Snow Teeth Whitening is a pioneering oral care brand dedicated to revolutionizing the way we approach dental beauty and hygiene.
The Challenge
Snow was heavily invested in user-generated content (UGC), which though effective, had started to lack diversity in creativity. Simultaneously, the client was grappling with Cost Per Acquisition (CPA) figures that were creeping close to $77, putting a significant strain on their marketing budget. To add fuel to the fire, a majority of their contracts with celebrity endorsers and UGC creators were on the brink of expiration, further constricting their already narrowing UGC process. This trifecta of challenges meant a compelling and cost-effective solution was urgently needed.
The Solution
Three main strategies were introduced to tackle the client's challenges.
- Influencer Whitelisting: The first was to implement influencer whitelisting. This approach allowed the client to gain consent from influencers to run paid advertisements on their social platforms. This expanded the client's reach by leveraging the trust and connection the influencers had built with their followers, while simultaneously adding a fresh face to the brand.
- Introduction of Static Formats: To dispel common myths associated with their products, such as "Teeth Whitening is Expensive," the client introduced static formats. This not only added variety to the brand's communication but also provided clear, concise, and myth-busting information to potential customers.
- Doubling Down on Successful UGC: Recognizing the power of successful UGC, the client ensured its continuity internally. They went all in on previously successful UGC campaigns, re-engaging those creators who had already proven their value to the brand. This kept the engine of UGC running while simultaneously encouraging diversity in their content.
Results
The implementation of these three strategies had a transformative impact on the client's marketing efforts. The period from February 18, 2023, to June 17, 2023, saw a healthier blend of creatives and an impressively lower CPA. Specifically, the creative diversity introduced by influencer whitelisting, static formats, and a renewed focus on proven UGC contributors led to a 35% reduction in CPA when compared to the previous period. This highlighted the efficacy of the new strategies, reinforcing the value of creative diversity and targeted UGC in the brand's marketing toolbox.
35%
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