Love Me Liquid Lip

Agency: MG OMD

M.A.C Cosmetics are the leaders in make-up, with the number one position for lip and number two position for foundation. However, when Covid hit the UK, M.A.C was faced with a big challenge. With 46% of the UK working population now working from home and with the government making masks compulsory, consumers were no longer prioritising makeup, instead their mindset was focusing on skincare. There is no other media channel more personal than social – it’s where our audience express their individuality and curate their most authentic, best selves. As a result, it had to be social, and it had to involve them from day one. The result was 150 different creative executions, three bespoke lens and seven different media channels, all with specific roles and objectives throughout the funnel.