Ulta Beauty's objective was to increase their brand awareness amongst shoppers at competitor stores that may have low brand awareness or shopping at competitor stores.

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Acast created a collective of beauty podcasts — all taken from the Acast Creator Network — to build a bespoke branded series for Ulta Beauty. Gloss Angeles, Forever35, Natch Beaut, Fat Mascara and Naked Beauty came together to each create one episode for the series, with content focusing on the five pillars of the Ulta Beauty Skin Platform: 

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• Skin Protection: Gloss Angeles
• Regimen: Forever35
• Nourishment: Naked Beauty 
• Conscious Beauty: Natch Beaut
• Skin Services: Fat Mascara 

This approach enabled Ulta Beauty to tap into these podcasts’ existing, highly engaged communities — with each set of listeners hearing messaging and an approach to storytelling tailored to them.

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The campaign achieved great increases in both brand awareness and purchase consideration, which also gave Ulta the chance to connect with these engaged and passionate listeners with an ad that truly resonated.

The creative easily exceeded Veritonic Podcast Benchmarks for all tested categories, especially, “Relevant to Me” (84 score versus 71 benchmark) and “Energetic” (83 score versus 74 benchmark)

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