OGX

The global haircare brand used video ads on Instagram and Facebook across 5 key markets, lifting US sales by 8% and reaching over 60% of its target audience of millennials worldwide.

THE STORY
Haircare, simplified

OGX believes there’s nothing to “fix” about hair. From its unique bottle shape to exotic ingredients, OGX embraces originality, encouraging consumers to “rock what you got.” This focus on authenticity and innovation has made OGX a global haircare leader.

over 60%

of millennial women in the US, UK, Australia, Germany and Canada reached

8%

lift in sales (US)

12-point

lift in ad recall (Australia)

We wanted to break the mold on how we communicate to consumers. It had to be global, simple and well-executed. By cutting out the intermediaries and working directly with the Facebook and Instagram teams, we were able to execute faster and better, and the results followed, step-changing our return on ad spend by multiples.
MIKE MARQUIS, PRESIDENT, VOGUE INTERNATIONAL
THE GOAL
Scaling up global reach

OGX wanted to raise brand awareness and increase in-store sales of its line of haircare products. It also wanted to tailor its marketing campaigns to reach a larger global audience and quickly optimize local campaigns.

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THE SOLUTION
A mobile-first approach

Redefine its global strategy
In early 2017, OGX reassessed its marketing strategy to focus on getting to market faster, scaling globally, and ensuring consistent messaging. Historically, campaigns had taken 6–8 months to launch, with local strategies in each market. For its spring launch, OGX planned a mobile-first approach, with newly defined global key performance indicators (KPIs) that would allow it to make quick, data-driven decisions.

Focus on business impact
OGX streamlined the collaboration process by forming a small team of cross-functional stakeholders authorized to make decisions. With a “test, learn, iterate” mindset, this core team created a global learning agenda to maximize performance insights and develop best practices.

OGX and its creative agency Juniper Park built a variety of creative assets to support the paid media plan and test different approaches. The team’s Q1 tests in the US and Australia proved that fewer, more consistent messages had greater business impact, which informed future campaign development.

Start with a brilliant basic idea
OGX centralized brand and agency resources alongside the Facebook team and worked with media agency J3 to define its media strategy across global markets. Juniper Park partnered with Facebook Creative Shop to develop a mobile-first concept, with the goal of adapting one core creative idea across global regions.

The team brought video ads to life by following Instagram’s best practices for mobile (including capturing attention quickly and placing brand content at the start). The ads featured OGX products and a variety of hair types with its “Rock What You Got” key message, and were targeted to millennial women aged 18–34. For the US ads, the team developed a broader range of OGX brand purchase segments to ensure they reached the right target audiences.

Thanks to its new partnership model rooted in nimble decision-making and business performance, OGX successfully launched its spring 2017 campaign across 5 markets in just 4 weeks. The campaign reached 61% of US millennial women and 60% of millennial women in the UK, Australia, Germany and Canada combined, and a Facebook brand lift study and Nielsen sales lift analyses revealed:

  • 8% lift in sales (US)

  • 12-point lift in ad recall (Australia)

  • 4.6% lift in household penetration (US)

  • 5-point lift in brand awareness (Australia)

Our success was rooted in thinking and working differently. We knew we needed to execute quickly and drive real impact—and did so through our innovative agency model: centralized global planning. This allowed us to centrally plan global Facebook media out of the US, ensuring best practices were leveraged, creative messaging was consistent and smart learning plans were in place.
LEE FISHER, SVP GROUP PARTNER INTEGRATED PLANNING, J3