10 May Feature: Ariane Tonka, Founder of Digital Agency OVRGRND
Reading time: 4 minutes
Ariane Tonka is the founder of OVRGRND, a Montreal based digital marketing agency. With a passion for social media and a love for fitness, Ariane Tonka describes the key to her success in the social media industry.
Keep reading to find out what Ariane Tonka has to say on her personal style, being an entrepreneur, and what her cool, laid-back lifestyle is all about.
AZ: Can you tell us about your start in the social media industry and how Ovrgrnd came about?
AT: I was bartending at Tokyo Bar and wanted to find a way to get more walk-ins. I asked the owners if I could take over social media. I started by targeting manually near by popular locations. I would comment under people’s pics and slowly they started showing up. I knew I was onto something.
My partner and I then started pitching the business to different restaurants and bars, and that’s when it all started. We were the first agency in Montreal to call ourselves a social media agency. Unlike others who would attempt to mix web design, PR and graphic design. We strictly focused on social media marketing.
AZ: Were you always an entrepreneur at heart or was this an unexpected career path? What made you want to be your own boss?
AT: Hell NO! When I was in school I had no interest in entrepreneurial classes. It wasn’t trendy 10 years ago. I thought I’d get a sweet agency job and live a glamorous life. I never imagined being an entrepreneur could be this fulfilling and rewarding.
It’s not so much that I wanted to be my own boss but my ideas and talents weren’t being used in my previous job. I figured if I wanted my ideas to come to life I had to do it myself.
AZ: What skills do you feel contributed to your success in the social media industry?
AT: I’m crazy. Haha Crazy obsessed with small details and making content as good as it can possibly be. I believe my drive and treating my customers businesses like my own is what has took me this far.
As an agency, we stand out for our creativity and knowledge of the different platforms and ad strategies.
AZ: What is your go-to activity on your down time?
AT: The gym is number 1. Training gives me peace of mind, it’s essential to my high-intensity go-go-go lifestyle. Otherwise, I love going on adventures, driving out of town and discovering new things.
AZ: What is your style like on a day-to-day? Do you dress up for meetings with clients or keep it casual?
AT: I have two completely different styles. When I’m in the office I’m super casual and comfy. I’m mostly wearing oversized t-shirts and my Under Armour TriBase kicks. When it’s meeting time, I step it up a notch. I tend to wear red because the customer always remembers the lady in red 😉
AZ: How do you like to take your outfit from day to night?
AT: I’ll usually trade my kicks for booties with a small heel and add some more dramatic make-up.
AZ: Can you describe an item in your closet that has a deep meaning and that you would never get rid of?
AT: That’s a good question. When I travel I like to get t-shirts or long sleeve tees just as a memory. I love wearing them because they bring me joy. I have an IN and OUT t-shirt from Cali, a San Diego shirt I got at the airport and a few shirts I got at the Super bowl. All awesome memories.
AZ: Are you a shopper? How often do you refresh your wardrobe?
AT: Yes and No. I probably buy clothes once a month. I always feel like I have way too many clothes, yet never what I actually want.
Also, now with internet shopping, I try to only buy the pieces I truly want and I’ve been looking for vs. anything that’s in front of me just because I want something new. I do love the new 90s athleisure trend though. It’s right up my alley.
AZ: Are you loyal to any brands in particular or not so much and why?
AT: Under Armour 😉 I’ve been an Under Armour ambassador for 2 years now but I’ve truly built a strong relationship with the brand and fell in love with their athletic wear. I wear a lot of it as streetstyle as well. I also love Deus Customs and Penfield jackets.
AZ: What can we expect from you and Ovrgrnd in the following months?
AT: Since January we’ve been getting amazing contracts and really had the opportunity to build outstanding content. We are currently planning a few video series with national clients and very cool longterm influencer campaigns. The team is growing, so there’s a lot to look forward to!
Lastly, featured image credit to Madeleine Robertson