Brief:
M.A.C Cosmetics is a favourite of urban fashionistas everywhere. In the UK, the brand’s objective was to turn global awareness into local retail activation. The dramatic increase in new M.A.C stores and concessions around the country required localised communications to generate targeted footfall and sales.
Solution:
My Agency created a radio campaign to support the opening of 27 stores, each commercial tailored to a new location. The second phase of the radio activity – again adapted to each individual location - provided a new reason for customers to visit by promoting a range of products not normally associated with M.A.C - the Naturals Range. The radio campaigns were aligned to the flamboyant image of M.A.C, but were bespoke to the UK.
Results:
The positive call to action central to each radio message helped generate sales uplift of up to 70% across UK stores. The naturals range alone achieved a sustainable sales increase of 22% in selected regions.
Each M.A.C radio ad was repurposed with different regional accents for other store openings around the UK.
Click on the images to listen to the individual radio ads
