Flaus is the oral‑care innovator behind the world’s first electric flosser. Following a successful launch in 2021, the brand’s sonic vibration flossers have appeared on ABC’s “Shark Tank” and been honored as a TIME Best Invention of 2023 and a finalist in Fast Company’s 2023 World Changing Ideas Awards.

Flaus’ first-of-its-kind flossing technology found fast product-market fit, enabling the brand to reach $1 million in sales in only 12 months. But Founder & CEO, Samantha Coxe, knew that sustaining momentum, especially through the upcoming BFCM season, would require doubling down on the brand’s biggest growth lever: Meta Ads.

This would take a maximally efficient targeting strategy. As a capital-intensive brand, Flaus must make every advertising dollar count — a perpetual challenge on Meta but especially during major sales events when CPMs spike and competition is at its stiffest. To keep up, Flaus needed a reliable way to ship winning campaigns to high-intent, net new shoppers.

Limited by Meta’s on-platform targeting solutions, she decided to supplement Flaus’ Broad and ASC campaigns with something more precise, albeit more manual: lookalike audiences. 

Samantha experimented with several audience tools during the holiday lead-up. However, none of them offered access to the breadth of commerce data necessary to boost signal and improve campaign performance.

Fortunately, Flaus’ agency partner introduced Samantha to Proxima. After learning of the platform’s expansive cross-brand commerce dataset and ability to curate enriched audiences, she had to see what it could do for Flaus’ paid media strategy.

To dial in Flaus’ ad strategy before the BFCM rush, Proxima immediately connected with the brand’s agency and integrated into their Meta account. “Proxima’s ability to collaborate directly with our agency made things so easy for me as an operator,” Samantha says.

After analyzing Flaus’ existing customer base, the Proxima team mined its vast Shopper Universe ($30B+ of verified ecommerce transactions) to generate enriched audiences modeled on Flaus’ MVP customers. In building these audiences, they focused on high-value behaviors that fit Flaus’ core demo: beauty, health, and wellness consumers.

According to Samantha, the results were immediate and proved their worth over BFCM. When the audiences were paired with the brand’s top-performing evergreen creative, performance took off. Flaus was continuously reaching new high-intent shoppers with stable CPAs .Because Proxima’s precision audiences are highly tailored to their targets, they stood up to every spend increase, performing 50% more efficiently than the brand’s next-best campaigns.

But audiences were only part of the story.  To give Flaus’ BFCM campaigns an extra kick, Smantha also layered in Proxima’s predictive CAPI technology: ConversionIQ. Launched in collaboration with Angler AI, ConversionIQ sends enriched and ranked first-party data from Shopify to Meta, providing the algorithm with a dynamic picture of every add‑to‑cart, purchase, and subscription. With higher-quality inputs, Meta’s algorithm reserves bids for the most valuable auctions — helping Flaus deploy ad spend efficiently and win more share of wallet over this critical sales period.

Even better, the lift didn’t stop with BFCM. Proxima’s precision campaigns continued to drive growth into the new year, laying the foundation for a repeatable Meta targeting solution that Samantha will rely on for the long haul. “With Proxima, we had an amazing February,” she explains. “You know you’ve found a winner when you’re performing even in the months that are supposed to be slow.”

Today, the CAPI campaign is still one of Flaus’ top three scaling campaigns, accounting for 16% of its total ad spend.

Proxima has quickly become a critical component of Flaus’ growth toolkit, helping the company aggressively drive new customer acquisition while prioritizing profitability at every step.

With Proxima's data intelligence platform, Samantha steered Flaus to its most profitable BFCM to date. And the returns didn’t stop there: Flaus continues to strengthen its Meta signal, efficiently scale prospecting campaigns, and acquire powerful new cohorts of happy flossers.

Here’s a snapshot of the results so far:

• 20% lift in ROAS
• 17% reduction in CPA
• 16% increase in account scale

What’s next? Samantha plans to double down on the partnership as Flaus expands into TikTok and Google Ads. She has no doubt that Proxima will play an instrumental role in helping her efficiently reach high-intent buyers on those channels too.