HiSmile is Gold Coast's DTC teeth-whitening brand — celebrity influencer seeding, $100M+ revenue, and a subscription oral care ecosystem built since 2014.
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See all ads on AdLibrary →HiSmile is a Gold Coast oral care brand founded by Nik Mirkovic and Alex Tomic in 2014. The brand scaled to $100M+ revenue through a celebrity influencer seeding strategy (Logan Paul, KSI, Conor McGregor) and heavy Meta performance advertising, expanding from teeth whitening into a full subscription oral care range.
HiSmile's growth was built on one of DTC's most studied influencer flywheels — seeding products to celebrities and mega-influencers (Logan Paul, KSI, Conor McGregor) generated massive earned reach, then Meta performance ads captured the demand. Browse HiSmile's ad library to study one of Australia's most effective DTC advertising playbooks.
Meta is HiSmile's core acquisition channel. Their Facebook and Instagram ads are high-volume, featuring before/after teeth whitening results, celebrity testimonials, and limited-time offers. UGC creative and influencer repurposing generate significant ad inventory. Retargeting sequences convert engaged viewers into subscribers.
Core copy themes: celebrity-endorsed results, before/after transformation, subscription savings, dentist-safe formulas, and the aspiration of a professional smile at home. Urgency tactics (countdown timers, limited offers) are common in lower-funnel creative.
HiSmile's celebrity seeding model proves that authentic influencer endorsements at the mega tier can generate demand that outperforms equivalent paid spend. The key insight: celebrities use the product publicly (social posts, podcast appearances) rather than just tagging it in sponsored posts, making the endorsement feel organic at massive scale.
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