Twizzy

OVERVIEW

Twizzy is a DTC eyewear brand selling polarized, UV-protected sunglasses at accessible price points (CAD $18 to $43) through twizzysunglasses.com. Despite strong UGC content and a trendy product line, the brand had no structured paid media strategy, inconsistent content themes, and no data from previous ad attempts. SA Media built the full paid media infrastructure from scratch: a three-phase marketing audit, Meta and TikTok ad campaigns, structured creative testing across three ad set strategies, and Facebook Pixel plus Conversion API installation.

THE BRIEF

Twizzy had all the raw ingredients of a scalable DTC brand: genuine UGC content, an affordable and visually strong product, and active accounts on Instagram, TikTok, and Facebook. The problem was structural. Previous paid ad attempts had produced no usable data. There was no audience framework, no creative testing methodology, and no tracking infrastructure. The owner was running everything solo and needed a complete system to grow sales volume and attract new customers consistently.

OUR APPROACH

1. 01

   Three-phase marketing audit. We conducted a full marketing audit across three phases: client research (brand, product, existing channels, UGC assets, Klaviyo email flows), audience research (primary persona: young women aged 18 to 34, fashion and lifestyle interests), and competitive analysis against Privé Revaux, Gentle Monster, Eyekonik, WMP Eyewear, and Meller. The audit identified the key gaps and formed the strategic brief for the ad build.

2. 02

   Meta ad creative structure and testing. We built three distinct Instagram carousel ad sets for structured A/B testing: Product Showcase (highlighting lens technology and frame quality), Lifestyle Showcase (fashion and social context), and Feature Showcase (UV protection, anti-reflective coating, polarization). Five Meta ad creatives were produced alongside multiple copy variations covering seasonal and lifestyle themes including autumn campaigns and festival-season hooks.

3. 03

   Audience targeting and offer strategy. We established an initial testing budget of $20 per day across two creatives. Early data showed ad views skewing male despite a female-primary product, which informed a split-testing decision across female-only, male-only, and combined targeting. We also developed an offer strategy analysis across four formats: Flash Sale 50% Off, BOGO Free, Buy 1 Get 1 50% Off, and Free Shipping, to identify the highest-converting hook.

4. 04

   Tracking infrastructure installation. We installed the Facebook Pixel and Conversion API on the Twizzy storefront, giving the brand its first reliable attribution layer for measuring actual purchase conversions from paid traffic, a foundational requirement for any profitable scaling strategy.

5. 05

   Twizzy After Dark: The Night of Vision. We took the brand offline with a co-branded SA Media x Twizzy x Eden night event in Toronto on 22 November 2024. We designed the full campaign, from posters, invites, and event flyers to short promo videos and a post-a-story-to-win social contest, and filled the room: 181 invited, 143 confirmed guests, and an 11-person waitlist.

SERVICES DELIVERED

KEY RESULTS