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Ulta wanted to be recognised locally rather than nationally, so it needed one creator on contract in each of the 50 states for a year.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"Ulta Beauty partnered with Obviously to onboard their first Collective composed of diverse influencers across all 50 states to tell the Ulta Beauty story as brand advocates."
| Who says so | Obviously, the agency. PureWow confirms the Collective is a real year-long programme, but never names the agency and does not confirm the EMV figure. Read it |
|---|---|
| A second source | PureWow confirms the Ulta Beauty Collective is a real, year-long program built around diverse creators, but it never names Obviously as the agency running it, and it does not confirm the $1.1M EMV figure. |
| What the agency was asked to do | "Ulta Beauty partnered with Obviously to onboard their first Collective composed of diverse influencers across all 50 states to tell the Ulta Beauty story as brand advocates." (Obviously case study) |
| How the agency was picked | Brand approached the agency |
| How that happened | Inbound, the brand approached the agency: Obviously's account is that Ulta came to them wanting brand recognition in local and regional markets, not national reach. The output was a year long Collective of 50 creators, one in every state, briefed as brand advocates rather than campaign talent. |
| How long it took | A year long partnership. No appointment date published. |
Every other case where too many contracts and payments →
The other 2 cases where a brand hired Obviously →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.