How Seed Health Used Convergent TV to Unlock Growth

At the DTC Experts conference, we discussed how convergent TV heavily drove conversions for Seed Health, a leading supplement company specializing in researched-backed probiotics for outcomes across gastrointestinal, dermatological, oral, pediatric, and nutritional health. Austin Santino, Senior Client Development Manager at Tatari, and Deepti Javeja, Head of Growth Marketing at Seed Health, dive into how Seed Health approaches diversifying acquisition channels and unlocking more growth with TV advertising. 

Breaking Barriers: TV Advertising is Not Only for Big Brands

A common misconception among many brands is that you need a big budget to start TV advertising, but with Tatari, you can start with as little as 10k. Seed found that by starting with a crawl, walk, run approach; they could ease into TV advertising with confidence. By starting small, Seed found they could measure business outcomes and increase their investment on platforms that performed. 

Deepti shared that three critical factors when starting with TV advertising are receiving internal support and alignment to take risks, understanding how to measure impact, and determining what message and selling points resonate with your target audience on digital platforms. 

Strategy and Timing

TV ad campaigns typically wind down in mid-December before the holidays. The period between mid-December and early January is often referred to as Q5. Seed launched TV the week after Christmas because they knew this was their peak season for capitalizing on demand. For health-focused advertisers, Q1 poses an opportunity to advertise because of the decrease in the cost of advertising and the increase in demand for health-related products. Seed’s peak season starts this time, so Q5 was the perfect time to test TV. 

The Unexpected Success: Doubling Conversions on Linear

Within the first four weeks of advertising on streaming, Seed found success. This gave them confidence in the channel, and they expanded their media plan to include linear.

The unexpected success came when Seed tested advertising on the Tennis Channel. Deepti explained that it wasn’t a widely watched channel, but viewership surged during the Indian Wells tournament in California, and their ad resonated strongly. Recognizing this, Seed significantly increased its investment in the channel the following week, doubling its TV-driven conversions compared to the previous week. This highlighted a strategy they continue today by capitalizing on key moments that align well with their audience.

Similar to Seed, most advertisers who start with streaming quickly find that over half of the TV viewing audience is also on linear. Advertisers that want to scale should take a convergent TV approach with their media plans. 

Creative Strategy: Using Proven Messaging

Seed concentrated on deeply understanding its customers and crafting unique messaging that would effectively connect with them. By experimenting with clickable media, Seed identified which messages drove conversions and applied these insights to its television advertising creative. 

Why Data is Critical to Seed’s TV Ad Strategy

Seed values being able to see TV ad performance on a next-day basis. Deepti specifically keeps an eye on their response rate and how that coincides with conversion rates. The Seed team also monitors how different creatives perform across various networks and publishers.

And it’s not just data from the Tatari platform that proves TV is performing. Since launching TV, Seed has seen a 6-7x increase in post-purchase surveys of finding the brand on TV alongside a significant increase in brand search and direct traffic.

Watch the video above to learn more about Seed’s experience with Tatari.