A social strategy campaign for MAC Cosmetics, created as part of a class project.

1. DIGITAL
MARKETING
STRATEGY
MAC
NICOLE LABARRE

2. MAC COSMETICS
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Contents
3 . . . . . . . . . . . . . . . Executive Strategy
4 . . . . . . . . Digital Competitive Review
10 . . . . . . . . . . . . . . Goals and Strategies
10 . . . . . . . . . . . . . . . . Campaign Tactics
12. . . . . . . . . . . . . Audience & Personas
16.. . . . . . . . . . . . . Campaign Message
17. . . . . . . . . . . . . . Implementation Plan
20 . . . . . . . . . . . . . . . Editorial Calendar
23. . . . . . . . Monitoring & Optimization
24 . . . . . . . . . . . . . . . . . . Budget & Return

3. Mac Cosmetics
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What is MAC
EXECUTIVE
SUMMARY
inexpensive price point, in compari-
son with other cosmetic competitors
in their market. MAC’s most popular
cosmetic line is their lipstick, so using
this previous success as well as a new
campaign can help reach and convert
new audiences. The “My Lips Are
Sealed” is a social media marketing
campaign that targets this audience
through the use of interactive social
media content. This campaign is
planned to last 6 months, through the
holiday season, with the ultimate goal
to increase their sales within this target
market.
Mac Cosmetics, stylized as MAC, is a
Canadian cosmetic brand that sells
their products directly to consumers.
Their main competitors are luxury
cosmetic brands such as Maybelline,
Sephora, and Urban Decay. All of
these brands directly compete with
one another as they are often sold in
the same beauty and cosmetic stores.
MAC has several audiences, but their
main target area focuses on makeup
and cosmetic gurus and professional
make up artists. Currently, they lack
advertising for younger makeup users,
specifically college-aged users. MAC
could be attractive to this market due
to their quality product for a relatively

4. Mac Cosmetics
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DIGITAL
COMPETITIVE
REVIEW
MAC shares the
market with:

5. This post from Maybelline reached high levels of
engagement because of their call to action. They
ask their audience directly to “Double Tap” if they
would wear the shade featured in the picture. This
caused higher levels of engagement, which then
gave the post more attention through Instagram’s
algorithm, allowing Maybelline to capture more of
their audience’s attention.
Maybelline’s TikTok had a large
following, up until September. This TikTok
was their most successful post, with over
40m views. This post had high levels of
engagement because they used a
well-known makeup artist to endorse the
product, while also showcasing how to use
it. This allowed their audience to get an
authentic feeling for the product, as well as
a credible recommendation.
INSTAGRAM
TIKTOK
TWITTER
This Tweet from Maybelline reached high
levels of engagement, in comparison to their
other posts. The reasoning behind this is
through their use of humor. Their audience
can relate to the feeling when they think they
look good in the mirror, and then not as good
in the lens of a camera. Because Maybelline
shared a humorous and relatable post, they
received many retweets, increasing their
engagement on the post.
Mac Cosmetics
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MAYBELLINE

6. Sephora’s Instagram post featuring Selena
Gomez and her new makeup line, ‘Rare’, has
generated high levels of engagement. The
news of Sephora starting to carry this new
line has been great publicity for Sephora, and
incorporating that into their social accounts
has increased their levels of engagement.
This TikTok that Sephora posted has
the highest levels of engagement
out of any on their account at that
time. This post has generated
almost 500k views, and 30.6k+ likes.
On TikTok, any post that has
revolutionary information always
reaches high levels of engagement,
so Sephora sharing a video about
gifts under $100 has resonated
really well with this audience.
INSTAGRAM
TIKTOK
TWITTER
Again, Sephora posting with and about Selena Gomez
has done really well for their engagement levels. This
Tweet has received over 1,000 Retweets, which is well
above their average. It also has over 15k likes, and more
than 200 comments. Sephora’s Twitter engagement
ranges from 20-50 Retweets, so this Tweet has been
extremely sucessful for them.
MAC COSMETICS
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SEPHORA

