Client: MAC AIDS Fund (New York)
PR agency: Weber Shandwick (New York)
Campaign: From Our Lips
Duration: Dec. 2009-Sept. 2010
The MAC AIDS Fund teams up with a celebrity each year to promote the cosmetic brand's signature cause campaign and its Viva Glam line.
Nancy Mahon, executive director of the fund, notes the organization partnered with music superstars Lady Gaga and Cyndi Lauper in 2010 to target women, specifically, for the first time in the campaign's history.
"Because we have a dedicated line and 100% of the profits go to the fund," she adds, "we have a very direct way of measuring the success of the effort."
The fund, working with AOR Weber Shandwick, commissioned a study to look at how HIV/AIDS impacts women globally. The findings, says Mahon, showed the relevance of the issue, while also providing a way to localize the results for audiences in New York, London, and Tokyo.
Mahon blogged about the launch on The Huffington Post, while the PR team tapped into MAC's social media channels to generate interest in the initiative. The fund also donated $2.5 million to organizations that support women's health.
"We had a much more interactive campaign," says Jennifer Risi, EVP of the global strategic media group at Weber. "It has always been a dual-track approach - going after the glam media, which MAC handles internally, and top business media, which we handle."Results
Sales of the 2010 Viva Glam lipsticks hit $2.2 million within two months of the launch, says Mahon, who adds that it is the most successful campaign in the 17-year history of the MAC AIDS Fund.
Media coverage included the Financial Times, Newsweek, Marie Claire, and a Washington Post cover story, says Risi.Future
The organization will continue its partnership with Weber, which plans on rolling out a Facebook page for the MAC AIDS Fund this year.