1st prize winning entry in SIMCatalyst 2012

1. SIMCatalyst –
The Hounds of Brandville
Digital Strategy for M.A.C. Cosmetics to
Increase Brand Loyalty via Tumblr

3. Personality: Outrageous, Sexy
& Cosmopolitan
Physique: Chic ,Modern, Bold
Relationship: Trusted,
fun- loving,
open and time tested
Reflection: “I’m a trendsetter
and I'm hotter than you”
BRAND
IDENTITY FOR
M.A.C
COSMETICS
Culture: Urban,
International,
Socially aware,
Fashion-forward
Self image: “I am not Plain”

4. Who are we talking to?
Demographic
Psychographic
Behavioural
Age: 25 - 40
Values: Individualistic.
Supremely confident.
User Status: Women who are
individualistic and use
products to project self-image
SEC: A
Sex: Female
Education: Masters
Occupation: College students
and working women
Opinions : Deserves
indulgence in terms of
branded products.
Attitude: Sophisticated,
independent, fun loving,
carefree
Geographic
Country: India
Population density: Tier-I
cities
Lifestyle: Modern, outgoing.
Usage Occasion: For regular
use
Brand Loyalty: High loyalty
Benefits Sought: Premium
Quality and Exclusive service

5. “My M.A.C lipstick keeps on changing
every year with the fashion. But the
experience inside a M.A.C. store has
stayed the same with me always.”
“Even if I don’t need a product
right away, I go to the store for
the experience”

6. Campaign Idea
‘Re-live your M.A.C. store experience whenever you
want, wherever you want.’
Platform: Tumblr
Dynamic
Problem: TGCommunity Tumblr!
not on
Visually Engaging
Interactive
Bonding
Only 7% Indians use Tumblr
Only 5% Page views come from India
Customizable
Slice of Life

7. Phase 1: Get users on Tumblr via In- store
Activation
- Purchase at outlet
- Portfolio shoot by the professionals in M.A.C
Studio
- 30 seconds to register on Tumblr via screens
placed in Studio
- Facility to download mobile app available in store
- Upload pictures on M.A.C. Tumblr blog

8. • Phase 2: Engage. Interact. Help users relive
store experience.
– M.A.C. store simulation on dashboard
– ‘The Professional speaks’
•
•
•
•
Your makeup professional for you
Candid blogs: Slice of Life
Customer interaction
Product updates
– Visual diary
– Connect to a store

9. Impact of Campaign
INCREASES LOYALTY
• Helps users of M.A.C. reconnect with the brand experience
• Connects M.A.C consumers to build community
• Helps doing pilot testing for products by catering to loyalists
Feasibility
•
•
•
•
Tumblr blog will be handled by internal marketing team
In-store activation costs to be borne by the brand
Easy execution
Cost effective and relevant consumer loyalty campaign

10. THANK YOU