How Ouai Uses Dash Hudson and Instagram for Crowdsourcing

Instagram is key to Ouai’s marketing strategy, according to director of marketing Hannah Beals. In conversation with Thomas Rankin, Dash Hudson’s cofounder and chief executive officer, Beals shared insights into how Ouai is using data to inform its social media strategy — and product development. The brand, she said, has been using Instagram for everything from education to sneak peeks of product releases to gauging interest in potential products before they’re even manufactured. “We do a lot of crowdsourcing via polls or stories or on our grid,” said Beals. “We’ll start by asking questions like ‘what are your biggest hair concerns?’ or ‘what product is missing from your routine?’ We use it as a ‘choose your own adventure’ situation where we let the customers’ feedback guide us into different paths, and when we move into more of the product development phase, we ask more specific questions like ‘what kind of packaging do you prefer?’ We’re relying on the insights and analytics that we get through Dash Hudson to guide how we’re developing packaging and formula.” For photo-sharing, Ouai works with Dash Hudson’s Vision product, which uses “computer vision,” said Rankin, to look at all of a brand’s photos to better understand what in

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