SAY GOODBYE TO BAD HAIR DAYS
This isn’t just a campaign—this is a movement. We know that bad hair days are all in our head, so we’re out to change up women’s thinking. We’re giving them permission to say what they love about their hair, and encouraging them to shout it from the social media rooftops. Because all women should feel as amazing as they really are. We’re ready to be Bad Asses who make a difference...are you?
THE START OF SOMETHING BAD ASS
To launch the campaign, we asked women to show off their #BadAssHairDay with a selfie by choosing a new “Hair” or “Dare” challenge every day on Instagram.
From trendy color to soft curls, and everything in between, each day fans and influencers brought our message to life with their #BadAssHairDay looks.
TAP IF YOU'RE A BAD ASS: MOBILE ADS
Our mobile ads put each device's functionality to best use, allowing women to shake their phone for new content, and making it seamless to go directly to one of our individual posts on Instagram.
On Pandora, we created a #BadAssHairDay Mix Tape full of 100+ empowering songs to help our target fuel her Bad Ass Hair Day.
EVERY DAY WE'RE BUSTLIN'
Our campaign was also OGX's first time partnering with Bustle, a leading online women’s magazine. With a hugely overlapping target of OGX fans and Bustle readers, we were able to create sponsored articles and ads that resonated to both targets' Bad Ass cores.
A BAD ASS CELEBRATION
To celebrate the end of bad hair days, we're going to host a National Bad Ass Hair Day event each year. For our inaugural celebration on May 26th, we're taking over Twitter by engaging with our fans, posting fun hair tutorials, intercepting conversations around bad hair days, and giving out products and Bad Ass surprises.