Ouai I landed my job at ActionRocket

Suppose you can do a presentation on any brand whose digital marketing you find inspiring, what would you choose? Well, this was my presentation brief for my interview at ActionRocket and I knew I had to choose Ouai (pronounced ‘way‘). Ouai is a haircare brand that quickly grew into a lifestyle brand, and I have been obsessed with it since it launched in 2016. Ouai has mastered authenticity, community engagement and storytelling in the digital space. I will be breaking down how I presented Ouai’s marketing success and how it helped me land my role as a Marketing Executive. 

Authenticity and community building 

Ouai’s marketing strategy is built on authenticity and community. Ouai’s community-building strategy focuses on genuine engagement by breaking the barrier between the brand and its customers. They regularly repost user-generated content on Instagram that shows appreciation for their customers and highlights real-life experiences with Ouai products. The creation of their Curl Crème was co-created with 150 of Ouai’s community members. The product’s tagline is ‘Dreamed up by you, made by Ouai.’ This exemplifies how deeply Ouai values community feedback in their product development. 

Diversity and inclusivity 

One of the things that stands out about Ouai’s email marketing is that they include the social causes they support. This showcases brand value and builds an emotional connection. Customers want to support brands that align with their values, and when the brand is transparent about who they support, it humanises the brand and fosters trust. 

One of my favourite campaigns is the ‘Live Life Your Ouai’, which focuses on confidence, positivity and inclusivity. The campaign encourages people to be their best and authentic. It features a diverse range of real-life individuals, including a same-sex couple, a grandparent and granddaughter, a working mother and daughter, and a group of friends, celebrating all forms of connection and authenticity. This campaign reinforces Ouai’s commitment to representing diverse communities and embracing individuality.

Collaborations 

Ouai has consistently partnered with brands and organisations that align with values that resonate with their audience. Ouai partnered with Barry’s Bootcamp, a popular fitness gym. This collaboration introduced Ouai to a new audience, giving people who may not have been familiar with the brand a chance to experience it in a different setting. 

Another impactful collaboration was with the non-profit Period, which works to end period poverty and stigma. Ouai donated $50,000 to the cause, aligning with their commitment to empowering women and marginalised communities. This partnership built community engagement and addressed important issues that other brands often overlook, showcasing Ouai’s dedication to meaningful advocacy.

Ouai’s storytelling focuses on community, relatability, and sharing authentic narratives that resonate with customers. Its commitment to inclusivity is evident in its diverse campaigns and partnerships. All of these combined elements create a compelling marketing strategy that inspires me and helped me land a job at ActionRocket.