With a unique opportunity to tell the story of a beauty-related insight, we created a differentiating message for breast cancer research and support by tapping into an emotional insight that anyone could relate to: a haircut. That first haircut after treatment is so much more than just a haircut. It’s a milestone. It’s triumph. It’s a symbolic step toward regaining life. That was the story we set out to tell.

During Breast Cancer Awareness Month, and leading up to an in-store, donation-based event hosted by The Salon at Ulta Beauty, our captivating video was pushed out on Ulta Beauty’s YouTube channel and promoted on Ulta Beauty’s Facebook and Twitter channels. We extended the reach of the content on Facebook and Twitter with $71,170 in paid support through October 17 to further garner support and foster goodwill. It didn’t take long for press outlets like Buzzfeed, Inside Edition, Women’s Daily and The Breast Cancer Site, to name a few, to be talking about Tracy’s story.

Tracy’s raw and honest story spread hope to everyone who saw it. It was her courage that inspired countless others who are suffering similar situations to not give up and to continue their fight. The Breast Cancer Site and many other support networks called the video “The best breast cancer PSA ever.” The support was overwhelming, with 202K social interactions and thousands of dollars pledged to breast cancer research. It allowed Ulta Beauty to insert itself into an uplifting and life-changing social conversation. With 4MM total video views and a total of 830MM media impressions, the brand saw a 6% increase in year over year unaided awareness. Paid social drove $160K in sales across Facebook and Twitter, while Twitter alone drove a $4.55 Return on Ad Spend (ROAS), 4x the average return seen for Ulta Beauty on this channel.