BAD ASS HAIR DAY
Case Study Video
We know that bad hair days are all in our heads, so we set out to change our thinking. This wasn't just a campaign, it was a movement.
Mobile Ads: Hair or Dare
To launch, we asked women to show off their #BadAssHairDay with a selfie by choosing a new "Hair" or "Dare" challenge every day on Instagram.
These ads put a fun twist on a familiar game while utilizing your phone's unique functionality. Women could shake for new content and seamlessly go directly to one of our individual posts on Instagram.
After completing a Hair or Dare challenge they were entered to win a weekly prize. They could only enter once a day, but the more challenges they completed, the more chances they had to win big.
More Social
OGX made hair care fun instead of a chore. We celebrated the types of hair that other brands were trying to tame. Instead of "fixing" your hair problems, we became that brand that helped you change your attitude toward it. We had products that focused on keeping hair happy and healthy. This positive conversation reminded women how to love what they have.
Influencers
From bouncy curls to bold new colors, influencers and fans brought our message to life with their #BadAssHairDay looks.
A Hair Day to Remember
To celebrate the end of bad hair days, OGX created #NationalBadAssHairDay on May 26th. The inaugural celebration started with an influencer-led Twitter take-over that engaged fans with fun hair tutorials that intercepted bad hair day conversations while giving out product and other Bad Ass surprises.
Partnership with Bustle
Bustle, an online magazine, focused their content on joyful, inclusive and relatable stories for real women. Their content and their readers perfectly paired with OGX's audience and our strategy for this campaign. We created sponsored articles and ads that resonated with both targets.
Pandora Playlist
We created a #BadAssHairDay Mix Tape on Pandora with over 100 empowering songs to help fuel our targets' Bad Ass Hair Day.
