Objectives

In launching our biggest partnership of the year, our objective was to bring awareness to the 50+ prestige Ulta Beauty brands now available at Target and the unique perks included.

Partnership offerings were focused on accessible discovery, such as a linked loyalty program, exclusive products, and Ulta Beauty expertise in-store.

Strategy and Execution

Our multi-platform social strategy was focused on Building Hype, Inspiring Participation, and Making it Rewarding.

BUILD HYPE

• Deployed announcement reaction videos
• Coordinated PR announcement moment with 50+ UB brands
• Led with credibility by featuring UB brands with a social cult following
• Provided social proof by tapping influencers and creators to showcase seamless shopping experience, educate on rewards and services, and create demand for UB products now at Target
   

INSPIRE PARTICIPATION

• Designed a TikTok Hashtag Challenge, driven by a creator-led original sound, giving guests the opportunity to show their creativity when talking about the “perfect pair”
•  Leveraged creators to model hashtag challenge prompt 

Hashtag Challenge Details  

• We got the ladies back together! Donna, Candice and Martina love their 5 o’clock Applebees nights and they have reunited again for an UltaBeautyxTarget run.
• Known for his series of Donna POV videos, we partnered with @SnarkyMarky to create a sound bite prompting guests to show how this perfect, yet dangerous, pairing (Ulta Beauty at Target) has abruptly changed their routines.
• Guests could fill in the blank with the original sound, with stand-ins ranging from beauty products, showing the holy trinity that is Starbucks, Target, and Ulta, to hiding their recent purchases from significant others or grabbing their besties for a girl's day out.
   

MAKE IT REWARDING

• Showcase perks and services guests value most
• Leveraged UGC to reward guests who are sharing their UB at Target love

Results

Campaign of Firsts

• First Target TikTok Hashtag Challenge
• First commissioned original sound on TikTok for a campaign with the help of creator @SnarkyMarky
• First commissioned Green Screen react videos - which ended up being our top performing organic posts!
• Campaign contributed to our FY’21 goal of 1M TikTok followers on the Target TikTok account.
   

Notable Participation
PEOPLE
Jackie Aina, Tabitha Brown, Choyce Brown, Susan Yara, Remi Ashten, TrendMood, Ulta CEO and COO, Jerrod Blandino

BRANDS
Florence by Mills, The Ouai, Tula, KVD Beauty, Buxom, Clarins USA, Josie Maran, Bare Minerals, Kopari Beauty, Stila Cosmetics, Peach and Lily, MAC, Too Faced, Mario Badescu, Tarte


HTC Results

• Views - OVER 2.5 BILLION VIEWS IN THREE DAYS. Total video views exceeded platform benchmark of 2.3B. 8.8B total video views to date (As of 2/22)
!
• Reach - 72M - Reach is defined as the number if unique TikTokers that have viewed video content with #UltaBeautyatTarget hashtag.
• Engagements - 394M Likes, 22M Shares, 14M Comments
• Video Creations - 1.7M (exceeded platform benchmark of 1M*)
• Original Music Video Views - 10.2M (exceeded platform benchmark of 5M*)
• Sentiment - Sentiment score of 80% (Source: Netbase)

Media