BATCH is a hemp-based consumables brand operating on a subscription model. In one of the most heavily regulated advertising categories in e-commerce, co-founder Griffin Lynch has had to build its growth engine with more creativity and discipline than most.

The Challenge

Meta has always been BATCH's primary acquisition channel, but in the hemp space, that's a fragile foundation. Multiple ad accounts had been shut down without warning, more than once, making diversification less of a strategic priority and more of a survival requirement.

Griffin Lynch, Co-Founder of BATCH, needed a secondary channel with three qualities: enough reach to actually matter, targeting precise enough to avoid wasting spend on existing subscribers, and measurement rigorous enough to justify real budget. CTV was the obvious candidate. The question was whether any platform could deliver the precision and accountability a performance marketer demands.

The Solution

BATCH launched on Vibe.co with a full-funnel strategy: cold prospecting campaigns targeting net-new audiences, and retargeting campaigns for recent site visitors. Their Vibe.co account team handled campaign architecture from day one.

1. Precision Audience Control Through Klaviyo Integration 

Syncing Klaviyo audiences into Vibe.co gave BATCH precision on both sides of targeting: high-intent segments in, existing subscribers and repeat buyers out. Every dollar working toward net-new acquisition, with no inflated numbers to explain away.

"I was very adamant from the get-go that we need to be very conscious of who we're delivering to. We're not just peppering the people we know are going to buy anyway. With Vibe, we were able to do that." — Griffin Lynch, Co-Founder, BATCH

2. Premium Direct Inventory on Trusted Channels 

In a regulated category, brand safety is paramount, and showing up on a customer's television carries a different kind of credibility than a social ad. BATCH leaned into this deliberately, treating Vibe.co as a trust lever as much as a performance channel.

3. Incrementality as the Measurement Foundation 

Without click-based attribution, BATCH combined third-party incrementality testing with Vibe's platform data to build a measurement framework they could actually act on. When Vibe.co launched its own internal incrementality testing, BATCH was among the first to run it.

"Incrementality testing is always what I fall back on as the source of truth. We fudge-factor in the platform data from there." — Griffin Lynch, Co-Founder, BATCH

4. Low-Risk Entry, Then Scaled Investment

BATCH started by repurposing existing Meta assets, turning a best-performing social ad into something TV-ready in under 20 minutes. Once the concept was proven, they hired a full-service TV ad agency recommended by Vibe.co, and produced three broadcast-quality spots that Griffin describes as indistinguishable from what you'd see on a premium cable network.

The Results

​​Six months after launching on Vibe.co, CTV had gone from a contingency plan to one of the most reliable channels in BATCH's paid media mix. The numbers backed it up:

"CTV is actually making a dent in the whole marketing spend picture. And we still see lots of room to grow." — Griffin Lynch, Co-Founder, BATCH