MANSCAPED Case Study
Growth Spotlight
Moving Past Digital Limits with Full-Funnel TV
How MANSCAPED Cut a Clear Path to Scalable TV Growth
MANSCAPED built its early success through digital-first marketing, using humor and boundary-pushing creative to stand out in a traditionally taboo category. That distinctive voice helped the brand break through and build awareness quickly, especially in performance channels where short-form, direct response creative drove early growth. As the company expanded into a broader men’s grooming brand, the need to evolve its storytelling became more important.
Television provided a way to scale that creative approach to a larger audience while delivering more depth. Rather than toning down its voice, MANSCAPED leaned into it, using TV to amplify the same bold, memorable style that defined the brand. At the same time, the team approached the channel with a performance mindset, expecting TV to contribute to both brand perception and measurable business outcomes.
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Increase in website visitorsCampaign Objectives
Scale Beyond Digital Performance Channels
Expand reach and storytelling capabilities beyond short-form digital while maintaining performance accountability.
Unify Linear and Streaming Strategy
Create a cohesive approach across all TV inventory to maximize scale, efficiency, and measurement.
Prove Full-Funnel Impact
Demonstrate TV’s ability to drive both direct response and broader business outcomes across channels.
Solutions
MANSCAPED partnered with Tatari to bring greater structure and visibility to its TV strategy. By combining linear and streaming into a single platform, the team was able to evaluate performance across all inventory types in one place. This unified view made it easier to understand how different placements and audiences contributed to overall results.
With improved transparency, MANSCAPED aligned TV measurement with the same performance indicators used across digital channels. This included tracking cost efficiency while also monitoring broader signals such as site traffic, branded search, and assisted conversions. The shift helped the team move from isolated campaign testing to a more consistent and scalable approach.
This foundation also enabled MANSCAPED to confidently step into high-impact moments like the Super Bowl. Rather than treating it as a one-off brand play, the team approached it as an extension of their broader TV strategy, building toward the moment through ongoing testing and performance validation. Their pregame placement drove a 52X spike in website traffic within minutes of airing, reinforcing that even tentpole moments can deliver measurable performance when approached with the right framework.
“We don’t really treat TV like a branding experiment anymore. It’s really become more of a growth channel for us.”
- LUCAS COYLE, DIRECTOR OF BRAND MEDIA & AWARENESS, MANSCAPED
Results
Television has become a core component of MANSCAPED’s marketing strategy, supporting both scale and efficiency. By applying a performance-oriented framework, the team gained confidence in TV as a channel that can contribute to real business impact while expanding reach.
The brand also developed a more comprehensive understanding of how television influences the broader marketing mix. Instead of focusing only on direct attribution, MANSCAPED evaluated how TV supports other channels through increased engagement, search activity, and downstream conversions. This perspective helped position television as a contributor across the entire funnel.
As a result, MANSCAPED shifted toward a more consistent presence on TV, using data to guide investment decisions and optimize performance over time. The channel now plays a key role in helping the brand scale while reinforcing its position in a competitive category.
“[TV is] one of those few channels that can really drive both brand perception and business outcomes at scale.”
- LUCAS COYLE, DIRECTOR OF BRAND MEDIA & AWARENESS, MANSCAPED