OUAI was built on social connection and early access- rooted in Jen Atkin’s reputation for listening to her community, giving fans insider access, and staying ahead of what’s “cool.” Even after their meteoric rise and P&G acquisition, OUAI wanted to preserve this origin: a brand shaped by its fans, not dictated to them.

As the brand scaled, there was no clear way to co-create with their brand fans, including giving them early access to product drops and involve them in upstream product development- all core to the OUAI DNA. 

As a fragrance franchise, when Ouai wanted to launch St. Barth’s as the most anticipated launch of the summer, they knew it needed to be authentic, rooted in community  vs. a brand proclamation. 

OUAI used TYB to create an application-based segment for St. Barts superfans to come upsteam and co-create with them. To join, members had to submit a playful “OOO message” for their next OUAI-cation - a nod to the scent’s escapist theme and Jen Atkin’s tradition of giving fans early insider access.

Once inside, members received special access to new product drops, exclusive discounts, merch and events, along with a private chat for St. Barts lovers. OUAI invited the group upstream into the launch from early product testing to launch-ready UGC.

Instead of pushing a message, the community helped create it by spreading anticipation across social. Their engagement on and off TYB made St. Barts the most talked-about fragrance of the summer (vs. the brand saying so).

TYB became the place where OUAI could authentically build momentum, gather product insights, and put their superfans at the center of the launch strategy.

OUAI community members contributed over 1,000 pieces of UGC, which fueled the highly anticipated St. Barts launch campaign. From this engagement, OUAI created a dedicated VIP segment, Beaches Love St. Barts, which has grown to over 4,500 members and continues to engage through themed chats, community-driven playlists, and special access that rewards the most active fans.

TYB has become a direct line between OUAI and their biggest supporters, blending CX and community. For example, when orders are delayed or damaged, OUAI can instantly reward members with coins, creating moments of surprise-and-delight that reinforce trust and loyalty.

Overall, OUAI has built an owned engagement channel that drives 56% more revenue from community members, fulfilling Jen Atkin’s original vision of a socially connected, fan-first brand.