Supermetrics + divbrands

 divbrands is a direct-to-consumer (DTC) family of brands. They sell functional and lifestyle apparel to all major global markets. divbrands' business model is simple but unique since they develop brands, build their own supply chains, and sell their products exclusively through performance advertising channels. 

The results of their social advertising campaigns are fed back into product development so divbrands can refine their product portfolio to match the needs and interests of consumers.

However, when their paid social campaigns on other platforms began to stall, they needed to find new growth channels. This is where Twitter Ads came in.

David Gilmour is Lead Media Buyer for divbrands and he’s responsible for growing revenue via performance marketing campaigns. divbrands’ goal for Twitter Ads was cold prospecting, driving high-intent traffic to their store pages, and understanding which of their products performed well on Twitter.

David and his team develop all their creatives in-house and run like an internal performance marketing agency. They built their ad strategy around broad search, keyword targeting, and people who follow relevant Twitter accounts. David says, “We felt broader targeting would work the best on Twitter Ads. We also did some specific keyword targeting and in general fiddled with budgets, bids, and audiences to improve CTR and profitability. As we run a lot of campaigns, centralized data is essential and we use Supermetrics to help aggregate our performance marketing data for analysis and reporting.”