REFINERY29 x OGX + ACLU X PRIDE
As a part of haircare brand OGX's Pride 2022 campaign, I led brand, creative, and media strategy for a custom content series Love Is In The Hair. A collaborative effort between OGX x The ACLU x Refinery29, our campaign boasted custom long-form video, TikToks, influencer activations, a UGC campaign, and a giveback drive hosted on a bespoke hub that houses all of the content on R29's O&O.
Publishing on all of our highest-performing platforms and leveraging OGX brand ambassadors for high-touch social bombs, we brought the campaign messaging to our widespread R29 audience, greeting them not only with a compelling and diverse array of content + talent but underscoring the importance of our ACLU give back as well.
HAIR ME OUT YOUTUBE VIDEO
Long format (7 minute) episode on one of R29’s most popular YouTube franchises, centering on a story of inner beauty and freedom of expression. The video followed the journey as one individual prepared their hair look & style in anticipation of NYC’s Pride. The video integrated celebrity hairstylist & brand ambassador, Kahh Spence, to style the talent’s hair while candidly talking through how loving our hair connects us to our identity.
CUSTOM LANDING PAGE
Earnest, honest, and inspiring content from @hanzzz.a, @sieling.j, @b.q.a.i, @theglamnaija, @yassayassayasa, @yanece, @kailuaa, @kahhspence & many more drove donations and a concerted UGC campaign during and beyond Pride 2022, keeping us and our client partners above the pratfalls common to brands during this time of year.
The Custom Landing Page was designed to house all content, allowing for interaction with the various stories, and offering education of the ACLU for consumers to learn more / take action.
SOCIAL BOMB VIDEOS
Short format (4x :30 - :60) clips featuring the voices of lifestyle & beauty influencers within the LGBTQIA+ community, then amplified across their Instagram Reels. The video clips demonstrated product usage for diverse hair textures, educated consumers on formulations, and ACLU support.
Earnest, honest, and inspiring content from @hanzzz.a, @sieling.j, @b.q.a.i, @theglamnaija, @yassayassayasa, @yanece, @kailuaa, @kahhspence & many more also drove donations. Paired with a concerted UGC campaign during and beyond Pride 2022 these social videos kept us and our client partners above the pratfalls common to brands during this time of year.
PRIDE FILES INSTAGRAM SERIES
Short format (3x 1 minute) social first video series consisting of celebrating unique hair transformations. The video shared the influences behind journeys of unapologetic individuality and hair experimentation.
RESULTS
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OGX promoted self-confidence, encouraging others to be their authentic selves and encouraging self-expression. Those who were exposed to our custom content videos agreed OGX promotes self-confidence with a +16 point lift (on average).
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OGX educated audiences on our dedication to inclusivity & the LGBTQIA+ community. In fact, those who were exposed to our custom content videos were more likely to say OGX supports diversity, +33 point lift (on average) & OGX has products for all hair types, +12 point lift (on average).
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OGX also grew brand awareness. Holistically the campaign generated 19MM+ impressions & 31K+ clicks. Of those exposed to the “Hair Me Out: I Went Red for NY Pride” content, awareness grew +32 points & of those exposed to the “Pride Files” series, awareness grew +15 points.
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When looking at those exposed to the “Hair Me Out: I Went Red for NY Pride” content, consumers noted the following shifts: Brand Affinity: +16 points Brand Perception: +11 points Purchase Intent: +14 points
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The brand was able to move supporting attribute statements, such as: Supports Causes I Care About: +17 points (on average).