Ulta Beauty
“We turned attention into action with story-driven creative.”
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It all starts here
Their Story
Ulta Beauty is the largest beauty retailer in the U.S., offering a wide range of cosmetics, skincare, haircare, and salon services across its nationwide store footprint.
The Challenge
Ulta Beauty aimed to increase awareness and drive both online and in-store sales for its 3-week Gorgeous Hair Event.
They needed to:
- Capture attention in a crowded social environment
- Improve engagement beyond static Story ads
- Drive stronger performance across key campaign metrics
The Insights
- Static Story ads were not capturing enough attention
- Early branding and sound-off design were critical for engagement
- Sequential storytelling could improve message clarity and impact
- Strong creative execution could directly influence performance metrics
The Strategy
Rise partnered with Ulta Beauty and Facebook to develop a creative-first Instagram Stories campaign designed to stop the scroll and drive action.
The Solution
Thumb-Stopping Creative Approach
- Designed full-screen Instagram Stories ads optimized for mobile viewing
- Introduced branding within the first few seconds
- Used text overlays to ensure effectiveness without sound
Two-Card Carousel Video Format
- First card: fast-cut visuals, bold color blocking, and lifestyle imagery
- Second card: clear promotional messaging and offers
- Created a narrative flow from inspiration to action
Audience Targeting Strategy
- Targeted women aged 16–60 with interest in haircare
- Leveraged Custom Audiences based on past purchase behavior
- Directed users to a dedicated event landing page
The Results
The creative-led approach significantly improved engagement and return on investment.
higher return on ad spend
0
%
higher CTR vs. single video ads
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%
higher CTR vs. single photo ads
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%
0
