Comfrt
The pioneers of the viral Airplane Mode hoodie chose Snapchat to engage Gen Z via culturally relevant UGC storytelling. Smart campaign optimizations helped shorten the path to purchase and transform a seasonal lull into a period of breakout growth. Comfrt also collaborated with WorkMagic to validate Snapchat’s incrementality and impact, reinforcing the platform’s role as a key performance driver for DTC brands.
- Gillian Bell, Chief Revenue & Growth Officer, Comfrt
With a mission rooted in mental wellness and community, Comfrt has carved out space in a crowded DTC market by redefining what it means to wear comfort. From slightly weighted hoodies that feel like a hug to attention-grabbing color drops across adults, kids, pets, and home accessories, each piece is designed to support well-being — inside and out. In just a few short years, the brand has become a go-to for Gen Z and Millennials, with 93% of traffic coming from mobile — far surpassing competitors.
In support of efforts to diversify their social spend and shorten the path from inspiration to purchase, especially among the Gen Z shoppers driving much of Comfrt’s growth, the team looked to Snap—determined to build a new playbook where commerce, creators, and cultural storytelling come together to form a flywheel of community-led growth.
Comfrt embraced Snapchat-first campaign optimizations to drive performance, connect with Gen Z, and stand out in the crowded DTC market. By shifting from Target CPA to Max Bid, maintaining a high volume of creatives, and leaning into UGC-style ads that tapped into cultural moments, the brand drove meaningful engagement and rapid growth.
Ahead of summer travel season, the team deployed these new strategies to support the launch of the viral Airplane Mode hoodie with a diverse set of ads designed for the moment. The product quickly went viral, solidifying Comfrt’s position as a brand that understands how culture moves on Snap. Every impression became a moment of storytelling, helping the brand cut customers’ path to purchase to just 13 clicks—less than half the industry average.
Year to date, Comfrt has seen incredible results on Snap:
79% new customer rate 1
85% lift in new site visits 1
32% increase in revenue 1
Incremental ROAS over 3X 1
Through a new partnership with WorkMagic, Comfrt further validated Snapchat’s role as a high-performing, scalable growth channel with strong incremental impact. Even after doubling Snap spend, the performance and efficiency on Snap and the business’ overall financial health (measured in terms of Marketing Efficiency Ratio) remained strong, placing Snap in the same ballpark as Meta and Google.
By tapping into cultural relevance and community-driven storytelling, Comfrt transformed a seasonal lull into breakout success. And Snapchat, as the leading platform for sharing and connecting communities, amplified Comfrt’s vision of being a community-first social brand. demonstrating that the future of DTC growth lies at the intersection of creators, commerce, and community.
Building on the momentum of its successful campaigns, Comfrt is continuing to invest in learning and growth on Snapchat. With insights gained from WorkMagic’s incrementality testing and the proven impact of UGC storytelling, the brand plans to deepen its partnership with Snap: exploring new opportunities to measure and optimize incrementality with WorkMagic and collaborating with Snap Stars to craft authentic, platform-native content and expand its presence internationally.
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