The world’s largest celebration of make-up artistry.

The International Make-Up Artists Trade Show (IMATS) is the world’s largest celebration of make-up artistry. Thousands of make-up artists, exhibitors, and enthusiasts gather at IMATS to discuss, display and collect the best the industry has to offer. The show is held annually in six global locations: Los Angeles, New York, London, Vancouver, B.C., Toronto, and Atlanta.


The Goal

In an ever-more-crowded beauty market experiencing rapid change and disruption in the digital age, IMATS needed to refocus on its unique value proposition in order to increase brand visibility and drive ticket sales.


The Strategy

We were able to meet and exceed IMATS’s goals by focusing our search marketing efforts around non-branded keywords targeted to those searching for shows, events, and offerings aligned with the IMATS mission—but who might not be familiar with the brand. We segmented our campaigns by location, and used a tiered approach for early-bird, regular, and last-minute sales that could be applied to each annual event and continuously optimized over time.




Return on Ad Spend (RoAS)


Cost Per Acquisition (CPA) - 70% lower than industry benchmarks


Cost Per Click (CPC) - 78% lower than industry benchmarks