"Our associates are really the heartbeat of what we do. Our biggest advocates and those most passionate about what we do are our own associates."

Amiee Bayer-Thomas, Chief Retail Officer, Ulta Beauty

The Problem

Ulta Beauty recognized they had an "untapped superpower" with their 50,000 store associates who were already creating beauty content on social media. The company wanted to amplify these authentic voices while gaining direct access to real-time consumer sentiment and trends that associates observed in-store before corporate teams did.

The Solution

Brieflee helped Ulta Beauty launch the "Ulta Beauties" internal ambassador program, transforming existing employee content creators into brand ambassadors:

• Creator Discovery & Recruitment: Brieflee's platform analyzed Ulta's 50,000 store associates to identify the most suitable content creators, selecting 30 from 1,500 applicants across 16 different roles

• Brand Guidelines & Content Strategy: Developed comprehensive creative briefs and brand guidelines that maintained authenticity while ensuring brand compliance across all creator content

• Creator Management System: Brieflee managed all creator relationships, monthly content briefs, and communication, allowing Ulta's corporate team to focus on strategy

• Reward System Implementation: Designed and managed a comprehensive compensation structure including PR packages, paid event access, brand masterclasses, and content creation fees

• Content Review & Approval: Established streamlined approval process through Creatable.io platform, with minimal direction to maintain creator authenticity

• Performance Tracking & Optimization: Monitored engagement KPIs and creator performance, scaling successful content formats and creators into additional opportunities like commercials and live sessions

The program leveraged Brieflee's systematic approach to turn existing employee talent into powerful brand advocates, creating authentic content that resonated with diverse audiences while providing real-time consumer insights.

The program featured diverse expertise from hairstyling to nail care, with participants like Jenn Rodriguez (50K followers) and Odette Paulino (400K Spanish-speaking followers) creating get-ready-with-me videos, product education, and cultural-specific content that resonated with their communities.