Clear-aligner category hijacking campaign
Reach, leads, and conversion dashboard
In five months, a clear-aligner brand went from near-zero digital presence to owning the category — 17.5x ad ROAS, 1,000+ qualified leads, and 12M+ views.
Results
- 17.5xDirect ad ROAS on 4,000 spend units
- 5.6xTotal marketing ROI on 12,500 spend units
- 1,000+Qualified leads
- 12M+Total views across platforms
- 41,000+Website visits
- 200,000+Total engagements
- 70,000Total sales in currency units
- 3,000+Inbound messages
Overview
This brand targets the local clear-aligner market. The audience was ages 15–35 — about 4 million people active on social media and influenced by peers and creators. The primary goal was not just direct sales. It was category hijacking: making the brand name the actual synonym for clear aligners in customers’ minds.
The Challenge
- Near-zero digital presence at the start, with no brand recall.
- Intense competition from global and local alternative brands.
- “Clear aligners” was a generic product term that no brand owned in the market.
The Approach
- Three-phase, five-month strategy to move the audience from awareness to conversion, with a reach-and-frequency base of ~16 million impressions (4 million people × 3 views) before direct sales campaigns.
- Geographic and demographic split: 80% of budget to the capital and high-income areas, with four audience segments (youth, teens, parents, professionals) and tailored messages for each.
- Platform mix: 40% Instagram (visual hub), 30% Facebook (reach and leads), 20% Google and YouTube (trust), 10% Snapchat (younger youth).
- Category hijacking through content: strategic slogans that linked the brand name to the product category, plus a multi-tier influencer network (macro for reach, nano for communities, accredited doctors for medical trust).
- Documented the full treatment journey with nano-influencers on a weekly and monthly cadence, plus a parallel expert track led by technicians and dentists as the brand’s scientific backbone.
- Turned the website into a conversion engine: load time under 2 seconds, a two-field form (name and phone), mobile-first layout with a sticky WhatsApp button, and trust signals (doctor badges, before/after) next to the CTA.
- Conversion and retargeting: boosted the best influencer clips as paid ads for a low CPM, then retargeted anyone who engaged with early-stage content or visited the site.