Flyaway tamer. Shine booster. Frizz finisher.
The hair oils in OGX’s line-up have long been best-selling products that were working overtime in the hands of their biggest fans. Diehards were turning our oils into undercover beauty heroes by hacking, mixingand remixing their uses in wildly creative ways among a TikTok and Instagram community crackling with creative voltage.
The product love was real, and the looks were glossy. To accelerate already-strong sales among OGX l-oil-ists and continue outpacing competitor growth, we identified an opportunity to expand the circle. By spotlighting our top-selling SKUs to a broader audience (including those “flyaway” customers who had previously tried OGX and then escaped us) and inviting premium hair oil consumers to consider the brand, we aimed to turn cult status into category dominance.
So, we set out to unbottle the passion. That’s where our OGX Hair Oil Hacks campaign entered the chat.
Our mission was simple but ambitious: Transform the everyday OGX hair oil hacks invented by our community of fans into a full-blown cultural conversation that would not only reach new consumers from the ground up but convince them to try our oils for themselves.
Our creator-led campaign strategy was built on three approaches:
Community engagement: Launch a TikTok Branded Mission that invited creators and consumers alike to share their most inventive OGX hair oil hacks, fueling a wave of authentic UGC.
Cultural presence: Saturate feeds with credible, creator-led content that positions OGX hair oils as the must-try essential. The goal was driving real trial and fueling product consideration.
Brand lift and sentiment: Drive meaningful gains in awareness, recall and positive association by showcasing OGX oils in real-world, high-impact scenarios that felt aspirational yet attainable.
Our challenge was clear: stand out in a saturated, trend-chasing haircare landscape where every brand promises gloss, growth and miracles in a bottle.
So, we anchored the strategy in a simple insight: People trust what’s being tested, reviewed and recommended in real time on their feeds. We chose authenticity over airbrushing and proof over polish, letting real creators demonstrate real results on real hair across textures, types and routines. We also grounded the campaign in a behavior already exploding on TikTok: hack-discovery culture. The endless scroll of “Wait, does this actually work?” followed by “I tried it so you don’t have to.”
Instead of producing traditional ads, we engineered a content surge built to move with the algorithm and overtake it. The #OGXHairOilHacks campaign launched with a TikTok and Instagram influencer swarm: a curated mix of mega, macro, mid‑tier and micro creators who each showcased unexpected oil hacks, from using OGX hair oils as a frizz‑taming pre-shower hair mask to using them as part of a curl‑refreshing shake-out routine to achieve prestige‑like finishes at accessible prices. Their content setthe tone for a broader takeover, designed to seed authority and spark imitation.
Next, we utilized TikTok Branded Mission, inviting eligible creators to experiment, share and co‑create with OGX using the hashtag #OGXHairOilHacks. This turnedproduct usage into a participatory challenge and opened the doors for everyday users to join.
The response surpassed expectations:
477 Branded Mission submissions (26% above benchmark)
551 hashtag‑page video submissions
81.9M+ video views across organic and paid.
To sustain momentum, we implemented robust community management and strategic post boosting:
15 high‑performing UGC videos were boosted further to extend reach and validate authentic voices.
What makes this work unique is its total reliance on community creativity. By relinquishing control and elevating creator expression, OGX became a catalyst for discovery, experimentation and shared beauty rituals. One hack inspired another. One review sparked a remix. Inspiration became experimentation, and experimentation became momentum.
Our co-creation engine moved OGX hair oils from cult shelf staple to creator-powered movement, shaped, endorsed and amplified by the very community that made it iconic in the first place.
The OGX Hair Oil Hacks campaign exceeded every objective and benchmark, proving the power of creator‑led engagement and community participation:
+68% above SOV benchmark on TikTok
+27% above SOV benchmark on Instagram
+74.85% above benchmark on positive sentiment
Engagement metrics across earned, owned, and influencer also reached record highs:
24.2M total impressions
777.6K total engagements
8.01% total engagement rate by reach (+202.6% above benchmark)
25K VIT (Brand Vitality) score, outperforming the 10K benchmark by +150%
TikTok performance was particularly exceptional:
+125.35% organic view rate
5% organic engagement rate by reach (+213.13% above benchmark).
+7.4% ad recall
+5.4% awareness
+2.9% brand association
Non‑followers drove the strongest interaction, showing the campaign successfully broke into new audiences.
In fact, TikTok Branded Mission alone generated:
477 submissions (+26% above benchmark)
81.9M+ video views
The campaign also drove sales, achieving our goal of getting more haircare fans curious about OGX:
12% total increase in sales
+40% Walmart
+37% Amazon
By turning OGX oils into a participatory movement, we successfully transformed product usage into community‑powered culture. When you stop telling people what a product does and start showing them how they can use it, relevance isn’t bought — it’s earned.
