M·A·C Crew

This long-term campaign and ongoing partnership shows true vision.  

Challenge & Background  

Makeup is fierce business on social and the competition had a head-start on Instagram & TikTok. M·A·C needed new ways to stay ahead of the curve. We needed to dive deep into culture and speak through the brand’s fans to show, not tell, audiences how entertaining M·A·C is. We needed to remind GenZ that we had the best tools for self expression. 

Strategy & Idea 

We ran an emotional positioning analysis i.e. we mapped the emotions elicited by our main competitors’ content and found emotions that were under-served. To make human connections we honed in on these feelings to differentiate M·A·C. 

A sustained mood and message from trusted figures was crucial. We needed long-term partners for long-term effectiveness. Our curated “Crew” of 7-12 creators spoke to their audiences in the way they knew best and kept M·A·C in the broader makeup conversation by eliciting key emotions. 

Implementation 

Our executions throughout the year included timely tactics like:

- Benchmark beating #HashtagChallenges with custom tracks which evoked excitement and mass participation.

- Using the duet feature to invite fans to collaborate with a creator’s content. Timely + relevant = improved brand recall.

- ASMR. We amplified the little sounds of opening/closing/applying makeup to capture magic in the small moments. 

- Teamed up with creator house @thecribaroundthecorner to reach new audiences with cross-channel narratives and challenges. 

Results 

+38.4% AWARENESS

+5.7% INTENT to purchase

+10.7 points higher OPINION of M·A·C

+4.7% improved PERCEPTION

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