Arey Grey
Brand Growth Strategy
Influencer + Social Media + Affiliate Marketing + Paid Social
OGAKI drove 2,318% year-over-year revenue growth for haircare brand Arey Grey through an integrated social media, influencer, and affiliate program.
By
The Numbers
2,318%
YoY Revenue Growth
from Organic Social
3.34x
ROI from Influencer
Affiliate Program
$24.7M
EMV From
Influencer Program
22.1K+
Instagram Follower
Growth Over One Year
THE CHALLENGE
Arey Grey is a disruptor in the haircare space as the first functional beauty brand to target aging hair and delaying greys with a proactive, science-driven approach. Co-Founders Jay Small and Allison Conrad had created innovative formulations that targeted an important need in the market. But they faced loud skeptics in the market — particularly on social media. The fact that the products required consistent, 3-4 months of use in order to see results made for an even bigger challenge to convince and convert new customers. As a DTC-only brand, they also lacked the backing of a well-known retailer to further build awareness, trust, and credibility with their target consumer.
AREY GREY BRAND GROWTH STRATEGY
THE SOLUTION
OGAKI evolved Arey’s social media, influencer, and affiliate strategies. We knew that positioning, messaging, and education would be key to convincing audiences that Arey truly worked. After a comprehensive social listening exercise, we developed a social media playbook with strategies for how to create and share engaging educational and results-focused content. The new approach focused on building reach and credibility — from science-led founder testimonials to Before/After videos.
We also created an affiliate program that encouraged trusted medical experts, hairstylists, and influencers to share their own Arey haircare journeys. Finally, OGAKI implemented paid partnerships with brand fans to create paid social and allowlisting campaigns, focusing on content that shared personal experiences and results with Arey.
THE RESULTS
Arey’s new social and influencer strategy allowed the brand to reach new audiences and build trust and credibility in the market, significantly boosting reach, community, and sales. Arey parlayed this success to expand beyond DTC and launch their first retail partnership with Credo, continuing to grow the brand.
AREY GREY BRAND GROWTH STRATEGY
Highlights
2,318%
YoY Revenue Growth
from Organic Social
3.34x
ROI from Influencer
Affiliate Program
$24.7M
EMV From
Influencer Program
22.1K+
Instagram Follower
Growth Over One Year
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