Case Study: Twilio achieves up to 10x developer readership and doubled qualified traffic with Stack Overflow Direct to Developer

Getting developers’ attention the right way

Twilio needed a way to drive new, qualified traffic to its technical documentation and tutorials without resorting to clickbait or broad social tactics that don’t resonate with developers. To reach engineers where they research and build, Twilio partnered with Stack Overflow and used the Direct to Developer advertising solution to find a cost-effective, developer‑friendly channel beyond SEO and social media.

Stack Overflow positioned Twilio’s documentation, videos and tutorials alongside relevant questions across Stack Overflow and technical Stack Exchange sites, so content appeared when developers searched related topics. The campaign doubled or tripled traffic to many articles and, in some cases, increased monthly readership by a factor of ten; engagement from Stack Overflow visitors matched organic search (time on site and pages per visit) and delivered qualified, affordable readers for Twilio.

Twilio

Troy Blanchard

Senior Manager