Macximal Silky Matte Lipstick
360 CAMPAIGN DIRECTION - UK & IRELAND
Project overview
Challenge: Concept & create a visual campaign to support a relaunch of a high priority hero product franchise from MAC Cosmetics, the iconic matte lipstick.
Solution: The development of campaign messaging aligned to consumer trends, accompanied by a visually impactful campaign supporting the key messaging priorities across touchpoints with a significant supporting EMV footprint from UK creative starring one of the UK's biggest beauty creators, Danielle Marcan.
Research
Market research: Considered consumer trends and trending products and finishes
Data analysis: identified top shades and finishes per consumer groups, including demographic data, to implement in visuals, casting and creative
Competitor analysis: researched competitor brands and products to identify distinguishing attributes for the new product launch
Editorial development
Needs analysis: identified the key messages for the campaign to achieve growth within the target demographic of the product (prestige lipstick) with the target consumer (prestige colour cosmetics buyers within the early Millennial and Gen X age range).
Design
Planned asset suite to support digital marketing campaign
Master assets aligned with campaign messaging, successful in testing stage
Supporting/ funnel assets based on overarching messaging with product benefits focus for consideration stage, etc.
Testing
Consumer testing of prestige beauty buyers with high-fidelity prototypes for master banners and final anthem video prior to TVC broadcast
Prioritising:
- Consumer preferences for models and claims
- Consumer engagement with and reaction to anthem video
Execution
Led full-service UK&I creative development: created content strategy and asset suite plan; led project management; overseeing creative resource allocation and production by internal studio and social team.
Briefed creative direction and oversaw development by art directors; cast 3 beauty influencers and 1 model aligned to the product benefits (skinfluencer for hydration lipstick message; etc) for additional local relevance, authenticity and strengthened EMV.
Oversaw rollout of messaging across 360 activation:
- Master banner creation for all touchpoints: OOH, in-store, site, etc
- Created AR filter concept in collaboration with Media Manager, also directing filming, storyboarding, asset messaging
- Oversaw Selfridges window design and launch day activation in collaboration with retail team
- Directed rollout of visuals across OOH bus and taxi activation across London
- Wrote TVC script for campaign anthem video, cast voiceover artist, oversaw recording production
TV Commercial
- Voiceover scripting
- Voiceover casting and recording
- Postproduction, legal and Clearcast approval
UK Motion Asset Series
Creative direction
Production
Casting
Storyboarding
Copy and messaging
Postproduction
Below: channel rollouts of the campaign across OOH, Retail Marketing and Paid Social (AR filter).
