Hero Product Strategy

After extensive testing, we focused our key marketing activities around a single product: the activated charcoal whitening toothpaste. As the brand's fastest-moving and most recognizable product, it became the primary source of traffic, conversions, and a customer's first touchpoint with Elixio.

Why a Single Product

• Lower customer acquisition cost compared to advertising other products.

• More effective campaign optimization across Google Ads, Meta Ads, and TikTok Ads.

• Natural basket expansion with toothpaste-based sets such as WhiteDuo and WhiteTrio.

94 Tests, One Winner

To find the best hook and format, we tested 94 ads for the whitening toothpaste alone. The winner turned out to be a UGC ad that achieved:

• 2.1 million impressions, 2,300 reactions, 367 comments, and 212 shares,

• 1,403 purchases worth over 130,000 PLN,

• A ROAS of 3.41.

What Happened Next

Customers flooded the brand with positive reviews. 18.8% of buyers returned for another toothpaste, and many upgraded to more comprehensive sets.

The Outcome

The toothpaste became not just a bestseller, but a strategic growth tool: it shortened the decision-making journey, improved budget efficiency, and sparked long-term customer relationships. You can read more about how we work with creators in our article on UGC marketing.