HiSmile is an at-home smile care brand founded in Australia ten years ago. The company began its journey with teeth whitening, then grew into a mini-empire of smile care, making it trendy. In this blog post, I will uncover their marketing funnel from my perspective and some tools they used to achieve great results. Currently, the main Instagram Account has 1.6 million followers, and the TikTok account has close to 5 million followers.

What’s so Unique about their brand marketing? Maybe it is the bright minimalistic packaging, many crazy flavours, or viral advertising. It is common to think that viral advertising does not work, why does theirs? Why do their promotional videos get up to 117 Million views, thousands of comments and saves? And then, do people actually buy the products? Let’s see their sales funnel.

Firstly, they produce absurd and provocative short videos with lots of product waste. The main goal of these videos is to get emotion from consumers, even if the emotion is negative, and make them remember the brand in one way or another.

The second step is when the conversion starts. During the second wave of advertising the brand is gaining consumer’s trust through influencer marketing. They produce a series of videos “trying the viral product”, and “reviewing the viral toothpaste”, reminding the viewers that this product is viral. The virality of the products also gives viewers some trust. All influencers use the “green screen” effect to rewatch the first wave of advertising, reminding viewers of it.

Then search advertising, also known as Search Engine Marketing is utilized to gain trust further and convince prospective customers to purchase products of the brand. When they search for any toothpaste they are invited to HiSmile’s website. On the website, there are pop-ups collecting email marketing addresses. Emails will then finalize the purchase with various discounts, deals and more information.

Overall, this company shows that e-commerce marketing can be fun, absurd and memorable. Stay tuned for more posts about digital marketing, content creation and more! Check out my previous posts here.