Drive awareness for Ulta Beauty grand openings across nine markets and, following each launch, transition messaging to promote a limited-time 20% in-store offer to generate immediate foot traffic and conversion.

Apply dynamic creative optimization (DCO) to serve highly relevant, location-aware messaging that adapts in real time based on store opening status, active promotional offers, and each consumer’s proximity to a newly opened location.

A scalable DCO framework was implemented to automatically rotate creative by store-specific launch phase (pre-opening versus post-opening), user distance to the nearest new store, and date- and exposure-based logic. This approach ensured consumers received timely, personalized messaging at key decision moments—building anticipation ahead of openings and driving in-store visits once doors were open.