7. Urban Decay has reached high levels of
engagement on their recent Instagram post
promoting one of their new products. This post
has gained more likes than any of the recent posts
surrounding it. This is because of the excitement
of their new product that is communicated through
their language in their copy. It gets their audience
excited, and therefore increases their engagement.
On TikTok, the consumers love to be told
what to do. Any posts that give suggestions
about trends and styles usually perform
very well. For example, this post from Urban
Decay telling their audience which lipstick
shade they should wear this summer has
reached over 6m views, which is well above
their average. They increased their engage-
ment by communicating directly with their
audience.
INSTAGRAM
TIKTOK
TWITTER
Urban Decay uses casual and humorous
language across their Twitter platform. They
love to incorporate memes into their posts,
to better relate to their demographic on the
platform. This Tweet reached high levels of
engagement due to the language, as well as
the relatable nature of the meme.
Mac Cosmetics
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URBAN DECAY

8. This Instagram post was able to generate high lev-
els of engagement because of both the aesthetic
and copy of the post. The picture is very bright and
colorful. This both matches MAC’s aesthetic, while
also drawing in the consumer eye to pay more
attention to the post. The link to purchase is also
directly tagged in the picture, as well as featured
in the copy. The copy’s voice matches that of the
consumer, making the overall post more
invitational, increasing engagement.
On MAC’s TikTok, they reach higher
levels of engagement on posts that
are more original, and showcase their
creative side. This TikTok was able to
spark more engagement with their au-
dience because of the originality. They
used MAC products like paint products
to make a picture. The ASMR appeal
and creativity allowed them to gain
more views and likes.
INSTAGRAM
TIKTOK
TWITTER
This content was engaging to MAC’s audi-
ence because they included a relevant trend.
Recently, there has been a Twitter trend that
names a trait, followed by several of the red
flag emoji, signifying that the trait listed is
a red flag when meeting people. Because
MAC was able to use a trending meme, they
were successful in reaching higher levels of
engagement.
MAC COSMETICS
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MAC

9. Mac Cosmetics
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COMPETITIVE REVIEW
Followers
MAC: 24.2m
Maybelline: 11m
Sephora: 20.8m
Urban Decay: 10.8m
Followers
MAC: 1.5m
Maybelline: 706k
Sephora: 2.2m
Urban Decay: 1.2m
Likes
MAC: 2.9m
Maybelline: 1.6m
Sephora: 2.6m
Urban Decay: 975.2k
Strengths
MAC’s social media is well
designed and aesthetically
pleasing. They also present
really good and original ideas.
Weaknesses
MAC shares many posts
daily, meaning that their posts
likely get buried in their
audience’s feed.
Opportunities
MAC has the highest follower
count on all platforms,
meaning that they potentially
have the highest influence on
the market.
Threats
While MAC has the highest
follower counts on all
platforms, their competitors
have higher levels of
engagement, meaning that
they likely get more
conversions.

10. - Increase engagement across all social media platforms by 5%
- Have a 10% increase in revenue from campaign efforts
- Make MAC the first choice for
lip products
- Generate new customer leads
- Increase brand loyalty
- Adjust the target audience
- Change the way the product is marketed
In order to achieve the business goals, MAC will implement
a 6 month plan, from September to February. The campaign,
titled “#OurLipsAreSealed” is an effort to increase engagement
on various social platforms. This timeline was chosen due to
the start of the holiday season, and running through Valentine’s
day, when the campaign will have its largest elements. Cur-
rently, MAC Cosmetics targets a general audience, with some
emphasis on more invested makeup artists. This campaign will
aim to change that, and begin to target the average everyday
consumer that is unaware of the quality of MAC products, but
more specifically college students. With the platforms that stu-
dents have, if they become more engaged in MAC’s social me-
dia efforts, they can really increase MAC’s consumer segment,
and potentially increase brand interactions. #OurLipsAreSealed
plans to utilize social media, influencers, events, promotions,
and more, with the hopes of increasing brand awareness, in
addition to engagement on social media accounts.
MAC COSMETICS
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GOALS
OBJECTIVES
CAMPAIGN TACTICS

