Meeting the Challenge with Content

OGX is a salon-inspired hair care range that competes with large brands with up to 10x their annual budget. We needed to find a clever way to cut through and engage with young women, who love getting tips and inspiration from celebrities and bloggers. We identified fashion blogger Nadia Fairfax, as an influencer to watch. Nadia’s energy and sense of fun, never taking herself too seriously, was perfectly matched to OGX.

Working closely with Foxtel’s E! and Style Channels, Nadia and production company Core 3, we developed a social content strategy that saw the creation of 5 product-led videos for TV and digital distribution, a 15 second brand video for multi-screen use, an engaging “money can’t buy” consumer promotion and a lot of additional content for Facebook and Instagram.

Matt Hiscox, CEO of OGX Beauty APAC said “The strategy and implementation behind this campaign was a game changer for OGX in Australia, with research confirming a significant impact on sales. I trusted Foundation to deliver the results they promised and simply put, they delivered”.