Grin Natural, founded in 2015 in New Zealand, is a leading brand in the rapidly growing natural toothpaste market in New Zealand and Australia. Focusing on three unique New Zealand natural active ingredients, combined with the expertise of top local dentists and research teams, the company has developed a range of natural, environmentally friendly toothpastes, eco-friendly toothbrushes, and dental floss products that are beneficial for teeth and oral health. Starting with their first product, a natural and effective propolis gum protection toothpaste, they later launched Grin 100% natural children's toothpaste in 2016, which is currently the only toothpaste in New Zealand containing three major organic active ingredients (organic marigold extract, organic aloe vera, and organic sea salt from the South Island). Grin Natural now has over 400 retail outlets in New Zealand and is the natural oral care brand available in New Zealand dental clinics.

The Brief

HornTech and Grin Natural have been in a deep partnership since 2019, spanning across New Zealand and Australia. They have collaborated extensively in Google SEO, Google Ads, and Facebook/Instagram advertising, with excellent communication with Grin Natural's local English team, achieving remarkable results in a short period. In Google SEO, they have 40 keywords ranking on the first page, and have successfully integrated Google Shopping Ads, Display Ads, and YouTube Ads.

Our Strategy

In the onsite phase of the project, we helped identify key target search terms, performed technical auditing of the new website and provided guidance for the migration to the new website and the blog from a subdomain to subfolder set-up. Our creative team then developed an integrated strategy with Unum’s own in-house digital team, to create useful, engaging content on the website and externally, positioning Unum as a thought leader within the field of employee benefits.

Our team worked with num to promote internal spokespeople to journalists through by-lined articles and interviews with the national press. The team also developed and outreached case studies to key target media. These campaigns were often built around popular events and awareness days, such as World Mental Health Day and Financial Capability Week, which the client supported heavily.