POWERING ENGAGEMENT THROUGH PROMOTIONS
POWERING ENGAGEMENT THROUGH PROMOTIONS A Beauty Case Study
ULTA Beauty wanted to launch a series of sequential Twitter campaigns to increase engagement with, and conversation around, their brand during key promotional periods. Leveraging the brand’s strong organic content and our expertise in product promotion campaigns, Adaptly
ULTA Beauty, the largest U.S.
worked with ULTA to amplify organic content around 3 beauty-focused
beauty retailer, provides one-stop
initiatives: Breakup with Your Makeup (#breakup), Beauty LOL
shopping for prestige, mass and
(#BeautyLOL) and 21 Days of Beauty (#ULTA21).
salon products and salon services. They focus on providing affordable
Engagement Rate
eCPE
indulgence to customers by
3.29%
$0.26
combining the product breadth,
Total Engagements
Brand Mentions
445K
77,800
value and convenience of a beauty superstore with the distinctive environment and experience of a specialty retailer.
ADAPTLY’S APPROACH The Richards Group worked with Adaptly to formulate a strategy designed to both grow and engage ULTA’s Twitter follower base. To deliver against the client’s KPIs, the Adaptly team executed a strategic plan that successfully amplified ULTA’s powerful organic content. •
Advertising across both Mobile and Desktop, Adaptly optimized each budget to capitalize on the most engaging tweets and saw an average eCPE of $0.26 across 3 campaigns.
•
Using a variety of targeting techniques and continuous Tweet promotion, the Adaptly campaigns lifted hashtag engagement by 172% 1
RESULTS •
Adaptly drove strong engagement rates across all 3
31% lower eCPE 2.0X higher Engagement
campaigns; specifically, the Breakup with your Makeup campaign saw a 7.9% engagement rate. •
ULTA Beauty saw over 77,800 brand mentions during the course of Adaptly’s paid media campaigns!
•
Mobile targeting drove 31% lower eCPE as well as 2.0x higher engagement than desktop!
Brand Mentions per Day
2,000 1,800
1,600 1,400 1,200 1,000 800 600 400 200 0
7/31/13
8/12/13
8/24/13
9/5/13
KEY TAKEAWAYS •
9/17/13
9/27/13
Hashtag Mentions
Adaptly’s strategic targeting approach ensured
#beautylol & #beautylols
that the client’s budget was optimized across the best performing groups. •
Mobile targeting is key to reaching consumers who are actively tweeting and sharing content in real-time.
•
221
Pre Campaign During Campaign
790
Using rich content - including Somee cards - drives
#breakup
strong engagement among brand followers, influencers and consumers.
3,000
Pre Campaign
“Adaptly’s strategic counsel and optimization technology,
During Campaign
6,000
paired with The Richards Group’s social media strategy, put Ulta in a position to speak authentically with their consumer, while leveraging paid social media tactics to amplify performance.” —Jeff Kauffman, The Richards Group
#ULTA21 Pre Campaign
0
During Campaign
2,000
Contact Adaptly for details on crafting a Twitter strategy that achieves your unique marketing goals! Offices: New York, San Francisco, Los Angeles, Chicago, London | www.adaptly.com | For more information, please email [email protected]. 2
ULTA Beauty wanted to launch a series of sequential Twitter campaigns to increase engagement with, and conversation around, their brand during key promotional periods. Leveraging the brand’s strong organic content and our expertise in product promotion campaigns, Adaptly
ULTA Beauty, the largest U.S.
worked with ULTA to amplify organic content around 3 beauty-focused
beauty retailer, provides one-stop
initiatives: Breakup with Your Makeup (#breakup), Beauty LOL
shopping for prestige, mass and
(#BeautyLOL) and 21 Days of Beauty (#ULTA21).
salon products and salon services. They focus on providing affordable
Engagement Rate
eCPE
indulgence to customers by
3.29%
$0.26
combining the product breadth,
Total Engagements
Brand Mentions
445K
77,800
value and convenience of a beauty superstore with the distinctive environment and experience of a specialty retailer.
ADAPTLY’S APPROACH The Richards Group worked with Adaptly to formulate a strategy designed to both grow and engage ULTA’s Twitter follower base. To deliver against the client’s KPIs, the Adaptly team executed a strategic plan that successfully amplified ULTA’s powerful organic content. •
Advertising across both Mobile and Desktop, Adaptly optimized each budget to capitalize on the most engaging tweets and saw an average eCPE of $0.26 across 3 campaigns.
•
Using a variety of targeting techniques and continuous Tweet promotion, the Adaptly campaigns lifted hashtag engagement by 172% 1
RESULTS •
Adaptly drove strong engagement rates across all 3
31% lower eCPE 2.0X higher Engagement
campaigns; specifically, the Breakup with your Makeup campaign saw a 7.9% engagement rate. •
ULTA Beauty saw over 77,800 brand mentions during the course of Adaptly’s paid media campaigns!
•
Mobile targeting drove 31% lower eCPE as well as 2.0x higher engagement than desktop!
Brand Mentions per Day
2,000 1,800
1,600 1,400 1,200 1,000 800 600 400 200 0
7/31/13
8/12/13
8/24/13
9/5/13
KEY TAKEAWAYS •
9/17/13
9/27/13
Hashtag Mentions
Adaptly’s strategic targeting approach ensured
#beautylol & #beautylols
that the client’s budget was optimized across the best performing groups. •
Mobile targeting is key to reaching consumers who are actively tweeting and sharing content in real-time.
•
221
Pre Campaign During Campaign
790
Using rich content - including Somee cards - drives
#breakup
strong engagement among brand followers, influencers and consumers.
3,000
Pre Campaign
“Adaptly’s strategic counsel and optimization technology,
During Campaign
6,000
paired with The Richards Group’s social media strategy, put Ulta in a position to speak authentically with their consumer, while leveraging paid social media tactics to amplify performance.” —Jeff Kauffman, The Richards Group
#ULTA21 Pre Campaign
0
During Campaign
2,000
Contact Adaptly for details on crafting a Twitter strategy that achieves your unique marketing goals! Offices: New York, San Francisco, Los Angeles, Chicago, London | www.adaptly.com | For more information, please email [email protected]. 2
