Seed Health Case Study

Growth Spotlight

From Clicks to Conversions

Convergent TV Fueled Seed’s Growth with Strategic Timing, Real-Time Optimization, and Creative Testing

Seed Health, a microbiome science company behind the clinically studied DS-01® probiotic, had a common challenge for DTC brands: performance on core channels like Meta was strong—but nearing saturation. Looking to diversify, Seed explored TV advertising, partnering with Tatari to approach the channel with a performance mindset.

Starting small with streaming, Seed quickly found success and scaled into linear. Within weeks, TV proved to be one of the fastest-growing and most efficient acquisition channels in their mix.

2X

INCREASE IN WEEKLY LIFT IN CONVERSIONS FROM TV

6-7X

INCREASE IN TV AS CITED DISCOVERY CHANNEL

Campaign Objectives

Diversify Acquisition Channels

Expand beyond Meta and search to reach new audiences and reduce dependence on core performance platforms.

Prove TV Can Perform Like Digital

Hold TV to the same CPA and CAC benchmarks as digital channels—and optimize it using performance data.

Test and Scale with Agility

Use a “crawl, walk, run” framework to test creative, audience, and media mix—starting small and scaling based on results.

Solutions

Seed Health partnered with Tatari to launch TV with a performance mindset—starting with streaming and expanding into linear within four weeks. Their launch was timed for Q5 (post-Christmas through January), the peak demand season for health and wellness products. This allowed them to enter the market when ad costs were lower and intent was high.

The Seed team used early streaming success to justify testing new linear placements. A standout win came on the Tennis Channel during the Indian Wells tournament. Viewership spiked, ad resonance surged, and Seed doubled conversions week-over-week by quickly increasing investment. This validated their data-driven, responsive media strategy.

Creative strategy centered on repurposing existing assets based on Meta learnings and proven brand messaging. Without a dedicated TV shoot, they developed four core creative concepts, one of which still leads performance today. Tatari’s platform helped Seed monitor performance daily—tracking response rates, conversion trends, and CAC by network and creative, enabling continuous refinement.

“You don’t need a massive budget or a perfect moment to start TV. We started small, committed budgets two weeks at a time, and optimized in real time like any other performance channel.”

— Deepti Javeja, Head of Growth Marketing, Seed Health

Results

TV quickly became one of Seed Health’s fastest-growing and most efficient acquisition channels. Within six weeks of launch, the team achieved customer acquisition costs (CAC) that aligned with their internal blended targets—proving that TV could meet the same performance standards as Meta and other core platforms. A well-timed linear buy during the Indian Wells tournament on the Tennis Channel led to a week-over-week doubling of TV-attributed conversions, highlighting the value of agile planning and contextual alignment.

Post-purchase survey data further reinforced the impact: Seed saw a 6–7x increase in customers citing TV as their first point of discovery. This was mirrored by a significant rise in brand search volume and direct traffic, strengthening confidence in TV’s halo effect across upper and lower funnel metrics. By leveraging Tatari’s real-time dashboard, Seed was also able to evaluate creative performance and media efficiency daily—enabling ongoing optimization of messaging, landing pages, and network placement. Today, TV is not just a channel for Seed—it’s a performance driver and a strategic pillar in their marketing mix.

“We measure TV just like any other performance channel—by CPA and CAC. And with Tatari, we’re able to track, optimize, and scale with confidence."