The 4,000% Growth Story Behind a Challenger Oral Care Brand: Powered by Strategy, Storytelling, and Expert Optimization

Overview

This next-generation oral care brand was founded by two dentist sisters on a mission to make professional-grade whitening safe, gentle, and part of everyday self-care. Every product is backed by science, powered by better-for-you ingredients like nano hydroxyapatite, and designed with real-life concerns—like sensitivity and enamel health—in mind.

The brand launched on Amazon in late 2024 with a bold objective: to disrupt one of the most competitive CPG categories by replacing fear and clinical coldness with empathy and trust. Its breakthrough campaign, centered around the message “Take the dentist home with you,” stood out for blending professional credibility with a warm, human touch.

From a cold start, the brand quickly gained momentum as one of the fastest-rising challengers in oral care. Its storytelling-led strategy, developed in partnership with Incrementum Digital, continues to redefine what modern oral care can feel like: personal, empowering, and actually enjoyable.

The Challenge

Despite launching with a distinct value proposition and expert-backed formulation, this oral care brand faced steep hurdles entering Amazon’s highly saturated category:

  • Deep-rooted consumer loyalty to legacy players in the oral care space

  • Limited brand recognition and no historical sales data on Amazon

  • Emotional barriers tied to traditional dental associations, often perceived as clinical or intimidating

  • Lack of existing customer reviews and social proof to establish early trust

  • High CPCs and intense competition across whitening, enamel care, and sensitivity keywords

  • The challenge of repositioning whitening as a safe, everyday ritual rather than a harsh cosmetic procedure

These dynamics made it particularly tough to gain traction during the first Q4 season. To break through, the brand needed a strategy that could not only compete—but connect emotionally. That’s when they partnered with Incrementum Digital.

The Approach

PPC RESTRUCTURE & KEYWORD STRATEGY

We built the brand’s Amazon advertising framework from the ground up—segmenting campaigns by match type, brand intent, and ACoS targets. Exact match and long-tail keywords were prioritized to drive efficient conversions, while isolating high-ACoS and high-traffic terms allowed for tighter control over spend and scaling.

CREATIVE & COMPETITOR TARGETING

We developed humorous, lifestyle-driven creatives across Sponsored Brand videos and static ads, aligning each to specific keyword themes like whitening, sensitivity, kids, and enamel care. Competitor ASINs were strategically targeted during key buying periods, inserting the brand into highly relevant shopper journeys and capturing valuable digital shelf space.

SEASONAL CAMPAIGNS & PROMOTIONS

Custom creative campaigns were timed around peak Q4 momentum and seasonal shopping windows. From Black Friday through the new year, we deployed curated bundles, benefit-forward messaging, and video-first ads to boost click-through and new-to-brand conversions.

REAL-TIME OPTIMIZATION & TECH STACK

We used real-time dashboards powered by Amazon’s API, combined with keyword and behavioral insights from tools like Helium 10 and Amazon SQP Reports, to continuously refine our strategy. We monitored performance daily, adjusted budgets dynamically, and optimized placements, messaging, and creative sequencing based on live results.

Our Results

Awareness Growth: +4,108% increase in awareness-stage customers (2,281 → 96,024)

Branded Search Volume: +46% (1,718 → 2,504)

Consideration Shoppers: +58.4% (9,875 → 15,641) — outperforming top category brands

Conversion Rate: Held steady at ~12% across 82,000+ monthly sessions

New-to-Brand Growth: Significant lift in NTB sales driven by storytelling-led ad creative

Creative Impact: Highest CTR and CVR from “Take the dentist home” video variations