The Woobles beats incremental ROAS goal by 36%
The Woobles makes beginner-friendly crochet kits designed to teach people how to crochet through fun projects with easy-to-follow instructions. Founded in 2020 by husband-and-wife team Justine Tiu and Adrian Zhang, The Woobles is rooted in a belief in the confidence-boosting power of learning a new skill. Each kit includes fray-resistant yarn, step-by-step tutorials, and all the tools needed to complete an adorable animal or character—making learning a new skill more accessible and less intimidating.
After a successful appearance on Shark Tank, the brand has continued to grow rapidly, and with it, a passionate community of new and experienced crocheters.
Launching campaigns on AppLovin’s platform
The Woobles partnered with AppLovin to run ads in mobile games, launching cost per purchase (CPP) and ROAS campaigns aimed at driving purchases on the same day users click an AppLovin ad. To broaden their reach, the team added Day 7 campaigns to capture shoppers who spend more time considering a purchase.
AppLovin’s full-screen video ads, followed by multiple interactive screens, enabled The Woobles to create an engaging experience that introduced their characters and kits in a playful, memorable way. The ads highlighted both their original animal characters and licensed collaborations—with characters from Lord of the Rings, Squid Game, Harry Potter, and more—through a fun visual style using bold, cheerful colors.
In the first month of launch, The Woobles had driven thousands of purchases with AppLovin.
Validating impact with an incrementality test
To understand the true incremental value driven by their AppLovin ads, The Woobles partnered with Haus, a self-serve platform that helps brands configure regional test-and-control experiments to isolate and measure incrementality.
Haus helped the team design a GeoLift test—tracking both DTC and Amazon sales data—to measure the incrementality of AppLovin across omnichannel sales. The test was structured as a 2-week experiment from May 21 to June 5, 2025, with a 1-week post-treatment window to capture any delayed conversions. It ran at the state level with a 20% holdout and used DTC New Customer Net Sales as the primary KPI.
The test revealed that AppLovin drove a 13.8% lift in DTC New Customer Net Sales, with an incremental ROAS 36% higher than The Woobles’ target. On Amazon, AppLovin drove a 1.49% lift in New Customer Net Sales, demonstrating the platform’s ability to influence purchases beyond The Woobles’ site.
Reinforcing impact with Northbeam
The Woobles leveraged Northbeam’s multi-touch Attribution platform to measure AppLovin’s performance alongside its entire marketing mix. According to Northbeam data, AppLovin outperformed The Woobles’ largest paid social platform across key metrics including:
- 12% higher ROAS
- 17% higher New Customer ROAS
Using Northbeam 2.0, The Woobles was able to measure the percentage of New Customers and found that AppLovin outperformed their largest paid social channel—94.9% of customers were first-time buyers.
Additionally, AppLovin drove an AOV 14% higher than The Woobles’ largest paid social channel, further demonstrating the high value of mobile gaming audiences.
“We’ve achieved exceptional incremental results with AppLovin. Not only are we tapping into a completely new audience in mobile games, but the customers we’re getting are driving significant value for the business. It’s already one of our top channels, and following the incrementality test results that were validated by MTA data, we’ve scaled up our investment on the platform and expect it to play an even bigger role in our growth going forward.”- Greg Dalby, SVP of eCommerce
Since launch, The Woobles has driven the purchases of tens of thousands of kits and AppLovin has become one of The Woobles’ top 3 paid channels.