Twang
INDUSTRY
Consumer Packaged Goods
PLATFORMS
"Discovering Shuttlerock has opened the door for us to do so much more with our creative content, things we couldn't afford to do previously."
150+
Creative Assets Delivered
5
Digital platforms
Edmundo Macias
Director of Marketing, Twang Partners
Twang ups their social advertising game by making video their flavor of choice
As their name suggests, Twang is all about packing a punch. For more than 30 years, the family-run brand has been producing a range of flavored salts and seasonings that give beverages and meals an added layer of flavor—delivering a knockout blow to adventurous taste buds.
Looking to take this punch-packing attitude and apply it in the social advertising arena, Twang encountered a challenge: the creative assets they were running lacked the high-energy, impactful quality that is so central to the identity of their brand. This was largely due to the fact that they were mostly utilizing static image assets that were limited in what they could do visually. These image ads also struggled to engage audiences within the video-dominated environments that they were placed.
To overcome this challenge, Twang decided to start focusing their efforts into video, turning to Shuttlerock to help them do so.
Unlocking the power of video, without breaking the bank
The main factor preventing Twang from producing video creative in the first place was the high price tag that it comes with. Video ads have traditionally been associated with creative agencies who charge high fees due to the time and resources that go into their productions. This association often leads brands such as Twang to avoid video.
Shuttlerock, on the other hand, is not a traditional creative agency, it is a Creative as a Service (CaaS) solution that fits the needs of Twang, a brand that conducts the vast majority of their advertising efforts via digital channels. Twang doesn’t only require video; they need video at scale, and they need it delivered quickly and regularly. They need it for various product offerings, various audiences and various platforms. This is the creative equation for success on digital: scale, speed, quality and affordability.
Twang is able to achieve all four with Shuttlerock, thanks to processes such as:
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Repurposing existing assets
Instead of creating video from scratch, Shuttlerock enables Twang to repurpose their existing imagery—transforming them through animation into eye-catching video. This approach helps to keep costs low whilst also making the production process faster and more scalable.
2. Integrating dedicated creative tech
Rather than relying on outdated collaboration tools such as email and file transfer platforms, Twang can brief, revise and ultimately deploy their creative more efficiently by making use of ShuttlerockCloud, a dedicated creative technology platform.
Optimized for any platform and localized for any market
Along with having video creative that captures attention and highlights the bold identity of their products, Twang also needed to ensure that their creative is aligned with their media plan.
Twang runs cross-channel campaigns spread on Facebook, Instagram, TikTok, Pinterest and YouTube. They’ve also started running Spanish ads alongside English in order to better connect with the hispanic populations in Texas and southern California. Both optimization and localization is made easy with Shuttlerock, Twang doesn’t have to stress about meeting specific creative best practices or worrying about translations—it’s all taken care of.
Continuing growth with the power of creative
As Twang continues to grow by developing new partnerships and expanding their product range, so too will their creative requirements. With Shuttlerock on board, they now have a creative solution that they can turn to in order to produce high volumes of video assets, with each built to the highest quality.
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