The Woobles validates AppLovin twice, reaching iROAS 62% above target

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, 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. Since launching in 2020, The Woobles has grown into one of the most recognizable names in craft kits

The Woobles runs ads on AppLovin to reach mobile gamers at scale. AppLovin's full-screen video ads followed by interactive end cards let The Woobles showcase its characters and kits in a playful, interactive experience, helping the brand drive thousands of purchases in its first month on the platform.

A second test, a higher bar

The Woobles first measured AppLovin’s incremental impact in 2025 through a geo-holdout test with Haus. Focused on DTC alone, the test delivered an iROAS 36% above target and a 13.8% lift in DTC New Customer Net Sales. Since that first test, The Woobles launched more tailored interactive creatives and scaled significantly. With a larger budget allocated to AppLovin, the team wanted a second incrementality read. This time, the goal was not only to validate whether AppLovin was driving incremental growth, but to understand how efficiently it could do so at greater scale and across the full business.

Measuring omnichannel impact across DTC, Amazon, and Walmart

In 2026, The Woobles and Haus ran a second geo-holdout test to measure AppLovin’s incremental contribution across Amazon, DTC, and Walmart.

The test ran at the state level with a 20% holdout. It ran for four weeks followed by a one-week post-treatment window. The primary KPI was omnichannel revenue across Amazon, DTC, and Walmart.

AppLovin delivers iROAS 62% above target

The 2026 test showed AppLovin delivered iROAS 62% above The Woobles’ target and drove approximately $158K in incremental revenue during the test period across Amazon, DTC, and Walmart.

The strongest contribution came from DTC, where AppLovin drove a 6.80% lift across new and returning customers. Amazon and Walmart also showed positive halo effects, confirming that AppLovin's influence extended well beyond The Woobles' owned site.

Validated twice, with stronger results at scale

By testing the channel twice with Haus, The Woobles built a highly credible view of AppLovin’s role in its media mix. The first test validated AppLovin’s incremental impact on DTC sales, while the second showed that impact extended across the broader business, including DTC, Amazon, and Walmart.