Kind Patches is a wellness brand that makes wearable health patches to cover different needs, including sleep, stress, and energy. Since launching in late 2023, the brand has grown more than 20x, reaching millions of customers globally.
That growth is built on always-on experimentation. The team tests new products, creative, and ad channels to learn what works and quickly scale winners. With paid media running across several channels, Magnus Hjörne, Co-Founder and CEO, leads the business and relies on Triple Whale as Kind Patches' source of truth for understanding how each channel contributes to performance.
Measuring Snapchat’s new-customer impact alongside other channels
Kind Patches started advertising on Snapchat with the goal of acquiring new customers beyond the audiences it was reaching through its existing paid mix.
For a team investing across multiple channels, including Google, YouTube, TikTok, evaluating performance requires more than relying on each platform's own reporting. Every platform attributes conversions differently, making it difficult to compare results consistently and determine where paid media is driving growth.
Snapchat had a specific job for Kind Patches: bring in new customers. Magnus says Snapchat has delivered on that so far.
“You need a source of truth when running paid campaigns across Google, YouTube, Snapchat, and TikTok. If you rely on each platform’s own data, they’d tell you they’re driving more sales and overstate efficiency. That's where Triple Whale comes in. It’s our source of truth for managing our ad spend.”
With Triple Whale, Magnus could evaluate Snapchat against the two metrics that mattered most to the business: new customers and efficiency. The team also checks ROAS and spend across each channel every second hour.
Snapchat was bringing in new customers, but improving and proving the efficiency of acquisition is necessary before the team could increase its investment. Kind Patches wanted the signal it used to understand performance to also help Snapchat optimize toward the outcomes the brand cares about.
The opportunity was to take the measurement the team and its agency already trusted to evaluate Snapchat and put it to work improving Snapchat's performance.
"Sometimes you need to try new platforms to have a higher percentage of new visitors from your ads and reach new customers. Snapchat has had very good incrementality, and has brought a lot of new customers."
Snapchat and Triple Whale team up on third-party optimization
Using Snapchat’s third-party optimization solution built on Triple Whale’s Sonar Optimize, Kind Patches brought their Triple Whale attribution signal into Snapchat as an optimization signal. This enabled the ad platform to focus on the new customer conversion outcomes the brand cared about.
"Giving more data to Snapchat’s algorithm makes it smarter, so it spends money smarter and becomes more efficient."
Third-party optimization in Snapchat lets a business use its own attribution data to optimize for the performance goals it cares about, instead of relying only on the platform's signals. It also keeps the platform from grading its own work and helping the algorithm make more efficient spend decisions.
"For a channel like Snapchat, which is a challenger within the broader paid media mix, it's great to have a trusted third-party measurement partner that enables us not to grade our own homework."
How Kind Patches put Sonar Optimize to work
Start from a campaign that reflects day-to-day work
Kind Patches picked one of its regular Snapchat campaigns, along with its creative, as the starting point. It chose a campaign that’s typical of its everyday work, so the results would show how the team really runs Snapchat.
Test one change against Snap's standard optimization
Kind Patches shared its attribution data with Snapchat through Sonar Optimize. Snap built a mirrored treatment campaign where only the optimization source changed. The control used Snap's standard optimization and the treatment optimized for Triple Whale’s readout, a single setting chosen when the campaign is set up in Snapchat.
Because only the optimization differed, any gain traces back to that change. The test was launched and ran for a few weeks.
Let independent measurement judge the channel and guide it
Kind Patches began with performance and click-based reads of Snapchat, moved to independent attribution in Triple Whale, and then fed that signal back to Snapchat. Results were read in Triple Whale, not in the platform. Martin Kilp, Client Partner at Snapchat, describes the approach this way.
"We want to bid closer to true value across all channels, and that's exactly what we're doing with Triple Whale. We're not taking the Snap results at face value. We're having Triple Whale be the arbiter of where we're seeing value."
Read Snapchat against new-customer ROAS
Kind Patches reads Snapchat against new-customer ROAS. Once efficiency reaches a target on new customers, the team can scale budgets. The brand also uses each channel to learn which patches work where. Kind Patches sells patches for different needs, and finding the best fit for each platform is part of the testing plan.
Results: Higher blended ROAS with optimization based on Triple Whale
- 25% higher ROAS across new and returning customers than Snap's standard optimization
- 15% lower CPA than the control campaign
- 1 attribution signal judges Snapchat and helps guide how it optimizes
In a controlled split test, the campaign optimized for Triple Whale readouts delivered 25% higher blended ROAS across new and returning customers than the control. It also delivered lower CPA. Only the optimization source differed between the two campaigns. The reported lift covers new and returning customers together, while Magnus tracks ROAS on new customers as his scaling target.
The change is as much about how Kind Patches works with channels as about one number.
For Kind Patches, the lift validated the opportunity to use its source of truth to directly improve paid media outcomes. Triple Whale began as the reference for measuring Snapchat performance. It now also feeds into how Snapchat optimizes.
The test improved efficiency, and Snapchat still has room to grow. Any larger Snapchat budget depends on the platform getting efficient enough, and on Kind Patches adapting its own approach for Snapchat.
“With Triple Whale and Snapchat, we’re spending money smarter. Our new customer ROAS has improved, bringing us closer to the efficiency we need to confidently scale budgets.”
