In a cluttered hair care category, smaller brands struggle to stand out. But the iconic OGX bottle shape instantly lures shoppers to the shelf — even when they don’t know the brand — giving OGX products a significant advantage at retail. However, without that physical reminder in the digital environment, the OGX brand wasn’t clicking with customers online — and customers weren’t clicking to buy OGX at its largest online retailers. Our objective was to transform the brand by using the shape of the bottle to increase brand awareness online, capture shoppers’ attention and convince them to add OGX products to their carts at Target.com and Walmart.com. 

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With our digital campaign, we met shoppers along their path to purchase. We used location services to identify consumers who had shopped at brick-and-mortar Target and Walmart stores. Then, we used contextual and behavioral inputs to refine our targeting to those who had beauty-focused app downloads on their mobile devices. We used first-party browsing history, demographic and panel data target matches, and cookie-based keyword search history to seamlessly showcase the OGX brand in their digital feeds with paid mobile media. So while they were digging into the latest beauty trend or searching for the latest products, OGX was showing up on their pages and in their feeds.  ​

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Further, our audience relies on their favorite influencers to find the best products for their hair. In their feeds, they saw an OGX/influencer collaboration with 22 retailer-specific lifestyle influencers, encouraging loyal and new followers with their hair tips and routines — as well as their enthusiasm for OGX products. Then, our audience engaged with organic content and paid social media with add-to-cart features, creating a frictionless purchase experience from feed to cart. And with direct APIs from our influencers, we were able to track consumer engagement and add-to-cart purchase behavior.