Everything We Did
- Brand Communication Strategy
- Social Media Strategy
- Digital Content Production & Post Production
- Monthly Content Calendars & Auditing
- Community Management
- Influencer Partnership Casting
- Influencer Seeding
- Partnerships & Programming
- Campaign Management
With a strong emphasis on being a unique social-first and socially-innovative beauty brand, much of the branding and marketing efforts fell upon Métier Creative to convert fans of Jen Atkin into early adopters and genuine brand advocates of OUAI.
#OuaiAddicted to social-first packaging
OUAI x Off-White
To disrupt the social space and launch OUAI’s ground-breaking hair supplements, we concepted a playful collaboration with Virgil Abloh from Off-White. To create a full 360-campaign both online and offline, we highlighted founder, Jen Atkin, as a dealer of the pills, creating a buzzworthy stream of content and press. Recipients of the social-first mailer, designed in collaboration by Metier and Virgil Abloh’s team, received an Off-White-branded Swell bottle (to wash down their supplements with), as well as an Off-White interpretation of a modern day pill box.
As the social Agency of Record, we spearheaded all facets of the brand, including: art direction and production for custom content, product launches, influencer mailers and seedings, and community management. By creating a narrative around the OUAI lifestyle and consumer, we quickly built a cult-like following that continues to rapidly expand everyday. In just under 2 years, we successfully grew @OUAIhaircare to almost 300,000 followers (on Instagram alone!)
OUAI x Sephora Canada
To support the partnership between OUAI and beauty retail giant, Sephora, Métier Creative was tasked to concept an influencer mailer featuring the brand’s topselling SKUs. Enter: Trudeau’s Trunk – an oh-so-Canadian themed boxset made, well, for the ‘gram. We riffed on the original 1/200 OUAI Mailer (a limited edition mailer Metier designed to seed the first-ever wave of OUAI products to 200 exclusive tastemakers) and concepted a distinctly Canadian spin-off boxset that felt equally covetable and exclusive. Think: Drake pins, Maple Syrup, and pops of patriotic Red.