How a Disruptor Brand Hit CPS <$2

When Pamos launched its direct-to-consumer business, it carved out an entirely new category of product, introducing cannabis-infused spirits and non-alcoholic canned cocktails to drinkers looking for alternatives to alcohol-based cocktails. The brand’s THC is hemp-derived, which makes it legal to ship across most of the U.S. and stock in major retail locations like Total Wine in states like Texas and Florida, but the public still needs a lot of education on the safety, efficacy, and appeal of this disruptive new product.

As Olivia Hattersley, Director of Digital Marketing at Pamos, put it: "This is a totally new product for a lot of people, and education and awareness are huge for our marketing strategy.”

Pamos needed to do more than increase reach, they had to build credibility, normalize the idea of a cannabis cocktail, and earn trust from a spectrum of curious, health-conscious, alcohol-reducing consumers. They needed a channel that could deliver premium reach, targeted performance, and brand authority all at once.

TV was a logical next step—but traditional linear didn’t fit the bill. “TV advertising is really expensive. It’s more of a spray-and-pray approach,” Olivia said. “There’s not really any way to track it.” That’s when she started exploring Streaming TV, and Vibe kept showing up in her research.

Pamos launched its first CTV campaign with Vibe in early 2024, beginning with retargeting to gather audience insights they would later leverage to higher funnel reach. With Vibe’s pixel set up across their site, the team could serve full-screen video ads to potential customers who had already visited their site. These ads ran on living room TV screens on premium streaming apps and channels, blending digital precision with the gravitas of TV.

"Once we saw the pixel working and were able to retarget people who had come to our website—we were like, this is it. We saw a 3 to 4x return on ad spend just from that campaign alone."

That early success gave Pamos the green light to scale up and branch out. With hands-on support from their Vibe account rep, the team began layering in upper-funnel prospecting and mid-funnel web traffic campaigns, building a full-funnel media strategy. Vibe’s targeting tools and transparent performance dashboard made it easy to adjust audience parameters and creative based on campaign results, in real time.

"We were really impressed with the targeting capabilities and conversion tracking,” Olivia said. “We could finally tie TV to results. That was key."

Creative-wise, Pamos hit the ground running. They repurposed existing brand footage into 30-second and 15-second spots, leaning on bold callouts and clear calls to action—like “Available Nationwide”—to guide viewers directly to their site. The creative workflow became so streamlined that they now bake it into their seasonal marketing rhythms, shooting new TV-ready footage every time they do a brand photo shoot.

And while they haven’t yet tested Vibe’s new Social Editor (designed to turn vertical UGC into polished CTV creative), Olivia’s team is eager to incorporate it. “We’ve been investing in a lot of UGC for other channels, and being able to leverage that video footage on TV is definitely something we’re planning to test.”

Pamos’ very first CTV campaign returned a 3–4x ROAS, and results didn’t stop there. As they expanded into web traffic campaigns, they saw cost-per-session drop below $2—remarkably efficient for a mid-funnel strategy that typically doesn’t convert as high as retargeting.

More important than any single KPI, though, was the way Vibe’s platform helped Olivia and her team stitch together a cohesive, multi-strategy approach to streaming TV. Awareness, traffic, and conversion campaigns weren’t siloed. Each campaign informed the next, as retargeting success helped shape prospecting audiences, and learnings from web traffic flows influenced creative tweaks.

"We hear from people all the time that they see our commercials on TV. It’s created real excitement with our team and leadership."

And the impact extended beyond consumers. One of the most unexpected (and game-changing) outcomes was that the visibility from CTV helped Pamos secure wholesale retail partnerships:

"There were distributors who had seen our commercials on TV. That helped build credibility for us and opened doors in retail."

Now, Pamos is bringing others along for the ride: Olivia’s team is expanding Vibe campaigns to sister brands in the company’s investment portfolio, including new THC beverage brands and even restaurants. Some of these campaigns will lean even more heavily into geo-targeted CTV ads, taking advantage of Vibe’s ZIP code-level targeting to direct viewers to specific retailers and dining locations.

For Pamos, CTV has shifted from a test to a core component of their media mix. It’s also become a creative engine for the brand, giving Olivia’s team another powerful way to extend and amplify the beautiful content they already produce. As cannabis beverages carve out their place in both the DTC and retail universe, TV’s traditional halo effect still carries serious weight. 

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