Molarclean: building an oral care community that converts

Molarclean: building an oral care community that converts
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Case study · Health & Wellbeing

Molarclean sells teeth whitening in a market full of cheap rivals, on a modest budget. Its social was mostly Facebook, Instagram was patchy and TikTok untouched. Over seven months we rebuilt its content around real people, launched TikTok and moved into TikTok Shop and conversion ads. In the first month of conversion activity it returned £1.34 for every £1 spent.

  • 1.34 ROAS in month one of conversions
  • +24% growth over 7 months
  • £0.003 cost per engagement
  • £0.66 cost per fan
Two women laughing in a Molarclean social media video
  • Client Molarclean
  • Sector Oral care, health and beauty
  • Services Organic social, paid social, UGC, TikTok Shop
  • When Seven months
  • Audience Young adults interested in teeth whitening
  • Channels TikTok, TikTok Shop, Instagram, Facebook

What did Molarclean need?

Molarclean had to sell teeth whitening against cheap competitors, with a modest budget. Its community had gone flat.

  • Business objective: turn social into a sales channel.
  • Communication objective: grow and re-engage the community across TikTok, Instagram and Facebook, then convert it.

What was the insight?

People trust other people’s smiles more than product shots. User-generated content feels honest in a category full of claims.

The idea was people-led content, then conversion.

What did we do?

  • People-led UGC. We rebuilt organic content around real people using the product.
  • TikTok from scratch. We launched and scaled TikTok.
  • Always-on paid social. Paid activity ran against clear objectives.
  • Into sales. We moved into TikTok Shop and Meta conversion ads.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Out-takes Cost per engagement £0.003 Paid social platform reporting
Out-takes Cost per fan £0.66 Paid social platform reporting
Outcomes Community growth over seven months +24% Social platform analytics
Impact Return on ad spend in the first month of conversion activity 1.34 Paid social platform reporting

What did Molarclean get from it?

A community that buys. In its first month of conversion activity, paid social returned £1.34 for every £1 spent.

What did we learn?

  • Build before you sell. A re-engaged community made conversion ads work harder.
  • Real people sell. UGC outperformed polished product content.
  • What we would do differently. set up full-funnel tracking from the start, so we can show sales from organic as well as paid activity.