Omnichannel growth and digital empowerment for Twice as Nice with Hybrid

Background

Twice as Nice is not an unknown player in the retail and fashion landscape. The success story originated in Antwerp. The chain was founded there in 1980 and grew into a franchise of over 50 stores in Belgium, the Netherlands, and Luxembourg.

Twice as Nice sells its own and purchased collections through physical stores and various online channels. For many shoppers, they are the reference for contemporary jewelry for every budget. Their jewelry is therefore not only attractive to wear but also to buy.

The challenge

Standing still is falling behind (even for Twice as Nice). Competitors are lurking around every corner, so the team must continuously look for new opportunities. At the beginning of 2020, we set new marketing objectives together that 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 a compass that guides our performance team.

Why Hybrid Agency?

The collaboration between Twice as Nice and Hybrid started in March 2020 with an extensive Performance Audit. This mapped the entire marketing and growth story of the brand. The audit served as a baseline and provided a clear view of opportunities for further growth, especially in the (post-)COVID era.

Since then, Twice as Nice has worked with Hybrid via a Team as a Service approach, relying on a multidisciplinary team with diverse specializations—without having to contact individual experts each time. An efficient and flexible collaboration that delivers both strategically and operationally.

The collaboration

The existing Google Ads campaigns initially seemed to perform at a high level. However, the analysis revealed that 80% of the ad budget went to keywords containing the term “Twice as Nice.” That meant only 20% was spent on competitive (non-branded) keywords.
We shifted these high branded budgets to non-branded keywords. This way, we gained traction with several new audiences. Our ads are now shown to people who are not necessarily searching for Twice as Nice but are interested in the products and categories they sell.

The research also showed that Google was largely untapped. Our search experts therefore conducted a complete keyword research and mapped current positions. It became clear that existing keywords were underutilized and minimal effort was put into new terms.

Our content marketers fully leveraged this opportunity. They both boosted existing keywords with new content and created texts and landing pages for new keywords. This improved Twice as Nice’s search positions and impressions.

Next, our Performance Marketers reviewed the entire webshop. Through ongoing CRO experiments, they searched for ways to optimize the existing platform. Several A/B tests in Google Optimize ultimately provided more insights into the ideal placement of buttons, headers, and texts.

Results and impact

Our Team as a Service approach proved successful. The performance team enhanced Twice as Nice’s digital appeal and conversion power. They can rely on a team with different specializations without having to approach individual experts.

The collaboration between Twice as Nice and Hybrid, which began in March 2020, continues to this day. In the short term, several key results were achieved:

• Twice as Nice now appears on three times as many keywords, increasing relevant Google impressions by 20% in one year.
• The number of top 3 positions in search engines grew by 260%.
• In 2021, 10% more transactions were measured compared to 2020, with a higher average order value.

All efforts contribute to Twice as Nice’s predefined objectives:

• Online growth within the existing advertising budget: The Twice as Nice webshop revenue increased for the second year in a row in 2021, selling 12% more than in the COVID year of 2020, when online sales boomed for the first time
• ROAS (Return on Ad Spend) of 3: ROAS is often difficult to control in fashion companies. Yet it increased dramatically over 2 years: from 0.38 to 2.32. This means Twice as Nice’s ads finally generate returns: every euro invested brings €2.32 directly back to the webshop.

The future

This strong increase is certainly not the end of the collaboration between Hybrid & Twice as Nice. We continue to focus on organic growth and on-site conversions to grow further … and achieve the magical ROAS 3 threshold.

Conclusion

The collaboration between Twice as Nice and Hybrid demonstrates how a targeted, data-driven approach can make a difference in a competitive market. Thanks to the Team as a Service formula, Twice as Nice had a flexible and multidisciplinary team that could respond quickly across all digital fronts. The strong growth in search traffic, conversions, and ROAS proves that sustainable impact is possible—even within existing budgets. Together, we continue to build on Twice as Nice’s online success.