tWIX
The Brief: TWIX tasked us to create a social campaign to highlight the pairing of TWIX with coffee, targeting Millennials (18-34) and Gen Z (13-18). The campaign needed to align with TWIX’s established playful brand identity while raising consideration and purchase intent among these audiences. By tapping into coffee-drinking rituals, TWIX aimed to position itself as a go-to treat during key coffee moments.
The Solution
Talent Selection: Cast Matt Cutshall and Alex Oliver, relatable influencers known for their comedic timing, to create authentic, influencer-led content. This approach complemented TWIX’s stylized brand voice with a fresh, personal, and humorous tone.
Content Strategy: Produced custom assets that showcased the duo’s comedic interactions, emphasizing how TWIX is the perfect coffee companion. The hero video featured Matt hilariously convincing Alex to swap his croissant for a TWIX while playfully debating the merits of left vs. right TWIX.
Execution: Collaborated closely with the talent to ensure the content felt authentic to their style and natural for the social space. A mix of asset types—Instagram stories, short-form videos, photo content, and long-form videos—was used to engage audiences across multiple touchpoints.
The RESULTS
Delivered over 19 million impressions and over 3 million views, with a 17% engagement rate, exceeding all benchmarks.
Instagram drove the highest results, contributing over 12 million impressions and 2 million video views.
The campaign resonated with audiences by feeling fresh, authentic, and native to social platforms, avoiding the pitfalls of inauthentic branded content.
By testing and iterating across different content formats, the campaign successfully maintained engagement and reached the target audience effectively.