The 4,000% Growth Story Behind Made By Dentists: Powered by Strategy, Storytelling, and Expert Optimization
Overview
Made By Dentists is a next-generation oral care brand 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 made its Amazon debut in late 2024 with a bold goal: disrupt one of the most competitive CPG categories by replacing fear and clinical coldness with empathy and trust. Its breakthrough campaign, anchored by the line “Take the dentist home with you,” quickly stood out for blending professional credibility with a warm, human touch.
As word spread, Made By Dentists grew from a cold start into one of the fastest-rising oral care challengers on Amazon. The brand’s storytelling-led strategy, developed in partnership with Incrementum Digital, continues to reshape 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, Made By Dentists faced steep hurdles entering Amazon’s highly saturated oral care category:
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Deep-rooted consumer loyalty to legacy brands like Crest, Colgate, and Sensodyne
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Limited brand recognition and no historical sales data on Amazon
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Emotional barriers tied to the word “dentist,” often associated with fear and coldness
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Lack of existing customer reviews and social proof to build early trust
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High CPCs and stiff competition across whitening, enamel care, and sensitivity terms
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The need to reframe whitening as a safe, daily ritual, not a harsh, cosmetic treatment
These factors made it especially difficult to gain traction during the brand’s first Q4 season. To break through, Made By Dentists needed a strategy that could not only compete but connect emotionally. That’s when they turned to Incrementum Digital.
The Approach
PPC RESTRUCTURE & KEYWORD STRATEGY
We built Made By Dentists’ Amazon advertising framework from the ground up: segmenting campaigns by match type, brand intent, and ACoS goals. Exact match and long-tail keywords were prioritized to drive efficient conversions, while isolating high-ACoS and high-traffic terms gave us 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: whitening, sensitivity, kids, and enamel care. Competitor ASINs were strategically targeted during key buying periods, allowing us to insert the brand into highly relevant shopper journeys and win valuable 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
Revenue Generated: $280K+ in just 2 months — $145.9K in March, $134.4K in April
Blended TACoS: 46.5%, with $56K+ in organic sales
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