‘Keep kissing, we can win!’ MAC Cosmetics game-themed lipsticks turn consumers into would-be Chinese heroines

MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.

Campaign details

Award show: ROI FestivalAward category: Social MarketingAward level: Grand PrixBrand: MACBrand owner: Estée LauderCampaign name: MAC x Honor of Kings x Rocket Girls 101 ColabAgency: Hylink ShanghaiIndustry category: Cosmetics and Personal ProductsRelease date: January 2019Budget: RMB 10-20 millionCountry: China

Background

MAC, one of the most popular cosmetics brands in the world, is renowned for its array of brightly coloured lipsticks, and is the go-to brand for a wide range of styles from eccentric shades to more muted tones....

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