Ulta Launch #ELEMISXULTA
ELEMIS
The campaign
The campaign
Managed 360 marketing for the ELEMIS launch in Ulta, ultimately generating 8M media impressions.
Activity included promoting Ulta-specific starter kits & hero exclusives, programming, exclusive/dedicated social content (paid + organic), PR Mailer, multi-tiered influencer activation, creating 3M impressions.
As a result of these efforts, we received 800 consumer reviews in 5 weeks, and 300 stores opened that year, boosting brand visibility and generating revenue exponentially.
Services
Social Media Strategy
Paid Influencer Partnerships
Organic Influencers
Sampling Program
Social Media Strategy
Led creation of custom, dedicated content to announce the launch of ELEMIS in Ulta.
Brand-produced assets were in Ulta orange, a series of animations featuring the announcement, sets, exclusives, and offers.
Select high-quality UGC was also re-posted in-feed and on Instagram Stories as a part of the various influencer activity to further support the launch.
Additionally, Ulta was tagged and @mentioned on owned posts to direct traffic.
Paid Influencers
Partnered with Preen.Me to build awareness for ELEMIS launch in Ulta including exclusive products and starter kits.
x5 mid-tier influencers went to local Ulta store/shopped online at Ulta.com to share live IG stories and feed posts to capture experience and post review.
x55 micro-influencers went to local Ulta store to share live IG stories to capture experience and post review, plus routine video and host giveaway.
Results
413 social posts (359 stories and 53 in-feed)
Delivered almost double on key KPI targets, including social actions, UGC and impressions.
Sweepstakes hosted on Preen.Me's Instagram (518k followers) resulting in 1,458 sign-ups for sweepstakes via the landing page (46% over target)
1,501 new followers to ELEMIS Instagram account, 243,774 social actions, 5% engagement rate (vs 3% in similar skincare programs), and 8,328,257 impressions.
Together, the video views and social actions surpassed the 500k target by almost 4x (379%)
Organic Influencers
Sent custom mailer with ELEMIS bestsellers in a custom created Ulta x Elemis box with accomodating accessories available to 125 influencers to build buzz and spread the word on ELEMIS officially launching in Ulta stores.
Material included CTA to share with followers, tagging both @ELEMIS and @Ultabeauty.
Sampling
Influenster
To drive reviews to Ulta.com, ELEMIS enlisted Influenster to distribute 7 skus to 700 members of the Influenster community
Results
Generated 452+ reviews to Ulta.com
Exceeded the 40--60% average return rate
BoxyCharm
Led most successful subscription box inclusion based on EMV and engagement. Included Pro-Collagen Marine Cream in Boxycharm Box to 200.3k recipients.
Results
Our most engaged post of the year was due to a sweepstakes initiative from Boxycharm, which directed followers to our most recent Instagram post with 21,174 engagements.
The ELEMIS Instagram account saw a significant spike in Instagram follower growth, from 165,348 to 173,829 followers (5% growth) in just two days.
773 referral sessions and $382 in revenue on ELEMIS.com
