Made In Case Study

Growth Spotlight

Scaling Smart: How Made In Turned TV Into a Growth Engine

How Made In Made TV Its Most Scalable Acquisition Channel

Made In is a premium cookware brand built around professional-grade craftsmanship and direct-to-consumer convenience. With an audience that includes Michelin-star chefs and passionate home cooks, the brand was ready to scale—but digital performance was leveling off. Looking to expand reach without sacrificing ROI, Made In turned to TV. Partnering with Tatari, the brand approached TV like digital: starting lean, testing aggressively, optimizing creative, and layering streaming and linear to drive acquisition and build long-term brand value.

The result? TV became Made In’s biggest growth channel—delivering measurable conversions, major Q4 wins, and a smarter media mix across all platforms.

X

increase in streaming TV conversions

K+

new retargeting prospects

Campaign Objectives

Test TV Early with a Performance Focus

Explore whether TV could drive measurable acquisition before Made In reached $10M in revenue.

Expand Beyond Contextual Channels

Move beyond food and lifestyle networks to reach scalable audiences through sports, news, and non-contextual buys.

Maximize Efficiency During Peak Shopping Windows

Build full-funnel awareness and drive conversion during Q4 through high-reach placements and targeted retargeting.

Solutions

Made In and Tatari partnered to make TV a measurable, performance-first growth channel. Starting with a $75K test budget, Made In validated its product’s resonance on food networks versus general interest channels. The team then unlocked scale using Tatari’s fire sale opportunities—accessing premium placements (like the MLB Home Run Derby and NFC Championship Game) at up to 86% off.

Tatari also enabled Made In to access Hulu inventory at $11 CPMs—a dramatic savings over programmatic—and helped the brand extend reach using IP-level data to build similar audience models across streaming and linear.

Most critically, Made In optimized its TV creative by moving from a basic DTC-style video to a cinematic chef-led spot—cutting cost-per-visitor in half and delivering top-tier performance.

“We started testing TV before we hit $10M in revenue—and it’s now our biggest acquisition channel. With Tatari, we were able to test, learn, scale, and ultimately outperform digital.”

— CHIP MALT, CEO & CO-FOUNDER, MADE IN

Results

TV is now Made In’s largest media channel, delivering 10–15x more impressions than Facebook or TikTok. It also fuels downstream performance: by building awareness with broad TV reach, the brand added over 400K new retargeting prospects and drove a 4.5x increase in conversions during key periods like Black Friday.

With Tatari, Made In proved that TV isn’t just for branding—it’s a strategic, measurable lever for acquisition, Q4 performance, and long-term scale.

“TV used to feel like a black box. Now, it’s one of our most measurable and effective growth channels—especially during holiday. Tatari made that possible.”