Ulta Beauty
Ulta Beauty is proud to be the largest beauty retailer in the U.S. and the premier destination for cosmetics, fragrance, body, skin, and haircare products. They also offer extensive salon services, personalized to fit each Ulta guest. Whether you’re looking for the freshest shade of nail color or the buzziest new moisturizer, enjoy the thrill of exploration. The possibilities are beautiful.
The Solution
Ulta Beauty needed a holiday marketing campaign with seasonal messaging that simultaneously delighted and delivered new and existing Ulta consumers during the most important time of the year. The beauty brand already had an evergreen presence on Reddit, but wanted to innovate with shoppable social media ads that also authentically told their brand story to the unique Reddit audience.
“With 85% of Redditors basing cyber week purchases on platform research, developing a Holiday strategy for Ulta Beauty on Reddit was a priority component of our holistic social campaign. The successful performance of the program was the result of a collaborative partnership with the Reddit Sales team, their uniquely innovative ad products, and the highly-engaged beauty communities on the platform.”
NATALIE SALIM
PAID SOCIAL MANAGER, ULTA BEAUTY
The Strategy
Ulta’s holiday campaigns already involved posts, deals and holiday-themed beauty tips. To get prepped and primed, Ulta worked with Rise and their partners at Reddit to ensure that quality content was being delivered, so that they could communicate with their consumers, at scale. They focused on KPIs like traffic and sales so they could drive greater return on ad spend (ROAS).
We recommended that Ulta leverage a mix of Reddit-native ad products and placements to drive these KPIs. This mix included:
- Megathreads for robust one-stop shopping.
- Spoiler posts for beauty lovers to click and reveal deals.
- Category Takeovers and Conversation Placements to grab Redditors’ interest by meeting them right where they’re most engaged.
- Reddit Pixel retargeting to re-engage shoppers throughout their journey.
The Results
Higher return on ad spend
Above the average retail CTR
