Driving New Customer Acquisition for Parachute Home on AppLovin

Parachute Home wanted to expand its customer base but was experiencing stagnant performance in its existing channels. With the Black Friday/Cyber Monday (BFCM) season approaching, the brand faced the challenge of identifying scalable alternative platforms to reach new customers.

To address this challenge, Parachute Home partnered with WITHIN and brkfst.io. WITHIN’s Paid Media team identified AppLovin as a valuable channel, given its strong presence among women 35+. This demographic aligns closely with Parachute Home’s core audience of high-income homeowners and parents, particularly women in that age range. 

During BFCM, WITHIN launched a pilot campaign on AppLovin, first optimizing for cost per purchase (CPP) to quickly scale and drive early results. As the campaign gained traction, WITHIN tested both CPP and return on ad spend (ROAS) strategies side by side to evaluate the most effective approach for driving profitability and long-term performance. Since AppLovin’s video-driven platform is well-suited for UGC content, WITHIN partnered with its sister company, brkfst.io, to develop high-performing creative assets. To determine the most effective content and gain cross-channel insights, WITHIN’s team tested two content types: top-performing brkfst.io videos from Parachute Home’s Meta campaigns and the brand’s highest-performing branded videos from YouTube.

The campaign delivered strong results, positioning AppLovin as a highly effective platform for both customer acquisition and revenue growth. Click-through rates and average order value (AOV) on AppLovin outperformed Meta, proving its ability to drive high-quality traffic and conversions. After seeing success during BFCM, Parachute Home expanded AppLovin into its evergreen strategy, where it continued to drive first-time buyers and incremental revenue outside of peak promotional periods.