CASE STUDY
The opportunity wasn’t convincing consumers to care about textured hair. They already did.
The audience existed. The products worked. The conversation was simply happening somewhere else.
Influence had shifted from traditional advertising to creators, celebrity hairstylists and trusted personalities who had earned credibility within the community. ORS didn’t need more content. It needed to become part of the conversations already shaping purchasing decisions.
Rather than building a traditional influencer program, the strategy focused on building an ecosystem of influence.
Creator partnerships were selected for trust, cultural credibility and their ability to influence purchasing behavior, not simply audience size. Every partnership served a distinct purpose, connecting creator strategy, organic social, paid media, community engagement and product launches into one integrated marketing system.
Led the integrated digital marketing strategy across ORS Hair Care, Curls Unleashed and Hair Repair, overseeing social strategy, creator partnerships, paid media, content direction, campaign development and community engagement.
Creator partnerships included influential voices across beauty and culture, including Arrogant Tae, Tokyo Stylez, Kellon Deryck, Jonathan Wright, Alonzo Arnold, Ari the Don, Jessie Woo, Lala Milan and many others. Rather than functioning as isolated campaigns, each partnership reinforced ORS’ broader strategy of building trust through authentic cultural influence.
As consumer behavior shifted during the COVID-19 pandemic, the strategy expanded beyond creator partnerships into community-first programming. Weekly DJ sets, fitness programming, educational content and ORSChella transformed ORS’ social channels into destinations audiences returned to long after product launches ended.
The integrated strategy transformed ORS from a legacy haircare brand into one of the most culturally relevant voices in textured haircare.
First 100,000 followers · +708% follower growth · +566% engagement growth · 460M+ impressions · 412M+ reach · 237 product orders in less than 24 hours · Repeated product sellouts
The sustained success of the strategy earned expanded executive confidence, increased marketing investment and broader responsibility across the brand portfolio.
One of the strongest examples of the strategy came through Arrogant Tae.
Rather than treating giveaways as isolated promotional moments, they became opportunities to strengthen community participation while reinforcing trust between creator and audience. His audience consistently acted on his recommendations, demonstrating that meaningful influence isn’t measured by follower count alone, but by the willingness of a community to engage, participate and ultimately purchase.
THE GIVEAWAY
THE OUTCOME
