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Aura House was built on the idea of romanticizing even the most everyday rituals by transforming living spaces with their clean, non-toxic home fragrances. Like most DTC brands, growth meant finding new customers and turning them into home fragrance enthusiasts.
After building a strong DTC following on Meta, Aura House hit the ceiling most performance brands eventually face. Their bottom of funnel channels were circulating the same audiences, and neither were creating net-new demand for the brand. Aura House needed a new channel that could reach entirely fresh audiences at scale.
“We were relying on Meta and Google and wanted to unlock an additional channel to reach incremental audiences and create more demand for Aura House. With Universal Ads, we were able to directly access premium TV inventory without added fees which translated into efficient new customer acquisition.” –Adriano Caccamo, Head of Growth, Pathfinder Brands
They came to Universal Ads with a clear goal: find new customers beyond their current digital channels without sacrificing efficiency.
To validate new customer acquisition through Universal Ads, we partnered with WorkMagic to run a geo-lift incrementality experiment. The result: an 18.1% lift in new customer orders.
Once the test proved a lift in incremental orders, Aura House launched a new campaign using the Universal Ads Pixel first-party in-platform measurement solution to track performance and optimize in real-time. Aura House layered on targeting segments through Universal Ads’ audience targeting capabilities to explore what drove more conversions.
They led with their core demographic, Women 30+, and tested against a range of high-intent audiences:
Hourly and daily in-platform reporting allowed Aura House to find their peak windows. Dayparting became a tactic that allowed them to run ads surrounding the time of day the UA platform highlighted driving the most efficient results.
In just four-weeks:
“When Universal Ads was running, the difference was evident. We have been doing this for two months and are seeing clear results across all channels.” – Adriano Caccamo, Head of Growth, Pathfinder Brands
CTV now accounts for 15% of Aura House’s total media budget, surpassing Google, and the channel is still scaling.
By combining the reach and scale of TV across premium content and social-like precise targeting, setup and measurement capabilities, Universal Ads proved its spot as a results-driven growth engine. The campaign demonstrated that TV isn’t just a brand awareness channel but a true performance channel that reaches incremental audiences at scale and holds its own next to search and social.
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