Driving Impact with Creators: Inside Ogee’s Advertising Playbook

Table of Contents

1. Key Highlights
2. Introduction
3. The Evolution of a DTC Brand
4. A Creator-Led Approach to Advertising
5. The Role of Meta in Ogee’s Growth
6. Expanding Omnichannel Presence
7. Conclusion
8. FAQ

Key Highlights

• Ogee has successfully leveraged a network of creators to enhance its advertising strategy, building a strong digital presence since its inception in 2014.
• The brand’s unique "spiderweb effect" of influence utilizes diverse messaging from micro and macro influencers to tap into various consumer segments effectively.
• Ogee’s partnership with Meta has been instrumental in pushing its marketing efforts, utilizing tools like Advantage+ Shopping Campaigns for targeted outreach.
• As Ogee expands its omnichannel presence, including new retail partnerships, it continually diversifies its content strategy to engage different customer cohorts.

Introduction

Can the choice of social media partner make or break a brand? In the case of Ogee, a beauty brand that champions sustainability alongside efficacy, the answer is a resounding yes. The company has harnessed the power of creators to shape its identity and connect with a broad audience since launching its direct-to-consumer (DTC) business in 2014. As consumers increasingly prioritize both product quality and environmentally conscious practices, Ogee's innovative marketing approach not only meets these demands but also thrives on them. This article explores how Ogee has navigated the complexities of creator marketing, connecting with diverse demographics, and ultimately defining its place in the omnichannel landscape.

The Evolution of a DTC Brand

Ogee's journey began with an earnest commitment to high-quality skincare and makeup products. All its formulas boast over 70% organic ingredients, offering a strong premise for a consumer base increasingly attuned to their health and environmental impacts. However, as Alex Stark, Co-founder and Chief Marketing Officer, discovered, it was not enough to merely market these qualities.

A Lesson in Messaging

Initially, the focus on product efficacy led Stark and his co-founders to adopt a conventional marketing narrative emphasizing technical superiority. “We quickly realized that in marketing, you can’t just tell your customers what you want to tell them. You have to tell your customers what they want to hear about your products,” Stark noted in an interview with Retail TouchPoints. This pivotal insight guided Ogee’s marketing strategy toward a more consumer-oriented approach, paving the way for a flourishing creator network.

A Creator-Led Approach to Advertising

The brand’s groundbreaking advertising strategy leverages an ever-expanding community of creators, resulting in authentic and engaging content that resonates with consumers. But how does Ogee cultivate this creator ecosystem?

Onboarding Creators

Stark explained that Ogee actively adds “hundreds and hundreds” of new creators each month, ensuring a steady influx of fresh perspectives and content. This dynamic strategy allows Ogee to quickly assess which messages resonate across different consumer segments. While some creators might focus on product effectiveness, others emphasize ease of use or sustainable practices. Each creator’s unique lens provides Ogee with a diversified array of content that contributes to a nuanced brand narrative.

“To have that diversified content where people are talking about different things and why they’re buying has been a huge unlock for us,” Stark stated.

The Spiderweb Effect

This concept, described by Stark as the "spiderweb effect," illustrates how each creator amplifies brand awareness across different audience segments. Rather than relying on a few high-profile influencers, Ogee cultivates a network where many voices contribute to the overarching brand narrative. Stark remarked, “A lot of times you think there’s one moment or one person that makes a product blow up, but it’s actually thousands of people that you don’t know who share the product with different people.”

Key Strategies for Creator Integration:

• Authenticity Over Scripted Messaging: Ogee encourages creators to develop personalized narratives around the brand, allowing for organic relationships to flourish.
• Diverse Audience Targeting: By tapping into niche communities, Ogee broadens its reach and enhances consumer engagement.

The Role of Meta in Ogee’s Growth

Ogee's partnership with Meta has been pivotal in its marketing evolution. Stark acknowledges that early reliance on external marketing efforts had disappointing results, prompting him to delve deeply into Meta's advertising tools.

Advantage+ Shopping Campaigns

Ogee utilizes Meta’s Advantage+ Shopping Campaigns, a tool that enhances product visibility through hyper-targeted advertising. By relying on this framework, Ogee can introduce its products to new customer segments, enabling the “creative to do the targeting,” as Stark puts it.

“The more freedom we give Meta to run and find the people we want, the better we do,” he noted.

Broader Reach through Strategic Content

Stark highlighted that Ogee's rapid growth on Meta stems from a strategic overhaul of its content across all marketing funnels. The brand’s campaigns now include a mix of video ads, testimonials, and creative user-generated content that aligns with consumer behavior on social media.

Expanding Omnichannel Presence

While Ogee has cemented its position in the digital realm, it is actively expanding its brick-and-mortar footprint. Inclusion in notable retailer Bluemercury and partnerships with Nordstrom signal a critical step in reaching customers who prefer traditional shopping experiences.

The Omnichannel Ripple Effect

Ogee's omnichannel strategy isn't merely about selling products in stores; it's about creating an integrated experience for customers. Stark emphasized the importance of harmonizing online and in-store efforts, noting, “As soon as we got in Bluemercury, we were selling out in their stores and became one of its top five brands.”

Objectives for Physical Expansion:

• Strategic Advertising with Geo-Targeting: Utilizing geo-targeted ads to inform potential customers of nearby stores stocking Ogee products.
• Brand Awareness through Upper-Funnel Marketing: Ogee works closely with Meta on upper-funnel strategies designed to firmly establish brand presence offline while maintaining digital engagement.

Conclusion

Ogee stands as a testament to the potential of a well-executed creator marketing strategy that prioritizes authenticity and audience engagement. By establishing a multifaceted content creation approach and leveraging the power of its creator network, the brand continues to thrive in an ever-competitive landscape. As the lines between digital and physical shopping further blur, Ogee exemplifies an adaptable, responsive brand capable of evolving with consumer trends while maintaining its core values.

FAQ

What is Ogee?
Ogee is a beauty brand focused on creating skincare and makeup products with high-quality, organic ingredients aimed at health-conscious consumers.

How does Ogee utilize creators in its advertising strategy?
Ogee has built a network of diverse creators to develop authentic content around its products. This network amplifies brand awareness and resonates with various consumer segments.

What is the spiderweb effect in marketing?
The spiderweb effect refers to Ogee’s strategy of leveraging multiple creator voices to diversify and strengthen its brand narrative, enhancing reach and engagement with different audience groups.

How has Meta influenced Ogee's growth?
Ogee's partnership with Meta, using tools like Advantage+ Shopping Campaigns, has been crucial for expanding its reach and effectively targeting different consumer cohorts.

Is Ogee expanding into physical stores?
Yes, Ogee has expanded its presence into brick-and-mortar locations, including notable retailers like Bluemercury and Nordstrom, to capture a broader market segment.

What kind of content does Ogee create for its advertising?
Ogee utilizes a mix of educational videos, user testimonials, and authentic creator content tailored to resonate with specific audiences, enhancing both online and offline marketing efforts.

What challenges does Ogee face in its marketing strategy?
As the market landscape evolves, Ogee must continually adapt its marketing strategies to maintain engagement and meet consumer preferences across both digital and physical platforms.