OXYGEN ‘Live Extraordinary’

CHALLENGE:

Oxygen aimed to reintroduce itself to the market with a bold brand refresh and the launch of its new Elements tiers, designed to elevate the banking experience for modern consumers. The goal was to position Oxygen as a premier lifestyle financial services platform that resonated with the hypebeast, fashion-forward, and culturally on-the-pulse audience. This brand awareness campaign needed to showcase Oxygen’s premium offerings while authentically connecting with trend-savvy, creative consumers.

SOLUTION:

The Live Extraordinary campaign strategically leveraged 12 influential creators to spotlight Oxygen’s refreshed brand identity and new Elements account tiers. By aligning with creators who embodied the campaign’s target audience, the program delivered aspirational yet relatable content that reinforced Oxygen’s positioning as a modern and stylish financial platform.

KEY ELEMENTS INCLUDED:

1. Highlighting the New Brand Identity:

   • Influencers emphasized Oxygen’s new Elements tiers, showcasing features such as the metal engraved card, priority travel perks (e.g., TSA Precheck), and exclusive cashback opportunities.

   • Content communicated Oxygen’s commitment to empowering creative and entrepreneurial lifestyles.

2. Aspirational Content Aligned with Style and Functionality:

   • Influencers created “day in the life” content featuring Oxygen in relatable moments, such as coffee runs, creative sessions, and travel.

   • Deliverables included Instagram carousels, Stories with CTAs, Reels, and a written Q&A, all tailored to reflect the premium and fashion-forward ethos of the brand.

   • Content was designed to portray the Oxygen card as both a practical financial tool and a stylish accessory.

3. Strategic Influencer Selection:

   • Partnered with creators who resonated with the hypebeast and culturally attuned crowd, ensuring alignment with Oxygen’s target audience.

   • Storytelling focused on real, relatable lifestyles, highlighting how Oxygen fits seamlessly into their routines.

SUCCESS:

The Live Extraordinary campaign reintroduced Oxygen with a fresh, bold identity and successfully positioned the brand as a modern, culturally relevant financial services platform:

• 28.63M total impressions and 987.7K engagements with an avg. Engagement Rate of 3.48%

• Influencers like Jessica Wang and Madison Williams drove 4.66M impressions and 4.4M impressions, respectively, amplifying awareness of the new Elements tiers.

• Social media content exceeded engagement benchmarks, with high-performing posts generating exceptional audience interaction and reinforcing Oxygen’s stylish, forward-thinking identity.

This campaign marked a successful relaunch for Oxygen, establishing it as a financial platform that not only understands but champions the values and aspirations of its culturally influential audience.