From Frosty Figures to Sunny Savings: How We Melted Snow's CPA by 35%
Over-reliance on repetitive UGC content
Creative stagnation
Escalating CPA nearing $77
Expiration of key influencer and UGC creator contracts
Lack of diversity in content
No whitelisting
With clean ingredients at the core of their products, Snow champions a holistic and painless approach to oral health, making a white smile accessible, affordable, and part of everyday self-care since 2017. In our partnership with Snow, we tackled the challenges in their user-generated content diversity and high Cost Per Acquisition (CPA), all to enhance Snow's brand reach and highlight their unique value proposition in the competitive oral care market.
Snow found itself at a crossroads, heavily reliant on user-generated content that had become too uniform, while facing CPA figures that were unsustainably high. This dilemma was exacerbated as the brand neared the expiration of crucial contracts with celebrity endorsers and UGC creators, risking a further narrowing of their creative pipeline.
So Snow struggled with key questions:
Snow recognized the urgent need for a creative and cost-effective marketing overhaul to not only refresh their content strategy but also to optimize their overall digital presence for better user engagement and retention.Inconsistent Customer Experience
We implemented a comprehensive overhaul for Snow, focusing on three pivotal areas: influencer whitelisting, innovative static content formats, and reinforcing successful user-generated content (UGC). This multifaceted approach was designed to amplify Snow's brand presence while addressing the challenges of creative monotony and high acquisition costs.
By gaining permissions for influencer whitelisting, we expanded Snow's visibility, leveraging the influencers' credibility and rapport with their audience. This not only diversified the brand's exposure but also brought new dynamism to its image.
The introduction of static formats tackled common misconceptions head-on, such as the high cost of teeth whitening, offering clear, concise information. This move enhanced customer education and engagement, setting Snow apart in the oral care industry.
By doubling down on effective UGC, we ensured a steady stream of genuine, relatable content. Re-engaging proven content creators revitalized Snow's content strategy, fostering a deeper connection with the audience.
Utilize the social credibility of influencers, extending Snow's reach and refreshing the brand image with new faces and authentic content.
Introduced static content formats to clearly address myths around teeth whitening, such as high costs, adding informative variety to the brand's communication.
Focused on re-engaging with creators of previously successful UGC, ensuring the diversity of authentic content, which reignited audience interest and engagement.
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