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After a successful pilot, Malouf expanded Angler across two of their brands, Malouf Home and Lucid, to optimize paid media spend on Meta and Google Ads. Angler is helping driving incremental growth by targeting the valuable 'moveable middle' audience, boosting both online and in-store purchases.
Malouf Home™ leads the furniture and bedding industry with a wide selection of innovative products, including furniture, mattresses, adjustable bed bases, pillows, sheets, mattress protectors, bed frames, and mattress toppers. Together with sister brands Salt Flat™ and Weekender™, Malouf™ commits to quality, pricing, and service through a comprehensive product catalog that satisfies a variety of customers. Malouf™ products are available in over 15,000 retail partner locations in the U.S., and its international team now serves over 56 countries. Malouf™, a Certified B Corporation®, was founded in 2003 by Sam and Kacie Malouf and is headquartered in Logan, Utah.
Lucid™ has been manufacturing mattresses since 2010 and is committed to providing affordable sleep essentials for kids’ rooms, guest rooms, and master bedrooms. Lucid™ products range from mattresses to pillows to comforters to adjustable bed bases.
Malouf Home and Lucid, both omni-channel retailers, rely on Meta and Google Ads to drive traffic to their online stores, though the bulk of their sales come from online-influenced in-store purchases. Following Apple’s iOS 14.5 privacy updates, the brands faced significant challenges in their acquisition marketing efforts, leading them to drastically scale back their paid media spend. Their campaigns shifted focus primarily to retargeting site visitors and past purchasers, but this approach yielded few new customers and increasingly high acquisition costs. Both brands operate e-commerce storefronts on BigCommerce, with their in-house engineering team managing browser pixel and server-side integration (C-API) to relay browsing and purchase events to Meta and Google Ads.
Malouf Companies started their 30-day free pilot with Angler AI on Lucid, where they wanted to run a prospecting campaign by excluding existing customers and CRM lists, the same way they used to target before iOS 14.5 changes, and wanted to optimize towards online and omni-channel ROAS.
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Malouf initially provided Angler AI with a BigCommerce API key for the Lucid Mattress stores, and separately installed the Angler tag via their Google tag manager. This enabled Angler to access their historical backend data, including order headers, line items, products, and customer information. This connection also allowed Angler to subscribe to both standard and custom events directly from their site. Following the success with Lucid, Malouf replicated this setup for their Malouf Home storefront. Additionally, they linked their Meta and Google ad accounts through the Angler AI web app, streamlining the integration across both brands.
With this setup, Angler implemented predictive CAPI, targeting the "moveable middle"—an audience segment likely to make purchases online or in-store after discovering the brand through ads on Facebook and Instagram. During the trial, their agency created a new Meta dataset for Lucid, allowing Angler to send predictive CAPI events to this new dataset while using the existing integration (main pixel) as a control for comparison.
The two-cell A/B test was launched, and by day four, Meta identified Angler as the early winner. However, recognizing the longer consideration cycle and the 72-hour delay for in-store purchases to reflect in BigCommerce, the team decided to scale both the challenger and control campaigns by increasing their budgets. By the end of the 14-day trial, the results were 91% statistically significant, with Angler delivering a 104% improvement in omni-channel ROAS and a 49% reduction in cost per order.
After the successful pilot, Malouf Companies subscribed to Angler for both Lucid Mattress and Malouf Home, enabling Angler’s predictive CAPI to send events directly to their main datasets. This integration allowed Malouf to scale their existing long-running campaigns and launch new prospecting campaigns with greater precision. Additionally, they extended Angler's integration to their Google Ads accounts for both brands, further optimizing their advertising efforts.
Angler AI has provided the easiest, most effective path to success in the DTC space. Their predictive C-API immediately cut our CAC in half and improved our LTV by high double digits, allowing us to profitably scale ad spend, resulting in increased revenue, traffic, and reach. Extremely happy with the solution and the team
Director of DTC
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