M.A.C. Cosmetics

Objective

M.A.C. Cosmetics is a globally renowned beauty brand known for its high-quality makeup products and professional artistry, including foundations for all skin tones, iconic lipsticks, and vibrant eyeshadows. Beyond selling physical products, the brand offers a range of in-store services, including makeup consultations and lessons.

When M.A.C. Cosmetics sought to drive awareness of these in-store makeup services and increase appointment bookings, it partnered with TikTok to launch an innovative campaign targeting women in Belgium interested in beauty and wellness.

Solution

In collaboration with their agency, Assembly, they developed a two-phase, full-funnel campaign to achieve their objectives. In the first phase, the objective was to drive awareness of the in-store services offered by M.A.C. Cosmetics, specifically highlighting the type of services, the ease of booking appointments, and that these services are effectively free, as the costs are redeemable against purchases.

To effectively convey these messages, they decided to use the TikTok Creative Exchange to create authentic, user-generated, TikTok-first campaign videos. With the help of this tool, they found two creators who produced a series of assets, highlighting the in-store offerings and simplifying the consumer journey. They used Top Feed to place these videos into the first in-feed ad slot of their target audience, benefiting from the ad's premium position and predictability to reach their awareness goal.

In the second phase of the campaign, the objective was to increase the number of appointments booked. To achieve this, they partnered with the same creators to create a new series of assets, this time focusing on demonstrating how to book the services, making the process clear and accessible for the audience. They used In-Feed ads to drive engagement with their target audience. To encourage immediate bookings and drive conversions, they added a Display card to their ads, an interactive add-on product, with a call-to-action to book appointments.

A critical part of this campaign phase was the use of TikTok's Pixel, a piece of code brands can place on their website which allows them to share website events with TikTok. This allowed for more accurate tracking and the implementation of a more sophisticated attribution setup to monitor and optimize performance efficiently.

Results

The campaign delivered outstanding results, generating 10 million impressions and 36% more clicks than expected, based on benchmarks, proving it resonated well with the audience.

Most importantly, the campaign resulted in a 2.5x increase in appointments booked compared to the same period last year. Even after accounting for the impact of the new appointment booking tool, there is an approximate 25% incremental growth, proving the campaign helped M.A.C. drive traffic to their stores and acquire new customers. Additionally, the number of booked appointments has remained consistently higher since the campaign, demonstrating it has had a long-term impact.