Turtlebox Case Study

Growth Spotlight

Scaling an Outdoor Lifestyle Brand Through TV

How Turtlebox Turned Up the Volume on Growth with TV

Turtlebox began as a passion project between four friends who wanted a rugged outdoor speaker capable of surviving their lifestyle on boats, hunting trips, and fishing adventures. After building their first prototype simply to use themselves, the product quickly proved there was real demand for a durable, waterproof speaker built specifically for outdoor environments. As the business grew, Turtlebox relied heavily on performance marketing to reach its early customers.

But as the company expanded into wholesale, Amazon, and a broader retail footprint, the team recognized an opportunity to reach new audiences who shared the same outdoor passions. TV offered a natural next step, giving Turtlebox the ability to tell its story through sports, outdoor programming, and community-driven content while amplifying the brand identity that had fueled its early growth.

x

Increase in avg. weekly sales

Campaign Objectives

Reach Passionate Outdoor Communities at Scale

Expand brand awareness beyond performance channels by reaching audiences through sports, outdoor programming, and lifestyle content.

Tell the Turtlebox Story Through Contextual Creative

Use TV’s storytelling format to showcase the product in real environments like fishing, hunting, sports, and outdoor gatherings.

Test and Validate TV as a Growth Channel

Approach television with a data-driven test-and-learn mindset before scaling investment.

Solutions

Turtlebox partnered with Tatari to bring measurement and experimentation to television, allowing the team to approach the channel with the same disciplined mindset used in digital marketing. By starting with connected TV placements, the brand was able to test different audiences, programming categories, and creative variations while maintaining clear visibility into performance.

Creative development was built around Turtlebox’s strongest asset: its community. The brand works closely with ambassadors across multiple outdoor and lifestyle communities, from fishing and hunting to golf and sports fandom. These ambassadors help generate authentic content that reflects how the product is actually used in the wild, giving Turtlebox a steady stream of creative assets that can be deployed across both digital and television channels.

As campaigns expanded, Turtlebox paired this community-driven creative with contextual placements across sports and outdoor programming. By aligning content with relevant audiences—such as baseball broadcasts, college football, and outdoor channels—the brand was able to reinforce its identity while reaching consumers in environments where the product naturally fits.

“[TV] validated the brand in new ways that performance marketing can’t.”

- JONATHAN MCKENZIE, CO-FOUNDER, TURTLEBOX

Results

TV quickly became an important extension of Turtlebox’s broader marketing strategy. By using Tatari to test and measure performance early, the team gained confidence that television could drive real business impact while strengthening the brand’s connection with outdoor communities.

Rather than treating TV as purely an awareness channel, Turtlebox approached it with a learning mindset. The team ran controlled tests, evaluated performance, and gradually expanded investment as results validated the strategy. This allowed them to scale the channel while maintaining the same disciplined approach that fueled its success in performance marketing.

Today, television plays a key role in helping Turtlebox amplify its brand story across new audiences while reinforcing the lifestyle and community that define the product.

“We're constantly maturing... And so I see '26 being a big maturation year executing at a higher level, being far more intentional about our storytelling and the type of creative that we are putting on TV."