T3 Micro
Aire IQ: The Making of a Hero Product
Product Launch + Social Media + Paid Social + Influencer Marketing + Creator Content
OGAKI partnered with T3 Micro to launch Aire IQ, turning a technological breakthrough into a social-first campaign and establishing Aire IQ as a flagship product for the brand.
BY
THE NUMBERS
$2.06
CPM
$10.5M+
EMV
22M+
EARNED IMPRESSIONS
2
OWNED
VIRAL TIKTOKS
THE CHALLENGE
Aire IQ - an intelligent hair dryer - entered a saturated hair tools category where social-first brands were winning attention through narrative as much as innovation. Even with a breakthrough product, a traditional launch risked getting lost in the noise.
The launch needed to do more than introduce new technology. It required a story that made advanced features feel personal, earned credibility through creators, and showed up meaningfully across both retail and DTC — with a moment that felt fresh, memorable, and built to perform.
T3 MICRO AIRE IQ HAIR DRYER LAUNCH
THE SOLUTION
We built a social-first story with personality - to make a technical innovation feel human.
Developed the “What’s Your Type?” social campaign: a double meaning that connected hair type and dating type
Scaled the strongest narratives through paid amplification - without shifting the message
Activated creators and influencers to bring the concept to life through humor, comparisons, and couples content
Partnered with creators and Sephora Squad members to highlight Aire IQ at Sephora, from in-store discovery to at-home use
THE RESULTS
Aire IQ launched with breakout momentum across owned social, creator content, and paid amplification - reaching millions across Instagram and TikTok while maintaining strong awareness efficiency ($2.06 CPM).
Within three months, the campaign generated $10.5M+ EMV, establishing Aire IQ as a hero SKU and driving sales across DTC, Sephora, and Ulta.
T3 MICRO AIRE IQ HAIR DRYER LAUNCH
HIGHLIGHTS
$2.06
CPM
$10.5M+
EMV
22M+
EARNED IMPRESSIONS
2
OWNED
VIRAL TIKTOKS
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