Sijo Home has never been a brand to do things halfway. Known for its clean, high-performance bedding and focus on sustainability, the DTC darling carved out a loyal following by combining design-minded products with a wellness-first value prop. But by early 2024, even with a sharp performance engine on social, Sijo’s marketing team faced a challenge: keep growing while preserving the efficiency that got them here.
"Video has been pushed hard on social across just about every channel. It’s still growing — but so is the competition. CPMs were rising, and we needed to find a way to get our brand in front of more eyes, efficiently."
Jasmine Abney, Senior Manager of Paid Social at Sijo
Goals
It wasn’t Sijo’s first brush with CTV. They had experimented with connected TV some years earlier, but those tests fizzled. The performance wasn’t there and the costs didn’t pencil out, so when the idea came back on the table, the team was skeptical.
Still, at a time when Meta CPMs were hitting $12 and up across verticals like home goods and apparel, the opportunity to revisit CTV with a modern, self-serve spin was too good to pass up.
Solutions
Jasmine first connected with a member of the Vibe.co team at a marketing event. What stood out wasn’t just the tech or the pitch — it was the fact that Vibe didn’t look like any other CTV ad platform she’d worked with before. No minimums, no long-term contracts, just a platform designed to let brands experiment without burning budget or time.
"We’re a small team. We plan our budget smartly, and it’s hard to test when everything’s a commitment. With Vibe, we could get in quickly, test things ourselves, and start learning."
Jasmine Abney
The setup was intentionally simple. The Vibe platform interface felt familiar — intuitive enough for anyone who had run Meta or Google Ads, but Sijo still got plenty of support. They worked closely with Vibe’s strategy team to craft a thoughtful entry into CTV, starting with high-intent remarketing. From there, things moved fast.
Vibe’s Klaviyo integration was definitely the biggest unlock.
Sijo was already running sophisticated lifecycle marketing in Klaviyo, but turning that audience intelligence into cross-channel media had been elusive. With Vibe’s native Klaviyo integration, Sijo could pipe in behavioral and transactional data to fuel high-performance CTV segments. For example, people who added linen sheets to cart but never purchased, or buyers of a cooling pillow who might now be ready for a mattress pad.
"We started with one big segment — people who hadn’t purchased — but we didn’t see the traction we wanted. Then, on Vibe’s advice, we tightened the lookback window. That’s when performance really started to pick up."
J.A.
That iterative feedback loop — from campaign creation to data-informed adjustments — became a cornerstone of their campaigns.
Meanwhile, Sijo also began testing a web traffic campaign to drive top-of-funnel awareness, evaluating whether Vibe could hold its own as a cost-effective discovery channel.
Ultimately, Sijo was building a full-funnel structure within CTV: Klaviyo segments at the bottom, evergreen traffic drivers up top.
For creative, they simply repurposed high-performing social creative, reformatted for TV with support from Vibe Studio, which handled the technical lifts around resizing, pacing, and CTV compliance — key for a lean creative team.
"We don’t have a big team that can spin up made-for-TV creative. Being able to reuse and adapt what we already have — that’s been huge."
J.A.
Results
The most surprising result came first: clicks.
"CTV is usually a view-based channel. But our click performance was actually better than our paid social average."
J.A.
That was the first sign they were onto something.
Then came the bigger numbers. Within weeks of launching, Sijo saw a 17% higher average order value among shoppers who had seen their Vibe CTV ads — compared to other performance channels. That AOV lift became an early indicator of quality: this was high-intent, valuable traffic.
More importantly, they could scale without sacrificing efficiency.
"Compared to other paid social channels where we have remarketing running, we were able to scale up our Vibe spend by about 200% — while lowering CPA."
J.A.
At a time when many brands are reeling from inflationary pressure and rising customer acquisition costs, that’s no small feat. According to eMarketer, U.S. CPG and home brands saw CPMs climb as much as 18% year-over-year on Meta and TikTok last year, so Vibe’s more stable, auction-light environment helped Sijo carved out a high-performing niche without fighting upstream.
Beyond the numbers, Jasmine emphasized how Vibe helped Sijo rethink CTV as part of a full-funnel marketing strategy:
"There’s this assumption that CTV is for awareness only. But we’re proving it can drive real action — especially when you can sync it to a shopper’s email behavior and purchase history."
J.A.
So what’s next for Vibe and Sijo? More segmentation, more precision, more scale.
Sijo is expanding their Klaviyo-based CTV funnel, introducing product-specific upsells and collection-based remarketing to reflect where shoppers are in their journey. Someone who just bought bamboo sheets might get a follow-up CTV ad showcasing a cooling comforter from the same line. A customer who’s shown repeat interest in eucalyptus fiber textiles might see a video walking them through Sijo’s premium duvet options — all on TV.
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