Social stuff: @vampbrands
Good stuff: vamp.me
Capture, engage, inspire
M.A.C Cosmetics partnered with Vamp to promote their product: studio fix fluid foundation. The aim for this campaign was to raise awareness and drive trial of the product in Australia by engaging local influencers to reach relevant audiences.
Having created a marketing campaign around shade diversity in their hero range of foundation, MAC had a clear message they wanted to promote. Vamp’s task was recreating this message with local influencers in a campaign that would resonate with Australian consumers. By presenting people that looked and sounded like them, Vamp hoped to spark higher engagement levels.
“Vamp have demonstrated true excellence in their ability to create local influencer led content that nails our brief. For this campaign we partnered with them to use this context for a lead generation campaign. They were seamless in their execution of the campaign, producing high quality content, adapting it when required, developing a micro-site to support the program and showing agility in their ability to re-target leads”.Jessica Travers
1) The Influencer campaign
Firstly, Vamp ran an influencer campaign to raise awareness around the product. 13 influencers were selected to create high quality content, sharing their authentic experience of the product. They posted it on their channels and drove consumers to an online platform that allowed their followers to sign up for a free product sample.
These influencers created content and stories that outperformed industry standards. 90% of posts performed above the beauty industry benchmark and 50% of talent had a stories view rate higher than beauty benchmark. So effective was this content, M.A.C utilised their favourite pieces in paid social ads on their own channels.
MAC sampling platform out-performs industry benchmarks and achieves 44% conversion rate.
2) Sampling platform
To drive lead generation and give consumers an opportunity to trial the product, an online sampling platform was designed by Vamp for M.A.C. This allowed users to enter their information to receive a free 10 day sample of the product. Ultimately driving potential customers in store and prompting sales.
The sampling page performance saw great results and received a 44% conversion rate, dramatically outperforming the average industry of 3-5.5%. This platform was promoted by Vamp influencers and also supported by paid social ads utilising the same content. This generated a total of more than 23,000 leads across a four week period .
M.A.C confirmation emails also saw great results and received a 32% open rate- 88% above the Beauty industry EDM average open rate of 17%, signalling a highly engaged customer.
3) Paid media
The final part of the campaign was the paid media strategy. M.A.C asked Vamp to produce local video content that would mimic their current global video asset. Vamp briefed 8 influencers to produce video content to amplify the campaigns message of diversity and individuality. Influencers were able to create highly engaging assets that related directly to the clients brief resulting in 4 weeks of amplified video ads on Facebook, that complimented their global ads and performed strongly against it.