Diamond Whites

Diamond Whites Aligners specialise in creating bespoke, invisible aligners that gently move your teeth to achieve a straighter smile. Endorsed by celebrity dentist, Dr Richards, they’re committed to bringing quality and affordable dental care to the UK.

They offer customers an innovative hybrid model, giving people the option to straighten their teeth at home with clinical support, or to visit one of their pop-up locations. They partnered with Discovery Design on the creation of their new website and Google Ads campaigns following a recommendation, initially to get the project off the ground but this relationship grew as the brand evolved and continues to this day to be a national market leader.

Throughout the project, we worked closely with the founder, Ben Reed, ensuring the brand had everything it needed to achieve growth including a bespoke tracking platform, a full-funnel strategy to increase brand exposure, and a new website to elevate their new branding.

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Client Success

Hear directly from founder, Ben, about how our partnership drove measurable results.

“They've been a huge part of our journey since inception in June 2020. I ultimately think of them as an internal part of the team. Without them, we certainly wouldn't be where we are today and we wouldn't have been able to build the brand we now have. ” 👋

Ben Reed

Founder

Project Goals

🤝

Build trust and confidence with customers

🔎

Visibility over the customer journey

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Boost revenue and grow their ROI

Custom-built web design

To instil trust in customers, we designed the website with a clean, sleek aesthetic that reflects the professionalism of the cosmetics industry. Clear pricing structures were also displayed, allowing users to immediately see treatment costs, which streamlined their decision-making process and resulted in more qualified leads. Additionally, we created a dedicated webpage detailing the aligner process, from the initial site visit to the delivery of the aligners. This provided transparency and made ordering from Diamond Whites straightforward.

To further enhance ease of use, we developed a custom-built online booking system, enabling customers to schedule 3D scans at various pop-up locations. This feature gave customers more control and allowed them to experience the technology firsthand. A bespoke back-office solution was also created, allowing the Diamond Whites team to manage schedules and staff availability efficiently. The design was user-friendly and minimised any points of friction, significantly improving the overall customer experience.

Strategic Google Ads

Our Google Ads strategy targeted customers throughout their aligner journey using a full-funnel approach with Google's diverse campaign types. A bespoke tracking platform enabled precise ad spend tracking and budget allocation.

YouTube was integral to our top-mid funnel strategy, ensuring Diamond Whites remained top-of-mind. Furthermore, given the longer consideration period for one-time-purchase products, we also used image-driven display ads to engage users throughout the funnel. Comprehensive audience research helped us identify high-converting demographics, segments, and life stages, allowing us to create tailored ads that resonated with these groups.

Diamond Whites, with their high average order value, faced challenges with other ad platforms and tracking capabilities. Our custom platform provided detailed insights into customer interactions, from initial to final clicks, mapping out the full customer journey and enhancing their advertising efficiency.

Email Marketing

We used a combination of email marketing campaigns to educate and engage the audience about the product offering. Email is a powerful marketing tactic as it allows us to deliver personalised content directly to people’s inbox, track engagement metrics, and nurture leads.

Leveraging the data captured from the email campaigns, we were able to drive further revenue for Diamond Whites which was used for wider marketing activities.

Leveraging YouTube Ads

YouTube is the second-largest search engine, providing a significant opportunity to promote your product or service to a vast audience. It's also the biggest video streaming service with many people using this platform for research purposes, particularly when it comes to evaluating a premium purchase.

As Diamond Whites aligners fall into this category of being a premium, high-ticket item and something that customers would consider before making a purchase, it made YouTube integral to our top-mid funnel strategy.

We targeted users who were researching aligners, watching reviews and also those who follow influencers who were Brand Ambassadors, as this shows strong search intent, ensuring Diamond Whites remained top-of-mind through In-Stream and YouTube Shorts.

“The thing I love about Discovery Design is they really care about their customers and not just their monthly invoice. They're always on hand to help and the team has gone above and beyond as they want to see you succeed long-term.” 👋

Ben Reed

Diamond Whites