Turn bad hair days into Bad Ass Hair Days.

OGX doesn’t believe in bad hair days. We believe that, like you, your hair is one-of-a-kind, beautiful, and–to be blunt–totally Bad Ass. You’re in charge, and you can choose to make every day a Bad Ass Hair Day.

We knew our target would love it, because it was empowering and unapologetic. It played into her desire for expression and being in control of her beauty and her day.

We knew OGX could own it, because we were never the buttoned-up, runway-ready picture of beauty like the big guys. From our funny bottle shape to our exotic ingredients, we were different and proud of it.

So we made it our mission to change the conversation and abolish bad hair days forever, reminding women that beauty is a feeling, and you can feel beautiful no matter how your hair looks.

To kick off, we launched a 4-week sweepstakes called “Hair or Dare,” which hacked Instagram’s native functionality to create a game. Daily challenges prompted Maggies to post selfies that showcased a #BadAssHairDay. And each week, we fueled one lucky Bad Ass Hair Day with OGX prizes.

On May 26, we hosted our first National Bad Ass Hair Day, celebrating the end of bad hair days forever. In an all-day Twitter takeover, we engaged fans, posted spontaneous hair tutorials, intercepted bad hair day conversations, and surprised women with Bad Ass swag and products.

We seeded #BadAssHairDay inspiration through paid Facebook and Twitter placements, and continued the conversation on a landing page, where you could explore products and aggregated social content. We chose digital display partners for their efficiency and targeting. And we partnered with Bustle and Pandora for custom content that helped Maggie rock her look.

Within 5 months of the campaign’s launch, we surpassed all our 9-month goals and Engagement Labs named OGX a top beauty brand in social media, ahead of beauty giants L’Oréal, Dove and Pantene.

1) Monthly site visits saw an 89% increase over the same period last year.

2) We received over 7.6MM social engagements from 4/15-8/31. OGX social mentions quadrupled, with 0% negative mentions while the campaign was live.

3) We measured a 9% increase in awareness from Q4’14 to Q2’15. In the same time period, leading brands like Garnier Fructis and Pantene were actually trending down.

4) During the 4/15-8/31 period, OGX total sales were up 22% vs. the year before. A creative effectiveness study confirmed that purchase intent increased 12% after campaign exposure, and 76% of respondents wanted to learn more after seeing the ads.