Imagine walking into a room and being greeted by a delightful, personalized scent that instantly lifts your mood. That's the magic Pura brings to homes and cars with their innovative smart diffusers. By blending artistry and science, Pura is redefining fragrance as a critical element of design, allowing users to create their own scentscape and make every space smell as good as it looks.

But as the brand grew, so did the challenge of efficiently reaching the right customers at the right time. To stand out and charm tastemakers in a competitive space—one where audience targeting is more challenging than ever—Pura needed a way to ensure that every marketing dollar was well spent, driving real conversions rather than just impressions.

Pura found a powerful duo in Shopify Audiences and Shop Campaigns. Combined, they helped Pura refine their targeting, optimize ad budgets, and gain full confidence in their marketing spend. 

With Shopify’s marketing tools, Pura was able to:

• Boost sales by 100%
• Increase average order value by 15%
• Reduce customer acquisition costs by 15-20%
• Double new customer growth

The challenge: Reaching the right customers without driving up costs

Between new and emerging data privacy regulations, the phasing out of third-party cookies, and changing consumer behaviors, cutting through the noise to reach shoppers is no easy feat (without incurring excessive costs). A changing, unpredictable market had made investing their advertising budget with confidence more difficult for Pura.

"As a brand operating in both D2C and retail channels, it's critical that we maximize the impact of every advertising dollar," says Danielle Mathews, Pura’s Senior Director of Integrated Marketing. "We needed a precise strategy to reach high-intent customers—and to capture and retain their attention amid a sea of competing messages."

Though Pura’s products resonate with a wide audience, the brand wanted to hone in on customers with that “finder factor”—tastemakers, interior designers, stylists, technology enthusiasts—who value fragrance not just for ambiance, but as an essential layer in curating thoughtfully designed spaces. Additionally, Pura wanted to improve their conversion rates by ensuring that potential customers had a seamless experience from ad to checkout.

After experiencing lackluster results from traditional marketing platforms, Pura was on the lookout for solutions able to deliver measurable results that mattered: higher sales at a set cost, and strategies that could scale and grow with the brand.

The solution: Smarter targeting and even smarter ad spend

With Shopify, Pura saw an opportunity to harness data-driven marketing with greater precision ensuring their ad spend reached high-intent customers who were actively in the market for their products.

Shopify Audiences gave Pura access to four distinctly powerful audience lists—Lookalike, Prospecting, Retargeting Boost, and Existing Customers Plus—derived from real Shopify shopper data. Instead of relying on broad demographic targeting, they could now zero in on customers actively looking for products like theirs. 

Together, these lists allowed Pura to effectively target receptive audiences on paid social platforms, improving key performance metrics like return on ad spend (ROAS) and customer acquisition cost (CAC), leading to a reduction in customer acquisition cost by 15-20% when leveraging these audiences in specific campaigns.

• Lookalike unlocked Pura’s ability to reach new customers who shared similar characteristics with their existing high-value customers. 
• Prospecting helped them identify and engage potential customers who were likely to be interested in their products. 
• Retargeting Boost allowed Pura to reconnect with visitors who had shown interest but hadn't yet made a purchase.
• Existing Customers Plus enabled Pura to streamline their ad spending by excluding loyal lifetime customers who don’t need persuading (but who can be used in remarketing campaigns to reengage other existing customers).

This multifaceted approach allowed Pura to engage customers across every stage of the journey—combining broad reach with targeted depth. Even better, the implementation proved to be refreshingly simple and efficient.

But targeting was just one piece of the puzzle. To ensure ads were placed in the right spots at the right times, Pura implemented Shop Campaigns—an automated acquisition tool that optimizes ad placements across Shop, Meta and Google.

All Pura had to do was set parameters and targets like CAC and ROAS to align with their budget and brand objectives, then let the tool work its magic behind the scenes. By saving time on tedious, day-to-day optimizations, Pura was able to focus on reaching new customers, nurturing existing relationships with existing ones, and driving sales.

One feature of Shop Campaigns that Pura was particularly drawn to was the focus on personalization in the mobile-first experience. With more customers browsing and buying on their phones, Pura leveraged Shop Campaigns’ seamless integration with the Shop app to serve relevant, engaging ads that felt tailored to each shopper’s preferences. 

This both improved conversion rates and created a frictionless path to purchase, making it easier than ever for customers to discover and buy Pura’s smart home fragrance products right from their mobile devices. “We know today’s customers expect and demand personalized experiences,” Danielle says. “And that’s what Shop Campaigns helped us unlock.”

The results: Growing sales, acquired customers, and confidence in marketing spend

Shop Campaigns was a game-changer for Pura’s bottom line. The brand increased both sales and acquired customers by 100% while raising their average order value by 15%. At the same time, focusing on the customer experience and delivering tailored offers helped the brand deliver on their goal to drive awareness, engagement, and brand equity with their target audience.

Black Friday and Cyber Monday (BFCM) were a standout success. Shop Campaigns gave Pura the ability to monitor their campaign performance in real time and adjust their strategies on the fly, helping the brand capture attention and conversions amid a frenzy of advertising messages. As a result, the brand saw a sharp increase in sales from Shop Campaigns during BFCM.

With Shopify, Pura saw results fast:

• >100% increase in sales
• >2x acquired customers
• 15% increase in average order value

Best of all, unlike traditional ad models that require brands to pay for clicks or impressions—regardless of whether they lead to a sale—Shop Campaigns ensured that Pura only paid for actual conversions. This diminished risk in their marketing spend and gave them the confidence to invest more heavily in their campaigns, knowing that every dollar contributed directly to revenue.

Converting intent into long-term success

Through strategic experimentation with Shop Campaigns and Shopify Audiences, Pura transformed a traditionally complex targeting process into an efficient, results-driven strategy. They didn't just optimize their ad spend—they set a new standard for their future marketing.

Pura is showing how marketing—just like scent—deserves to be more than an afterthought, but instead an intentional, skillful component of every company’s growth strategy.