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. 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 both CPP campaigns and ROAS campaigns. 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.

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.