Meet Mando

Mando is a modern personal care brand making high-performance, deodorant for people who want skin-friendly formulas ingredients without sacrificing results. As the company started to evolve from DTC to omnichannel, its growth strategy leaned into awareness-driving channels like podcast and YouTube.

But with those top of funnel bets came a familiar problem: How do you measure what’s working when your audience doesn’t click - they watch and listen across different platforms?

The Simulcast Attribution Problem

Podcasts no longer live solely on Spotify or Apple - they’re everywhere. Full episodes stream on YouTube, short clips circulate on TikTok, and cross-promotions run on Instagram. This shift fragments the customer journey and clouds attribution. 

Mando’s team knew certain shows were working, but traditional models reliant on click-based measurement fell short in telling the full story. 

Without a clear attribution picture, high-performing podcast campaigns risked being under-credited—or worse, cut entirely.

Enter Fairing: Making the “Other” Make Sense

To solve the measurement gap, Mando used Fairing’s attribution survey, asking every new customer: How did you hear about Mando? This key question captured zero-party data directly from the source: the customer. 

The attribution measurement unlock came from recategorizing open-text Other responses. Working with Fairing, Mando dove deep into the “Other” category, an often-overlooked field where customers had been referencing specific podcasts, creators, and influencers.

By leveraging Fairing’s ability to reclassify these responses into meaningful categories, Mando fine-tuned their attribution model to reveal the true performance of these channels. Before recategorizing the response data, Herer expressed, “I knew that generally I was seeing things underreported from my side. Recategorizing the ‘Other’ response data helped realign the accuracy of the reporting for these key offline marketing channels.” 

With Fairing’s help, Mando decreased “Other” responses by 3.12% which led to a 9.2% increase in their Podcast CPA. 

“We saw that relative to what we were spending on podcasts and influencers, there was a meaningful impact to our CPA. It gave us a better case to ask for more budget and internal resources.”

By surfacing what was previously hidden in the “Other” category, Fairing enabled Mando to credit high-performing channels, refine their attribution model, and gain the internal alignment needed to scale their efforts with confidence.

Auto Suggest That Drives Deeper Insights

Another key unlock for Mando is using Fairing’s auto suggest feature, a question type that prompts customers with show names as they begin typing. In Mando’s case, the prompt asked, “Which Podcast?” as a follow-up to their “How did you hear about us?” question.

“We only get so far with ‘podcast’ as a response. Auto suggest has been huge—it gives us show-level insights we just couldn’t get before.”

By standardizing open-text input and reducing ambiguity, auto suggest transforms messy qualitative data into structured, actionable insights—fueling smarter media planning and more confident attribution.

From Hidden Signals to Smarter Strategy

Fairing gave Mando something click-based data couldn’t: a complete picture of customer discovery across fragmented, simulcast, and creator-driven environments. What was once “Other” is now a strategic signal. With better visibility into the true source of customer discovery, the team:

• Avoided cutting shows that were driving real value via simulcast content

• Reinvested with confidence into top-performing creators

• Built a stronger case internally for budget allocation to hard-to-measure channels

Beyond just improving attribution, Fairing data also drives forward-looking strategy. The team uses insights to guide show renewals, identify new partnerships and spot brand mentions from complementary products like their sister company, Lume.

“Fairing helps us look under the hood. We’ve discovered relationships and audience overlaps we wouldn’t have seen otherwise. We know what got us here won’t keep us here. We have to evolve constantly—and Fairing helps us do that.”

Start measuring your offline marketing today - start a free 14-day trial of Fairing and see what attribution insights await.