Ulta Beauty Location-based Marketing Campaign

Ulta Beauty and their agency partner, Mediahub MullenLowe, joined forces with GroundTruth to power their new store openings as they expanded their physical footprint. The beauty retailer leveraged localized and data-driven tactics as part of their overall strategy to reach high-potential customers, boost awareness, and drive foot traffic to new stores.

Our location solutions

Location Audiences allowed Ulta Beauty to target direct competitors near their new locations. The competitive set included both major chain stores and smaller local specialty shops, optimizing reach to potential customers while stealing market share.

Behavioral Audiences such as Beauty & Cosmetic Shoppers enabled Ulta Beauty to reach intenders who would most benefit from learning about a new store opening in their vicinity.

Proximity Targeting was taken a step further as Ulta Beauty and GroundTruth partnered to set insights-led, custom radial targeting around new stores to optimize reach and effectiveness.

Products Used:

Audience Targeting Platform

Location Targeting

Real results

Ulta Beauty leveraged insights from GroundTruth’s location solutions as part of their media plan to support a number of their new store openings. 2.5x GroundTruth-supported Ulta Beauty store openings were 2.5X more likely to reach their state average visitation rates than non-supported stores.

GroundTruth-supported locations were not only more likely to meet their state average weekly visitation rates, but did so 43% faster than new stores not supported by GroundTruth media.