#JoyToTheGirl Campaign

ULTA Beauty

#JoyToTheGirl Campaign

CLIENT: ULTA Beauty - #JoyToTheGirl Campaign
AGENCY: Mullen Lowe // Boston, Mass

The Case

Looking to spread the joy this holiday season, ULTA Beaty decided to bring “Joy to the Girl” with their beauty products. Hoping to prompt women to spread holiday cheer around, ULTA created “beauty boxes” to be sent to select customers across the country. But there was a catch. Every girl who got a beauty box had to #JoyItForward with another box sent to a friend.

The Approach

There was a problem though. All of this charity and joy would be invisible to everyone but the post office. So the question arose: How to make sure even those not getting gifts can still share the joy?

Social media provided just the answer. With an interactive website and map showing the progress of the beauty boxes across the country, ULTA turned to social media to personalize the stories. Creative agency Mullen Lowe crafted a visually stunning Hub that aggregated all the joy into one scrolling display around the now-popular #JoyItForward hashtag. Using TwineSocial’s powerful REST API also enabled ULTA’s designers to achieve the exact look and feel they were looking for to match the vibrant and exciting ULTA Beauty palette. As the beauty boxes arrived in mailboxes around the country, the stories streamed in from Instagram, Twitter, and YouTube.

The Outcome

By the time the campaign ended, ULTA Beauty’s “beauty boxes” had been sent to 526 different girls across the country, covering 137,593 miles in the process. That’s some well-traveled joy right there. And through it all, fans of the brand (and jealous wives and girlfriends) could follow along, feeling some of the joy themselves. Now that’s how to do the holidays right.