Ulta Beauty uses Creative Data to drive Gen Z Purchases
Within seven days, VidMob created five mobile-first videos from the still images and unedited footage that highlighted the Sugar Rush product. The formats included carousel ads for Instagram stories, collection ads for Snapchat, and a promoted video for twitter.
VidMob’s Creative Intelligence pulled mid-campaign creative insights that revealed a high drop-off amongst viewers. Leveraging insights around text words per second, CTA messaging, and featuring people, Ulta and VidMob were able to test ways to simplify the Instagram asset to better capture viewers’ attention.
VidMob used this data to test three new creative assets optimized from the original concepts. Within 24 hours, different CTA messaging, split screen layouts, and frame lengths were implemented to better capture viewers’ attention. Data revealed that the optimized Option B concepts resulted in the greatest improvement in client KPIs.
The campaign’s success is the beginning of a long-term partnership between Ulta and VidMob.
“VidMob shared eye-opening creative insights that we were able to take immediate action on to make our ads work harder. Optimizing our Sugar Rush assets based on objective creative data led to incredible results, 2x lift in ROAS!”
– Troy Hayes, Ulta’s Video Manager