Ulta Beauty uses Creative Data to drive Gen Z Purchases
+60%
Click-Throughs
+150%
Purchase
+107%
ROAS
+50%
Improved Avg Cost Per Purchase
The Challenge
Ulta Beauty, the nation’s leading beauty retailer, wanted to drive click throughs and purchase rate around an exclusive product launch by Tarte called Sugar Rush. Ulta had product stills and video footage of teenage girls applying Sugar Rush products, but was looking for a way to highlight the new product line on social. Hoping to increase basket size among its Gen Z target, Ulta enlisted VidMob’s help to turn its existing footage into social-optimized videos that highlight each product’s unique key features.
INDUSTRY
CPG – Beauty
PLATFORMS
Facebook, Instagram
OBJECTIVE
Brand Awareness, Engagement
The Solution
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 mid-campaign creative insights revealed that by the three-second mark, 90% of viewers had dropped off. The data identified three key insights:
- Less text words per second received better viewer responses
- Direct call-to-action messaging increased conversions
- Three-second view-through rates increased when including a direct model’s gaze in the first frame
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 Results
Creative Intelligence insights had a dramatic impact across the funnel for Ulta, including increases in click throughs, purchase, ROAS, and improved average cost per purchase.
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