To drive awareness of its matte lipstick offering, MAC Cosmetics launched a global campaign to showcase the range in a simple and accessible way through a concept that invited consumers to explore its matte textures and meet their perfect matte.

I was responsible for executing an influencer PR strategy in-line with the global campaign messaging, but attuned to South African audiences. I led the brand’s sponsorship of Cape Town Fashion Week, leveraging the event as a platform to drive activities that would build on the global story, while fulfilling an alway-on strategy to reinforce the brand as the authority in fashion trendsetting and makeup artistry. These activities comprised; a public activation to bring the campaign to consumers in an engaging way, while driving trial and conversion, an influencer collaboration to share content to an expanded target audience, a backstage makeup house to bring the products to life in a buzz-worthy way and product drops to boost user generated content and share of voice.

Each influencer created in-the-moment content that highlighted their Fashion Week experience with MAC, while promoting the benefits of the lipsticks through behind the scenes footage, red carpet moments, get-ready-with-me videos and follower competitions. They brought the messaging together with three short format vlogs and a campaign video that could be used for locally targeted advertising. The pieces were well received by their followers, generating nearly 20 000 direct engagements and 200 000 views.

The activation and product seeding further extended the campaign reach and the brand reported a successful lift in sales.