Icy Bear Facebook Ads: 9x ROAS and 17x Remarketing ROAS

About Icy Bear

Icy Bear is a UK teeth whitening brand founded in 2020 by celebrity dentist Hannah Kinsella. The product range covers toothpaste, whitening strips, toothbrushes, and whitening gel kits, all developed by dental professionals and produced in the UK. Every product is palm oil-free, SLS-free, and cruelty-free.

Hannah's profile as a Real Housewives of Cheshire personality gave the brand a built-in audience. The challenge was converting that awareness into paid social performance at a return worth scaling.

Team

Icy Bear Team

Sara H.

E-commerce General Manager

What we did

Icy Bear wanted to grow its customer base through Facebook paid social. NUOPTIMA built the campaign strategy, creative assets, and targeting structure from the ground up.

• Audience mapping: Defined target demographics, interests, and behaviors for cold prospecting, with a separate segment targeting reality TV and celebrity culture fans to align with Hannah Kinsella's existing profile.
• Lookalike audiences: Built lookalike audiences from Icy Bear's existing website visitors to reach new buyers with similar intent.
• Remarketing: Set up retargeting for web visitors who had not converted, bringing them back into the purchase flow.
• Ad creative production: Developed product image ads highlighting Icy Bear's award-winning products, plus carousel ads using models styled after reality TV personalities to match the brand's visual language.
• Influencer content: Identified influencers whose audiences fit Icy Bear's buyer profile and produced short-form videos to extend reach and social proof.
• Ongoing optimization: Continuously tested ad copy, images, and targeting variables, monitoring click-through rate, conversion rate, and ROAS to improve spend efficiency.

Product Images

Product image ads led with Icy Bear's award credentials. High-quality visuals and direct copy reinforced the brand's positioning as a dentist-backed, professional-grade product.

Carousel Ads

Carousel ads used models inspired by glamorous reality TV personalities, matching the aesthetic Icy Bear's audience already engaged with. Each card highlighted a different product and its benefits, making the format work as a browsable product showcase.

Influencer Content

Short-form influencer videos ran as Facebook ad creative, building trust and reach among audiences that respond to peer endorsement rather than brand-direct messaging.

Results

The campaign generated £14.4k in sales from lookalike prospecting and £6.3k from remarketing, totaling over £20k in Facebook-attributed revenue. Overall ROAS came in at 9x. The remarketing segment alone hit 17x ROAS, confirming that warm audiences who had visited the site but not yet converted were a high-value segment worth separating out and pricing accordingly.

NUOPTIMA also ran Google Ads for Icy Bear. See the Icy Bear Google Ads case study for results from that channel.

Key takeaways

1. Remarketing is its own campaign, not an afterthought. The 17x remarketing ROAS vs 9x overall shows that separating warm traffic into a dedicated ad set, with its own creative and bid logic, unlocks returns that blended campaigns bury. If you run paid campaigns without a distinct remarketing layer, you are almost certainly leaving your best ROAS on the table.
2. Brand identity shapes targeting as much as demographics do. Icy Bear's celebrity founder gave us a real interest cluster to target: reality TV fans and celebrity culture audiences. When a brand has a genuine cultural hook, building audiences around that hook outperforms generic beauty or dental interest groups. Map your brand's actual cultural position before setting audience parameters.
3. Creative has to match the audience's reference points. Carousel ads that mirrored the visual language of glamorous reality TV drove engagement because they looked native to the content Icy Bear's buyers already consumed. Good channel strategy includes making the creative feel like it belongs in the feed, not like an interruption.

If you want to know what ROAS your product category can support on Facebook or Google, book a call with NUOPTIMA or read through the Icy Bear Google Ads case study to see how the paid mix came together across channels.