Marketing Strategy - Mason Interactive

Summary

Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our scientific methodology for digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences.

Challenge

The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers.

Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI. Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience.

Solution

Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance. This approach included:

Baseline Testing: Created three distinct ad variations to establish performance benchmarks

Variable Isolation: Systematically tested one variable at a time:

Image variations

Copy variations

Color schemes

Call-to-action buttons

Implementation

The process followed five distinct phases:

Phase 1: Base Ad Testing

Developed three initial variations

Tested different combinations of imagery, copy, and CTAs

Identified winning ad with 0.5% CTR as a baseline

Phase 2: Image Optimization

Created variations of winning ads with different product imagery

Maintained consistent copy and CTAs

Improved CTR to 0.7% with optimal image

Phase 3: Copy Testing

Tested different messaging approaches

“A Revolutionary Single-Serve Pod” headline achieved 0.9% CTR

Demonstrated importance of value proposition clarity

Phase 4: Color Optimization

Tested green, orange, and light green backgrounds

Light green variation achieved 1% CTR

Showed significant impact of visual elements on engagement

Phase 5: CTA Refinement

Tested different button text variations:

“Shop Now”

“Start Your Journey”

“Taste the Difference”

Final optimization achieved 2% CTR

Results

The systematic testing approach delivered remarkable improvements:

Starting CTR: 0.5%

Final CTR: 2.0%

Overall Improvement: 300% increase in click-through rate

Cost per Click: Reduced by 75% (due to identical impression costs with higher CTR)

Key Learnings

Scientific Method Works: Isolating variables provides clear, actionable insights about what drives performance

Compound Benefits: Each optimization is built upon previous improvements

Fixed Audience Efficiency: With finite remarketing audiences, CTR improvements directly impact bottom-line efficiency

Measurable Impact: Systematic testing eliminates guesswork and provides clear ROI metrics

Conclusion

Mason’s scientific approach to ad optimization demonstrated that methodical testing and refinement can dramatically improve advertising performance, even within fixed audience constraints. By quadrupling CTR while maintaining the same impression costs, Mason helped Tayst Coffee Roasters achieve significantly better ROI from their remarketing budget.

This case study validates the importance of systematic testing in digital advertising and shows how agencies can deliver measurable value through disciplined, data-driven optimization processes.

Yesterday I was part of a roundtable discussion hosted by BWGStrategy. The topic was Paid Search & Google – a 2025 Outlook.

I look forward to BWG’s roundtables because they are invite-only, curated, highly directed to one topic, and with no clients from the agencies, I think you get a look behind the curtain – at least inasmuch as competitors are willing to share.

Here’s the data we see from our front row seat regarding current trends and what they might mean for 2025.

My biggest trends in Google ads from 20024

The Shift from Google to Meta in Q4 2024 over Holiday
Our data tells an interesting story: while our Meta CPMs increased by 26% year over year, Google CPMs decreased by 25-26%. This correlates to a portfolio-wide shift of advertising dollars from Google to Meta, particularly across our e-commerce portfolio during the Black Friday/Cyber Monday period.

The Performance Max Dilemma
One of the most significant challenges we’re facing is the growing dominance of Performance Max (P-max) campaigns. While I’m a strong advocate for P-max’s place in the advertising ecosystem, our luxury clients – those selling $4,000 handbags or $6,000 Savile Row suits – are particularly resistant. Their concern? They don’t want P-max messing with their highly art-directed product presentations, and I agree with them.

However, I believe P-max will inevitably become the default campaign type. There’s a real possibility that traditional search campaigns might disappear entirely. The question that remains is how this will affect lead generation clients, particularly in higher education, where keyword specificity is crucial for targeting potential master’s or PhD candidates.

The ROI vs. Growth Tension
2024’s trend of the year is the correlation between advertising spend and interest rates. Board members are increasingly focused on maximum efficiency ( which they typically define as ROI, ROAS, or MER.) This often leads to a focus on retargeting past website visitors and previous purchasers – a strategy that’s cheaper but fundamentally at odds with growth.
This tension between growth and efficiency metrics is a constant conversation with our clients. As interest rates potentially decrease in 2025, I expect to see increased willingness to invest in top-of-funnel advertising across both Google and Meta platforms.