11. Mac Cosmetics
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MAC can increase their engagment on
their social media platforms but utilizing
features that are designed to drive en-
gagement. One example would be the
“Ask a Question” sticker on Instagram
stories. The #OurLipsAreSealed cam-
paign is based on the idea of marketing
lipstick with :secrets.” MAC could share
an editorial-like picture on their Insta-
gram story and use the question sticker
to ask their audience to tell them a secret
they have never told anybody. Since the
responses are anonymous when shared
on stories, MAC could then continue to
share these responses. This would drive
engagement through the direct interac-
tion from consumers, but also because
of the attention it would get from those
who both participated and didn’t. MAC
could use other types of questions such
as “Something you want to tell a friend,”
“The initials of your crush’s name,” and
more. They could even implement this
in the copy of their posts to drive com-
ments. Copy for main feed posts could
include, “Tell us a time when,” “Describe
your crush in emojis,” and others that are
less risky for their followers to comment
on. MAC can drive their audience by
using different conversation starters on
all posts to increase engagement levels
CAMPAIGN TACTICS
Social Media
For influencers, MAC will find influencers
that pull a lot of weight in the makeup
industry, but also have a large following
of college-aged students. They will have
two sources of influencers, Micro and
Macro influencers. Micro Influencers will
be a group of campus managers, who
have high engagement levels, and are
highly involved on their campuses. This
will be a program that is first implement-
ed on major college campuses in the
US and Canada. These influencers will
be responsible for posting about MAC
and products, as well as share news
about MAC at their campus activities.
With Macro Influencers, MAC with iden-
tify 3-4 influencers with high insights and
a large (50k+) following. These influenc-
ers will be responsible for posting twice
a month, as well as hosting a giveaway
of MAC products every other month.
Influencers
MAC’s events will focus heavily on
college students and their organizations.
Currently, MAC offers a student discount
program through a membership and
only available to cosmetology and arts
schools. When implemented, MAC will
begin to offer a 10% discount to all stu-
dents, without membership or qualifi-
cations. In addition, MAC will host online
shopping parties for the campus organi-
zations in which their campus managers
are involved in. This shopping party will
give an exclusive 15% discount, as well
as a 10% donation back to the organi-
zation, or a philanthropy of their choice.
Lastly, to conclude the campaign, MAC
will offer a raffle opportunity from the
shopping parties, in which a random
organization is selected from a random
sale, and offered a free makeover for
an event that the organization is hosting
that semester.
Events
To help promote the brand and gain
audience awareness, MAC will use
paid advertisements on social media
accounts to reach their target audience.
These advertisements will use visually
appealing content to catch the atten-
tion of their audience. These ads will be
designed to drive traffic to MAC’s social
accounts. They will also include the
shopping tag, so that customers can
visit MAC’s website and purchase their
products, right from their own feed.
Promotions

12. MAC COSMETICS
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AUDIENCE &
PERSONAS
For the #OurLipsAreSealed cam-
paign, MAC’s target audience is
18-25 aged adults who have any
slight interest in makeup products
and luxury brands. These are users
who are looking for higher-end
products at a reduced cost. Ideally,
the target market will include new
users who are trying to find a staple
makeup product that will last them a
lifetime. However, the target market
will also include those who already
know what kind of products they
like but are looking for a change,
in addition to those who have their
favorites with the hopes of conver-
sion. This audience is one that has a
similar attraction to the chic aesthetic
and quality products represented by
MAC. MAC will be able to deliver a
product of high quality for a fair price
in order to satisfy this market.

13. Mac Cosmetics
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Lucy is not new to the makeup sceene. She is seasoned in her products
and knows which brands she likes. She is open to the idea of trying new
products, but is hesitant to new lipstick brands because of her loyalty
to her favorite lip line. She is considering new brands if they can deliver
the quality that she’s used to, at the fraction of the cost. However, she
still wants that feeling of a luxury makeup line whenever she uses the
product.
Lipstick Lover Lucy
BACKGROUND
DEMOGRAPHICS
- 22 years old
- College senior
- $50/month in disposable income
CURRENT BRANDS
CONCEALER: IT Cosmetics Bye Bye Under Eye
EYESHADOW: Anastasia Eyeshadow Palettes
MASCARA: Maybelline Lash Stiletto
EYEBROWS: L’oreal Brow Stylist
FOUNDATION: MAC Studio Fix
BLUSH: Bare Minerals Gen Nude
LIPSTICK: Tarte Tarteist

