Bonafide Health Case Study
Growth Spotlight
From Performance Channel to Performance Multiplier
How Bonafide Health Made TV a Bonafide Growth Channel for Online and Offline Sales
Bonafide Health, a science-backed women’s health brand focused on menopause and sexual wellness, built its early growth through digital performance channels. Like many DTC brands, customer acquisition cost (CAC) was king. But as the business expanded into Amazon and in-store retail partners like Target, the team realized digital alone couldn’t drive the awareness needed to support omnichannel growth.
In the early days of TV, fragmented reporting and delayed data made it difficult to prove impact internally. After partnering with Tatari, Bonafide gained real-time visibility into performance through pixel-based tracking and integrated measurement. With daily CAC reporting and a triangulated approach across MTA, MMM, and platform data, the team could evaluate TV with the same rigor as digital while accounting for halo effects across Amazon and retail.
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Conversions%
Conversion rate during key seasonal momentCampaign Objectives
Break Out of the DTC “Doom Loop”
Move beyond over-optimized digital channels and expand awareness to sustain long-term growth.
Drive Omnichannel Impact
Support growth across DTC, Amazon, and retail partners like Target by increasing brand demand and credibility.
Measure True Incrementality
Implement a triangulated measurement strategy (MTA, MMM, and platform data) to capture halo effects and justify investment.
Solutions
By implementing Tatari’s pixel and integrating platform reporting into their broader analytics stack, the team eliminated prior reporting delays and gained near real-time visibility into performance. This new level of measurement allowed Bonafide to monitor daily CAC trends while layering in MTA and MMM to better understand incrementality and halo effects across Amazon and retail. With a clearer view of how television influenced downstream channels, the team was able to evaluate TV using the same disciplined framework applied to digital performance marketing.
Strategically, the brand adopted a blended approach across linear and streaming. Linear remained a priority for reaching Bonafide’s core 55+ demographic, while streaming provided flexibility for targeted testing and optimization. Creative also evolved alongside the strategy, expanding from direct-response offers to seasonal and brand-building messages that aligned with key moments like wellness-focused campaigns in Q1 and hot flash messaging in the summer.
“We’re able to see with no delay what our CAC looks like on pretty much a daily basis.”
- MEGHAN SHEA, GROWTH MARKETING LEAD, BONAFIDE HEALTH
Results
TV evolved from a test channel into a repeatable growth lever for Bonafide. With improved measurement and cross-channel visibility, the team observed increased branded and semi-branded search activity, stronger paid social efficiency, and incremental Amazon demand influenced by TV exposure.
The channel also helped expand mental availability as Bonafide scaled into retail, reinforcing credibility with consumers discovering the brand both online and in-store. By reaching new audiences through television, Bonafide was able to support demand across multiple channels simultaneously.
Consequently, TV proved to operate across the full funnel. In one documented customer journey, a consumer first encountered Bonafide through a Meta ad but ultimately converted after seeing the brand on television. By reframing TV internally as a performance multiplier rather than a pure awareness play, Bonafide secured executive buy-in and established television as a foundational part of its omnichannel growth strategy.
“TV has definitely been a legitimizer and super helpful as a tool in our toolkit for driving at retail.”
— MEGHAN SHEA, GROWTH MARKETING LEAD, BONAFIDE HEALTH