Case Studies

OUAI

Multichannel growth redefined

The Results

Using an innovative range of in-house created content, publisher diversification, cross-channel messaging, and a strategy that capitalized on key retail moments, Rakuten Advertising helped OUAI more than double sales during the critical Q4 season. The outstanding results show how affiliate and other paid search channels create synergies in excess of what each channel can do individually.

+21%

average VTR, exceeding industry benchmarks by 40-110%

+114%

increase in order count

+135%

increase in YoY affiliate channel sales

About the Brand

More than just hair care, it’s a OUAI (pronounced “way”) of life. Founded by celebrity stylist Jen Atkin, OUAI’s mission is to give you the confidence to win life your OUAI. OUAI is a line of hair, body, and fragrance products that are Cruelty-, paraben-, & sulfate-free, safe for color-treated hair, and packed with good-for-you ingredients.

The Story

2023 was a challenging year for the beauty industry with consumer confidence down and an uncertain economy creating hurdles for premium brands. Entering the Q4 planning process, OUAI recognized that a strong performance could make – or break – the year. They needed a fresh approach as the tried-and-true affiliate tactics were no longer delivering the success metrics they strove for.

The Rakuten Advertising Solution

Our strategy leveraged aggressive multichannel performance marketing to get all marketing channels aligned. Because Rakuten Advertising is the expert in haircare and beauty marketing, the OUAI team trusted us to craft a data-driven plan to achieve their aggressive targets.

Card-Linked Offers

We timed OUAI’s new product launch to coincide with a leading credit card’s gift-giving initiatives, with a message that positioned OUAI products as gifts that would thrill loved ones and simplify shopping.

Loyalty Partners

We also timed our “strong when on” strategy with our best cashback offers when we expected other media would be at their maximum impact, boosting unaided brand awareness and increasing CTRs across multiple communities.

YouTube Video

This approach began with a video sequencing strategy aimed at captivating the audience through a compelling narrative. Later Video Action and Video Reach campaigns were tested, using a mix of educational, promotional, and influencer-created content to create a lasting impression and foster a sense of connection between OUAI and its audience.

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