Teeth whitening company HiSmile is on its way to reaching $100 million in turnover

HiSmile/ FacebookConor McGregor

Oral cosmetics company HiSmile is killing it.

You might recognise the brand from its numerous ads on Facebook.

Launching in December 2014 with just $20,000 in capital, HiSmile recently recorded its biggest week in sales, raking in approximately $2 million in December alone.

The brand’s success can be attributed to its targeted social media marketing strategy and focus on influencers, including Kylie Jenner and Conor McGregor.

Since then, HiSmile founders, Nik Mirkovic and Alex Tomic, have amassed a combined wealth of $46 million.

“One of the keys to such rapid and astronomical success in our company sales has been identifying and understanding our target audience first, then putting our efforts into marketing,” Mirkovic says.

“Since we launched our business, we’ve seen an increase in similar business models paving their way onto the market, so it’s important for us to explore the digital platforms we invest in to ensure we are always up to date with what’s coming next.”

The decision to focus and invest heavily in celebrity and influencer social media endorsements set the company apart from its competitors.

“We don’t believe in a one size fits all approach when it comes to our marketing. How we market our product in Australia is different to how we would market it in the US,” he says.

“Using influencers located in specific regions helps us tailor our communication strategy and also ensures more brand authenticity between our product and our customers.”

HiSmile now has 1.7 million followers on Facebook.

To date, HiSmile has achieved a turnover exceeding $50 million and has plans to reach $100 million by the end 2018.

“Our ultimate goal has remained the same throughout the entire journey; to be among some of the biggest companies in the world such as Apple, Nike and Adidas,” Mirkovic says.

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