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Wrapping up an incredible year at Vibe.co
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Driving 3× ROAS with luxury marketing and CTV
Introducing The 1916 Company
The 1916 Company is one of the world’s leading luxury retailers, serving as an Authorized Retailer for leading luxury watch and fine jewelry brands and offering a curated collection of pre-owned fine watches, jewelry, and handbags. With over 20 showrooms, boutiques, and lounges across the United States and a global footprint spanning Hong Kong, Shanghai, Singapore, and Switzerland, the brand’s clientele is highly discerning.
As COO David Kaplan explains, “We serve a niche audience… the people who can purchase our products represent a very small subset of consumers.” That unique demographic challenge is what pushed the company to explore new ways of reaching high-net-worth individuals at scale.
The challenge: reach the right audience with measurable precision
Historically, The 1916 Company relied on:
- Print & outdoor placements tied to local stores
- Performance digital channels
- Selective social spend
However, the brand faced two growing obstacles:
- Narrow audiences: luxury watch and jewelry buyers are rare, making broad media inefficient and expensive.
- Need for attribution and measurement: the brand manages small, curated store experiences, so increases in foot traffic aren’t obvious. They needed a channel that could prove attribution easily.
As a performance-oriented executive, David Kaplan emphasized:
“Being able to measure results is critical… understanding who comes to the website, who submits a lead, who makes a purchase.”
Why Connected TV (CTV)?
CTV offered a rare combination of high trust environment and hyper-targeting capabilities.
- High-trust environment
Appearing on TV elevates brand credibility, essential in a category requiring substantial consumer trust.
- Hyper-targeting capability
CTV allowed the brand to reach a highly specific audience without the waste of broadcast TV. This is when David and his team came across Vibe.co:
- Ability to measure performance across impressions, revisits, and transactions
- Flexibility to create custom high-net-worth audience segments
- Granular reporting down to zip code, hour of day, and individual inventory channels
The strategy: three CTV pillars
After early tests proved too broad to measure meaningfully, The 1916 Company and Vibe.co aligned on a more sophisticated CTV structure:
1. High-Intent retargeting
Ads shown to users who previously visited the website.
Results:
- Extremely low cost per revisit
- Highly efficient cost per online transaction
- Strong correlation between CTV exposure and conversions
“The retargeting ads have been super successful… low cost per revisit and a very compelling cost per transaction.” (David Kaplan, COO at The 1916 Company).
2. Store-market awareness campaigns
Targeting the high net worth and income households in the highest-net-worth zip codes across the cities where The 1916 Company operates. This supports trust-building and local visibility for consumers more likely to transact in stores.
3. National prospecting to affluent audiences
Targeting high net worth and income households in wealthy zip codes combined with interest-based segments across the U.S.
With results that speak for themselves:
- Marketing efficiency
- 10x click and buy ROAS across all CTV spend
- Competitive cost per website visit in prospecting campaigns
- High conversion efficiency vs. other paid channels
- Clear trust building impact
“It takes a lot of trust for a new client to spend $20,000 with a new company… CTV helps position us in that trusted space,” says David Kaplan.
Conclusion
CTV, powered by Vibe.co’s precision targeting and measurement, has already delivered strong performance for The 1916 Company’s high-value audience.
The brand is now exploring broader awareness and prospecting strategies with Vibe.co, positioning CTV as a growing component of its U.S. marketing engine.
We’re excited to see what David and his team achieve next!
