The Holiday Campaign

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Dotdash Meredith developed three interactive digital destinations rooted in Byrdie, three native articles for Byrdie, InStyle, and People en Español, and a series of Instagram Stories to position Ulta Beauty as the go-to retailer for both beauty and gifting essentials during the holiday season.

By leveraging our groundbreaking D/Cipher advertising tool, we were able to reach Ulta Beauty’s target audience in moments of intent, when they were looking at relevant content across our digital ecosystem, generating awareness in a way no other publisher can.

The “Build Your Dream Beauty Stocking” destination delivered a 25.3% engagement rate, which is 6x benchmark, while “New Year, New Glam: 3 NYE Beauty Looks” kept readers on the page, resulting in an average time spent of 71 seconds (versus a 49 second benchmark) and an 8.3% engagement rate that was 2x benchmark.The No B.S. Guide to Holiday Hair” also outperformed benchmark, coming in at a 9.6% engagement rate.

  • Editor-created Instagram content rounded out the digital strategy, giving social audiences step-by-step instructions for recreating holiday-ready beauty looks at home.