STUDIO RADIANCE CONCEALER LAUNCH
A social-first campaign that takes a TikTok star straight to the runway
I led the MAC Social Creative team that engineered an epic social moment worthy of this launch. My team discovered Sabrina Basson, aka TubeGirl (an unsigned TikTok sensation). In a few days, MAC became her first brand partnership, and we took the internet TikTok superstar from the Tube to the runway during our 2023 London Fashion Week. She created three posts which generated a combined EMV of 90 Million. Her posts reached 6.5 Million views.
A social-first campaign that takes a TikTok star straight to the runway
I led the MAC Social Creative team that engineered an epic social moment worthy of this launch. My team discovered Sabrina Basson, aka TubeGirl (an unsigned TikTok sensation). In a few days, MAC became her first brand partnership, and we took the internet TikTok superstar from the Tube to the runway during our 2023 London Fashion Week. She created three posts which generated a combined EMV of 90 Million. Her posts reached 6.5 Million views.
MAC’s first new foundation launch (in decades), started September 2023, during London Fashion Week. MAC hosted a face (fashion) show featuring: Twiggy, a performance by La Horde, Nicole Scherzinger, Bree Runway, Jordyn Woods, and Charli XCX
MAC was the first brand to tap Sabrina Bahsoon. Tcollaboration was twofold, encompassing sponsored TikTok posts and her modeling debut on the M·A·C runway. The first TikTok post "How To Tube Girl," garnered 3.6 million views, showcasing Bahsoon's authenticity and resonating with her followers. From initial contact to the runway debut and making media headlines, was accomplished just 24-hours.
MAC was the first brand to tap Sabrina Bahsoon. Tcollaboration was twofold, encompassing sponsored TikTok posts and her modeling debut on the M·A·C runway. The first TikTok post "How To Tube Girl," garnered 3.6 million views, showcasing Bahsoon's authenticity and resonating with her followers. From initial contact to the runway debut and making media headlines, was accomplished just 24-hours.
$90M in Total EMV + 3.6M Views on first Social Post
Sabrina "TubeGirl" and M·A·C Cosmetics achieved outstanding results, culminating in M·A·C becoming the leading beauty brand in earned media in September, with a record high total EMV of $90M as reported by Tribe Dynamics. Sabrina's content on her channels garnered an impressive 6.5 million views, showcasing the brand's appeal and reach to a wide audience. Her content alone translated into a substantial $255K earned media value, reflecting the significant impact of Sabrina's influence and M·A·C's strategic partnership.
Sabrina "TubeGirl" and M·A·C Cosmetics achieved outstanding results, culminating in M·A·C becoming the leading beauty brand in earned media in September, with a record high total EMV of $90M as reported by Tribe Dynamics. Sabrina's content on her channels garnered an impressive 6.5 million views, showcasing the brand's appeal and reach to a wide audience. Her content alone translated into a substantial $255K earned media value, reflecting the significant impact of Sabrina's influence and M·A·C's strategic partnership.
Elevating Organic Social through Makeup Artistry
My team worked closely with an incredible MAC Makeup artist Netta Szekely, to create a suite of hi-fi social how-to videos to show the instant radiance payoff and depth of shade range. Netta’s videos were not just beautiful, but were also the top performing assets used to payoff the launch.
My team worked closely with an incredible MAC Makeup artist Netta Szekely, to create a suite of hi-fi social how-to videos to show the instant radiance payoff and depth of shade range. Netta’s videos were not just beautiful, but were also the top performing assets used to payoff the launch.
MAC DIGITAL, SOCIAL & BRAND CREATIVE TEAM: ABBY NIERMAN, LINETTE CHEONG, JORDAN HADLEY, NESLI KAPLAN, ELYSE SIEGAL