How an E-Comm Brand Reached 450% ROAS for their New Product Launch

When your product challenges the status quo, getting the word out is half the battle.

For Airdog USA, the creators of a first-of-its-kind washable air purifier built on proprietary TPA (Two Pole Active) technology, that challenge loomed large. They weren’t just selling another filter-based device. They were reimagining what clean air could look like: filter-subscription free, high-performance, reusable, and eco-conscious.

But here’s the catch—most people didn’t know such a thing even existed.

Ali Yang, who leads paid media for Airdog, knew that telling that story required a smarter media strategy. One that could build trust, deliver nuanced education, and drive performance at the same time. Traditional performance marketing channels—Google, Meta—were great for direct response, but ill-suited for a nuanced, narrative-driven product like this.

That's where Vibe.co and Connected TV (CTV) came in.

The Goal: Turn Heads, Win Hearts, Convert Clicks

Airdog’s challenge was twofold. First, they needed to introduce a disruptive product in a category dominated by legacy players:

"The technology is new and a lot of people don't know there's a better air purifier solution out there."

Second, they needed to drive performance. This wasn’t a pure brand play—it was about pushing shoppers further down the funnel, retargeting high-intent users, and ultimately increasing revenue.

Ali had seen the stats: CTV adoption in the U.S. had hit 82% and was growing fast. She also knew that Vibe's platform offered something different—fast onboarding, clear data visibility, and the ability to plug into their existing Shopify stack with almost no friction.

Airdog was ready to test a modern, creative-driven media channel. And Vibe was ready to help.

The Solution: A Smarter Funnel With Creative Firepower

Airdog began with a simple but powerful strategy: start warm, then expand.

In Q4—the busiest time of the year for any ecommerce brand—Ali’s team launched a CTV retargeting campaign aimed squarely at visitors who had already shown interest. These viewers had discovered Airdog through other channels but hadn’t converted yet. The CTV creative would be the final nudge.

"We already had some really great product demo videos so we quickly built benefit-driven, product-focused creative that explained how it works and why it matters."

The idea was to use CTV as a late-stage boost: a well-placed, well-timed explainer on a big screen that could do what a social ad or Google headline couldn’t—walk a viewer through the product's value in a way that felt high-trust, not high-pressure.

Ali worked closely with the Vibe team to finesse every detail:

"Kwam and Megan [from Vibe.co] were super helpful. They reminded us to keep the URL visible throughout the video, place the QR code prominently, and make the CTA crystal clear. Those little things really mattered."

As for the platform experience?

"Honestly, it was the most modern CTV platform I’ve used. I thought it’d take weeks to learn. It took hours. And the Shopify app integration? Just a few clicks and data was flowing."

Using Shopify as their source of truth, Airdog connected their campaign performance to actual revenue outcomes. This was CTV that didn’t just look good—it performed.

The Results: 450% ROAS, 53% Lift in CVR, and Incremental Revenue Increase

From the moment the campaign launched, Airdog saw traction.

Conversion rates rose 53% year-over-year. The campaign delivered a return on ad spend (ROAS) of 450%. And within weeks, the team had driven over $10,000 in incremental revenue—all from a modest test budget.

But just as important was what they learned.

CTV gave Ali’s team granular insight into how their audience behaved: which channels they watched, what time of day they were most engaged, and what creative formats resonated. That intel is now powering their next phase: moving beyond retargeting and into full-funnel prospecting.

"We started warm because we wanted to see how people who already knew the brand would react. Now we can use that data to go broader—with better targeting and better creative."

They’re already prepping new campaigns pegged to seasonal moments like Mother’s Day, Father’s Day, and Back to School, backed by fresh creative that leans into storytelling and emotional resonance. Airdog isn’t just selling clean air—they’re helping customers feel smart about their purchase, empowered in their health, and kind to the planet.

Why It Worked: The Right Product, Platform, and People

Airdog’s success wasn’t just about good media strategy. It was also about being crystal clear on three things before production even started: What is the goal of this campaign? What action do we want the audience to take? And who are we speaking to?

Because they began with retargeting, they could make key assumptions about their viewers: they already had some level of familiarity and interest. That meant the creative didn’t need to explain from scratch—it needed to reassure, validate, and convert.

So instead of starting from a creative black hole, Airdog built with purpose. They storyboarded tightly, focused on benefits, layered in authority and social proof, and treated every frame as an opportunity to nudge a potential customer closer to “yes.”

In short: they treated CTV not as a big, glossy awareness tool, but as a lean, high-leverage conversion engine. And it worked.

What’s Next: Scaling Creative, Moving Up the Funnel

With proof in hand and revenue on the books, Airdog is now turning its attention to scaling what works—and expanding into new CTV territory.

The next step? Upper-funnel campaigns built around storytelling and seasonal resonance. Their creative team is focused on batch-producing multiple variations of new spots that align with upcoming promotions. The goal is to test and iterate fast, leveraging what they’ve already learned from their retargeting audience.

And as they do that, Vibe remains a central hub—not just for launching campaigns, but for measuring real business impact. Shopify remains the "bible," as Ali puts it, for final customer data, but Vibe provides the real-time signal that makes fast, confident decisions possible.

Ready to follow in Airdog's footsteps? Book a demo!