Brand Overview
Airwaav is a performance mouthpiece brand built around patented bite-plate and Reflex Technology™, engineered to improve strength, endurance, recovery, and sleep for serious athletes. With a product line spanning the PX1 and PX2 Performance Mouthpieces and the RX1 Recovery Mouthpiece for sleep, Airwaav serves a passionate base of strongman competitors, CrossFit athletes, runners, cyclists, and team-sport players — backed by over 15 years of peer-reviewed research and endorsements from athletes like Brian Shaw, Rich Froning, Tom Stoltman, Mitchell Hooper, and Harrison Bader.
Headquartered in Louisville, Kentucky, Airwaav has scaled a direct-to-consumer business on Shopify alongside a growing retail and ambassador footprint. The brand partnered with Untitled to power audience intelligence and media activation, leveraging the Untitled ID Tag and the Untitled DSP to expand reach beyond traditional paid social and search and to recover identity on previously anonymous site traffic.
“Transforming our marketing processes to better access and utilize our data and new channel strategies has not been easy. Having a partner like Untitled that truly understands how to take us from today to tomorrow has been critical.
The Challenge
Like most scaling DTC brands, Airwaav had built a paid media engine concentrated in Meta Ads and Google's PPC and Shopping campaigns. Those channels worked, but they came with the familiar ceiling: rising CPMs, audience saturation, and an increasingly narrow set of high-intent buyers being bid on by every other performance brand in the space.
Airwaav's audience adds another layer of complexity. Their best customers aren't a broad demographic, they're strongman competitors, CrossFitters, distance runners, triathletes, and recovery-focused athletes. That kind of niche behavioral targeting is exactly where social and search platforms start to lose precision, and where most CTV inventory has historically been priced and packaged for brand awareness rather than performance.
The team needed a top-of-funnel channel that could reach qualified athletic audiences at scale, drive measurable revenue against a lean test budget, and, just as importantly, capture identity on the traffic it generated so Airwaav could keep marketing to those buyers long after the campaign ended.
The core question: could Streaming TV deliver real, attributable ROAS for Airwaav in a 30-day window, and could the channel produce compounding value beyond the campaign itself?
Leveraging Untitled Audiences for Airwaav
Airwaav was already an active user of the Untitled ID Tag, which gave the team the ability to capture email addresses from website visitors, and also provide a baseline of resolved visitor identities to build Klaviyo retargeting flows. By syncing first-party Shopify customer data into Untitled and layering it against Untitled's second-party data graph, Airwaav was able to:
- Build lookalike audiences modeled on their highest-LTV existing customers, ready for activation on premium CTV inventory through the Untitled DSP
- Generate behavioral audience segments aligned to Airwaav's core athletic verticals: strength, endurance, recovery, and team-sport buyers without depending on platform-native interest targeting
- Activate the Untitled ID Tag to identify anonymous website visitors who clicked into the site from CTV ads, recovering hashed email addresses for direct-to-inbox follow-up in Klaviyo
The combination of first-party Shopify data, AI-modeled lookalikes, and ID-Tag-resolved site visitors gave Airwaav a closed-loop audience strategy. CTV impressions weren't being served into the void; every click and visit was being captured, resolved, and routed into Airwaav's owned email channel for ongoing remarketing.
Strategy & Available Inventory
With audiences built and ready, Airwaav loaded their existing performance creative into the Untitled DSP and launched a focused 30-day Connected TV sprint. The team targeted lookalike and behavioral audience segments across premium OTT platforms including Peacock, Hulu, Max, and Disney+.
Creative leaned into Airwaav's core performance positioning: jaw clenching for strength, optimized airflow for endurance, faster recovery, and athlete proof points, designed to land with viewers who were already predisposed to high-performance product categories. Because the audience targeting was driven by Untitled's lookalike modeling and behavioral segments rather than broad demographic buys, the creative could lead with product benefit and conversion rather than awareness.
In parallel, the Untitled ID Tag was running on Airwaav's site throughout the campaign window. Every visitor who clicked through from a CTV ad and landed on the site was eligible for identity resolution and resolved emails were synced into Klaviyo for follow-up flows, abandoned-cart sequences, and ongoing lifecycle marketing.
Campaign execution included:
- 15-second and 30-second CTV creatives focused on Airwaav's performance and recovery product lines
- Premium OTT placements across Peacock, Hulu, Max, and Disney+
- Audience targeting driven entirely by Untitled's lookalikes and behavioral athletic segments
- Untitled ID Tag deployed sitewide to resolve anonymous CTV-driven visitors into known email addresses
- Identity-resolved visitors synced into Klaviyo for downstream lifecycle and remarketing flows
The Results
Over the 30-day campaign window, Airwaav's Connected TV test produced a strong return against a lean test budget and generated a compounding identity asset on top of the direct revenue.
3.07X
ROAS on the campaign
$11,817
Total revenue generated
15% Lift
In average order value (AOV)
~$4,000
In total ad spend
Beyond the direct ROAS, the Untitled ID Tag resolved a meaningful volume of previously anonymous site visitors, hidden shoppers who would have otherwise bounced and been unreachable. Those records were piped into Klaviyo, giving Airwaav a second, owned channel to re-engage the exact audience their CTV campaign had originally driven to the site.
The outcome validated CTV as a performance channel for Airwaav, not just a brand play, and proved that the channel could drive both immediate revenue and long-tail email-list growth from a single test budget.
The Power of Identity Resolution and CTV
Airwaav's results highlight a shift in how modern DTC brands should think about Streaming TV. For years, CTV was treated as a pure upper-funnel channel: useful for impressions, hard to attribute, and impossible to retarget against. That framing leaves real revenue on the table.
When CTV is paired with first-party data, AI-modeled lookalikes, and identity resolution at the site level, every layer of the funnel starts working harder. The impression drives the click. The click drives the visit. The visit gets resolved into a known email. And the email keeps marketing to that buyer long after the campaign ends. The audience intelligence, and the customer relationship, travels with the impression.
For Airwaav, this 30-day campaign sprint was a proof point that Connected TV belongs in the omnichannel mix alongside Meta and Google, especially for brands with niche, high-intent audiences that are hard to reach through saturated social and search inventory. With Untitled's DSP and ID Tag working together, a ~$4,000 test budget didn't just generate $11,817 in attributable revenue, it produced a list of resolved buyers that will keep producing value for months to come.
About Untitled
Untitled is a marketing technology platform that helps brands turn data into growth. By unifying identity resolution, customer data enrichment, audience segmentation, and media activation, Untitled gives performance teams the tools to reach the right customers across channels.
From Connected TV to paid social and beyond, Untitled combines audience intelligence with premium media access so brands can launch smarter campaigns, reduce acquisition costs, and drive profitable conversions. Connect with our team below and book your demo with Untitled today.
