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 brands 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.

ADAPTLYS APPROACH
The Richards Group worked with Adaptly
to formulate a strategy designed to both
grow and engage ULTAs Twitter follower
base. To deliver against the clients KPIs,
the Adaptly team executed a strategic
plan that successfully amplified ULTAs
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%
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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 Adaptlys 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

Adaptlys strategic targeting approach ensured

#beautylol & #beautylols

that the clients 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

Adaptlys strategic counsel and optimization technology,

During
Campaign

6,000

paired with The Richards Groups 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

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 sales@adaptly.com.
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