Vibe X TruHeight Vitamins

TruHeight Vitamins was looking for a transparent, easy-to-use CTV platform to dip their toes in TV advertising for the first time and build on the successes of their other digital channels (social and search).

They were excited to broaden their reach to the 94% of US households now discoverable via connected advertising, but were cognizant of the need for audience refinement in order for their campaign to lead to trackable conversions.

They worked with Vibe TV experts to develop a powerful one-two punch: a targeted awareness campaign with low CPMs and a powerful retargeting campaign, all developed directly with TruHeight’s in-house media team who immediately felt familiar with Vibe’s platform and were able to customize their audience selection and install web traffic and purchase pixels, in minutes, before moving on to their retargeting efforts.

"“Once we saw how simple the platform was to use and how surprisingly good the results were, we never looked back. Vibe is the only CTV ad platform we work with now, and results have been awesome”"

TruHeight Vitamins was looking for a transparent, easy-to-use CTV platform to dip their toes in TV advertising for the first time and build on the successes of their other digital channels (social and search).

The solution? A multivariate strategy yielding massive reach and impactful audience targeting. They were excited to broaden their reach to the 94% of US households now discoverable via connected advertising, but were cognizant of the need for audience refinement in order for their campaign to lead to trackable conversions.

They worked with Vibe TV experts to develop a powerful one-two punch: a targeted awareness campaign with low CPMs and a powerful retargeting campaign, all developed directly with TruHeight’s in-house media team who immediately felt familiar with Vibe’s platform and were able to customize their audience selection and install web traffic and purchase pixels, in minutes, before moving on to their retargeting efforts.

For their awareness campaign, they chose to open up geographic and demographic targeting dimensions to better focus on interests while maintaining a large viewership and low CPMs. In this case, they targeted audiences by their interest in:

With a daily budget set at $250 and a month-long campaign, early results not only showed promising deliverability stats, but also provided the team with valuable audience insights and real-time campaign optimization opportunities.

A week or so after the awareness campaign launched, TruHeight started their retargeting campaign to enhance reach and put a finer point on conversion tracking. They placed a Vibe retargeting pixel on their website about a week before launch in order to gather enough web visitor data to retarget a significant set of viewers with first-party data.

As the campaign ran, recent web visitor data continued to aggregate and broaden the campaign’s audience. The awareness campaign yielded substantial ROAS, but retargeting blew those results out of the water, garnering an incredible 728.86% for the TruHeight team.

"“The results were so much better than we had anticipated,” reports Justin Rapoport. “We can’t wait to see how much more we can develop this partnership!”"

As part of TruHeight’s strategy to increase both reach and engagement, they painstakingly developed both video assets and campaign strategies that followed CTV advertising best practices which allowed to make a huge impact with just one set of creatives with solid storytelling and clear product information.

After just one month, the team at TruHeight Vitamins saw a serious lift in both their web traffic and sales numbers, giving them the Q4 boost they were looking for, and then some.
Using their awareness campaign as a powerful incremental reach engine, the team at TruHeight tracked the largest increase in new customers since last January, a month more traditionally aligned with wellness purchases, all at a benchmark-defying $17 CPM average.

As awareness and traffic grew, so did retargeting opportunities, bringing their Cost per Page View all the way down to $0.72 and maintaining a solid average CPM of $23. Today, as they prepare for the start of 2024 and their busiest season yet, TruHeight Vitamins will continue to expand and fine tune their campaigns with Vibe.co as they develop strategies for the latest frontier in CTV: live sports advertising!