J. LINDEBERG

Transforming content built for small screens to serve on Connected TV placements.
J.LINDEBERG had already established itself in luxury sportswear, bridging sport and fashion through sharp silhouettes and functional construction. What the brand had never done was advertise on television through Connected TV.

The brand serves several distinct athletic audiences (golf, tennis, ski and more) each with different products and different messaging. Traditional television could deliver the reach and the production values but couldn't separate those audiences. Digital could separate them but couldn't deliver the living room. The brand also held a substantial library of high-quality video assets that had only ever been cut for a mobile experience.

Working with Maison MRKT, the brand identified Connected TV as the channel that resolves the tension, and our teams brought in MNTN Performance TV to execute its first move into television.

Maison MRKT sequenced the entry deliberately, starting at the bottom of the funnel. The opening campaign retargeted lapsed customers already familiar with J.LINDEBERG who hadn't yet purchased. This targeting was the fastest way to establish whether the channel could perform at all before committing budget to cold reach.

With efficiency demonstrated, our teams moved to acquisition. Prospecting campaigns targeted golf enthusiasts, frequent outdoor apparel spenders, and country club members, built through MNTN's LiveRamp integration and other trusted data providers.

Creative was then matched to the audience. Golf audiences were served the premium golf apparel; winter sports audiences were served the ski collection. The brand's existing video library finally reached viewers whose specific interest it had been made for, which is the difference between a television buy and a targeted one.

About
J.LINDEBERG is an international brand for modern and aware consumers, bridging sport and fashion by combining sharp silhouettes with functional sportswear. The brand designs across multiple athletic disciplines, namely golf, tennis and ski / winter, along with a focus on fashion ready to wear. For customers who move between performance and everyday wear seamlessly.

Matching keywords to viewers on a channel that never had that precision.
Television targeting has historically stopped at demographics and broad interest categories. J.LINDEBERG became an early adopter of MNTN Matched, a technology that builds audiences from keywords and AI instead of demographic proxies, and Maison MRKT used it to sharpen the targeting further. Our creative matched the consumers most likely to buy.

The efficiency case was made under deliberately strict conditions. Maison MRKT ran the campaigns against an attribution window materially more conservative than MNTN's typical customer uses, on the principle that a new channel should have to prove itself against established players. Even measured that way, the campaigns delivered a return on ad spend 9x better than goal, and outperformed the brand's established digital channels by more than 25% on average.

Rather than treating the CTV budget as a fixed brand line, our teams ran it as a performance channel with a test-and-learn cadence. We regularly analyzed campaign data, experimented with creative lengths, and tested audience construction against each other.

The reporting produced planning intelligence as well as validation. Network-level data showed conversions concentrating on NBC, Samsung TV Plus and AMC, which turned inventory selection from an assumption into a decision and fed directly back into how subsequent flights were built. For a brand serving several distinct athletic audiences, knowing which environments each one actually converts in compounds across every campaign that follows.

What started as an experimental step into television has become a cornerstone of J.LINDEBERG's digital strategy. 

Link to MNTN Case Study