Manscaped avoids siloed data by using a "convergent TV" approach that brings linear and streaming campaigns into a single measurement framework. This provides a complete view of performance, scale, and efficiency, which is impossible when buying and measuring these channels separately.
Manscaped's success stems from treating TV not as a sporadic, campaign-based brand play, but as an always-on performance channel. This requires the same analytical rigor, continuous testing, and focus on business outcomes as paid search or social, unlocking its full potential as a demand generator.
Manscaped employs a dual creative strategy for TV. They run aspirational, brand-focused ads during major cultural moments to tell a story, then support those with direct-response (DR) versions that highlight product features and a strong call-to-action. This balances brand building with performance goals.
Manscaped shifted its TV strategy from a branding experiment to a core growth channel. They measure its success with performance metrics like Cost Per Acquisition (CPA), applying the same rigor used for paid search and social, ensuring TV directly contributes to business goals.
By partnering with a platform like Tatari, Manscaped gains access to last-minute "fire sale" inventory for major events like the NBA Finals. This, combined with flexible budget commitments, allows them to test high-impact placements without the massive upfront costs and risks of traditional buys.
Focusing exclusively on programmatic buying for CTV is a critical error, as it represents only 7% of all ad-supported TV inventory. This siloed approach misses the vast scale of linear and direct-publisher streaming, while often incurring higher CPMs and limiting a campaign's total reach and efficiency.
Tatari provides Manscaped with a "halo impact analysis" that quantifies how TV advertising lifts performance in other channels like paid search and social. This proves TV's role as a full-funnel driver and moves the conversation beyond direct, last-touch attribution to its total business impact.
Instead of a multi-million dollar in-game commercial, Manscaped made its Super Bowl debut with a more affordable pre-game spot. This incremental approach, built on years of testing smaller live events, allowed them to participate in the conversation and achieve massive reach without the full financial risk.
TV's co-viewing nature and broader reach helped Manscaped uncover a significant audience they hadn't targeted: women buying products for men. This insight led them to test and find success on traditionally female-skewing networks like Bravo and E!, expanding their market beyond initial assumptions.