Going from Social to the Super Bowl, with Lucas Coyle, Director of Brand Media & Awareness at MANSCAPED (CTV Mini-Series Episode #3)

The episode explores how enterprise brands leverage TV advertising for growth, featuring Lucas Coyle from MANSCAPED and Mauricio Lizarazu from Tatari. MANSCAPED, initially known for below-the-waist grooming, expanded into a full men's grooming brand and uses TV to tell complete stories and drive both brand awareness and performance. A key strategy involves convergent TV, combining linear and streaming to maximize scale, measurement, and efficiency. MANSCAPED's success includes testing various placements, such as reality TV shows, and using data-driven insights to optimize ad spend across different channels. The discussion also highlights the halo effect of TV, which boosts brand perception and drives sales across multiple channels, including retail and online platforms.