Proctor & Gamble’s OUAI, founded by celebrity hairstylist Jen Atkin, was built on the premise of social connection. As a young hairstylist, Atkin created a name for herself by forging strong interpersonal relationships and listening closely to her clients’ needs, and when she set out to build OUAI, this ability to cut through the noise and distill customer feedback distinguished her brand. As the first socially-connected haircare brand, OUAI has always centered its strategy around responding to customer feedback and prioritizing its community members’ needs, so they can have it their “OUAI.” With several beloved scents in their portfolio, Ouai is always looking for ways to drive cross-category sales within each scent franchise. After launching with TYB, OUAI began brainstorming ways to use their new community platform to drive cross-sales in innovative ways.

While launching the St. Barts franchise, OUAI leveraged TYB’s segmentation tools to create a targeted sub-community of St. Barts super fans. The application-only segment grants members special access to new product drops, exclusive discounts, merch and events, while also allowing St. Barts fans to connect via chat. OUAI launched the segment with a hyper-personalized passport collectible, and in order to gain access, community members had to write a compelling OOO message for their next “OUAI-cation.”

For OUAI, this TYB-enabled segmented rewards strategy is already paying off. OUAI community members have contributed over 1,000 individual pieces of UGC, which the brand then used in their launch campaign. This success shows that when you bring your community upstream, and give them the status and access they want, they reciprocate by doubling down on fandom. Since TYB has empowered OUAI to build this owned channel, they can continue nurturing and expanding relationships with their biggest fans, delighting them with personalized engagement and seamlessly rewarding them in new and exciting ways.