

Alongside this rapid growth, Woom successfully launched their rebranding campaign titled “Enjoy the Ride.” This heartfelt initiative enabled the company to connect emotionally with customers, presenting a picture of their bikes as not just products but a part of treasured family experiences. And it worked! MNTN Performance TV helped Woom weave together a well-balanced marketing strategy combining both brand marketing and performance marketing.

Challenging Niche with Targeted Advertising

Being a niche product aimed at a specific audience means Woom had to be very careful with its advertising approach. In the U.S., where cycling is not just a hobby but a lifestyle for many, they found a promising growth opportunity. To make the most of it, Woom established both short-term and long-term marketing goals around increasing brand awareness, website traffic, and ultimately, driving more sales.

Crafting a Comprehensive Strategy

In collaboration with MNTN, Woom didn’t just throw out random ads into the ether. They developed a comprehensive strategy that included creative elements, target audiences, and geographical focus. Running various campaigns, they were keen to engage both new prospects and retarget users who had previously interacted with their site. By highlighting unique features of their bikes and showcasing customer testimonials, Woom made sure their messages were engaging and relatable.

Insights and Future Plans

With CTV advertising, Woom discovered that the traffic they received was not just fluff—it was highly qualified and engaged, with visitors spending significantly longer times on their website compared to other channels. Having access to real-time measurements meant Woom could adapt quickly, learning from their campaigns as they went along.

Looking forward, Woom plans to dive deeper into data analysis with MNTN’s Marketing Modeling to measure their TV campaign performance even more effectively. They’re also eager to explore the various tools that MNTN offers, particularly MNTN Matched for enhanced targeting and Creative as a Subscription (CaaS) to whip up more engaging video content.

In the end, Woom’s adventurous leap into CTV advertising is not just a story of significant growth but a testament to how the right strategy, coupled with innovative technology, can lead to a successful transformation in a competitive market. And as Woom continues to grow, they’re set on a path to make many more children’s biking dreams come true!