Executive summary
Vegamour's first Vibe flight put the brand in front of more than 2.1 million American households on the big screen, at four cents per household.
Flight overview
Vibe ran as a national awareness program across 499 TV apps and channels, entire US, plus one live sports test.
Campaigns
| Campaign | Status | Spend | Impressions | Households | CPM | VTR | Web sessions | Cost / session |
|---|---|---|---|---|---|---|---|---|
| V1 Campaign | Payment Issue | $89,688.79 | 3,966,913 | 2,176,067 | $22.61 | 97.83% | 15,465 | $5.80 |
| USA Vs. Paraguay - World Cup Game | Archived | $1,751.98 | 60,391 | 36,954 | $29.01 | 98.68% | 671 | $2.61 |
| Awareness TV Campaign | Draft | - | - | - | - | - | - | - |
| Total | $91,440.76 | 4,027,304 | 2,197,008 | $22.71 | 97.84% | 15,681 | $5.83 |
Attention: people watched the whole ad
Connected TV ads play full screen on the living room TV and are generally not skippable. Vegamour's results show it.
Reach: new households at scale
Vibe reports reach by unique household, the way TV is bought and measured.
Response: TV viewers went to the website
Every creative carried a QR code. Vibe tracked the website visits that followed.
Creative performance
Five creatives ran. The main TV spot carried most of the budget and drove the strongest response among the always-on creatives.
| Creative | Spend | Impressions | Households | CPM | VTR | Page views | Sessions | Cost / session |
|---|---|---|---|---|---|---|---|---|
| TV Ad Video with QR Code | $57,564.16 | 2,501,771 | 1,555,644 | $23.01 | 97.92% | 18,703 | 10,208 | $5.64 |
| GROPlus_CTV_SCIENCE_SPOT with QR Code | $23,533.53 | 1,053,467 | 793,644 | $22.34 | 97.84% | 7,503 | 4,028 | $5.84 |
| SUPPS_HOW_TO with QR Code | $2,630.30 | 123,823 | 104,016 | $21.24 | 97.23% | 688 | 422 | $6.23 |
| postpartum_UGC_amazonbanner video with QR Cod | $1,960.43 | 93,308 | 83,087 | $21.01 | 96.72% | 709 | 364 | $5.39 |
| GROPlus_FAMILY_HOW_TO Video with QR Code | $1,713.67 | 81,439 | 72,319 | $21.04 | 95.97% | 443 | 260 | $6.59 |
| Total of 5 creatives | $87,402.09 | 3,853,808 | 2,106,124 | $22.68 | 97.80% | 27,283 | 14,828 | $5.89 |
Website sessions per 1,000 households reached
Calculated as web sessions divided by unique households, times 1,000, using the export figures above. The World Cup row is the campaign-level figure.
Live sports test: the standout
One placement during the USA vs. Paraguay World Cup game. Small budget, best response of the flight.
Is there a halo effect? What the Google Ads data shows
Chris asked whether branded search and related campaigns show a lift while Vibe ran (May 18 to Jun 29). Source: Google Ads account 7567846915 via Windsor. All comparisons below leave out the Spring Sale (Apr 24 to May 3) and the Memorial Day Sale (May 21 to 31).
Brand demand held steady with no promotion running
"vegamour" on exact match had 93% to 98% impression share, so its impressions are close to the real number of people searching the brand name each day. Brand searches held level through the flight even with both sales removed from the comparison. Clicks on the same keyword were 327 per day before and 298 during.
Demand Gen click-through rate rose while Vibe was on air
This coincided with Vibe. Demand Gen budget also increased on May 20, so we are not claiming Vibe caused it.
Why sales trended down after May: the sale comedown
Conversion value per day reported by Google Ads, by week. Amber bars are weeks with a promotion running.
What $100K buys
Projection at the rates Vegamour actually paid in the first flight. These are estimates for planning, not guarantees. Pricing and response can change with season, inventory and creative.
Each figure is the first flight's total scaled by $100,000 / $91,440.76. Household reach is not projected the same way, because a second flight overlaps households already reached and raises frequency.
Recommended plan
Where the money goes
- Fix the Vibe payment method first so delivery does not stop mid-flight again.
- Lead with the TV Ad Video. It carried 63% of the first flight's spend and had the best response of the always-on creatives.
- Keep the GROPlus Science Spot as the second rotation.
- Set aside budget for live sports tentpoles, based on the World Cup result.
- Pause or refresh Family How To and Supps How To, the two lowest responders.
How we prove it this time
- Set up purchase and revenue tracking in Vibe before launch, so CTV gets measured on sales, not only visits.
- Keep QR codes on every creative.
- Hold out a set of regions with no TV, then compare site traffic and sales in TV regions against them.
- Review results every week. Shift budget to the creatives and placements that win.
Data notes
- Halo section: Google Ads data from account 7567846915 (labeled vegaLASH in our directory) via Windsor. Before period Apr 6 to May 17 and Vibe period May 18 to Jun 29, each excluding the Spring Sale (Apr 24 to May 3) and the Memorial Day Sale (May 21 to 31). Weekly conversion value is Google Ads reported and is not Shopify revenue.
- The "vegamour" keyword comparison ends Jun 29 because the keyword changed from exact to broad match on Jun 30. The Vibe export has no daily breakdown, so the May 18 to Jun 29 window is the working flight window, not a confirmed delivery calendar.
- All figures come from the Vibe reporting export (Campaigns, Strategies and Creatives tabs) for 05/16/2026 to 11/12/2026.
- The Creatives tab totals $87,402.09, which is $4,038.67 below the $91,440.76 campaign total. The campaign total is used throughout as the official spend.
- The export has no daily breakdown, so the exact last delivery date is not available. Dates shown are the start and last-updated dates from the export.
- The Awareness TV Campaign is a draft with no delivery.
- Vibe reported no purchases, leads or revenue for this flight. No return on ad spend is claimed.