ULTA BEAUTY

Ulta Beauty used the two-card carousel format for video ads in Instagram Stories to boost awareness of its haircare products, resulting in a 63% higher return on ad spend.

THE STORY
The possibilities are beautiful

Founded in 1990 and headquartered in Illinois, Ulta Beauty is the largest beauty retailer in the US and a popular destination for cosmetics, men and women’s fragrances, skincare solutions and haircare products. Each store has a full-service salon featuring hair, skin, brow and makeup services.

63%

higher return on ad spend with two-card carousel video ad in Instagram Stories (versus single video ad in Instagram Stories)

1.8X

higher click-through rate with two-card carousel video ad in Instagram Stories (versus single video ad in Instagram Stories)

2.6X

higher click-through rate with two-card carousel video ad in Instagram Stories (versus single photo ad in Instagram Stories)

We partnered closely with media agency Rise Interactive and the Facebook team about using Instagram Stories to showcase content and highlight our event promotion in a unique and effective way. The video ads in two-card carousel format helped power arresting visuals and a strong promotional message. We saw amazing results and an increase in customer consideration within the haircare category.
SHELLEY HAUS, SVP, BRAND MARKETING, ULTA BEAUTY
THE GOAL
Promoting haircare products

Ulta Beauty wanted to increase awareness of its 3-week Gorgeous Hair Event featuring daily haircare brand promotions, and to drive online and in-store sales.

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THE SOLUTION
Driving conversions with Stories

In the past, Ulta Beauty had used single photo ads in Instagram Stories. For its upcoming Gorgeous Hair Event, however, the company wanted a stronger way to grab shopper attention.

Ulta Beauty partnered with teams at Facebook and media agency Rise Interactive, who shared best practices on creating thumb-stopping assets to drive business results. This included creating ads in the full-screen Instagram Stories format, showing branding within the first few seconds, and using text overlays that work well when the sound is turned off.

Ulta Beauty also built a video ad in the two-card carousel format, which featured eye-grabbing creative along with prominent promotional messaging to catch viewers’ attention. The first card used fast-cut motion to show images of various haircare products interspersed with bold color-blocking and head shots of women and men with great-looking hair. The video then transitioned to the second card, which focused on promotional and discount messaging, including “The Gorgeous Hair Event is Here!” and “Up to 50% off the most loved brands.”

Each card had a Learn More call-to-action button that linked through to the Gorgeous Hair Event page on its website, where viewers could discover deals and buy. Ulta Beauty showed the ads to US women aged 16–60 and to those with an interest in hair products, as well as to a Custom Audience based on consumers’ past purchases.

Ulta Beauty determined the results of the September 29–October 10, 2018 campaign based on reporting data from Facebook Ads Manager and the client’s own CRM data, which revealed:

  • 63% higher return on ad spend with two-card carousel video ad in Instagram Stories (compared to single video ad in Instagram Stories)

  • 1.8% higher click-through rate with two-card carousel video ad in Instagram Stories (compared to single video ad in Instagram Stories)

  • 2.6X higher click-through rate with two-card carousel video ad in Instagram Stories (compared to single photo ad in Instagram Stories)

Working together with Ulta Beauty and the team at Facebook, we saw great results for the Gorgeous Hair promotional event. With Ulta Beauty’s goal of finding new customers and increasing their purchase price points, we knew reaching the right audience through the latest engaging Instagram Story carousel ad format would be the key to surpassing our click-through rate target.
JUSTIN GARVIN, VICE PRESIDENT OF MEDIA, RISE INTERACTIVE