MAC Cosmetics #MACLoveMe

Launching MAC Love Me Liquid Lipstick

Iconic beauty brand MAC engaged ITB to create a moment of hype and positive awareness around their latest lip product launch as summer started and covid restrictions lifted. We crafted a creative concept that celebrated self-expression, individuality and self-love, activating micro to brand champion level influencers to tap into different audiences.

Celebrating Self Love

We cast and activated 12 paid influencers who were big personalities in various passion points, but all with an affinity to beauty – including Megan Barton Hanson, Nyane, Jamie Windust and Giselle Ali amongst others. Influencers were briefed to create content inspired by the four colour families of the range and the provocative shade names – playfully expressing different sides of their character and showing love for their authentic selves. Across the surfaces of Instagram, we tailored messaging – fun colour transitions on Reels, product benefits on Stories and narrative on IGTV. Paid content was supported by seeding 100 beautifully designed gift boxes to select talent and influencers who aligned with our messages of self-love, self-expression and individuality.

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MAC is Back!

We created an inescapable, positive moment for MAC for the launch of their new range – significantly exceeding our performance KPIs and delivering a successful creative concept with no reshoots.