Wuffes is a Wyoming-based pet wellness brand that helps dogs live longer, healthier lives through high-quality, science-backed supplements available as a subscription. The brand is best known for its joint chews, formulated to support mobility, reduce discomfort, and improve overall joint health in aging dogs. All products are developed in partnership with Wuffes' veterinary advisory board and are available through the brand's website and major retailers like Chewy.
Scaling on Axon's ad platform with Day 0 and Day 7 campaigns
Wuffes partnered with Axon by AppLovin to run ads in mobile games, launching two campaigns focused on driving purchases and subscription signups on the day a user sees an Axon ad:
- CPP campaign focused on driving a high volume of purchases and subscription signups at Wuffes' target cost—an effective way to convert a lot of customers efficiently.
- ROAS campaign focused on converting shoppers who purchase higher value products.
Within the first week of launch, Axon was driving over one-third of Wuffes' daily DTC revenue.
96% of checkouts occurred within 24 hours of a user clicking an Axon ad, and 86% within 1 hour—evidence of the platform's ability to convert interest into action quickly and efficiently.
Building on this momentum, Wuffes launched campaigns optimized for Day 7 conversions to reach pet owners who spend more time researching products related to their dog's health. These campaigns drove higher AOV and were an effective complement to the Day 0 optimized campaigns.
“We've scaled a tremendous amount with AppLovin in a short period of time, and AppLovin has become a cornerstone of our marketing strategy. We measure its performance against the growth it drives toward our business outcomes and have a high degree of confidence in the results.”
Sam Venning, Founder
Driving conversions with emotionally resonant ads
Wuffes' video ads were built around a compelling emotional hook: improving dogs' quality of life. Many featured before-and-after footage of senior dogs struggling to go about their routines followed by clips of the same dogs running and playing after taking Wuffes supplements. This approach helped pet owners understand the benefits of the product while building trust through authentic, outcome-focused storytelling.
To keep creatives fresh and seasonally relevant, the team incorporated timely visuals—like dogs playing in the snow during winter promotions or wearing bunny ears for spring.
Additionally, Wuffes uses distinct branding with an attractive light green/dark green color palette consistently across its funnel, including in video ads, end cards, and landing pages. This creates a cohesive experience for shoppers and helps to build trust in the brand.
Efficiently driving purchases with a new channel
Since launch, Wuffes has driven tens of thousands of purchases with Axon while maintaining a ROAS and cost per purchase in line with their goals.
“Compared to our other paid channels, AppLovin is highly effective at getting new customers in the door, and those customers are driving significant value for our business.”
Sam Venning, Founder
