How Laundry Sauce scaled CTV 4x and doubled its return with Vibe

Laundry Sauce is a premium home fragrance brand built on one idea: laundry should smell like a designer fragrance, not the detergent aisle. Founded in 2020, the brand works with the perfumers behind luxury scent houses and sells across three storefronts: its own Shopify site, Amazon, and TikTok Shop. In 2026, Laundry Sauce moved beyond DTC and launched into Target.

The Challenge

The challenge wasn't the channel - it was proof. Streaming ads aren't clickable, so there's no click to track. Multi-touch attribution (MTA) runs on clicks, so it gives CTV almost no credit. Inside a click-based model, CTV's performance never showed up clearly. And a channel you can't prove is a channel you can't keep justifying.

That gap mattered more as the brand scaled. An upcoming launch into Target meant growing spend and leaning into the top of the funnel - where brands have to invest to keep growing. But you cannot confidently scale a channel you cannot measure. Laundry Sauce needed a signal it could trust before betting real money on CTV.

The Solution

Vibe gave Laundry Sauce something CTV had never offered them: performance-channel results they could finally see clearly, across every storefront the channel moved. Once the full picture was visible, everything else followed.

1. Measurement that accurately represents CTV sales. The turning point was measuring CTV with a marketing mix model (MMM) instead of last-touch attribution. Prescient's MMM estimates the causal revenue each channel produces across every storefront at once, not just the surface where the ad ran. It revealed what click-based attribution missed: 73% of the revenue Vibe drove converts off the DTC site - on Amazon and TikTok Shop. Vibe was the only channel in the mix moving all three storefronts at the same time.

2. A native integration that made the numbers real-time. Prescient is integrated directly with Vibe, so performance data flows automatically. Other CTV buys forced the team to upload data by hand. With Vibe, the visibility was continuous - and that changed how quickly Laundry Sauce could act on what it saw.

3. Retargeting that was finally result driven. Retargeting was the reason Laundry Sauce moved to Vibe in the first place - reaching people who had already engaged with the brand, but on the big screen. The previous CTV buy made that hard. The Vibe pixel made audience retargeting straightforward from day one.

4. Premium reach that brings in net-new customers. Beyond the measurement, the channel itself delivers something rare: premium, big-screen inventory that reaches households other channels can't. CTV does the top-of-funnel job most performance channels can't - it introduces the brand to net-new buyers. Search, social, and retargeting then convert and grow those buyers over time, quietly collecting the credit for customers CTV actually created.

The Results

Once the team could see CTV's true contribution, the channel stopped being a leap of faith and became a growth lever.

Laundry Sauce scaled spend with Vibe by more than 4x. As it did, the return on every dollar more than doubled from launch week and kept climbing as budgets grew. The more they invested, the more efficient the channel became.

Measured inside Prescient, Vibe delivered 3x ROAS on prospecting and 4x on retargeting, and did it while driving Shopify more efficiently than most other channels. The mix is now more balanced and less dependent on any single platform.

What's next?

The plan from here is to keep ramping CTV until it hits diminishing returns.