An Influencer Event to Drive Awareness of a New Product Innovation

For the launch of its new Love Me lipstick, MAC Cosmetics held an international influencer event designed to connect with influencers from around the world and tap into their local followers to promote the product and amplify the global campaign messaging of self-love and acceptance.

I led South Africa’s participation in the event, helping the international team navigate local sensitivities and nuances and facilitating real-time content creation and delivery, as well as local influencer identification and coordination.

Local uptake was hugely successful with the South African market producing some of the highest social interactions from the event – specifically from the first branded piece of Zulu content that garnered over 65 000 likes and reached a potential 3 million followers.

A video to amplify the global campaign messaging while speaking to the needs and cultural realities of South African audiences. As the first ever piece of branded Zulu content, it was extremely successful in building an emotional connection with South African consumers.
Influencers shared content that, not only highlighted the product benefits, but created a lifestyle association consumers wanted to buy into.
Content was shared across local and global brand accounts to ensure overall brand consistency and boost international reach and interactions
Content was shared across local and global brand accounts to ensure overall brand consistency and boost international reach and interactions.
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
  • Real-time content captured and shared throughout the event to engage audiences live and in the moment
Real-time content captured and shared throughout the event to engage audiences live and in the moment.