A campaign site, ULTABeautyLOLs.com, was created to house all videos, photos, and text submissions gathered during the campaign. Six submissions won sizable ULTA gift cards. It was populated not only by user-submitted content, but also videos of Wendi McLendon-Covey. Online display units, pre-roll, and social posts prominently featured Wendi, along with admissions of embarrassing beauty LOLs, such as, “I use a brown marker to color in my gray roots.” ULTA launched Beauty LOLs at BlogHer 2013, where 4,000 active and influential bloggers from around the country were invited to share their Beauty LOL in a first look at the campaign.

BlogHer jump-started the conversation with social reach stemming from the conference, which amassed over 2 million impressions. Over 700 blogger videos were submitted to the campaign website during the conference time frame. We saw a +9.5% increase in brand awareness, +10% increase in ad awareness, +9.4% increase in message association, and +11.6% visit intent. Visits to the hub totalled nearly 270,000 and over 509,000 page views. ULTA saw a 19% increase in Facebook fans and a 16% increase in Twitter followers during the six weeks of Beauty LOLs. In total, we received 1,984 submissions and 7,849 votes from 134,414,529 media impressions.