Twice is a hybrid between traditional online retailers like Amazon and peer-to-peer
marketplaces like eBay. Twice buys and sells secondhand men’s and
women’s clothing, shoes, and bags. Based in San Francisco, this online store
makes it easy to sell secondhand clothing and makes buying used feel like
Twice sells unique secondhand items, meaning each product they sell is the
only one available. With Ampush, it wanted to overcome the challenges of
merchandising each individual product in a compelling way by using Pinterest.
Pinterest was a new channel with the potential to reach and convert new users.
Ampush used keyword search targeting for specific item terms as well as more
general search terms paired with multiple product shots demonstrating what
an outfit on Twice would look like. For example, if someone searched “jeans”
they would be targeted with creative showing jeans from Twice along with
other potential items to make an outfit.
The visual nature of Pinterest, the way the users engage with the platform,
and AMP’s management and targeting tools resulted in a:
• 33% lower CPA
• 4% reduction in CPC
• 12% increase in CTR
• 46% boost in conversion rate