MNTN's first customer testimonial video series.
I advocated for, directed, and ran GTM on MNTN's first customer testimonial video series, taking it from an unfunded idea to a full multi-channel campaign. The creative went on to post the highest view rate of any MNTN paid ad.
first testimonial video series at MNTN, built from scratch
highest view rate of any MNTN paid ad to date
channels activated: paid, social, sales, and web
How it came together
Made the case
Pitched the series when no customer video existed: why real customers on camera, the audiences it would unlock, and what I wanted to test.
Directed the shoot
Picked the customers, wrote the interview guides, and directed the sessions so each story landed a product truth, not a generic endorsement.
Ran the GTM
Cut the series shot by shot for paid, organic social, sales outreach, and site, each with its own edit and hook, then ran the experiments.
Read the results
Top view rate of any MNTN paid ad, plus qualitative proof that the testimonials closed leads. The one-off test became an ongoing storytelling motion.
The series
woom · Make it Count
The kids' bike brand on scaling a direct-to-consumer business with Performance TV as a growth channel.
ATTN · Crushing It
A media company's take on reaching new audiences and proving out CTV performance against their goals.
Tuckernuck · Cutting Edge
The apparel retailer on brand-building and revenue impact from always-on Performance TV.
Tuckernuck · Data Queens
The 30-second product-led edit of the Tuckernuck story, built for paid placements and top-of-funnel reach.