About Boston Proper

Boston Proper is a women's fashion apparel brand built for customers who refuse to blend in. Known for bold, expressive style, the brand serves a loyal base of women who've trusted them for years, while actively investing to grow its next generation of customers. Boston Proper operates with a performance-focused marketing discipline, where every channel is held to rigorous ROI standards and every budget decision is grounded in data.

The Challenge: Prove CTV's Value Across the Full Funnel

Boston Proper's leadership knew their customer was on streaming TV. The strategic question was how to deploy CTV in a way that connected upper-funnel reach to lower-funnel outcomes, without sacrificing the measurement rigor they applied to every other channel.

"It's important for us to make sure that we're spending efficiently," said Tamara Dougherty, VP of Customer Growth. "Not overspending, but in the right channels."

The team needed a CTV partner that could integrate cleanly with their existing marketing technology stack, support precise audience segmentation, and tie campaign exposure back to real, attributable business outcomes.

The Solution: A CTV Partnership Built Around Integration and Precision

Boston Proper selected Vibe.co based on its native compatibility with the tools already central to their marketing operations. With Klaviyo powering their CRM and email programs and Northbeam handling multi-touch attribution, seamless integration was a prerequisite, not a nice-to-have.

Vibe connected to both without friction. The team was up and running quickly, with no new reporting infrastructure required and no disruption to existing workflows.

From there, Boston Proper worked with Vibe to build audience strategies tailored to their business objectives. They applied suppression lists to protect their existing customer base from acquisition messaging, and layered Klaviyo's CRM data on top of CTV's broad premium inventory to reach the right new customers with precision.

"With Vibe, we were able to do it ourselves," said Dougherty. "We set up the audience ourselves, excluded who we needed to exclude. And we knew with Klaviyo that we were targeting the right people."

That combination of premium reach and audience precision is what made the program perform.

Results: Measurable Impact Across Acquisition and Brand Growth

The results validated the investment across every metric Boston Proper tracks.

Northbeam's deterministic view-through attribution measured a 3.25x ROAS, a concrete return tied directly to CTV exposure, not a modeled estimate. That number gave Boston Proper's leadership team clear evidence that CTV was contributing real, measurable value to the marketing mix.

At the top of the funnel, the campaign delivered 8 million-plus impressions across premium streaming inventory, building meaningful brand presence at scale. But the downstream signal was equally significant. Boston Proper saw a substantial improvement in new prospect audiences entering their pipeline, customers who had never engaged with the brand before.

"Year over year, and even just from when we started CTV, we saw a huge improvement in prospect audiences coming in," said Dougherty.

For a brand with a strong existing customer base, net-new acquisition is the primary growth lever. Vibe gave them the reach and the targeting precision to move that number at scale, while keeping attribution clean enough to justify continued investment.

Why It Worked

Three strategic decisions drove the outcome.

What's Next

To Boston Proper, CTV is now a planned component of their long-term marketing mix, and Vibe is the partner they intend to grow with.

"We want this to be part of our mix long term, and we know it can be with a partner like Vibe," said Clark.