THE SOLUTION

OGAKI developed a cheeky campaign for the product launch called “What’s Your Type?,” positioning the Aire IQ as “just your type” - a play on the dryer’s ability to customize your blow-dry experience to your hair type. This storyline played into all facets of the marketing efforts - from the campaign shoot, with the models and founders speaking to both their hair types and dating types - to the influencer partnerships, with influencers comparing the dryer to their boyfriends and couples using the dryer together. OGAKI led the creative direction and production of the campaign, putting together a campaign shoot, and brought the campaign to life through influencer and content creator partnerships, influencer seedings, social media strategy, social-first content creation, and paid social support. Additionally, we created retail-specific strategies, creating in-store ad content and partnering with Sephora Squad members to further support the launch.