Contact Lenses
•
Singapore
TWOOAK is a premium contact lens brand based in Singapore, now part of the Goldbell Group. After its acquisition in 2023, TWOOAK faced a major operational gap — the original marketing team had exited, leaving only one junior marketer to manage all advertising and email campaigns. The brand was spending heavily on freelancers and agencies without seeing meaningful returns.
“We can now focus on improving our product, while Needle drives growth.”
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Casey Ng
Co-founder, TWOOAK
Without a cohesive strategy, TWOOAK’s marketing efforts were stretched thin. Multiple agencies and freelancers ran disconnected campaigns, driving inconsistent performance and ballooning monthly marketing costs.
Reporting was fragmented, testing was slow, and creative quality varied widely. The single in-house marketer was under pressure to meet ambitious efficiency goals without the right tools or expertise.
Needle's platform consolidated TWOOAK's fragmented marketing operations and rebuilt them systematically within the first month.
The system reset the entire Meta Ads and email ecosystem, establishing clean campaign structures, consistent creative frameworks, and unified reporting. Instead of one-off, disconnected efforts, Needle's automated growth loop delivered strategy, creative, launch, and learning in rapid weekly cycles, ensuring continuous improvement and momentum.
Needle's unified platform replaced the costly, uncoordinated mix of agencies and freelancers. From top-of-funnel UGC ads to bottom-funnel press features and seasonal emails, the system optimized every touchpoint to drive measurable growth. All of it polished and reviewed by humans to meet the brand's visual signature.
In just a few months, Needle helped TWOOAK cut CPO (cost per order) by more than half, reaching its revenue goals twice as fast as projected.
Marketing efficiency skyrocketed, achieving a peak MER of 41× and maintaining above 10× MER even during active testing cycles.
Top of funnel
UGC Video
Evergreen content
Email Newsletter
Bottom of funnel
Image Ad
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