Case study
Amazon Ads helps Cocolab stand out among major oral care brands while delighting customers
Learn how this sister-owned oral care brand used Amazon Ads solutions to stand out among major brands while creating a unique shopping experience that delights customers and drives consistent growth.
key insights
50%
Year-over-year (YoY) growth achieved through multi-solution advertising approach
120%
YoY growth in quarterly ad-attributed sales after adding Sponsored Brands video
80%+
New-to-brand sales growth in the six months after launching Sponsored Display
Goals
When dentist Dr. Chrystle Cu noticed her patients' oral health issues could be prevented through regular flossing, she and her sister Catherine Cu identified an opportunity. They founded Cocolab with the mission to create products that would deliver a "daily hit of dental dopamine" while improving oral health. As a self-funded business, they needed advertising solutions that could help them stand out among established oral care brands while maintaining their unique brand experience. Their goals included building a consistent brand presence across all shopping channels, reaching new customers who value oral health innovation, and creating inspiring ad campaigns that would help them make their mark in a crowded category.
Approach
Cocolab developed a comprehensive strategy using multiple Amazon Ads solutions to reach shoppers throughout their journey. They began with Sponsored Products to establish a strong foundation focused on converting shoppers and driving direct sales. The brand emphasized their unique selling points, including their eco-friendly materials and innovative floss designs, through compelling ad copy and creative.
Once confident in their foundation, they expanded to brand-building solutions by creating a custom Brand Store to showcase their personality and carefully curate the customer experience. Their store design highlighted product benefits through engaging lifestyle imagery and educational content about oral health. They used Sponsored Brands campaigns with video to direct traffic to their storefront and drive new customer discovery by standing out in search results. After launching their first Sponsored Brands video campaigns, the brand saw quarterly ad attributed units sold grow 120% YoY.1
Additionally, they implemented an "always-on" Sponsored Display strategy, including campaigns that showcase complementary products on detail pages of similar items. By reaching shoppers actively browsing oral care products, Cocolab was able to grow new-to-brand sales by over 80% in the six months after launching Sponsored Display.2 They also leveraged Sponsored Display audiences to connect with health-conscious shoppers across the Amazon store and beyond.
Dr. Chrystle Cu, Founder, CocolabAmazon Ads solutions are definitely powerful tools for Cocolab. We're excited to continue to grow and inspire anyone looking to improve their oral health.
Results
Through their strategic use of Amazon Ads solutions, Cocolab achieved 50% year-over-year growth on Amazon.3 Their flexible approach to advertising, guided by performance insights, helped them optimize campaigns for maximum value. The brand consistently tested new creative approaches and adjusted their strategy based on customer response.
Their Sponsored Display campaigns proved particularly effective at increasing new-to-brand sales and maintaining customer engagement through remarketing to previous shoppers. The brand saw strong engagement with their Brand Store coming from Sponsored Brands, with visitors spending significant time exploring their full product range and educational content.
Looking ahead, Cocolab aims to expand their product line and become a comprehensive oral care brand, with Amazon Ads providing a strong foundation for this growth. Their success demonstrates how emerging brands can effectively compete with established players by creating distinctive shopping experiences that resonate with their target customers.
Sources
1–3 Advertiser-provided data, US, 2024.