14. MAC COSMETICS
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Polly is a very particular shopper when it comes to her makeup prod-
ucts, She has very sensitive skin, so she knows which products are
good for her, and which aren’t. She doesn’t spend much time browsing
when she is at her local makeup store. She usually walks right in and
right out, getting exactly what she planned to buy. She does follow a
lot of makeup influencers, and is always willing to try products that her
favorite sensitive-skin-influencers recommend.
Perfect Product Polly
BACKGROUND
DEMOGRAPHICS
- 23 years old
- Recent college graduate
- $150/month in disposable income
CURRENT BRANDS
CONCEALER: IT Bare Minerals Bare Pro
EYESHADOW: Bare Minerals Gen Nude Palette
MASCARA: Neutrogena Healthy Lengths
EYEBROWS: Anastasia Beverly Hills Dipbrow
FOUNDATION: NARS Sheer Glow
BLUSH: Bare Glossier Cloud Paint
LIPSTICK: Maybelline Color Sensation

15. Mac Cosmetics
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Nancy is new to the makeup scene. She never had an interest in cosmo-
tology products in high school, but now as she moves into college, she
wants to learn how to use makeup. Before, she only used products that
she grabbed on the way to the grocery store check out line. Now, she is
looking to up her game and start to invest in some higher end products
that will last longer and perform better. She is anticipating high use for
these products as she starts to go to more events in college.
New Girl Nancy
BACKGROUND
DEMOGRAPHICS
- 18 Years old
- Recent high school graduate
- $20/month in disposable income
CURRENT BRANDS
CONCEALER: Maybelline Fit Me Concealer
EYESHADOW: NYX Ultimate Shadow Palette
MASCARA: Covergirl Lash Blast
EYEBROWS: Elf Instant Lift Brow Pencil
FOUNDATION: L’oreal True Match
BLUSH: Elf Powder Blush
LIPSTICK: NYX Matte Lipstick

16. Mac Cosmetics
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CAMPAIGN
MESSAGE
Through the #OurLipsAreSealed campaign,
MAC hopes to reach a new audience that
might not have considered the product
before. MAC wants to communicate that
they are a quality product, yet are afford-
able for students that fall in their target
market. MAC wants to use this campaign
to build a relationship with their audience
through their social channels, ultimately
driving engagement and revenue. This fun
and interactive campaign hopes to build
a following on social channels with a fun
environment and communication with the
audience.

17. IMPLEMENTATION
PLAN
Mac Cosmetics
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PRE-CAMPAIGN
JULY & AUGUST
- Find and contact influencers that fit
the profile they are looking for. Can be
students or young adult celebrities-
both of which should have a large
young adult following.
- Research content that would be
receptive to the target audience to start
content planning.
- Establish budget
- Schedule content photo/video shoots
- Find organizations interested in
shopping parties and organize dates
and promotional schedules

18. MAC COSMETICS
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CAMPAIGN
SEPTEMBER - FEBRUARY
- Influencers begin to post their
partnered posts
- MAC starts sharing content from
campaign including “Our lips are
sealed stories”
- Sponsored posts begin reaching
the target audience with shopping
tags to lead them to MAC’s page or
website
- TikTok content is conceptualized
and generated by the creative
team, then posted on the app
- Sponsored Tweets reach the target
audience.
- Reach out to and host interested
organizations for shopping parties
and makeover raffles.

19. Mac Cosmetics
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SUNSET
END OF FEBRUARY
- Collect data on the campaign:
- Engagement
- Impressions
- Conversions
- Event sales
- Click rate of advertisements
- Influencer partnerships end
- Use new information to create future
campaigns

