Ulta Beauty at Target
Summary: Get “Zillennials” Target beauty shoppers and consumers shopping prestige beauty elsewhere to make Ulta Beauty at Target part of their beauty routine by motivating them to delight in beauty discovery every day..
My Role and Contribution: As lead creative strategist I guided the creative team and consulted with the marketing partners when The Ulta Beauty at Target partnership transitioned from the launch stage to a seasonal continuity stage of the core marketing campaign.
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Ulta Beauty at Target campaign effectively communicated “new brands” message among women recognizers at 43% playback (above benchmark at 37%)
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Campaign impact to drive shopping interest was on par with YOY general market average benchmark (71% vs 75% LY)
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Social + Digital display campaign helped with breakthrough as most recognized pieces of creative across awareness channel execution (inclusive of search, email and app)
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the pandemic amplified trends tied to values that reinforce the need to integrate and orchestrate meaningful differentiation, and the partnership has an opportunity to reach diverse consumers across gender, age and ethnicity.
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other masstige retailers don’t compare to Ulta Beauty at Target when it comes to highlighting shared values and leading with activations to drive memorable engagement.
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with innovative digital and socially led storytelling, Ulta Beauty and Target are perfectly positioned to deliver accessible discovery in beauty.
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Zillennials need easy ways to discover their unique expressions of beauty and won’t engage with a brand that portrays passive inspiration and connection.
Creative Insight- UB@T is a “nice to have”, but it’s not a need to have.
Creative Launchpad: support the belief that Target can be their go to beauty authority by eliminating friction in the process Zillennials choose to source their inspiration.
Support the belief means we have to consistently delivering on expectations of they value (belonging, discovery and imagination) + eliminate friction by providing active points of engagement throughout the process that helps them narrow in on choice
Creative Idea: Beauty is a Feeling
It’s not just products, it’s an experience. It’s the feeling of discovering a new favorite. Feeling invincible or powerful. Feeling confident. Feeling like you can transform a look, whenever you want. Feeling like an artist. Feeling refreshed and restored. Feeling good about your self-care. Feeling connected and inspired. Feeling free to have fun. Try something new. To level up your look. And always feel like yourself.
manifesto written by Sr. Copywriter Anna Zahler