ORS Goodbye Dry (Concept)

Goodbye Dry: a winter campaign and email marketing ecosystem for ORS Haircare

Goodbye Dry, Hello Winter is a campaign and marketing ecosystem concept by The Vibe Curator Co. for ORS Haircare. It shows how a seasonal campaign can turn a winter purchase into a year round customer relationship.

The challenge

Winter dryness is a real problem for textured hair, but most seasonal campaigns sell a quick fix and then go quiet. For a product at this price point, repeat purchase is what makes the economics work.

What we did

• A campaign platform, Snowed In: snow outside, steam inside, so moisture becomes a ritual
• Art direction with 35mm grain, natural light and product placed in real home settings
• A web design concept where a routine module teaches the order of use instead of a product grid
• Social content for the feed, reels and stories, planned from one weekend of footage
• Six email marketing and automation flows, including a 30 day post purchase sequence
• Retention and segmentation strategy, plus optional experiential activations

The result

The concept gives ORS a complete campaign and lifecycle marketing system that can launch for the season and keep talking to customers long after the weather turns.

Services

Campaign development, creative direction, email marketing and automation strategy, web design, social media strategy and retention marketing.

Location: Chicago, Illinois

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