Case studies

70% Net-New: Shinesty Turns Klaviyo Segments Into Streaming TV Reach with Vibe.co

“TV plants what every other channel harvests. Households that see us on the big screen show up more on Meta, Google, and email, and someone sees us on their couch Tuesday and buys Thursday. Judge it on a one-day window and you're grading half its work.”

Danny Hershey, Growth Marketing, Shinesty

70%

Of Vibe purchases come from net-new customers

< $19

Average CPM since November launch

1 Week

From "let's test this" to a live campaign

Shinesty makes Dangerously Comfortable™ underwear and loungewear built around unmistakable prints and an irreverent brand voice that doesn't take itself, or anyone else, too seriously. Fourteen million pairs sold and 55,000 five-star reviews later, people keep coming back for more.

Challenge

Danny Hershey, Shinesty's growth marketing lead, estimates the brand has already reached roughly 40% of US adults on Meta alone. The channel still performs well, but at that level of reach, a growing share of spend naturally goes toward frequency, reaching people who already know the brand again rather than net-new folks. The team wanted a more efficient way to get in front of net-new customers, without pulling back from what was already working.

CTV had been considered in the past, but with no sound way to measure it they were skeptical. If they were going to shift budgets from other channels for CTV, they needed to be able to measure it against their existing channels.

Solution

Shinesty launched on Vibe with a Klaviyo-first setup, syncing the segments that mattered most and building measurement before scaling spend.

Identity Intelligence: Shinesty suppressed its all-time purchaser list, a Klaviyo segment built over 10 years, so paid spend focused on people who hadn't already converted. The main retargeting segment synced was Shinesty's full email non-purchaser list: over 4 million people who'd engaged with the brand but never bought. That suppression is why 70% of Vibe-driven purchases come from net-new customers.

Experimentation: There was no insertion order and no minimum spend. Shinesty repurposed existing linear TV creative, chosen by highest spend and lowest cost per purchase, and went from deciding to test CTV to a live campaign in about a week.
Measurement: Shinesty and Vibe tested attribution windows directly against each other using Northbeam. Shinesty’s team wanted a 1-day window; whereas the Vibe team argued for 30-day. They landed on 7-day as the compromise: only about half of Vibe-attributed purchases land within a day of the ad, but that share climbs to roughly 70% by day seven.
Service: Vibe worked through the attribution tradeoff with Shinesty rather than handing over a dashboard and leaving them to interpret it. The platform supports attribution windows from 12 hours out to 30 days, and both teams worked together to actually test different windows against Shinesty's own data, instead of picking one and moving on for the sake of moving quickly.

“Another great thing about Vibe is you can change the attribution window," Danny said. "We landed on seven days, and it's been very consistent.”

Danny Hershey, Shinesty

Results

Over the trailing six months, Vibe has held roughly 1.2x ROAS on a 7-day window using Northbeam’s clicks-plus-deterministic-views model. That number reads modestly next to a pure retargeting channel, but nearly all of that spend is going to net-new customers by design, not existing buyers, so it's not a comparable number to a channel optimized for repeat purchasers. CPMs have averaged under $19 since Shinesty's November launch, including through Q4, with no holiday spike, at a time when most other channels get more expensive heading into the same quarter.

Northbeam's native integration with Vibe meant no manual data uploads. Shinesty could read CTV performance the same way it already reads every other paid channel.

CTV has earned a fixed place in Shinesty's budget heading into its biggest quarter, with plans to surge meaningfully above the sustained spend level for BFCM.