How Ulta's Multicultural Targeting Drove a Massive Lift in Intent to ShopAug 6, 2021
increase in intent to shop from Hispanic creative
increase in intent to shop from African American creative
With Hispanic and African American populations rapidly growing, Ulta Beauty wanted to appeal to this particular audience. The problem? It was hard to stand out and make an impact.
We wanted to celebrate diversity through Dynamic Audio ads. So, we had our Studio Resonate team produce unique, powerful ads that would capture listeners’ interest (and, ya know, inspire them to visit Ulta in-store or online).
Feel-good messaging can leave a lasting impression. So much so that all audio spots met or exceeded the emotional attribute benchmarks in nearly every category among Hispanic audiences. “Happy” and “Makes Me Feel Good” were top performing attributes, while the African American Dynamic Audio spots significantly outperformed “Happy.” Overall, all Dynamic Audio spots surpassed standard audio creative, proving that Dynamic Audio is effective at connecting to core consumers. While intent to visit Ulta Beauty already had high baseline scores, these insights further support the impact that personalized creative has on listeners.
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