Oh Snap
brand
Sephora
project
Marketing, Omnichannel
year
2022
Objective
To strategically position Sephora's “Oh Snap” event as a competitor to Ulta during their 21 Days of Beauty by appealing to value-conscious shoppers and driving awareness of Sephora’s discounts on core beauty products.
Contribution
1. Campaign ideation and strategic brainstorming
2. Campaign briefing, including drafting, intake, approval, and sharing with key stakeholders
3. Creative kickoff, including a QA process to review, revise, and approve campaign assets
5. Coordinated a seamless rollout across all channels
6. Monitored campaign performance metrics, translating insights into actionable strategies for improved customer engagement and retention
7. Compiled hindsight analysis and performance share-out, highlighting key learnings and recommendations
Creative Process
1. Concept Development: We focused on positioning Sephora as a competitive alternative to Ulta during their 21 Days of Beauty event, emphasizing discounts on core beauty products.
2. Collaboration: Worked closely with copywriters, graphic designers, marketing channel leaders, and in-store teams to ensure integration across all touch points and gather customer feedback.
3. Asset Creation: Developed a variety of assets, including email, SMS, social media posts, paid media, store signage, website banners, and app notifications. I reviewed and approved all materials.
4. Challenges: Managed the fast-paced turnaround time, ensuring assets were approved within 24-48 hours to align with Ulta’s discount timing.
5. Finalization: Coordinated the final campaign materials for launch across channels, ensuring consistency and timely deployment.
Results
The "Oh Snap!" campaign drove $4.8M in revenue, the highest performance to date (March 2022). The campaign actualized +32% to plan and +35% year-over-year (LY), demonstrating its effectiveness as a competitive response to Ulta's 21 Days of Beauty.
Conclusion
By focusing on value-conscious shoppers and delivering compelling discounts, the "Oh Snap!" campaign successfully positioned Sephora as a strong competitor to Ulta, driving significant revenue growth and exceeding performance expectations. This campaign highlighted the importance of strategic agility, cross-functional collaboration, and leveraging customer insights to achieve impactful results.
