Shapermint drives eight-figure revenue with AppLovin
Shapermint is a leading women's intimates and apparel brand operated by Trafilea, a global consumer-tech group that builds and scales DTC ecommerce brands. Shapermint alone accounts for over $80 million in annual performance ad spend. Trafilea takes a comprehensive approach to growth, owning the entire value chain. It develops its media buying technology and creatives in-house, manufactures its own products, and even hosts its brands’ websites on custom infrastructure optimized for load speeds and conversion.
With proprietary tools for attribution, media planning, and optimization, Trafilea monitors performance in real-time, ensuring every dollar drives a return. Its brands have earned consumer trust by combining fresh creative strategies with a rigorous approach to testing, and have been featured in publications like Cosmopolitan, InStyle, Glamour, and People.
Running ads in mobile games with AppLovin
As a highly growth-oriented company constantly exploring new ways to efficiently reach and convert customers, Trafilea partnered with AppLovin to run ads in mobile games for its flagship brand, Shapermint. The team launched CPP campaigns focused on driving a high volume of purchases on the same day a shopper clicks an AppLovin ad, and ROAS campaigns focused on driving the highest value orders—either more items or higher value items.
Within three days of launch, AppLovin was driving five-figure daily revenue for Shapermint, with 85% of purchases occurring within 1 hour of clicking an AppLovin ad.
Less than 2 weeks after launch, daily revenue driven by AppLovin had climbed to six-figures while achieving Shapermint’s CPP and ROAS goals. By the end of the first month, AppLovin had driven the purchases of nearly 90,000 items and was one of Shapermint’s top paid channels.
Testing a high volume of creatives
Trafilea takes a data-driven, high-volume approach to creative testing, tailoring ads to each marketing platform. The team produces hundreds of ad variations each month, with new concepts tested weekly against a control. Winning ads are iterated on quickly, often by testing new hooks on the same core video.
The team developed assets specifically for AppLovin in addition to leveraging the majority of their ads from other platforms. By ensuring campaigns had a high volume of creatives, they enabled AppLovin’s creative optimizer to select the best ad for each impression in real time.
They used strategies such as:
- Partnering with UGC creators across a range of body types, ages, and backgrounds to create ads that resonate across their diverse customer base.
- Opening videos with attention-grabbing hooks, like “Now that the men are actually gone, let’s talk about bras.”
- Using engaging, easy-to-read captions to maximize engagement (many users play mobile games with the volume off).
- Incorporating social proof, such as referencing the product’s virality on social platforms or highlighting the large number of 5-star reviews.
- Developing timely, seasonal creatives for moments like spring sales, Mother’s Day, and Valentine’s Day.
Alongside their traditional videos, Trafilea tested static videos—single-frame 15-second MP4s. These creatives performed well, sometimes capturing a higher share of spend than if all ads in the campaign were delivered equally.
Launching additional brands on AppLovin
Since launch, AppLovin has driven the purchases of over 600k units for Shapermint, amounting to eight-figure revenue, while maintaining a CPP and ROAS in line with goals.
Seeing strong results for Shapermint, Trafilea launched AppLovin campaigns for additional brands in their portfolio, Truekind and Spa Dr.
At Trafilea, we’re focused on building systems that scale—so when a channel consistently delivers strong results, we move quickly to double down. AppLovin has become one of our top performing digital marketing platforms, consistently driving a massive volume of purchases at an efficient price.We’ve launched several of our brands on the platform based on the performance for Shapermint, and the results make us very optimistic that we can replicate that success across our portfolio.- Massimiliano Tirocchi, Co-founder and CMO
Takeaways for advertisers
Test a high volume of videos on a regular basis to give AppLovin’s creative optimizer plenty of options to select the best ad for each impression.
Creating multiple variations on a core video, each with a different hook, can be an easy way to test more ads, leading to better campaign scale and performance.
In addition to testing as many videos as possible, use AppLovin’s Static Video Converter to turn static images into 15-second MP4s and run them across all campaigns.