Overview
PATTERN Beauty, a fast-growing leader in textured haircare, launched its first TV campaign to build brand awareness and attract new customers. But reach alone wasn’t enough. The team needed clear proof that investments across linear and streaming would drive measurable shifts in consumer perception. To execute and validate its strategy, PATTERN Beauty turned to Tatari to activate its TV campaign and partnered with DISQO to measure lift in awareness, consideration, and purchase intent.
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Challenge
PATTERN Beauty needed to grow brand awareness in a crowded category while keeping media spend efficient. With campaigns running across linear and streaming TV, the team lacked consistent measurement to see how each channel contributed versus digital. Their core question: Is TV driving incremental impact, and which placements perform best?
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Solution
DISQO used an exposed vs. control approach to isolate the incremental impact of PATTERN Beauty’s TV campaign, measuring lift in awareness, consideration, and purchase intent across linear, streaming, and digital. Tatari handled activation and optimization, while DISQO delivered objective, cross-channel brand impact measurement without relying on platform metrics.
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Impact
DISQO’s Brand Lift study showed that TV drove strong incremental gains for PATTERN Beauty, including +9 points in aided brand awareness and +9 points in consideration, outperforming social and digital alone. Programmatic TV delivered the highest ad awareness lift at +11 points, proving that TV was not just adding reach but meaningfully improving how consumers see and consider the brand.
Visibility into the impact
DISQO gave PATTERN Beauty clear, incremental proof of how TV was shaping consumer perception, turning a new channel into a measurable growth driver. With linear and CTV execution across direct and programmatic powered by Tatari and measurement grounded in DISQO’s methodology, the brand gained both the confidence to scale and the clarity to optimize future investment.