Creative originally developed by Alice & Albert · Presented in partnership with Grapes Worldwide
// On Air Direct //
DIVERSIFYING FOR GROWTH: EXPANDING OAD'S FOOTPRINT IN BEAUTY
BRAND OVERVIEW
About the Brand
On Air Direct (OAD) is a third-party logistics and fulfillment company with deep roots in beauty. With much of its business historically tied to one major retail ecosystem, the opportunity was to leverage its expertise to reach more beauty brands and build a platform for growth.
INDUSTRY
BEAUTY
Campaign Name
Precision Performance Paid Social Acquisition & Retargeting Initiative
SERVICES
WEBSITE DESIGN & DEVELOPMENT, BRANDING & DESIGNING, EVENTS & ACTIVATIONS
Challenge & Opportunity
01.
DIVERSIFY FOR GROWTH
OAD had deep beauty expertise and a strong track record. The opportunity was to turn that experience into a broader growth strategy beyond its traditional retail ecosystem.
02.
TELL A STRONGER STORY
OAD offered far more than fulfillment, but its brand and marketing weren't communicating the depth of its expertise or the value its team brought to growing beauty brands.
THE INSIGHT
THE TECHNOLOGY WASN'T THE DIFFERENTIATOR. THE PEOPLE BEHIND
IT WERE. OAD didn't simply pick, pack and ship. Its team understood beauty, retailers and the operational challenges brands face as they scale. We positioned OAD around that powerful combination of technology + logistics expertise + human support.
FROM FULFILLMENT PROVIDER TO BEAUTY LOGISTICS PARTNER
We transformed OAD's positioning, messaging and identity around its beauty expertise and human approach, then brought the new story to life across its digital and industry presence.
1.
BRAND + POSITIONING
Created a clearer, more differentiated story around OAD's combination of technology, beauty logistics expertise and hands-on support.
2.
DIGITAL EXPERIENCE
Redesigned the website to simplify OAD's story, elevate its beauty expertise and create clearer pathways for prospective brands to take action.
03.
INDUSTRY ACTIVATION
Took the new OAD directly to the beauty industry through Cosmoprof, BeautyX Summit and Uplink Live, extending the brand into real-world experiences designed to build visibility and new relationships.
THE INSIGHT
THE TECHNOLOGY WASN'T THE DIFFERENTIATOR. THE PEOPLE BEHIND IT WERE. OAD didn't simply pick, pack and ship. Its team understood beauty, retailers and the operational challenges brands face as they scale. We positioned OAD around that powerful combination of technology + logistics expertise + human support.
RESULTS
Website Users (YoY)
+357%
New Website Users (YoY)
+376%
Website Sessions (YoY)
+352%