20. MAC COSMETICS
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Story Post: Top
Secret Tuesday
Story Post: Top
Secret Tuesday
Story Post: Top
Secret Tuesday
Story Post: Top
Secret Tuesday
Influencer Post Influencer Post
Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post
Influencer Post Influencer Post Influencer Post
Influencer Post:
Giveaway Influencer Post Influencer Post Influencer Post
Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post
Influencer Post Influencer Post Influencer Post Influencer Post Influencer Post
Kickstart Campaign
with a main feed
post highlighting
what’s to come for
the month
TikTok Post
TikTok Post
TikTok Post
TikTok Post
TikTok Post
TikTok Post
TikTok Post
TikTok Post
TikTok Post
Organization
Shopping Party
Organization
Shopping Party
Organization
Shopping Party
Organization
Shopping Party
Promoted Post
Promoted Post
Promoted Post
Promoted Post
Main Feed Post
Main Feed Post
Main Feed Post
Main Feed Post
Influencer Post:
Giveaway
Cadence: Campaign main feed post 2x a week,
Influencer post every day
Tone: Upbeat but professional, chic and aesthetically
pleasing content.
Call to Action: Engagement with content, lead to site and
make purchases.
EDITORIAL
CALENDAR

21. INSTAGRAM
MAIN FEED
POST
TWITTER
Mac Cosmetics
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CONTENT
EXAMPLES

22. INSTAGRAM
STORY
CONCEPT
SAMPLE RESPONSES:
MAC COSMETICS
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CONTENT
EXAMPLES

23. Mac Cosmetics
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MONITORING &
OPTIMIZATION
Since the campaign is highly
concentrated through social
media, much of the success
will be based on the perfor-
mance of social accounts.
Success will be measured
through:
- Change in engagement
- Follower amounts
- Hashtag use
- Comments on post
- Participation in stories
- Shares of posts
08
Social Media
The use of influencers and
events will help gauge conver-
sion and brand interaction rates.
The success of these tactics
will be measured by:
- Metrics before and after
influencer posts
- Participation rates for
shopping parties
Influencers & Events
Optimization will occur through the adjustment of
tactics, based on metrics collected from content per-
formance. These changes could include changes in
time of day in which content is shared, tactics for inter-
acting with audience, assets used in posts, and more.

24. MAC COSMETICS
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Advertising (50%) $57,500
Influencers (25%) $28,750
Events (25%) $28,750
Total $115,000
BUDGET &
RETURN
Advertising, Influencers, Events
$115,000
Instagram (50%) $28,750
TikTok (30%) $8,625
Twitter (25%) $5,750
Total Advertisement $57,500
Advertising Budget
Assuming a 3% engagement rate, and a 5% conversion rate.
We plan to split the advertising budget between Instagram,
TikTok, and Twitter to feature our paid ads. With CPMs of $11.20,
$10, and $4.20, we will obtain a reach of 4,798,512 and a con-
version of 7,198.

25. Mac Cosmetics
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Assuming a 5% conversion rate, and Instagram PPE of $0.06 for micro influencers
and $0.14 for macro influencers.
Instagram influencers will be used to partner and promote
MAC’s products and social media content. Micro and macro
influencers together will help to achieve enagagement levels of
273,810 and a conversion of 8,214.
Assuming there are 20m college students in the US with a 1% engagement rate
and a 4% conversion rate.
MAC can use the total amount of college students in the US
as a benchmark for impressions, due to the fact that they are
focusing on college campuses. However, since cosmetics is not
an item that most college students will spend their disposable
income on, we cna only assume a 1% engagement rate, but
we have a high conversion rate of 4%, since their event invovle
special dscounts for wstudents, making them more likely to
purchase. Through events, MAC hopes to have an engagement
of 200,000 and a conversion rate of 8,000.

26. MAC COSMETICS
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Photography (25%) $15,750
Videography (20%) $12,600
Influencer Posts (15%) $9,450
Video Creation (15%) $9,450
Graphic Design (15%) $9,450
Specialized Posts (10%) $6,300
Total $63,000
Content Creation Expenses (70%)
$63,000
Management Expenses (30%)
$27,000
Project Management (50%) $13,500
Event Management (40%) $10,800
Misc. Expenses (10%) $2,700
Total $27,000
The largest part of this campaign is the social
media content, therefore, it receives the largest
portion of the expense budget. Most of the
money will be allocated to the photography and
videography to help create content to launch the
campaign on all social media platforms.
Expenses $90,000

27. Mac Cosmetics
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RETURN
From all the marketing tactics throughout the cam-
paign, we anticipate a $1,170,602.68 revenue.
Through MAC’s marketing efforts, there is an anticipat-
ed returnon ad spend of 5.71, or 571%.

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#OURLIPSARESEALED
MAC