The Challenge
Before partnering with Avenue Z, TWICE faced a significant challenge in identifying their hero product, which in turn made it difficult for the brand to pinpoint their target customer persona and understand their purchase motivations. As a result, the brand faced both high cost per mille (CPM) and high cost per purchase, which hindered their efforts to grow their customer base. Additionally, while their initial content strategy had generated HQ creative assets for their product line, they lacked sufficient materials to effectively target new customers or reliably convert existing ones. These obstacles had left TWICE searching for a digital marketing partner who could help them overcome these barriers and take their business to the next level.
The Execution
To begin our digital marketing strategy, we took the crucial step of identifying the singular product with the highest potential for success. This allowed us to focus our efforts on a specific audience with a proven interest in the product, optimizing our chances of achieving profitable results. We then conducted extensive experiments with various content angles to identify the most effective approach, with the ultimate goal of reducing friction and optimizing the user journey. To ensure a comprehensive approach, we conducted both macro and granular creative tests, enabling us to optimize the onsite user experience and achieve superior results across every stage of the customer journey.
