SOLUTION

To tackle the challenge, Revmo started by gathering proof points of why Supersmile had a better value proposition than its competitors. Since the product is in the Luxury Beauty category, which doesn’t provide bullet points on the detail pages, Revmo had to really focus and convey Supersmile’s value through product imagery, A+ Content, and the Brand Store. The Brand Store was going to be especially important to our goals, and we wanted to really show the depth and breadth of the brand and its products. The toothpaste category tends to have a high repeat-purchase rate, so our strategy was to sacrifice direct ROAS in the short term to entice as many new-to-brand customers as possible. This strategy would compound the number of monthly subscribe-and-save customers we had each month, leading to consistent growth. Once new shoppers were converted, we knew that over 50% would purchase more than three times, adding lifetime value of the customer into the equation. We leaned into the long-term potential, sacrificing short-term profitability in exchange for customer acquisition.