Channel Diversification: A Cost-Effective Strategy
Looking at our Q4 2024 CPM data:

Google: $34

Meta: $43

TikTok: $11

Trade Desk: $3

These numbers make a compelling case for channel diversification. If we accept that conversions are partially a function of website traffic, which in turn depends on impression volume, then cheaper impressions become crucial. With Google and P-max limiting specific bid control in favor of target ROAS, diversification becomes an essential hedge against the Meta-Google duopoly.

Looking Ahead to 2025
The future of TikTok remains uncertain, but if it survives, its market share will likely continue to grow. My 16-year-old son’s media consumption habits – primarily YouTube and TikTok, with minimal Google use – suggest where the future might be heading.

For advertisers and agencies, 2025 will require a delicate balance. We’ll need to adapt to the increasing automation of platforms like P-max while finding creative ways to maintain brand control and efficiency. The key will be diversifying across platforms to optimize both reach and cost-effectiveness while maintaining the high standards that luxury brands demand.

The challenge ahead lies in convincing brands to embrace these changes while preserving their unique market positioning and creative control. It’s not just about adapting to new technologies – it’s about finding ways to make these technologies work within the specific constraints and requirements of each brand’s market position.

At Mason Interactive, we believe great partnerships are built on shared vision and collaboration. We had the privilege of hosting our Finland-based fashion client, Marimekko, for a dynamic strategy session in our New York office.

The purpose of this meeting was clear: to align innovative strategies and establish a forward-looking framework for success. While refining plans for the 2024 holiday season was a key focus, the session underscored Marimekko’s dedication to long-term growth. Together, we initiated planning for 2025, setting the stage for a bold and strategic approach to the evolving fashion and marketing landscape.

This collaboration exemplified the synergy between Marimekko’s visionary leadership and our commitment to delivering creative, data-driven strategies. Face-to-face discussions with their talented team brought new energy to our partnership and reinforced the power of shared goals.

A special thank you to the Marimekko team for their time, insights, and passion, as well as to our New York-based team for their enthusiasm and expertise throughout the session.

As we move forward, we’re excited to bring these ideas to life and continue driving innovation together. Here’s to bold visions and a creative future!

Ready to position your fashion brand for success? Connect with us to craft a strategy tailored to your goals.

This summer, I have been working as a Digital Marketing intern for Mason and it has been an amazing experience. Before this internship, I never thought I would be able to experience the professional world as a high school student. Working at Mason has been a journey filled with valuable lessons that have shaped my approach towards working creatively.

Projects

During my time at Mason, I’ve had the opportunity to engage in tasks I’ve never done before, such as analyzing data, creating TikTok videos, and writing blogs. Some of the most fun and interesting projects were doing creative gap analyses for brands like Marimekko and filming videos using our soundproof booth. I found it fascinating to analyze companies that sell similar products and uncover what makes some more successful than others. I also enjoyed pulling in creatives from companies that I love when they were direct competitors of our clients. Making TikToks for Mason was a lot of fun as well. The whole process of making them was very fulfilling because it was a creative way to get work done and by the end, you have a fun memorable experience to share with the world.

Takeaways

One of the most important lessons I’ve learned is to not overthink. Creativity thrives when you allow thoughts to flow freely, without letting that over-critical voice in your head hold you back. Instead of perfecting an idea before acting on it, I’ve discovered the power of simply throwing ideas at the wall to see what sticks. Some ideas work, others don’t—but that’s just part of the creative process. Embracing the imperfections of creativity has taught me that each attempt, whether successful or not, offers insights that fuel future successes.

Another key takeaway has been the ability to identify creative gaps. I’ve started to see a company’s creative work through a different lens. I’ve learned to notice the small details that can make or break an ad, gaining a deeper understanding of how businesses can enhance their creative strategies. Observing the nuances that make certain campaigns succeed while others fall short has sharpened my creative instincts and made me more effective in my role.

Communication has also played a crucial role. Whether it’s chatting about our weekends or keeping each other updated on weekly tasks, I’ve learned that clear, open communication is key. It promotes collaboration, helps solve problems faster, and ensures that everyone is aligned. Sharing ideas, asking questions, and receiving feedback have all been essential to my productivity and growth at Mason.

Beyond the professional growth, what truly stands out about Mason is the strong sense of community. From the moment I joined, I was welcomed and supported. Despite being younger and newer than all of my colleagues, I’ve always felt included and valued as a part of the team. Whether it’s during collaborative brainstorming or casual conversations, the respect and kindness shown by everyone makes Mason feel like a family rather than just a workplace.

