Tumble is a Los Angeles-based home furnishings brand known for its machine-washable, spillproof rugs. They're designed to handle everything from muddy paws to spilled juice, giving families and pet owners a practical way to keep their spaces looking great every day.
Turning AppLovin into a Q4 growth channel
Like many fast-growing DTC brands, Tumble had concentrated much of its paid growth in a small number of channels. Entering Q4 2025, the brand wanted to diversify its media mix, scale into periods of peak seasonal demand, and bring in a large volume of first-time customers.
AppLovin became an important part of that strategy by giving Tumble access to a new audience inside mobile games. During BFCM, Tumble used Universal campaigns to maximize conversions across new and returning customers.
In December, Tumble added Prospecting campaigns to target people who have not previously purchased from the brand's website. It also expanded from 15 creative sets to 48 across the two campaigns, each set able to hold up to 10 videos, 10 interactives, and 10 images, giving the system a broader range of creative to support the increased scale.
I think a lot of people would be surprised by how engaged that audience actually is. It's a great channel for using those minute-long UGC videos. And viewers get to really learn about your brand by watching that longer form content.
Scaling BFCM spend with Universal campaigns
Tumble approached BFCM with two Universal campaigns: an always-on campaign with evergreen ads and another built specifically around its holiday promotion. As demand increased, Tumble scaled both campaigns aggressively. On Black Friday, total AppLovin ad spend reached 6.5x Tumble’s pre-BFCM daily average.*
Performance strengthened even at that level of scale. New-customer D0 ROAS increased 15%, and new customers accounted for 93.7% of D0 checkouts, demonstrating the depth of AppLovin’s audience and Tumble’s ability to scale while maintaining strong returns.
Extending efficient new-customer growth beyond BFCM
After BFCM, Tumble quickly adopted AppLovin’s newly launched Prospecting campaigns to focus even more on first-time buyers, doubling daily spend on the campaign throughout December.
Despite that scale, Prospecting delivered a new-customer share 10% higher than Universal during the same period, along with 17% higher new-customer D0 ROAS and a 4% lower new-customer CPP. Efficiency peaked during Boxing Day week, marking the campaign’s strongest weekly new-customer D0 ROAS since launch.
By using Universal campaigns to capture BFCM demand at scale and Prospecting to sharpen its new-customer strategy, Tumble turned AppLovin into a Q4 growth channel that delivered both scale and new-customer efficiency.
AppLovin was a huge support for us, especially going into Q4 when we were really able to scale. It allowed us to diversify our media mix rather than rely heavily on just two or three other channels. We saw a large volume of new customers come through, so AppLovin did play a big role in hitting our growth goals.
*November 11–18, 2025
