OUAI is an award-winning skin and haircare line with signature scents created by celebrity stylist Jen Atkin. With millions of followers across social media and a devoted customer base, they were a company at the top of their game but were at risk of losing market share to newer competitors.
The Challenge
OUAI's online revenue was increasing year over year, but user growth had slowed. In an effort to maintain media efficiency, they were focused on reaching existing customers at the expense of potential new fans. When OUAI approached Major Tom, we identified this slowdown as a leading indicator that would bottleneck future revenue growth.
The Solution
To get ahead of the problem, Major Tom’s strategy focused on acquiring new customers for OUAI’s online store. We targeted segments of users who had never visited their site or placed an order, using a shifting combination of lookalike and interest-based targeting. This helped us reach the potential customers most likely to connect with OUAI, rather than work harder to convert those already buying.
First, we optimized campaigns to maximize user acquisitions, all within our target cost per acquisition based on customer lifetime value. Regular report cards helped evaluate which content was resonating with audiences — and where it worked best — as we continued to refine targeting with our growing pool of data. To maintain impact in the later stages of the campaign, we worked with the OUAI creative team to repurpose and refresh existing assets for their new digital placements.
The Results
We exceeded our customer acquisition targets for OUAI, giving them a strong foundation for future revenue growth. The campaign drove both traction and immediate returns for the brand throughout the year — a key factor in their acquisition by P&G.
63%
INCREASE IN USER ACQUISITION
73%
INCREASE IN REVENUE
58%
OF MONTHLY CUSTOMERS WERE NEW
We've been able to grow our digital presence because of the collaboration and trust we have in the Major Tom team. Through this partnership, we have developed one of the most comprehensive digital media strategies in our sector.
Billy Cannings, The Salvation Army
Divisional Manager, Marketing & Communications
Major Tom was largely responsible for the dramatic increase in Milk Makeup's site traffic, and for the resulting increase in profits for the business.
