Ruggable Shifts Meta Ad Dollars to ShopMy Creators After Rapid Revenue Growth

Ruggable is moving a larger share of its advertising budget away from conventional performance channels and into creator-led commerce after reporting rapid sales growth through ShopMy. Lauren Sherman-Kaoud, Ruggable’s chief marketing and creative officer, told Modern Retail sister publication Digiday that the washable-rug brand has shifted about 10% of its overall spending since August 2025 from channels including Meta into brand-oriented investments such as influencers and connected television.

The company expects to increase that reallocated spending by another 15% to 20% in 2027, although Sherman-Kaoud did not disclose Ruggable’s total marketing budget. The change began during the 2025 holiday shopping season, when Ruggable removed more than $1 million from its Meta performance budget and directed it to creators working through ShopMy.

Ruggable said its ShopMy working media subsequently outperformed traditional advertising and TikTok as a conversion channel. According to Sherman-Kaoud, the partnership generated roughly $3 million in revenue during its first month; revenue doubled in the second month and tripled in the third. The company now works with hundreds of ShopMy creators, primarily under affiliate arrangements designed to produce scale and measurable conversions. Ruggable establishes requirements covering post format, content volume and featured products while giving creators latitude over execution.

The brand is also using ambassadors for collaborations and larger brand-building activations. Its named partners include food personality Dan Pelosi and media company Spread the Jelly. Ruggable is developing an internal ambassador program intended to build longer-term relationships with interior designers and other relevant creators. Sherman-Kaoud said the company is on track for an initial public offering within three years, increasing the importance of brand awareness alongside immediate sales.

The strategy arrives as digital sellers are refining promotions and performance measurement ahead of the holidays. During Amazon’s October 6–7, 2026 Prime Big Deal Days, Ponyflo founder Minsun Yoo said sales exceeded the hat brand’s goal by 40%, while Gemi generated more than three times its normal daily Amazon sales and lifted average order value nearly 50% through discounted fragrance bundles.

For video-commerce and direct-response marketers, Ruggable’s shift demonstrates how creator affiliates can function as accountable sales media rather than simply awareness programming. ConsumerEXP analysis: ShopMy’s reported revenue progression gives Ruggable a measurable reason to reduce weaker affiliate placements while retaining connected television and ambassadors for broader reach—but the company has not disclosed acquisition costs, margins or return rates needed for a full channel comparison.