Pura Cashmere hit 78% above its ROAS goal in month one
AppLovin became the third channel in Pura Cashmere's media mix, and validated itself before peak season
A luxury wardrobe brand that had outgrown its existing paid media channels.
Pura Cashmere is a luxury cashmere and cotton wardrobe brand with editorial coverage in Vogue and Condé Nast Traveller. The brand had a strong paid media foundation across Meta and Google, with both channels performing and real demand behind the product. Past a certain spend level, Meta was delivering more impressions against an audience that had already been reached, and Google was capturing intent that already existed without creating new demand.
A third channel that could reach genuinely new customers was the next requirement, and it needed to be proven before peak season, when Meta and Google get crowded and expensive.
Find the audience fit first, then build.
AppLovin is a performance marketing platform that reaches consumers through mobile app environments, outside the Meta and Google ecosystem entirely. AppLovin's end user matched Pura Cashmere's customer demographic almost precisely, and that kind of fit is rare. Most channel expansions require bending the creative or the targeting to make things work, but this one had the demographic alignment to skip that step.
CTC launched with creative that was already running on Meta, adapting it for AppLovin without building new assets from scratch. The logic was to validate that the channel works before investing in production. If the numbers hold with repurposed creative, the upside with purpose-built assets is even higher.
78% above goal, and a bigger story to come.
AppLovin results came in 78% above the ROAS goal in the first month live. Once the numbers held up to a second look, the conversation shifted from whether the channel worked to how to scale it without disrupting what was already performing.
What the results also revealed was that AppLovin isn't a pure new-customer acquisition channel. A meaningful share of performance came from retargeting, with existing customers encountering Pura Cashmere in a new context. Reaching customers across multiple environments reinforces brand trust and complements the new-customer acquisition happening at the same time. That multi-touchpoint presence, across social, games, and connected TV, builds legitimacy that a single channel cannot manufacture on its own.
Channel expansion done right means validating before you invest.
The Pura Cashmere engagement illustrates a principle that applies well beyond AppLovin: the best channel expansions start with audience fit, not production budgets. By launching with existing creative and letting the data speak first, CTC gave the brand a clear answer before committing to new production.
Phase two is now underway with creative built specifically for AppLovin's format and audience. What you've read here is what the channel can do before that work is done.
