Case Study: OGX achieves 8% US sales lift and reaches 80% of millennial women with Facebook video ads

Growing haircare sales in new markets with Facebook video ads

OGX, a global haircare brand known for celebrating natural hair and originality, needed to raise brand awareness and increase in‑store sales while scaling campaigns faster across multiple markets. Historically launches took 6–8 months and were managed locally, so OGX sought a way to get to market quickly, maintain consistent messaging, and optimize campaigns for millennial women.

OGX moved to a mobile‑first strategy using video ads on Facebook and Instagram, centralised decision‑making with a small cross‑functional team, and a “test, learn, iterate” approach with agency and Facebook Creative Shop support. The spring campaign launched across five markets in four weeks, reaching 61% of US millennial women and about 80% across the UK, Australia, Germany and Canada, and delivered strong business impact: US sales up 8%, US household penetration +4.6%, Australia ad recall +12 points and brand awareness +5 points.

OGX