frsh is a modern fluoride-free oral care brand that positions itself at the intersection of wellness and everyday self-care. To translate this into paid performance, frsh partnered with R17 Ventures AG to develop a data-driven Meta Ads strategy that balanced education, lifestyle relevance, and conversion.

The campaign focused on targeting health-conscious audiences with creative that highlighted product benefits such as sensitivity relief, enamel strengthening, and non-toxic formulation. Multiple ad formats were tested (static, carousel, video), alongside different tones (educational vs. lifestyle-driven) to identify what best resonated. UGC and social proof were strategically integrated to build authenticity and trust, while education-led creatives explained the benefits of switching to fluoride-free products. Interactive elements (e.g. a year-supply giveaway) drove additional reach and engagement.

Ongoing optimisation and A/B testing enabled continuous improvements in performance, ultimately reducing CPA by 45% against health and wellness benchmarks. Beyond acquisition, the campaign helped establish frsh as a credible, wellness-focused oral care brand that resonates with today’s consumers.