PATTERN Beauty Unlocks TV’s Full-Funnel Impact with DISQO

Pattern Beauty, a growing brand in the textured haircare category, launched its first TV campaign to scale awareness and attract new customers. Entering TV required more than reach. The brand needed clear evidence that investment in linear and streaming environments would translate into real impact on consumer perception.

To deliver on both execution and measurement, Pattern Beauty partnered with Tatari to activate its TV strategy and with DISQO to measure how exposure influenced awareness, consideration, and intent.

Understanding TV’s role in a fragmented media mix

Pattern Beauty faced a familiar challenge for emerging health and beauty brands. The team needed to grow awareness within a competitive category while maintaining efficiency and precision in spend.

The campaign spanned both linear and streaming TV, creating a fragmented media environment. Without consistent measurement, it would be difficult to determine how each channel contributed to brand growth or how TV compared to existing digital efforts. The key question was straightforward: is TV driving incremental impact, and where is that impact strongest?

Consistent Brand Lift measurement across TV

DISQO measured the campaign using an exposed vs. control methodology to isolate the incremental impact of TV advertising. By surveying consumers who were exposed to the campaign and comparing them to a matched control group, DISQO quantified shifts in brand awareness, consideration, and purchase intent.

Because DISQO applied a consistent methodology across channels, the team could evaluate performance across linear TV, streaming, and digital environments without relying on platform-reported metrics. Tatari enabled campaign execution, optimization, and performance tracking, while DISQO provided objective measurement of brand impact.

A phased approach to TV optimization

The campaign was structured in three phases to maximize learning and efficiency. An initial broad deployment across linear and streaming established baseline performance. The second phase focused on streaming to refine targeting and identify high-performing audiences and placements. The final phase combined the strongest elements from both environments to scale results.

DISQO measurement ran throughout the campaign, allowing Pattern Beauty to understand which combinations of channel, audience, and frequency drove the strongest lift.

TV drives measurable lift in brand perception

DISQO’s Brand Lift measurement showed that TV delivered clear, incremental gains across key brand metrics.

• Brand awareness: +9 points with TV & digital, vs. +7 points with digital only.
• Brand consideration: +9 points with linear & streaming, vs. +6 points with social & digital.
• Ad awareness: +11 points from programmatic activation, the highest-performing tactic.

These results show that TV is not just expanding reach. It’s actively shifting how consumers perceive and evaluate the brand, strengthening both awareness and consideration in a competitive health and beauty category. The difference was visibility into that 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 execution 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.

Measure what matters. Fuel what works. Let’s DISQO: hello@disqo.com