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Case Study | Diamond Whites

We’re Diamond Whites – Europe’s leading invisible aligner and teeth whitening brand.

“Word-of-mouth referrals, reviews and UGC are hugely powerful for our business. Before Herdify, we knew the impact they could have, but we didn’t know how to harness them to grow our customer base.

We found that it is 95% cheaper to acquire customers in Herdify areas - and most importantly, we acquired customers who will become our best advocates.”

Before Herdify

We were spending around £200,000 on ads each month, with no concrete evidence of how they were performing. It felt like a huge amount of money to spend, and in some ways like we were just throwing the money at the whole of the UK!

We were also confined by the fact that we also had a physical dentistry presence, so ideally we wanted to simplify the logistics for our dentists by not having customers spread out across the whole country.

After Herdify

We took Herdify’s data insights and used them to direct our ad spend more efficiently. Previously we’d tried to target all channels and all locations, which meant that despite being a healthy amount, our budget wasn’t really making a dent.

Instead, we focussed specifically on Herdify-recommended areas. With Herdify’s retail intelligence, we were able to plan our dentistry resources more efficiently and deploy our marketing budget in the right places. The results speak for themselves.

The numbers

  • 56% of sales came from Herdify areas (which equated to less than 5% of ad spend)
  • 95% cheaper to acquire new customers in Herdify-recommended areas
  • The annual cost for Herdify would be covered 12.5 times over in the very first month, based on performance

By targeting customers who have been exposed to Diamond Whites through word-of-mouth, we’ve been able to

  • focus our social media ads on those communities where we have the strongest brand advocacy
  • stop the guesswork that comes with social media targeting
  • find more customers who actually convert from social media advertising

Behind the scenes

We encourage referrals through a generous discount scheme, and our organic social media strategy is focussed entirely around user-generated content that rewards brand engagement and advocacy. We also hugely value the impact of positive reviews.

But until now, we’ve had no way of finding where this is happening in the offline world. Herdify’s AI technology has enabled us to detect offline word-of-mouth, and target our social media advertising to those areas.

Our social ads have acted as a nudge to those who have already received a word-of-mouth recommendation for our product. This has meant that more customers have converted through our social ads and we’ve significantly reduced acquisition costs.

Friends in conversation | Herdify

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Ignite your brand power: Why your offline community is the real influencer

“Social communities grow more powerfully offline, yet most marketing tactics tap into the online element. 92% of word-of-mouth – the single biggest influence on consumer buying behaviour – happens offline."

~ Ed Barter, Lead data scientist at Herdify

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