From corporate life in Japan to scaling a niche soap business in the U.S. to over $3 million read how Mirai Clinical created a Persimmon soap to battle the ageing odor.
This week’s DTC daily podcast features founder Koko Hayashi, who shares how embracing Facebook Ads, AI, and a unique marketing strategy led to her success in an unexpected market.
👉Using Amazon’s DSP to find customers
The challenge: Offer high-end products in a low-cost market
People are hesitant to buy expensive soap when they can get a similar product at a lower price…
Mirai Clinical did two things to overcome this:
Used DSP to educate why their premium product was worth the higher price.
Focused on finding customers who prioritised quality over price.
As Koko puts it:
“We test everything from AI UGC to employee generated content. You never know what’ll win until you try.”
📈 The Growth Driver: AI UGC> human UGC
Surprisingly, they found AI-generated UGC was outperforming real creators in their ad performance.
Why it worked
More affordable to create at scale
Total control over script, visuals, and delivery
Rapid testing of multiple versions to find top performers
Advice for Founders
Thinking of launching a niche business? Here’s Koko’s playbook:
✅Test everything, assume nothing
✅Maximise efficiency
✅Keep trying new technology
🎧 Listen to the full episode to learn how Mirai Clinical turned an unexpected product into a cult hit. → Watch on YouTube
👉 Spotify
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