PATTERN Beauty Proves the Beauty of TV for Brand Awareness

Key Takeaways

• 58% increase in website visitors during campaign.
• Revenue tripled with same budget over three months.
• Combined linear and streaming lifted brand awareness 38%.
• Retargeting after Roku show boosted awareness 60% and ROAS.
• Phased TV strategy proved scalable for emerging brands.

Pulse Analysis

Television advertising has evolved beyond the legacy, high‑cost model, offering programmatic capabilities that appeal to direct‑to‑consumer brands seeking scale. Pattern Beauty’s collaboration with Tatari illustrates how a data‑centric approach—leveraging real‑time cost‑per‑visitor metrics and audience insights—can transform TV from a pure awareness vehicle into a performance driver. By integrating linear and connected TV, the brand accessed diverse inventory while maintaining granular control over spend, a shift that resonates with marketers aiming to balance reach and efficiency.

The three‑phase rollout served as a built‑in testing framework. Initial broad testing identified the most resonant creative and audience segments, after which the second phase narrowed focus to cost‑effective streaming inventory. The final “best‑of” mix combined top‑performing linear and streaming placements, delivering a 58% lift in unique visitors and a three‑fold revenue increase on unchanged budgets. Third‑party validation from DISQO confirmed a 38% rise in aided awareness and a 50% boost in consideration, underscoring the importance of independent measurement in attributing TV impact.

Strategically, the campaign demonstrates how cultural moments can amplify TV effectiveness. By retargeting viewers of Tracee Ellis Ross’s Roku series, Pattern Beauty achieved a 60% awareness lift and doubled ROAS, showcasing the power of contextual, high‑intent audiences. This blueprint—phased testing, real‑time analytics, and opportunistic retargeting—offers emerging brands a scalable path to integrate TV into a performance‑focused media mix, signaling broader industry adoption of hybrid TV strategies.