When MAC South Africa launched the brand’s Pan-African Instagram channel, its mission was to build an engaged African community and become the number one followed beauty account in Africa.
As part of the channel’s editorial team, I worked closely with the extended marketing team on all strategic planning and development, including; content strategy, launch strategy and growth strategy. I was specifically accountable for securing earned content through influencer, event and partner initiatives, and led the development of a program to attain employee-generated content for the channel.
The project was adopted as a global best practice due to its success in building a collaborative content relationship with African consumers and establishing an emotive local narrative for the brand.
KIM LEE MORTON 