THRILL OF DISCOVERY

To inspire fans to free themselves of haircare rules, OGX partnered with WhoSay to leverage
the power of influencers with an always-on paid approach during fesitval season.
Featuring @rrayyme, @heygorjess, and @vashtie we created a three-tiered festival season
storyline in the spaces of OGX’s consumer passion points – style, wellness, and music.
Our Talent created relevant content aligned around their respective festival seasons and
channelled their instincts while highlighting the joy in discovery.

︎SXSW

︎GOV BALL

︎LOLLAPALOOZA

SOUNDS OF STYLE

To get consumers pumped for Governor’s Ball and re-live the experience afterwards OGX partnered with
Spotify to create “Sounds of Style,” a data-driven discovery platform that spoke to our target’s haircare and musical needs.
Through personalized messaging and targeted media, featuring Njomza and OGX celebrity talent in creative, we drove targeted
consumers to the “Sounds of Style” landing page where each was prompted to select from 4 moments
that over-index in OGX segments. Spotify algorithms analyzed streaming habits to provide a personalized soundtrack
for each moment which paired with an OGX product and moment inspired hairstyle to bring the musical vibe to life.

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