How Prescient gave Laundry Sauce the confidence to run CTV with Vibe
About Laundry Sauce
Laundry Sauce is a premium home fragrance brand that built a following on one idea: laundry should smell like a designer fragrance, not a detergent aisle. Founded in 2020, the brand works with the kind of perfumers behind luxury scent houses and sells across three storefronts: its own Shopify site, Amazon, and TikTok Shop.
The Challenge
CTV is the channel most consumer brands know they should run and can least afford to trust. By eMarketer's own figures, US adults now spend close to a fifth of their media time on connected TV, while only about 8% of ad budgets follow them there. The gap is not doubt about whether CTV works. It is doubt about whether anyone can prove it does.
Laundry Sauce felt that gap directly. A streaming ad is not clickable. There is no link to follow and no last-click trail, so even sophisticated attribution cannot trace the sale back. The common workaround, matching ad-exposed households to later purchases, runs into the same wall: those households are being served ads by many platforms at once, so the credit is anyone's guess. Without additional measurement, there wasn't a signal the team trusted enough to increase scale.
The Solution
The turning point was measuring CTV with a model built for how it actually works. Prescient's Marketing Mix Model estimates the causal revenue each channel produces across all of a brand's storefronts at once, not just the surface where the ad ran.
That matters for CTV because the sale almost never happens on the screen that showed the ad. Instead of clicking through to a landing page, people go to wherever they already shop: Amazon, TikTok Shop, or the brand's own site. Since you can't click in streaming ads, buyers aren't funneled to the website, and most of the measured value lands on other storefronts. The model follows the value to where it lands. Once the team could see that, the channel stopped being a leap of faith.
The Results
Vibe drove balanced growth across every storefront
Prescient showed that Vibe generated sales more evenly across storefronts than any other channel. While most tactics favor a single storefront, for example how clicking a Meta ad takes a buyer to the DTC landing page or an Amazon ad takes you directly to Amazon checkout, CTV reaches all types of shoppers, and not just right before they purchase. Vibe drives balanced growth and efficiently acquires customers by raising awareness and increasing purchase intention across different storefronts.
You can run Google to grow Shopify, Amazon Ads to grow Amazon, and TikTok's own tools to grow TikTok Shop, or you can run CTV and move all three at the same time. It was the only channel in the mix that did. And as a bonus, it still drove Shopify more efficiently than most other channels, so the balance did not come at the cost of the brand's own site.
New customers in every storefront
CTV was efficient at driving revenue and it was just as good at bringing new people into the brand. Prescient showed that Vibe was Laundry Sauce's #1 source of new customers, driving nearly a quarter of all the new customers. With just a small percentage of paid-media spend, Vibe overindexed on driving new customers by more than any other channel.
Most of those new customers arrived off the DTC site. On Amazon and TikTok Shop first orders run smaller than a first order on Shopify, but the value of CTV is introducing people to the brand for the first time, even if that means just testing it out. It does the top-of-funnel job, putting new buyers into the ecosystem who try the brand once, buyers that retargeting and bottom-of-funnel channels can then convert again and grow over time.
The more the program matured, the more efficient it got
Laundry Sauce scaled the spend in Vibe more than any other channel over the window. As it did, the return of every dollar spent on Vibe more than doubled from the launch week, climbing steadily rather than diluting as spend grew.
Strategic consideration: The continual investment and growth in spending helped Laundry Sauce hit higher efficiency. This is twofold. CTV campaigns typically impact customers over a longer period because they tend to reach new customers at the top of the funnel. It does not mean they do not work at the beginning, just that the result is not seen for longer. Additionally, more spend does not always mean diminishing returns. There is a significant amount of scale available on CTV with huge addressable audiences, and peak returns can be found at higher spend levels.
Key Takeaways
- CTV is top of funnel, and it is hard to measure. There are no clicks for attribution to pick up. Search, social, and retargeting quietly benefit, collecting the credit for what looks like a new customer they did not create. Vibe can be the first-touch, awareness-building channel the others harvest from, but you need to quantify that relationship, not just assume it is happening.
- Vibe balances your growth across storefronts. There are plenty of ways to drive short-term Shopify gains. CTV is how you achieve balanced growth, and it still drives Shopify more efficiently than many other channels. Buyers make their purchase on their preferred platform; CTV reaches them where they are instead of trying to direct traffic.
- With the right measurement, you invest in what's truly working. You see your sales going up in each storefront and your lower-funnel channels report great returns, so you assume your awareness channel must be fueling them. The next step is to measure your whole paid-media mix together, so you can see how awareness channels drive customers to each of your storefronts.
Great brands need top-of-funnel marketing, but most companies underinvest in CTV because they can't measure it with confidence. Prescient helped us understand the true business impact across all of our storefronts, not just our website. That visibility gave us the conviction to significantly increase our investment in Vibe, and as we scaled, the economics continued to improve.
