PATTERN Beauty Proves the Beauty of TV for Brand Awareness

PATTERN Beauty was no stranger to CTV. But when they decided to partner with Tatari to continue their CTV efforts while simultaneously launching their first-ever linear TV campaign, the goal wasn't to simply "test the waters." It was to increase brand awareness and consideration in a very congested space and use TV to drive measurable growth for an emerging brand built on community and culture. Founded by Tracee Ellis Ross in 2019, PATTERN Beauty quickly established a strong affinity with its core audience. The next step was scale: more customers, broader reach, and a clear understanding of how TV could work alongside its existing digital marketing efforts to help tell their unique story.

Instead of trying to replicate the legacy TV playbook, the black-owned care brand took a more intentional approach.

A Phased Plan Built for Learning and Scale

Rather than committing everything upfront, Pattern Beauty ran a 12-week TV campaign across both linear and streaming/CTV in three deliberate phases.

The first 30 days focused on broad testing across diversified linear networks and top streaming publishers. The objective was simple: establish baseline performance and understand where creative and audience resonance was strongest.

The second month narrowed in on streaming. By reducing talent fee exposure and leaning into contextual targeting and more price-efficient inventory, the team deepened engagement and identified clear performance pockets.

The final month of the campaign combined the best-performing linear and streaming environments into an optimized “best-of” mix designed to maximize efficient reach and scale what was already working. This wasn’t about chasing impressions. It was about building a repeatable growth engine with TV leading the charge.

The Numbers that Actually Told the Real Story

Leveraging Tatari’s analytics dashboard, PATTERN Beauty was able to view real-time metrics, including cost-per-visitor (CPV), response rates, and even on-site conversions. While these demonstrated TV’s impact on performance outcomes, PATTERN Beauty wanted to understand the holistic impact their TV campaign had on overall brand awareness. 

DISQO, a leading platform for measuring how advertising works, helped quantify incremental brand impact by measuring aided awareness, consideration, and purchase intent among exposed audiences. By isolating true exposure and comparing it against matched control groups, DISQO delivered validated insights into how the campaign increased brand awareness and strengthened consumer intent.

The results told a consistent story across both measurement lenses.

Over the course of the campaign, Pattern Beauty saw:

• 58% growth in unique website visitors

• 3x lift in revenue generated (month one to month three on similar budgets)

• 38% lift in aided brand awareness when combining linear and streaming

• 50% greater brand consideration compared to social and digital alone

• 28% lift in weekly unique reach over the three-month flight

Brand awareness didn’t rise in isolation. It translated into an uptick in site traffic, new customers, and revenue acceleration by the end of the campaign.

"TV delivered impressions and traffic, but more importantly, it enabled us to scale brand awareness and consideration in an efficient and measurable way," said Isabel Davis, VP of Ecommerce for PATTERN Beauty. "That insight reshaped how we think about the role of TV in our media mix, shifting from a broad awareness channel to a strategic driver of brand growth, and informing how we invest in and leverage TV today."

Turning a Cultural Moment into a Performance Driver

During the middle of the campaign, an unexpected opportunity emerged.

In August 2025, Tracee Ellis Ross debuted Solo Traveling with Tracee Ellis Ross on The Roku Channel. The three-part series celebrating self-discovery through Ellis’ global adventures quickly became the platform’s most-watched unscripted launch in its history.

This new series sparked an idea.

Tatari’s programmatic team immediately partnered with Roku to build a custom prospecting audience of viewers who had just watched the show. Those viewers were then retargeted with PATTERN Beauty ads, keeping Ellis, and the brand, top of mind in a high-intent environment. It was a no-brainer.

Retargeting is a proven, low-risk strategy to test CTV because the ads are only going to people who have demonstrated some familiarity with the brand; in this case, viewers of Ellis’ Roku series. It’s not a massive upfront spend, rather a well-placed reminder to consumers already familiar with the brand.

And it worked. The tactic quickly became the top-performing awareness driver, delivering a 60% lift in aided awareness among exposed audiences. It also stood out in performance metrics, generating 2x better ROAS compared to the campaign average. 

It was a clear example of full-funnel alignment: cultural relevance at the top, measurable action at the bottom.

A Blueprint for Emerging Brands

PATTERN Beauty’s convergent TV campaign wasn’t about a splashy one-time launch. It was about building a foundation. The combination of phased testing across both linear and streaming, third-party validation, and opportunistic programmatic activation proved something important: TV isn’t reserved for massive enterprise budgets. With the right strategy, it can be flexible, performance-driven, and a beautiful way for emerging brands to navigate constraints.

Want to create your own beautiful TV moment?  Let’s talk!