How Pepper Measures Pixel-less Channels with Fairing
With Fairing, Pepper turns hard-to-measure channels like TV and influencer mentions into clear, actionable attribution insights.
About
Pepper is an intimate apparel brand created for small-chested women, focused on body inclusivity and community-driven design.
Industry
Apparel & Accessories
Platform
Shopify Plus
Challenge
As Pepper scaled beyond digital performance marketing into pixel-less channels like TV and influencer marketing, traditional attribution models lacked the clicks, UTMs, or session-based identifiers to measure performance, leaving the team with a lack of visibility into what was driving discovery and conversions.
Results
Fairing revealed that 6% of customers came from TV and surfaced real-time influencer impact—enabling smarter budget allocation, long-tail attribution insights, and new strategies for top-of-funnel growth.
Meet Pepper
Pepper, a leading intimate apparel brand designed for small-chested women, has grown rapidly by focusing on underserved customers and building an authentic, community-first identity. As the brand expanded its marketing investments beyond digital performance channels into TV and earned influencer exposure, it faced a common but critical challenge:
How do you attribute performance when there’s no pixel to track?
The Attribution Black Hole
Traditional attribution frameworks fall short in environments without clicks, impressions, or session-based identifiers. Channels like TV, podcasts, influencer mentions, and word of mouth are powerful top-of-funnel drivers—but notoriously hard to measure. Unlike paid social or search advertising, these channels lack native tracking. No pixels. Little to no UTM usage. No straightforward path from exposure to conversion.
Enter Fairing: Attribution for Pixel-less Channels
To close this measurement gap, Pepper adopted Fairing’s Attribution Survey solution, which captures attribution directly from the customer at the moment of conversion.
Every shopper was asked two key questions:
How did you first hear about us?
When did you first hear about us?
That simple shift—asking instead of inferring—gave the Pepper team visibility into discovery channels that had previously gone unmeasured.
Cracking the Code on TV Attribution
After launching a national linear TV and streaming campaign, Pepper was facing difficulties determining how many customers discovered their brand through these forms of advertising. Unlike conversion-focused channels that provide direct measurable metrics, TV campaigns both do not have pixels, and conversions are often delayed, making their attribution doubly challenging. Platforms exist to attempt to solve this via IP matching against household and conversion devices, but their ability to reliably capture the true ROI of a campaign still has its limits.
However, using Fairing, the team was quickly able to ascertain two key findings:
6% of customers heard about Pepper through TV
Roughly 30% of customers who said they discovered Pepper via TV had seen the ad over six months prior to making a purchase.
With this insight, Pepper was able to:
Maintain steady TV spend instead of overreacting to short-term dips
Justify budget allocation to leadership with clear data
Benchmark performance against other top-of-funnel channels
“Fairing has been a great way for us to confirm assumptions we had about performance from others in our industry, and provides a valuable benchmark for us with our TV performance.”
Earned Influencer Attribution in Real Time: Quantifying the Halsey Effect
Pepper is in a unique position, where they do not have paid partnerships with celebrities or influencers, but recently singer Halsey was spotted wearing a Pepper bra and shared it on social media. Pepper knew that this mention was creating significant buzz, but without traditional paid influencer measurement tools like tracking links or affiliate data (which we know captures less than half of conversions), the team didn’t have the ability to quantify the surge.
However, Fairing surfaced the story instantly. The Pepper team was able to quickly see an increase in their “other” responses with customers writing that they heard about Pepper through “Halsey”.
“It was almost immediate. Halsey discovered us and then a day, a week, and even the same day she mentioned us, she was converting.”
Armed with this data, Pepper:
Activated a PR blitz to amplify the moment with earned coverage
Used the success to validate a formal influencer strategy
Now tracks macro and micro-influencer performance through Fairing to inform future partnerships and campaign strategies.
Why It Worked: Attribution Where Pixels Can’t Go
Fairing gave Pepper something that traditional platforms couldn’t: Reliable attribution for pixel-less channels.
"Fairing has been a game-changer for us. It provides clarity where platform data falls short, helping us make smarter marketing decisions. The insights we've gained have transformed how we approach our top-of-funnel investments."
Today, Fairing is a core part of Pepper’s marketing attribution stack. The team uses it to:
Track delayed conversions from brand campaigns
Identify emerging influencers and viral moments
Measure the ROI of TV and streaming campaigns
As marketing channels become more fragmented—and discovery becomes more human—tools like Fairing help brands like Pepper stay one step ahead. For brands investing in TV, influencers, podcasts, or PR, Fairing fills a critical gap in the measurement toolkit. Attribution doesn’t have to stop at the pixel. With the right approach, you can measure what matters—even when traditional tools fall short.
Start measuring your pixel-less marketing channels today - start a free 14-day trial of Fairing and see what attribution insights await.
