Knix Achieves 5.6x ROAS and Consistent Goal Attainment After Switching to CTV with Vibe.co

About Knix

Knix is the category leader in leak-proof women’s apparel. Founded over 13 years ago, the brand has grown from a DTC-first ecommerce company into a multi-channel retailer with 23 stores across North America and wholesale partnerships with Target, Costco, and Holt Renfrew. Knix’s core mission has always been to help women move through life without compromise.

The Challenge: Making TV Work Like the Rest of the Stack

Knix was already running TV. The issue was how.

Linear TV was part of their media mix, but the targeting was blunt. Broad networks, broad audiences, no real ability to segment by purchase history or customer value. For a brand that runs precision audience strategies on every other channel, that gap was a problem.

“With traditional TV, marketers use network selection, dayparting, and program alignment to improve the likelihood of reaching their target audience. It’s a strategic process, but targeting is ultimately tied to viewership patterns rather than individual audience signals,” said Hannah, Director of Offline Media Growth at Knix.

The team wasn’t looking to abandon TV. They were looking to make it work like the rest of their stack: segmented, measurable, and tied to real business outcomes. That meant finding a CTV platform that could match the targeting depth they were used to on paid social, connect to their existing measurement tools, and give them the flexibility to test and optimize continuously.

The Solution: Audience Depth, Measurement Rigor, and Creative Flexibility

Audience targeting at social-media depth

The biggest unlock was targeting. Knix integrated their Klaviyo segments directly into Vibe campaigns, enabling audience strategies that linear TV simply cannot support.

They started broad to establish baseline match rates and scale, then progressively narrowed. Today, Knix runs segmented audiences including non-purchasers who have visited the site (warm prospecting), lapsed customers segmented by purchase category and lifetime value, and lookalike audiences built off high-LTV buyers in prospecting campaigns.

“I love that we’re able to segment our audiences and do it really specifically per campaign,” Hannah said. “Every time performance starts to go down a tiny bit, we make a tweak and it goes right back up.”

Geographic and creative precision

Knix runs always-on campaigns across multiple audience segments simultaneously, with different creative assigned to each. This level of segmentation surfaced optimizations they would have missed on any other platform.

“You catch something really, really small and you make a tiny tweak,” Hannah said. “Over time, if I had let that small thing keep going, it wouldn’t have been successful.”

Incremental lift measurement

Knix uses Vibe’s internal incrementality testing to generate iROAS figures they can bring directly to their CMO. This matters because CTV’s value does not show up cleanly in last-touch attribution. Northbeam handles cross-channel revenue attribution and conversion tracking, but for session-level engagement and incremental lift, Knix relies on Vibe’s reporting.

“The incremental studies and having an iROAS to report on is huge,” Hannah noted.

This puts CTV in line with mid-funnel performance channels despite running at the top of the funnel. Overall, Knix has consistently delivered a 3–4x Vibe ROAS — in line with their ingoing targets — giving the team confidence to scale spend month over month.

Premium supply and creative testing

Knix runs a mix of polished studio spots and lo-fi UGC, testing both consistently. Premium placements on Hulu tend to favor polished creative, but surprises happen. Hannah’s approach is to let the data decide, not assumptions.

She tests 3–4 concepts at a time, often running 6–8 video variants, and refreshes creative quarterly. For a product category with a longer buying cycle, quarterly refreshes balance recency with the time needed to actually learn what is working.

“Give it 4–5 weeks before making a judgment on whether an ad is successful,” she said. “It takes time to scale up, and it takes time for people to remember that ad before taking action.”

The Results: Four Months of Learning, One Sale That Proved It

Four months of building laid the foundation. When Knix ran their April sale, the results reflected the cumulative impact of that ramp.

“If we had started testing in November during the sale, we wouldn’t have had all of those learnings. Our campaign wouldn’t have been nearly as successful,” Hannah reflected.

Why It Worked

Three decisions made the difference.

Knix committed to an always-on ramp before their sale window, giving the platform time to learn and optimize. They integrated Klaviyo directly rather than running one-size-fits-all audiences. And they tied CTV performance to the same measurement tools — Northbeam and Vibe’s incrementality reporting — they use for every other channel.

The result was a channel that operated like precision performance media, not awareness TV.