Kiddobrush

Kiddobrush makes an electric toothbrush for children, with a subscription for replacement heads. Founder Mara did not want to explain that in a medical way. She wanted the bathroom: morning and evening, a child brushing on their own, and why the subscription is useful for parents.

A subscription for a children's brush asks for trust. On TikTok and Meta you see that when a parent shows the brushing moment, not when an explainer describes the technique.

IMPLEMENTATION

Selling subscriptions via recognizable brushing routines

Parents want to see brushing get easier and calmer. Mara wanted recognisable routines, plus unboxing the brush and the heads.

Through UGC.NL creators filmed morning and evening moments. Children brushed themselves, and enjoyed it. Parents said how Kiddobrush helps them brush consistently and why the subscription works for their family.

The videos were ad-ready. Kiddobrush could put them live immediately without extra pressure on the internal team.

TARGETED CREATOR SELECTION

Selection was about parents who can calmly show the brushing routine and the subscription.

The creators she chose:

• Unboxed the brush and the heads calmly

• Showed morning and evening brushing with their child

• Explained how the subscription helps their family brush consistently

Through UGC.NL Kiddobrush could use these creators at scale, without extra pressure on internal teams.

POSITIVE RESULTS

More subscriptions, higher customer value, and scalable growth

Strong performance improvement.
The UGC campaigns achieved a ROAS of 20x, while cost per subscription came to €10.40.

Higher customer value.
Because parents understood better what they receive and how Kiddobrush fits their family, customer lifetime value rose 2.0x.

Fast optimisation.
Ads could go live immediately and were replaced quickly, so creatives kept improving.

Acquisition and retention.
UGC through UGC.NL is a stable base for Kiddobrush acquisition and retention.