SIMCatalyst – The Hounds of Brandville

Digital Strategy for M.A.C. Cosmetics to Increase Brand Loyalty via Tumblr

Personality: Outrageous, Sexy & Cosmopolitan

Culture: Urban, International, Socially aware, Fashion-forward

Self image: “I am not Plain”

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.CCOSMETICS

Who are we talking to?

Behavioural

User Status: Women who are individualistic and use products to project self-image

Usage Occasion: For regular use

Brand Loyalty: High loyalty

Benefits Sought: Premium Quality and Exclusive service

Demographic

Age: 25 - 40

SEC: A

Sex: Female

Education: Masters

Occupation: College students and working women

GeographicCountry: India

Population density: Tier-I cities

Psychographic

Values: Individualistic. Supremely confident.

Opinions : Deserves indulgence in terms of branded products.

Attitude: Sophisticated, independent, fun loving, carefree

Lifestyle: Modern, outgoing.

“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”

Campaign Idea

‘Re-live your M.A.C. store experience whenever you want, wherever you want.’

Platform: Tumblr

DynamicVisually Engaging

Interactive Customizable

Community Bonding

Slice of Life

Problem: TG not on Tumblr!

Only 7% Indians use TumblrOnly 5% Page views come from India

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

• 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

Impact of CampaignINCREASES 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

THANK YOU