Twisted Shotz originally positioned their brand to appeal to men, but learned through Facebook experiments that women had more interest. They shifted their brand to target women, with the idea that "Women Call the Shotz". Their social media campaign was very successful, generating over 20 million impressions and recruiting hundreds of thousands of fans at low costs. This led Twisted Shotz to launch targeted local campaigns, including in Houston, which helped drive a large increase in sales.

1. Case Study:
Twisted Shotz

2. Campaign Overview
When Twisted Shotz came to Groove in 2013, they were convinced that it was a brand
for men, and positioned the brand story to appeal to a male demographic. Even
product names (Porn Star, Buttery Nipple, Sex on the Beach, etc.) were created for a
male audience.
Facebook was the perfect place for us to experiment both strategically and creatively
within this brand positioning. We soon learned that women had more interest in the
brand than men, and our work evolved to reflect this. We have gone from a male-
centric party brand, to becoming the first women’s shooter brand in America.
Our whole campaign is now based on the idea that “Women Call the Shotz.”
Due to its success as a social publishing strategy, we have launched it as a targeted
ground-level campaign, with our first program to be launched in Houston. We’re
leveraging our learning on Facebook to build tangible brand awareness in
concentrated markets, and drive in-store conversion within those markets.
Twisted Shotz: Women Call The Shotz

3. Campaign Performance
• We recruited several hundred thousand fans and developed a compelling brand
story, driving white-hot engagement.
• Generated over 20 million ad impressions in less than two years
• Ads targeted at Women 21-50 in the U.S. and key priority U.S. states
consistently came in at $0.08 – $0.15 CPL (Cost Per Page Like)
• Averaged 15% ‘28 Days Page Engaged Users’ month over month engagement
• Armed with relevant consumer and shopper marketing insights, we created regional,
3-tier trade programs targeted to national grocery chains where these women shop,
including Wal-Mart and Ralphs.
• National accounts (like Wal-Mart) drove massive trial
• Sales jumped 400% over 12 months
• With this success, we launched a targeted trial program in Houston, TX (in the
Summer of 2015) that synchronized digital outreach with local POS, billboards,
radio, and events to drive in-store conversion.
• Over 25k Houston fans recruited at a price of $0.15 CPL on Facebook
• Strong sales spike in the Houston area during Q3 and Q4 2015
Twisted Shotz: Women Call The Shotz