This document proposes using Tumblr to increase brand loyalty for M.A.C. Cosmetics in India. It would involve a two-phase activation strategy: Phase 1 would get users on Tumblr by registering during in-store visits. Phase 2 would engage users by simulating the store experience online through blogs, customer interactions, and connecting users to stores. The goal is to help users relive and reconnect with the M.A.C. brand experience anywhere. If successful, it could increase loyalty, build an online community, and help test new products.

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