The Context
TWICE is an oral wellness brand built on science-backed products and a belief in routine-driven health. The opportunity was clear: a well-formulated product, growing interest in the category, and a brand that people liked once they experienced it.
But the challenge was this: they weren’t being experienced enough.
The creative didn’t reflect the clarity of the product.
The ads weren’t performing like they should.
And the cost to acquire a new customer kept creeping up.
They didn’t need a new logo. They needed performance.
That’s where we came in.
What We Did
We focused on what matters most:
making the ads work harder — without compromising the brand.
1. Clarified the Offer, and the Audience
Before we touched a headline, we went back to the fundamentals.
We analyzed purchase behavior, historic ad data, website feedback, and customer reviews. Then we built a range of customer personas — not fluffy avatars, but sharp, testable hypotheses rooted in real data and real psychology.
Once we had a clearer picture of what drove a purchase (and what slowed it down), we rewrote the strategy from the ground up. Positioning, pain points, purchase triggers, and narrative.
2. Tightened the Creative
The early creative had polish — but not persuasion.
We developed modular campaigns designed to test message angles, formats, and hooks. We leaned into emotional friction, surfaced unmet needs, and showed the product in context — through testimonials, user-generated content, and direct-response ad formats.
We didn’t guess. We tested. Fast, clear, and constantly.
And when we found what worked — we scaled it.
3. Removed Friction From the Journey
Advertising doesn’t live in a vacuum.
So we looked downstream — optimizing landing pages, tightening copy, and aligning messaging across every stage of the funnel. We reduced bounce rates. Shortened time to purchase. And ensured the entire experience felt like it came from the same brain.
The Impact
More clicks turned into customers.
More customers turned into revenue.
And that revenue came with lower acquisition costs — not higher.
Because when the strategy is sound, the story is clear, and the creative actually connects — the numbers tend to follow.
What We Delivered
Why It Worked
No magic. No gimmicks.
Just a clear offer, persuasive creative, and a focused campaign strategy executed with care.
That’s how we help brands like TWICE grow — by treating advertising like a craft, not a commodity.
The Results
+174% increase in online store revenue
+41% increase in Facebook ROAS
+40% increase in website conversion rate
–36% decrease in cost per acquisition
