Meshki Beats ROAS and CPV Goals with Vibe.co

Founded over a decade ago by Shadi Kord and Natalie Khoei, e-commerce apparel brand Meshki started small, with a simple line of accessories that reflected their style. Over a decade later, they’ve been worn by the likes of Jennifer Lopez and Ariana Grande and sell a full fashion line worldwide. 

While a large portion of their sales still come directly from social media, the brand has expanded their marketing mix to include PR and Streaming TV advertising; early results have been outstanding. 

Across channels, Meshki maintained ROAS as their “North Star KPI” – and CTV was no exception – but the team also recognized a real opportunity to acquire net new customers and garner real-time audience insights. With that in mind, they developed ad sets to optimize ROAS, keep CPMs low, boost incremental reach, and highlight regional audience differences for future ad customization. 

Across campaigns, the team wanted to make sure their reporting was transparent and granular enough that results would be actionable, but also intuitive enough that they could handle optimizations internally and harmonize this new channel with the rest of their digital portfolio. 

Here’s how they went about building the perfect performance campaign:

Meshki started off by launching a Retargeting campaign which would allow Vibe to gather relevant audience data and push conversion rates up to kickstart their campaign on a high note and exceed ROAS goals within the first few days of their campaign. Within a week, they reached quadruple digit ROAS percentage numbers and used that audience data to build out a Web Traffic campaign further up-funnel.

Thanks to their first campaign’s early success, the Meshki team decided to launch a parallel Web Traffic campaign, making sure to segment and optimize their targeting strategies by state. While the Retargeting campaign was firmly focused on sales increase, the follow-up Web Traffic campaign was built to maximize reach and minimize CPMs. 

" It’s going great. ROAS took a month or so to stabilize, but Retargeting has amazing results and the web traffic campaign is now catching up, which is amazing. "

As real-time results trickled in and trends became clearer, the team separated out overperforming channels like, in this case, Samsung TV, which alone performed as well as all other channels combined. By separating channels by reach, the team was able to optimize delivery rates. 

Meanwhile, Vibe’s intuitive platform allowed Meshki to effortlessly switch out their ads, in step with monthly product drops, sliced and diced to work across digital marketing channels like search, social, YouTube, display, and TV. They rotated at least 4 creative per ad set to understand what performed best where. 

"The process has been so seamless, it’s easier than social!"

Today, Meshki has 3 campaigns working concurrently: web traffic, retargeting, and  incrementality testing, with early incremental results already showing lift. 

"Everything has been going so well, I’m lobbying for CTV to become one of our pillar acquisition channels."

From the very beginning of their Streaming TV campaign, the Meshki team was able to measure and optimize performance in real-time thanks to Vibe’s transparent, customizable reporting. 

They partnered with Vibe’s responsive Sales and CSM teams to make sure every campaign data point was thoroughly understood in order to develop impactful audience insights across targeting dimensions and ended up driving ROAS past three digits across campaign types while remaining well within their CPM margins. 

Meanwhile, although reaching a $6.00 Cost per Purchase was already quite an accomplishment, following that up with a Web Traffic campaign reaching audiences way further up the funnel and hitting an average $0.93 Cost per Session and $20 CPM was truly outstanding. 

Today, the team is focusing on fine-tuning ad delivery with frequency-capping, CPM capping, and CRM integrations, while continuing to monitor promising early incrementality testing results.