Best Shopping Rich Media Online Ad

In March, ULTA Beauty ran its 21 Days of Beauty campaign. Over the span of three consecutive weeks ULTA customers were treated to a fresh discount on a feature product every day. The question was: with the discount changing every day, how could an advertising campaign be dynamic enough to make this come to life? Enter true[X]. The interactive video advertising company’s flexible time-reactive canvas allows it to tailor messaging depending on when a user is exposed to an ad. For ULTA, the deals could be updated with new products daily. But in addition to showcasing the deal of the day, ULTA and true[X] created a guided narrative that gave users a sneak preview of the subsequent six days of deals. With this feature came an updated CTA: an ADD TO CALENDAR feature. Those interested in the deal of the day could click out to begin their shopping experience then and there; those interested in future deals could set a reminder to themselves on Yahoo, Google, Outlook, or iCal. Put another way: in addition to giving users a preview of upcoming deals, true[X] also allowed for multiple exit points from the experience. In the end, the time-reactive unit drove 3.8 interactions, a 5.2% CTR, and an 8% lift in Awareness. By giving users an experience that worked with their schedules, allowing them to add future deals to their calendars seamlessly within the ad, ULTA’s 21 Days of Beauty was able to come to life.

Contributors:

TRUE[X]

Location: United States