6 Performance-Driven Brands Take a Full-Funnel Approach to TV

TV advertising—with its well-documented vast reach—has historically seemed like a channel that required a blanket approach. An ad buy would be targeted by broad demographic swaths related to age and gender. The more refined targeting that the middle of the funnel requires didn’t seem possible. And while it might seem, for instance, that women 35-44 would be the ones most likely to, say, travel for a spa weekend, there was no way to know if your ads actually moved them closer to making that purchase.

But data-driven executions can now ensure that TV buys target more refined, interest- and behavior-based audiences.

Refined audience segmentation techniques make it easier for brands to find and target consumers interested in their brand and move them from the middle of the funnel to the bottom.

‘Tis the season for audience efficiency

Each year, the Hallmark network broadcasts a slate of holiday-themed, made-for-TV romantic comedies that attract predominantly female audiences. These shows would seem a natural fit for activewear leader Fabletics, whose customer base over-indexes female. Through a partnership with Tatari, Fabletics was able to scale its TV investment in an incredibly efficient manner.

Instead of advertising during Hallmark’s holiday specials (which attract heightened viewership and thus are more expensive), Tatari data showed that Fabletics could reach the same audience in the weeks before the specials aired. Fabletics ran a TV campaign across several networks, Hallmark included, to promote its Black Friday and Cyber Week deals.

Using Tatari’s dashboard to measure performance, Fabletics optimized its pre-Black-Friday/Cyber-Monday campaign to focus on only the highest-performing TV networks, and the results were stellar. Consumer acquisition cost decreased by almost half over the life of the campaign, meaning Fabletics more efficiently converted new customers, driving up its ROAS.

The closed-loop measurement system also showed the incremental increase in reach and sales Fabletics could expect from any increase in its ad budget, allowing Fabletics to scale its ad spend up and down, as needed, while campaigns were mid-flight. There was also a strong halo effect, as web searches for the brand and direct website traffic increased amid the campaign.

A TV first-timer pushes digital respondents to conversion

Like many emerging direct-to-consumer brands, Lume initially relied solely on digital advertising for its line of natural, aluminum-free deodorants. But as the brand grew, Lume was left looking for new ways to increase consideration among consumers, while lowering its customer acquisition costs.

With Tatari’s help, Lume discovered it could increase consideration, reach a new demographic and drive sales by incorporating TV into its mix. 

Lume’s first TV campaign—featuring creative from some of its top digital campaigns—was a hit from the very start, delivering surprisingly positive response from consumers. Awareness and brand perception lifted immediately. Next up was to find a way to capitalize on that success.

Using Tatari’s platform, Lume A/B tested its commercial to different market segments and discovered it should focus on more ad spend on female consumers. It also identified seasonal periods of increased demand and doubled down on its investment to capture those spikes.

This data-driven approach helped Lume exceed its goal at all levels of the marketing funnel, achieving massive reach at a fraction of the usual costs.

The campaign was so successful that Lume has scaled up its TV investment, all while keeping its cost per acquisition at a manageable price. Now, a majority of Lume’s new customers report first hearing of the brand from its TV commercials.