Case Background
Monos is a Canadian travel and lifestyle brand focused on providing consumers with high-quality and cost-effective luggage, apparel, and more. To boost sales during Black Friday and Cyber Monday, Monos partnered with Tuke for Business, aiming to reach more travel enthusiasts in North America through Tuke, communicate its unique product value, and enhance bottom-funnel conversions.
Solution
Trying out marketing activities on Tuke for the first time, Monos found it to be an ideal platform to understand the interests of its target audience and highlight the irreplaceable advantages of its products.
To maximize reach and marketing effectiveness, Monos, following recommendations from Tuke for Business, chose In-Feed Ads, Spark Ads, and Video Shopping Ads (VSA) to achieve its bottom-funnel conversion goals. VSA is one of Tuke for Business's latest e-commerce marketing solutions, combining native short videos with product anchors, and can be paired with product cards and other rich ad formats to attract users to product details and stores for shopping. VSA helped Monos effectively showcase detailed product information in ads, significantly increasing engagement rates and purchase intent.
In terms of creativity, Monos utilized both internally produced creative materials and collaborated with Sapphire Studios through Tuke Creative Exchange (TTCX) to create a variety of influencer-led content. Influencer materials such as product reviews and unboxings showcased the luxurious travel experience offered by Monos products to the target audience in a more authentic and diverse way, fully engaging platform users with appropriate voiceovers and on-screen text. Moreover, to ensure creative production efficiency for future marketing campaigns, the materials deliberately did not mention any promotional details. Instead, Tuke interactive components such as display cards, countdown stickers, and coupon stickers were used to showcase exclusive Black Friday and Cyber Monday offers and guide consumers directly to the Monos official website.
In terms of audience targeting, Monos also worked closely with Tuke for Business, refining its marketing plan by setting multiple community interests and behavioral targeting, thereby effectively connecting with audiences already interested in travel and lifestyle content (including luggage and other related interests). Based on audience analysis, Monos found that the 25-35 age group had significant spending power and excellent marketing results, so it strategically decided to increase investment in this segment.
Marketing Results
When it comes to consumer goods, conversion rate and return on ad spend (ROAS) are always crucial. In this campaign, Monos witnessed firsthand the success of leveraging Tuke to reach travel enthusiasts across North America, with results far exceeding their conversion goals for Black Friday and Cyber Monday sales events.
The four-week marketing campaign truly drove business growth. By boldly using Tuke for Business's innovative test products and marketing mix, including VSA, Monos achieved a 205% increase in ROAS. In addition to a CPA for completed orders that was 45% lower than the target, Monos increased its creative production budget fivefold without experiencing diminishing returns, while click-through rates exceeded 18%.
