Case Study: True Classic boosts incremental DTC and Amazon sales with WorkMagic

How Incrementality Testing Helps True Classic Evaluate and Scale New Ad Channels like Axon

True Classic, a leading menswear brand, faced the modern marketing challenge of conclusively evaluating the performance of new advertising channels to drive customer acquisition. They partnered with WorkMagic to find a data-driven method for assessing the true impact of the Axon by AppLovin platform.

WorkMagic implemented its automated incrementality testing to measure Axon's effectiveness. The solution revealed a significant hidden halo effect, showing a 3.14% lift in Amazon orders in addition to direct sales. The test calculated Axon's true incremental ROAS to be 3X higher than last-click attribution reported, and it became the second-highest performing channel. These proof-positive results gave True Classic the confidence to scale its daily ad spend on Axon beyond $100k.

True Classic

Bryan Cano

Head of Marketing