How an Iconic Mall Increased Household Reach by 458% with CTV

When Eden Prairie Center, one of Minnesota’s largest regional malls, wanted to attract more shoppers and reengage old ones,  it turned to a fresh marketing channel: self-serve CTV advertising. Working with Vibe.co, Eden Prairie Center launched a streaming TV campaign designed to drive visits and visibility—quickly and cost-effectively.

The results? A surge in brand exposure across top streaming networks, a measurable lift in store traffic, and a blueprint for future digital growth.

Here’s how they did it.

The Challenge: Driving Local Traffic in a Changing Retail Landscape

Eden Prairie Center is a family-friendly shopping destination located in Eden Prairie, Minnesota, featuring approximately 100 retail stores, 21 dining options, 9 attractions, and the AMC Eden Prairie 18 movie theater. With a strong community focus, the mall regularly hosts family-oriented events like Easter Bunny photo sessions, Francesca's Dress Week, and SCHEELS Fish Fest.

Like many retail destinations, Eden Prairie Center has evolved its marketing strategy in recent years to keep pace with shifting shopper behavior. With foot traffic no longer a guarantee—even at a mall with a wide trade area—the team needed new tools to reach local audiences where they spend time.

And these days, they’re spending that time streaming.

"We knew we had to meet our shoppers where they are. That meant exploring new ways to reach them beyond traditional media—and streaming TV was at the top of that list."

But exploring CTV advertising typically meant working through complex agency relationships or large upfront buys. Eden Prairie Center needed a platform that would offer control, speed, and transparency at an affordable price.

With Vibe, Eden Prairie Center could launch a professionally produced TV ad campaign across top streaming networks with CPMs capped at $20—without hiring an agency or wrangling complicated insertion orders.

"We were excited about the idea of running on streaming TV, but we didn’t want a huge production or a six-month commitment. Vibe’s platform let us test it out quickly, see results, and scale from there."

Smart Targeting, Built-In

The campaign targeted streaming viewers in and around the Eden Prairie area, using Vibe’s geo-targeting capabilities to reach audiences within a defined radius of the mall, with a special focus on families. That meant impressions were only served to households likely to visit the center in person, ideally in large groups.

Premium Streaming Inventory

The ad ran across leading streaming platforms like Hulu, Peacock, Tubi, and Paramount+, reaching viewers watching full-length content on their connected TVs.

"Seeing our mall on premium networks during top shows—without spending six figures—was a big win. It felt like we were punching above our weight."

Since the relationship began in February 2024, Eden Prairie Center has partnered with Vibe on a growing number of campaigns—each more impactful than the last.

Strong Performance, Growing Audience Reach

The first campaign in February 2024 reached over 17,000 households. By the 2024 holiday season, Eden Prairie Center’s campaigns had scaled significantly, reaching more than 100,000 households during the December flight. The ongoing campaign, "Eden Prairie Center – Family Fun (Apr & May 2025)", continues to grow reach and frequency, extending through Spring 2025.

Across these campaigns, the mall consistently saw strong video completion rates (above 96%) and measurable foot traffic lift, thanks to Vibe’s built-in performance analytics.

"Being able to see that correlation between ad exposure and mall visits was a game-changer. It helped us validate the impact and gave us confidence to keep investing."

Fast Turnaround, Lasting Value

The entire campaign—from planning to launch—took less than two weeks. And with Vibe’s dashboard, Eden Prairie Center could view real-time performance metrics, including impressions, completion rates, and estimated visit lift.

For a retail marketing team accustomed to print buys and static digital signage, the ability to track, test, and optimize in real-time was a major shift.

Why CTV Worked for Eden Prairie Center

Self-serve streaming TV advertising may sound futuristic—but for Eden Prairie Center, it was the perfect blend of modern media and practical results.

Here’s why:

What’s Next: Scaling the Strategy

Eden Prairie Center’s relationship with Vibe is now ongoing, with monthly campaigns designed to align with seasonal shopping behaviors and event calendars. In April 2025 alone, mall promotions include:

Streaming campaigns like “Family Fun (Apr & May 2025)” help promote these events while reinforcing the mall as a vibrant, community-friendly destination.

“We’re always looking for ways to stay ahead,” said Nicole. “Now that we know how impactful and easy streaming TV can be, it’s becoming a core part of our media mix.”

With proven results across multiple seasons, Eden Prairie Center plans to keep using CTV advertising to support promotions, events, and retail partners—adapting creative and targeting as needed through Vibe’s self-serve tools.

Want to drive more visits with CTV? Book a demo!