Meta Performance Creative Twillory doubled revenue in just 12 months by creating a diversified, full-funnel content mix optimized for success by paid social efforts. 50% Increase in Revenue 58% Increase in New Customers 34% Increase in CTR The Overview Twillory, a performance menswear brand offering high-quality clothing at fair prices, came to MuteSix at the height of the pandemic looking to exponentially grow their business, with an emphasis on boosting customer acquisition, revenue, and efficiency. To meet their goals, they capitalized on MuteSix’s synergistic Paid Social and Creative services to build a diversified, full-funnel content strategy optimized for omnichannel success. The Strategy When Twillory came to MuteSix, they had not yet unlocked the potential of emerging content formats and trends. In order to meet their content needs and business goals, MuteSix’s Bespoke Production team worked in tandem with the agency’s Paid Social team, tapping into a wealth of robust performance data and channel-specific learnings to inform full-funnel creative solutions and build a more diversified creative library. Building Structured Iterative Creative Testing Across Paid Social to Solve Creative Formulas for Success On the Paid Social front, MuteSix concluded that structured iterative testing would be essential as they diversified Twillory’s content mix to ensure all new creative formats strategically aligned with the customer journey. To achieve this, MuteSix developed a product-based campaign structure–one acquisition campaign for each product line–and a content-refresh cadence. This allowed for easier scaling because, by simultaneously scaling multiple products with a customized creative testing pipeline, the agency was able to much more quickly gather robust key learnings, experiment with different creative formats, and shift strategy when necessary. With the arrival of new products, MuteSix launched new campaigns with product-specific lookalikes based on shoppers who were purchasing or browsing related items. Now having a more product-segmented campaign structure in-place, MuteSix was able to perform rapid-fire testing across all core products, and produce creative iterations that leveraged various video types, hooks, and sales sequences. Diversifying and Optimizing Creative Formats to Drive Maximum Full-Funnel Growth Prior to working with MuteSix, Twillory had not explored any content formats beyond static images and limited video types. When the brand signed onto their first production with the MuteSix team, they produced a UGC-format introduction video, which produced tremendous wins for the brand, and ultimately informed the evolution of their content strategy. Once MuteSix saw how well UGC (for acquisition) and native-looking whitelisting content (for remarketing) performed, the agency doubled down on the production of both. They underwent elaborate customer journey mapping, turning to Paid Social learnings and statistical testing to ensure all lower-lift content was optimized for maximum full-funnel success. For Twillory, the highest-performing mid-to-lower funnel content proved to be UGC, featuring a recurring set of influencers and content creators in a direct-to-camera testimonial format. After solving the winning equation for lower-lift content, they then applied their learnings to higher-budget branded response content, capitalizing on TikTok native trends. Such higher-lift content drove the most impressive upper-funnel wins, significantly boosting brand awareness and acquisition. The Bespoke Production team has since moved farther up the funnel with their strongest branded pieces of content, leveraging them for high-traffic top-of-funnel channels like YouTube. As a result of their robust iterative testing structure across Paid Social, Twillory evolved from limited-scope ad campaigns to an intricate, full-funnel content library boasting an abundance of creative from which they can pull to iterate fresh concepts for ongoing omnichannel success. Because of MuteSix’s signature synergy between Creative and Paid Social, as well as their impressive agility, the agency was able to identify creative opportunities for growth and make strategic pivots when necessary. The result is a vast library of high-performing, diversified content, optimized to drive considerable ongoing growth on the heels of a pandemic-induced lull. The Success As a result of MuteSix’s strategic creative framework implementation, Twillory enjoyed an astounding 95% lift in revenue despite pandemic-induced lulls in shopping behavior. Perhaps even more impressive, however, was how the brand’s content library proved robust and diversified enough to continue producing wins throughout 2022: 50% Increase in Revenue 58% Increase in New Customers 34% Increase in CTR Back View Next Case Study