My journey at Mason has been one of learning, creativity, and a strong sense of community. Each experience has made me more confident and capable, ready to tackle new challenges with a fresh perspective. The willingness of others to offer guidance, share knowledge, and encourage new ideas has worked wonders for my personal and professional growth. I am incredibly grateful for this experience and will carry these lessons with me as I continue to explore the professional world.

Internships give students valuable on-the-job experience. If you’re interested in exploring internship opportunities at Mason Interactive, contact us today.

Mason Interactive is proud to announce that we are expanding our programmatic advertising capabilities with a seat at The Trade Desk, and that we’ve a new media team to manage our clients advertising on the Trade Desk.

The Trade Desk is the leading demand-side platform (DSP), a platform for advertisers to purchase and manage digital advertising campaigns across various channels and devices, including display, mobile, video, audio, and connected TV. It provides access to the world’s largest inventory of digital media, and integrates with various data providers, while offering advanced targeting capabilities, audience segmentation, and contextual targeting.

With this new partnership, Mason Interactive is proud to offer clients a comprehensive suite of services to help them reach their goals. The Trade Desk’s advanced technology will enable our teams to make data-driven decisions and measure the performance of campaigns in real-time.

As we continue to stress the importance of diversifying spend across alternative platforms – and ultimately becoming less reliant on Meta and Google – here are a few reasons why The Trade Desk could be right for you:

Reach a broader audience

Diversifying the media mix allows brands to reach a broader audience by utilizing different channels and tactics to engage with customers.

Reduce risk

Relying on a single marketing channel or tactic can be risky because changes in the market or industry could have a significant impact on the effectiveness of that channel. By diversifying your overall media mix, brands can reduce their risk by spreading their marketing efforts across different channels and tactics.

Increase brand awareness

Exploring new channels to engage with customers can increase brand awareness and help brands reach new customers who may not have been reached through their current marketing channels.

Adapt to changing consumer behavior

Consumer behavior is constantly evolving, and diversifying your media mix allows brands to adapt to these changes by utilizing new channels that are more aligned with changing consumer preferences.

This new partnership will provide our clients with the tools they need to succeed in today’s increasingly competitive digital landscape. We are excited to offer our clients access to The Trade Desk’s innovative platform and help them take their campaigns to the next level.

If you’d like to learn more about how Mason Interactive can help you reach your goals with The Trade Desk, please don’t hesitate to contact us. We look forward to working with you!

Social media platform, TikTok, has taken the world by storm, with millions of users logging onto the app every day to watch short-form videos. However, the app has also faced scrutiny from various governments over concerns about privacy and security. Recently, there have been talks of banning the app altogether, which could have significant implications for businesses that rely on TikTok for their marketing and advertising strategy.

If you’re a brand or business that has invested time and energy into the platform, it’s important to ensure you’re diversified, and start planning for the possibility of a TikTok ban.

Here are some steps you can take to prepare for the reallocation of ad spend, content, and resources if TikTok gets banned:

Stay Informed

Keep yourself informed about any updates regarding the potential ban of TikTok in your country. This will help you make informed decisions about how you allocate your advertising budget, internal resources, and content strategy.

Explore Alternative Platforms

Start exploring other social media platforms that may be able to fill the void left by TikTok. Depending on your target audience, platforms like Instagram Reels, YouTube Shorts, or Snapchat may be viable alternatives. Hint: You should probably be across these platforms, too!

Review Your Content Strategy

If TikTok is banned, you’ll need to adjust your content strategy to ensure you’re still able to reach your target audience. You may need to produce different types of content or focus on different messaging. If you are working with influencers or content creators on content ideation and opportunities, talk to them about cross-platform opportunities.

Reallocate Your Ad Budget

If you do lose access to TikTok, you’ll need to reallocate your advertising budget to other platforms. Based on competitive research and analysis, you can determine which platforms are the best fit and adjust your spend accordingly. If you’re unsure of how to prepare, we can help!

It’s worth noting that these steps are simply precautionary. We don’t know for sure if TikTok will be banned, and if it is, we don’t know when that will happen. However, by taking these steps now, you can be better prepared to adjust your strategy if necessary.

Summary

In conclusion, if TikTok gets banned, it’s not the end of the world. There are other social media platforms that can still help you reach your target audience, and by staying informed and being prepared, you can make a smooth transition to those platforms. So don’t panic – plan ahead and be ready for whatever the future holds. Reach out to our team if you’re interested in exploring new ways to get in front of your target audience, and reach new customers.