Comfrt, one of the fastest-growing apparel brands in the U.S., turned to WorkMagic to understand Snapchat’s true incremental impact across both DTC and TikTok Shop. With last-click attribution dramatically undervaluing Snapchat, the team needed a unified measurement foundation to guide scaling decisions.
Through WorkMagic’s two-phase lift testing program, Comfrt validated that Snapchat was a top-performing acquisition channel and found that Snapchat became even more efficient as they scaled spend to double their initial budget, revealing new halo effects and higher ROAS that weren’t visible at lower investment levels.
“Seeing over $2M in incremental revenue from Snapchat was eye-opening.
WorkMagic gave us a level of clarity we couldn’t get anywhere else, and that clarity is exactly what let us scale with conviction.”
About Comfrt
Comfrt is a direct-to-consumer lifestyle and apparel brand redefining what it means to wear comfort. From slightly weighted hoodies to cozy loungewear, kids and pet collections, and home accessories, each design is made to support your well-being — inside and out.
With a mission to provide a safe space for its community and support mental health organizations, Comfrt blends clothing with purpose. Rooted in connection and wellness, the brand has built a loyal following online and recently expanded to TikTok Shop to share its message with even more people through short-form commerce.
Comfrt wanted clarity in measurement before scaling Snapchat further
Comfrt partnered with Snapchat to engage Gen Z through UGC ads and cultural storytelling. Those campaigns — including the launch of the viral Airplane Mode hoodie — shortened the path to purchase and helped Comfrt turn a seasonal lull into breakout growth.
But as Snapchat’s impact grew, critical questions arose:
How much incremental revenue was Snapchat actually driving?
Can the channel scale past their current budget without diminishing returns?
Does Snapchat create a halo effect on TikTok Shop?
To answer these questions with precision, Comfrt turned to WorkMagic.
A WorkMagic-designed two-phase incrementality testing program to benchmark Snapchat's potential
Comfrt partnered with WorkMagic to implement a two-phase incrementality testing program to measure Snapchat’s real value at scale.
Phase 1: Initial Benchmarking Holdout Test
An initial 21-day geo-based holdout test measured Snapchat’s incremental contribution to the brand’s store. Here's what the team learned:
Snapchat was a strong driver of incremental sales, accounting for 6.8% of total DTC sales and delivering incremental ROAS over $3.00. Among awareness-focused channels, Snapchat's iROAS was a strong second, suggesting there was headroom for growth before hitting diminishing returns.
At the same time, the team found that last-click reporting had been underreporting Snapchat's performance by up to 63%, further strengthening the team's resolve to shift to a unified measurement approach with incrementality at its core.
Notably, this initial test did not detect incremental lift on TikTok Shop. At the original spend level, Snapchat was not yet generating a measurable halo effect.
This test delivered a clean baseline and allowed WorkMagic to calibrate the attribution model Comfrt used for day-to-day spend decisions.
Phase 2: Scale-Up Test at 2× Spend
With those results in hand, Comfrt made the call to double Snapchat spend and test how performance held at scale.
WorkMagic ran a second incrementality test at nearly 2× the original investment to evaluate channel behavior under increased pressure. The results exceeded expectations.
Comfrt doubled their Snapchat spend while improving iROAS by 12%
While most brands would expect a dip in performance as they scale spend on a channel, Comfrt's results on Snapchat surprised everyone.
As the brand doubled their spend, iROAS held steady and ultimately improved by a further 12%. A key reason for this improvement in iROAS? Comfrt was now seeing a halo effect of their Snapchat ads on TikTok Shop.
The key unlock: Halo effect on TikTok Shop
The second test revealed something the first phase did not: $0.50 of Snapchat's iROAS came from incremental TikTok Shop sales. In other words, every dollar spent on Snapchat also generated $0.50 in incremental revenue on TikTok Shop, on top of the ~$3 it generated on DTC.
Snapchat's revenue impact on Comfrt:
WorkMagic played a critical role helping Comfrt validate the true value of Snapchat within its media mix. By establishing a causal measurement baseline, the team confirmed at least $2M in incremental revenue relative to the earlier test period and uncovered meaningful improvements in iROAS along with a sizable TikTok Shop halo effect.
With these insights in hand, Comfrt gained the confidence to treat Snapchat as a core acquisition channel — one capable of rivaling other platforms on efficiency while generating measurable impact beyond its DTC storefront.
What’s Next
With two completed lift tests and a fully calibrated attribution model, Comfrt now had a clear blueprint for scaling Snapchat with confidence. The team can see exactly how Snapchat drives incremental lift across both DTC and TikTok Shop, how the channel behaves as budgets rise, and where diminishing returns do — or don’t — appear.
In the end, WorkMagic delivered what Comfrt values most: speed, accuracy, and a roadmap for scalable, profitable growth. Snapchat didn’t just prove its value — it became even more effective as Comfrt scaled.
Ready to learn more about incrementality testing and Snapchat? Book a demo with WorkMagic.