Case Background
To celebrate the launch of Love Me Liquid Lipcolour, M.A.C teamed up with Tuke and Spotify to create a truly innovative and integrated multi-platform marketing campaign centered around the concept of "self-pleasure".
Solution
To better interpret the concept of "self-pleasure", M.A.C collaborated with Tuke for Business to launch the #LoveMeMode brand challenge, encouraging everyone to be their "unapologetically authentic selves". M.A.C leveraged Tuke to create AR brand effects and invited users to showcase their true selves through four different Love Me Liquid Lipcolour shades, expressing self-affirmation. In addition, M.A.C also chose a combination of TopView and In-Feed Ads to expand reach and increase campaign engagement.
Of course, as a leading beauty brand, M.A.C did not overlook the power of influencers. Two carefully selected top influencers, together with M.A.C employees and artists, kicked off the campaign to attract greater attention. The collaboration with Spotify provided the brand with richer user touchpoints and interactive methods: during the campaign, three inspiring playlists were created on Spotify, and M.A.C drove traffic to them by placing In-Feed Ads on Tuke, stimulating information flow. To create a better synergistic effect, Spotify also set up Video Takeover Ads and Companion Banner Ads within the platform, allowing users to discover the Tuke entry point through these ads, explore more related content, or participate in interactions.
Marketing Results
This campaign reached over 1.8 million users; ad interaction rate reached 6.08%; more than 14,000 people listened to M.A.C's exclusive playlists on Spotify by clicking Tuke ads; BLS research also showed a 3.7% increase in purchase intent.
As of September 18, 2023, the #LoveMeMode hashtag had reached 12.6 billion views.
