Twist Broadband, a startup set on revolutionizing the home internet experience, partnered with DLA to attract customers in San Jose, California, and Bryan, Texas—building a strong foundation through a test market trial. Our challenge? Achieve their ambitious trial goals while simultaneously establishing the Twist brand—all in markets where traditional cable providers already had a stronghold on consumers. 

Utilizing insights inspired by frustrated cable customers, we developed a creative strategy to position Twist as a new and better way. Simply put, Twist is Wi-Fi that’s “Above and Beyond.” We awakened the community, provoking people to share their grievances with cable. We compared that experience to the better, easier alternative with Twist. Then, we rallied potential customers, galvanizing that community to switch to Twist. 

With Twist’s sworn enemy: the “Cable Snake.” This mischievous, anthropomorphic snake—made of real coaxial cable—lurked in customers’ homes, embodying hidden fees and complicated contracts. Our 360-degree integrated campaign brought the Cable Snake to life through bold, attention-grabbing activations. We launched larger-than-life OOH placements, including massive outdoor billboards and branded buses saturating the San Jose area. Ear-catching radio ads reinforced the message, while digital marketing efforts—spanning paid and organic social, search, display, and video—drove awareness and engagement. To amplify reach, we activated PR and media relations alongside strategic social media efforts, fueling conversation and word-of-mouth buzz around Twist’s disruption of the internet market. 

Within just four months in the market, we surpassed demand and lead generation goals ahead of schedule, exceeding the trial target by more than 20%—all while successfully launching a new brand. The campaign generated over 113 million media impressions during this period, driving strong awareness and engagement. Thrilled with the momentum, Twist extended the market trial by an additional three months to further capitalize on the increasing lead and conversion growth. The brand continues to gain media traction, securing television interviews in the tech space, while we refine and optimize digital campaigns week over week for greater efficiency.