BYLT Case Study

Growth Spotlight

Scaling Beyond Social: How BYLT Basics Move to TV Pays Off

How BYLT Transitioned from Digital-Only Marketing to a Full-Funnel TV Strategy with Measurable Results

BYLT Basics is a premium apparel brand known for its elevated everyday wear. As a digitally native brand, BYLT thrived on paid social and search. But like many direct-to-consumer businesses, BYLT hit a point where digital performance plateaued. The brand needed to expand reach, yet feared the accountability gap of traditional media. That’s when they explored TV—bringing in Tatari to navigate the shift from performance-only to full-funnel marketing. Through careful testing, creative innovation, and rigorous measurement, BYLT turned TV into a scalable, cost-effective engine for growth.

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CPV

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CONVERSION RATE FROM LINEAR TV

Campaign Objectives

Drive Awareness at Scale

Reach a broader audience beyond digital with full-funnel TV exposure.

Surpass Digital with Smarter Measurement

Leverage Tatari’s advanced tracking—like IP-level attribution and incrementality testing—to make TV more measurable and insight-rich than traditional digital channels.

Maximize Holiday Performance Windows

Build toward peak retail periods like Black Friday and Cyber Monday by scaling TV investment during high-conversion windows for maximum efficiency.

Solutions

BYLT partnered with Tatari to carefully expand beyond digital by launching targeted TV campaigns across both linear and streaming platforms. Rather than reallocating budget, they layered TV into their media mix, testing high-quality and ambassador-driven creatives (including Rob Gronkowski) to engage broader audiences. Tatari’s convergent TV strategy allowed BYLT to measure performance in real time—tracking cost per visitor, CPA, and brand lift—while optimizing creative and media buys with IP-level attribution and incrementality insights.

“With Tatari, we were able to confidently enter TV knowing we could measure everything from acquisition cost to creative fatigue. It became just another lever in our performance toolkit—only bigger.”

— SPENCER TOOMEY, GROWTH MANAGER, BYLT BASICS

Results

TV quickly proved its value as both a performance and awareness driver, with BYLT seeing stronger ROAS, increased branded search, and a 50% boost in conversion rates during key periods like Black Friday. The brand confidently scaled investment, using Tatari’s tools to refine targeting, measure creative impact, and ensure spend efficiency. Today, TV is a core part of BYLT’s growth strategy—delivering scalable customer acquisition while enhancing performance across digital channels.

“Tatari made TV feel like an extension of our growth team. We had real-time data, creative flexibility, and a smart roadmap for scaling up. It’s not just a media buy—it’s strategic.”