OG WHO? OGX
Everyone knew the bottle. No one knew the name. So we made that the point. Our “OG Who?” campaign turned OGX into a cultural and musical moment — with some help from the iconic Demi Lovato. One anthem, a TikTok dance, 30% buyer increase, and 1.2 billion impressions later, people everywhere were singing our name loud and clear.
AWARDS/HONORS: Ad Age #1 Brand to Know on TikTok | Shorty Awards Finalist
TEAM: Sr. AD: Amrit Sahni | Sr. CW: Ross Harris | CD/copy: Alexis Garber | CD/art: Duda Castro | Editor: Ben Hyde | Producer: Matthew Conner | Chief Music Officer: Damien Escobar | Head of Social & Integrated Comms: Davitha Tiller |
CASE STUDY
LAUNCH VIDEO + FAN RESPONSE
SOCIAL CONTENT (ft. Demi Lovato)
TIKTOK DANCE CONTEST
Thousands auditioned. Four winners earned the ultimate prize — a trip to LA to star in the music video with choreographer @beaulexx
CHALLENGE LAUNCH
WINNER REVEAL
CONTESTANTS MASHUP
OFFICIAL DANCE VIDEO
UGC CONTENT
From creators to musicians, everyone got involved. The OG Hair Challenge sparked real stories of hair repair and restoration, OG Remix invited singers to make the anthem their own, and the OG Looks Challenge rode the camera transition trend, turning hair transformations into perfectly timed before-and-afters.
OG HAIR CHALLENGE
OG REMIX
OG LOOKS
