How Ultraviolet Used Supporter Comments to Put Pressure on Ulta

This week’s spotlight is Ultraviolet! To put pressure on Ulta over its relationship with Flock, the team created a toolkit using the comment and reply feature, making it easy for supporters to engage directly (and publicly) with Ulta’s posts on Instagram, Facebook, and LinkedIn.

The response has been impressive with comment sections filling up with concerns where Ulta and its followers can see it. Ultraviolet also encourages supporters to put each reply in their own words, so the comments feel personal instead of copied and pasted.