In 2018, the mental fitness app Calm kicked off an effort to expand its marketing and user acquisition efforts beyond purely digital channels. This meant making its first foray into TV. To crack the platform, they partnered with data and analytics firm Tatari. During Calm’s Challenger Brands breakout session, Erin Hassey, senior director of user acquisition, teamed up with Tatari’s VP of client services, Andy Schonfeld, to discuss how Calm used data and analytics to drive customer acquisition, find audiences at scale and launch a winning brand campaign with LeBron James. Check out the above video for the brand’s top three takeaways from its journey into TV.