Davids Toothpaste

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The Cartograph Approach

Improve Customer Retention

At the time of engagement, there had been no focus on remarketing. We implemented remarketing tactics, including DSP advertising, to re-engage lapsed purchasers.

Engage Subscriptions

Toothpaste is a perfect subscription product due to its daily usage. We capitalized on this by funding "subscribe and save" discounts at the maximum 10%.

Diversify Ad Targeting

Prior to Cartograph, 60% of ad spend was targeting a single competitor term. We diversified ad spend across all ad types with a full-funnel approach to acquire net new customers and increase brand presence.

Expand Product Mix

Cartograph prides itself on thoughtful price positioning and margin diligence. For Davids, we expanded the product mix to offer multipacks with improved margins and higher average order values (AOVs).

Hero Product Flywheel

Primarily through advertising, Cartograph increased impression share on top category targets and took market share by targeting top competitors. This wider net and consequent conversions created a positive feedback loop of organic traffic, resulting in both an “Amazon’s Choice” for top category terms and placement as a “Consider a similar item” on our #1 competitor.

Push Promotional Levers

While Davids was historically cautious about discounting products, we capitalized on July Prime Day using Prime Exclusive Discounts. This allowed us to receive PED badging and related merchandising placements from Amazon, including being featured in the Deals filter.

The Results

With our comprehensive approach, Cartograph focused on building customer lifetime value (LTV) by harnessing the power of subscriptions and enhancing customer retention tactics. We expanded the advertising strategy and product mix, successfully tested promotions on Prime Day, and secured top category positions. This transformed Davids Toothpaste into a thriving brand on Amazon, gaining traction and recognition in a highly competitive market.

  • 150% YoY Revenue Growth
  • +50% Subscriptions Growth
  • +70% New to Brand Customers

Sales & Inventory

Nearly $8 ROAS from Ad Remarketing
Daily Sales +30% from Organic Placement

Performance

Hero Product Scaling to #1 in the Toothpaste Category
Margin Improvement +15pp for Multipack Kits