Hismile supercharges engagement with 8.2M active global profiles on Klaviyo

Launched in 2014 by Nik Mirkovic and Alex Tomic, Hismile’s innovative instant teeth whitener and savvy marketing rapidly pushed the brand into the global spotlight. Now, Hismile has expanded from their roots on the Gold Coast of Australia to become a renowned worldwide brand consumers rely on for unique toothpaste flavours and oral care products.

Learn how Hismile unified their fragmented customer data in Klaviyo

Challenge

Hismile started with $20,000 and a dream. Today, the brand has over 8 million loyal customers worldwide, including 1.2 million active profiles in Australia, and 6 Shopify stores.

With their rapid growth and global expansion came an influx of customer data from different markets and regions, collected through a variety of platforms and systems. This made it difficult for the team to achieve a unified view of customer behaviour.

“We wanted to make sure customers weren’t getting the same message twice from two different channels because that would annoy our customers, but that was very difficult to do running parallel systems rather than one integrated system,” says Brodie Capel, digital manager at Hismile.

Solution

In 2022, Hismile turned to Klaviyo to unify their customer data and streamline customer communications and engagement across multiple regions—all while boosting online sales.

Klaviyo’s native Shopify Plus integration empowered Hismile to seamlessly connect shopping and purchasing data from their 6 online stores across different regions, enabling precise new segmentation in specific locations.

“When we expanded into a global ecommerce brand, Klaviyo made it easy to duplicate segments across different accounts, saving us time and streamlining our workflow without having to rebuild everything from scratch,” says Capel.

Klaviyo also assists with General Data Protection Regulation (GDPR) and data compliance, regardless of customers’ locations.

When we expanded into a global ecommerce brand, Klaviyo made it easy to duplicate segments across different accounts, saving us time and streamlining our workflow without having to rebuild everything from scratch.

Strategy

Having consolidated their customer data from multiple markets, sources, and platforms, Hismile has streamlined their ability to dive deeper into customer insights. Now, the team can nurture customer relationships through pre-purchase, purchase, and post-purchase journeys, building customer lifetime value in a few key ways:

• Making VIPs feel special with personalised exclusive content for their Club Hismile membership program, which is largely driven by email acquisition through Klaviyo. Members enjoy limited-run benefits like one-day or 48-hour promotions and early access to products unavailable elsewhere, resulting in significant revenue growth for the brand.
• Improving subscriber retention with Klaviyo’s automated personalisation and segmentation features by building comprehensive customer journeys that maintain engagement and improve overall retention. This approach has significantly boosted engagement and reduced unsubscribe rates.

“Klaviyo is a big part of our strategy, offering a low-cost way to enhance customer lifetime value. By focusing on retention, we can balance rising acquisition costs and build long-term relationships that keep customers coming back,” says Justin Gaggino, general manager at Hismile.

Klaviyo is a big part of our strategy, offering a low-cost way to enhance customer lifetime value. By focusing on retention, we can balance rising acquisition costs and build long-term relationships that keep customers coming back.