Background
Toothsi, India's leading clear aligner brand, revolutionised smile correction with cutting-edge technology and over a decade of orthodontic expertise. Specialising in products for teeth alignment, oral hygiene, and whitening, Toothsi combines convenience and precision, offering customers the comfort of at-home scans. The brand ensures top-quality aligners crafted from FDA-approved materials and has garnered an impressive growth & brand recognition since its launch.
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Challenge Faced
Despite Toothsi's strong market presence and substantial investment in performance-driven ads, the brand faced challenges with high site traffic that wasn't translating into conversions or even leads for scan bookings. This non-intent-driven traffic led to a higher-than-anticipated Cost of Conversion and unsatisfactory ROAS. Despite significant interest in their offerings, the expected results weren't materialising, prompting Toothsi to reassess and optimise its audience targeting strategy.
Audience Strategy Undertaken
To optimise their ad spend and get qualified leads that would convert to sales, Toothsi collaborated with Xpert to leverage data-driven audience targeting. Xpert’s analysis identified key customer traits and behaviours, focusing on health and appearance conscious consumers who prioritise personal and oral hygiene. By targeting individuals with a history of purchasing complementary health and wellness products—such as water flossers, premium toothbrushes, specialised toothpastes, serums & mouthwash—Toothsi refined its targeting strategy. This enabled the brand to filter out non-serious buyers and concentrate its efforts on high-intent, premium customers more likely to convert.
Results Achieved
By leveraging Xpert’s hyperlocal audiences for the Delhi region, Toothsi saw impressive improvements in getting qualified leads. This targeted strategy led to a 50% increase in scan bookings, with an outstanding 144% rise in scans completed. Overall, conversions surged by 269%, as Xpert’s approach ensured the leads generated were high-quality and more likely to convert. This precise targeting not only elevated Toothsi’s return on investment but also enhanced customer engagement and satisfaction, underscoring the value of connecting with the right audience.
Inferences & Insights
Xpert’s ability to identify customer traits and buying behaviours at a hyperlocal level empowered Toothsi to optimise audience targeting and achieve remarkable results. This case emphasises the value of connecting with the right audience and generating quality leads, even if it means reaching fewer people overall. By focusing efforts on high-intent audiences and eliminating non-relevant traffic, brands like Toothsi can increase conversions, improve ad spend efficiency, and build long-term, sustainable growth.