Hismile

The objective

Putting smiles on dials by getting kits out of the store and into the home

Yellow is something that belongs to Coldplay, not our teeth, and that's exactly what Hismile aims to do with their at-home teeth whitening methods that give you all the glow without sensitivity. The brand turned to the TikTok community to start a conversation about better ways to brighten, driving users to their website to get their hands on the kits.

The solution

Brightening up performance by optimising for upper funnel

Before taking TikTok's recommendation, Hismile were only running conversion activity that optimised to sales or complete payments. Though the results were good, it didnt quite put as big of a smile on Hismile's dial as they would've liked.

TikTok then recommended running test campaigns that were optimised to audiences higher up in the funnel, or those in the 'add to cart' phase. Through a series of in-feed videos, Hismile leaned on creators to show their experience using its teeth whitening product as well as explaining the science behind what makes the product work.

The results

Sparkling sales numbers worthy of their own plaque

After implementing TikTok's recommendation, in just one day the brand saw ROAS double to and sales skyrocket, with over 500 products sold.

From this day onwards, Hismile has continued to scale at hyper speed. Over the period of Black Friday and Cyber Monday, the whitening brand's TikTok activity drove 39% of overall traffic, delivered 93% of all new customers and increased overall revenue by an astounding 28%. The success led to Hismile acquiring 9,905 first time customers directly attributed to TikTok last click.

Want to drive Cyber Weekend success for your brand? Check out the TikTok ANZ playbook for nailing the sales period.