Services

Brand DNA, Communications and Social Strategy, Influencer & Partnership Activations, Social Media Management, Content Production, Campaign Development & Execution, Event Concepting

The Situation

As Hollywood’s top hairstylist with millions of followers, there was no doubt Jen Atkin was one the most influential hairstylists. But to launch her brand, could industry influence translate into cult-status?

Our Task

Convert Jen’s fans into OUAI’s advocates through a social-first framework that would be coveted and easily adopted. We aimed to design an aspirational lifestyle brand that made hair care accessible.

What We Did

Created and executed a 360° brand platform, #OuaiAddicted, that supported a community obsessed with healthy hair and a coveted lifestyle. Our ownable brand messaging punched through each of OUAI’s marketing channels, from in-store to social, digital, influencer, and a new supplement launch with seeding kits (in collaboration with Off-White’s Virgil Abloh).

Results

A #OuaiAddicted brand platform that was immediately adopted by Atkin’s audience through tons of UGC, and in less than 2 years grew @Ouaihaircare to 300k+ followers on Instagram. The supplement mailer also instantly became a hot commodity, getting sold on Ebay and other resale sites.