Case
Omnichannel growth – Twice as Nice
Twice as nice & Hybrid
Twice as Nice wants to grow, both in their physical stores and online. They rely on Hybrid’s experts to generate extra webshop revenue and drive (new) customers to their offline stores.
Our Team as a Service approach is a win-win for Twice as Nice. The internal team can fully leverage our various expertise without additional overhead or input.

The client
Twice as Nice is no stranger to the retail and fashion landscape. The success story started in Antwerp, where the chain was founded in 1980 and grew into a franchise of over 50 stores in Belgium, the Netherlands, and Luxembourg.
Twice as Nice sells their own and purchased collections through their physical stores and various online channels. They are a reference for many shoppers in contemporary jewelry for every budget. As a result, their jewelry is not only attractive to wear but also to buy.
The assignment
Long-term growth within healthy parameters
Standing still is (also for Twice as Nice) moving backward. Their competitors are always looking for opportunities, so their team must constantly search for new ones. Together, we set new marketing objectives at the beginning of 2020 that would truly contribute to the long-term growth of the brand:
- Online growth within the existing advertising budget
- A ROAS (Return on Ad Spend) of 3
These objectives became the compass that guides our performance team’s direction.
The approach
The collaboration between Twice as Nice & Hybrid began in March 2020. At that time, we conducted our Performance Audit, where we mapped out the entire marketing and growth story of Twice as Nice. This Performance Audit served as the baseline and gave a better insight into the opportunities available to the retailer in the (post-)COVID era.
There were several growth opportunities that we immediately seized:
Google Ads: non-branded campaigns
The initial Google Ads campaigns appeared to be performing well. However, during the analysis, it became clear that 80% of the ad budget was allocated to keywords containing the term “Twice as Nice.” This meant that only 20% was spent on competitive (non-branded) keywords.
We redirected this high branded budget to non-branded keywords. This allowed us to reach new audiences. Our ads were shown to people who weren’t necessarily searching for Twice as Nice but were interested in the products and categories they sell.
Google Organic: additional keywords
The research also revealed that Google was an untapped area. Our search experts conducted a complete keyword study and mapped the existing positions. It became clear that the current keywords were underutilized, and there was minimal effort put into new terms.
Our content marketers took full advantage of this opportunity. They worked on new content to boost existing keywords and created texts and landing pages for new keywords. This helped increase Twice as Nice’s search rankings and visibility.

Webshop: Conversion Optimization
Next, our Performance Marketers took a deep dive into the entire webshop. During their ongoing CRO (Conversion Rate Optimization) experiment, they searched for new ways to make the existing platform perform better. Several A/B tests in Google Optimize ultimately provided more insights into the ideal placement of buttons, headers, and text.

Our Team-as-a-Service approach proved to be effective. The Performance Team increased the digital appeal and persuasive power of Twice as Nice. They can rely on a team with various specializations without needing to approach individual experts.
The result
The collaboration between Twice as Nice and Hybrid began in March 2020 and continues to this day. In the short term, we achieved several significant results:
- Twice as Nice now ranks for three times as many keywords, leading to a 20% increase in relevant impressions on Google within a year.
- The number of top 3 positions in search engines grew by 260%.
- In 2021, there was a 10% increase in transactions compared to 2020, with a higher average order value.
All our efforts also contributed to Twice as Nice’s set goals:
- Online growth within the existing advertising budget
- The revenue of the Twice as Nice webshop increased for the second consecutive year in 2021. There was a 12% increase in sales compared to the pandemic year of 2020 when online sales initially surged.

- A ROAS (Return on Ad Spend) of 3
ROAS in fashion companies is often difficult to maintain. However, the ROAS increased to unprecedented levels over a two-year period: from 0.38 to 2.32. This means that Twice as Nice’s ads are finally delivering results: every Euro spent generates 2.32 Euros directly in webshop revenue.

This significant increase is certainly not the endpoint of the collaboration between Hybrid and Twice as Nice. We continue to focus on organic growth and on-site conversions to drive further growth… and to reach the magic threshold of a ROAS of 3.

Performance Audit
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Frequently Asked Questions
Hybrid connects the right people to your digital projects. Thanks to our unique approach, our clients can stay agile, within their resources, and achieve maximum results.
Hybrid helps in various ways: we create a digital strategy tailored to your goals, drive traffic and conversions, visualize and analyze data, and build websites that truly work.
Hybrid is a registered service provider for the SME e-wallet. This means that SMEs can claim up to 30% reimbursement on the costs of online marketing and digital strategy advice.