Spoonful of Comfort increases social prospecting scale by 2x
Spoonful of Comfort is a high-growth DTC company known for its care packages full of soup, sweets, and nostalgic comforts. Less tangibly, it’s a brand that helps deliver a human touch, especially when people are far apart. The concept began in 2008 at a kitchen table where its founder Marti Wymer assembled care packages not as a business plan, but as a positive outlet for grief. Mourning the passing of her mother after a sudden cancer diagnosis, Marti had the idea to send handcrafted soup to others in need of comfort. Today, Spoonful of Comfort has sent millions of care packages to console, inspire, and uplift their recipients.
Essential to Spoonful of Comfort’s story are customer stories. They’re authentic. Emotional. Believable. And Spoonful of Comfort has found a powerful way to share them through digital marketing strategies.
The Goal
Spoonful of Comfort has historically focused on Search ads to drive purchases of its care packages. The team wanted to diversify with new channels that would enable them to reach more customers and convert them efficiently. They recognized mobile games as a potential way to reach their audience when they are in a mindset to send a care package to a loved one.
The Solution
To expand their digital marketing strategy, Spoonful of Comfort partnered with AppLovin to launch two campaigns:
- ROAS campaign focused on converting shoppers who buy higher value care packages, such as packages with multiple days’ worth of meals, desserts, a blanket, a candle, and more.
- Cost per purchase (CPP) campaign focused on driving high purchase volume, including simpler care packages, at a target cost.
Both campaigns hit their goals early on, prompting Spoonful of Comfort to increase its investment in the platform—and increased the revenue generated on the platform to five figures daily within just two weeks from launch—while maintaining the same strong performance. ROAS campaigns emerged as the primary driver of Spoonful of Comfort’s optimal mix of performance and scale, so the team refined their strategy around a combination of D0 and D7 ROAS campaigns.
Creatively, the team was able to also create custom interactive end cards that helped visualize the variety and quality of items that come in Spoonful of Comfort’s packages.
“Search plays a big role in connecting us with people who are already shopping for a meaningful gift. What’s exciting about working with AppLovin is that we’re also reaching new audiences—people who may not have been looking, but who feel inspired to send something thoughtful. Being able to target messages outside of Search has made all the difference."- Megan Fulton, Director of Marketing
The Results
AppLovin became Spoonful of Comfort’s largest digital marketing channel outside of Search, delivering 2x the revenue of their prior largest social digital ads platform at a comparable ROAS. Additionally, 80% of purchases occurred within 24 hours of clicking an AppLovin ad, and 89% occurred within two days, demonstrating AppLovin’s ability to drive orders at scale in an efficient way.
“We didn’t expect mobile games to outperform Meta at this scale, but AppLovin has proven to be a natural fit. Because users spend more time with AppLovin’s ads, we’re able to tell meaningful, emotional stories about our care packages—and that connection is driving results.”- Carmel Segal, Paid Media Consultant