Wuffes grows DTC revenue by more than 30%

Wuffes is a Wyoming-based pet wellness brand that helps dogs live longer, healthier lives through high-quality, science-backed supplements available as a subscription. The brand is best known for its joint chews, formulated to support mobility, reduce discomfort, and improve overall joint health in aging dogs. All products are developed in partnership with Wuffes’ veterinary advisory board to ensure its formulas are effective and safe.
Since founding, Wuffes has earned the trust of pet owners seeking proven, veterinarian-approved solutions to common health issues. Its products are available through the brand’s website and major retailers like Chewy.



Scaling on AppLovin’s ad platform with Day 0 and Day 7 campaigns

Wuffes partnered with AppLovin to run ads in mobile games, launching two campaigns focused on driving purchases and subscription signups on the day a user sees an AppLovin ad: 
  • CPP campaign focused on driving a high volume of purchases and subscription signups at Wuffes’ target cost—an effective way to convert a lot of customers efficiently. 
  • ROAS campaign focused on converting shoppers who purchase higher value products, like joint supplements for larger dogs or a 90-day supply rather than a 30-day supply, or more items, such as fish oil in addition to joint supplements.
Within the first week of launch, AppLovin was driving over one-third of Wuffes’ daily DTC revenue. Wuffes sustained strong purchase volume from its AppLovin ads, establishing the platform as a key growth driver. 96% of checkouts occurred within 24 hours of a user clicking an AppLovin ad, and 86% within 1 hour—evidence of the platform’s ability to convert interest into action quickly and efficiently.
Building on this momentum, Wuffes launched campaigns optimized for Day 7 conversions to reach pet owners who spend more time researching products related to their dog’s health. These campaigns drove higher AOV and were an effective complement to the Day 0 optimized campaigns.

We’ve scaled a tremendous amount with AppLovin in a short period of time, and AppLovin has become a cornerstone of our marketing strategy. We measure its performance against the growth it drives toward our business outcomes and have a high degree of confidence in the results.
- Sam Venning, Founder


Driving conversions with emotionally resonant ads

Wuffes uses distinct branding with an attractive light green/dark green color palette consistently across its funnel, including in video ads, end cards, and landing pages. This creates a cohesive experience for shoppers and helps to build trust in the brand.


Wuffes’ video ads were built around a compelling emotional hook: improving dogs’ quality of life. Many featured before-and-after footage of senior dogs struggling to go about their routines followed by clips of the same dogs running and playing after taking Wuffes supplements. This approach helped pet owners understand the benefits of the product while building trust through authentic, outcome-focused storytelling. 
To keep creatives fresh and seasonally relevant, the team incorporated timely visuals—like dogs playing in the snow during winter promotions or wearing bunny ears for spring.


Wuffes’ end cards played an essential role in driving conversions. Many of Wuffes’ end cards spotlighted the veterinarians behind its formulas, reinforcing the product’s credibility and science-backed approach—especially important for a premium product which starts around $39 and goes up to over $100.


Efficiently driving purchases with a new channel

Since launch, Wuffes has driven tens of thousands of purchases with AppLovin while maintaining a ROAS and cost per purchase in line with their goals. 

Mobile games are a powerful way for us to reach new audiences and convert them at an efficient cost. With our AppLovin ads, we’re able to more comprehensively educate pet owners about joint pain in dogs and how our products can help. Compared to our other paid channels, AppLovin is highly effective at getting new customers in the door, and those customers are driving significant value for our business.
- Sam Venning, Founder

Takeaways for advertisers
Continuously test a high volume of creatives to give AppLovin’s creative optimizer more options to choose the best ad for each impression in real time.
Use seasonal ads in campaigns while keeping evergreen versions live to maximize campaign performance.
ROAS and CPP campaigns target different subsets of customers—test them to find the right mix according to your business objectives.