Our client, Mac Cosmetics Argentina, needed to launch its first & official e-commerce platform in Argentina, and capture the attention of a young target audience.

So far, Mac Argentina only sold its products online through its resellers, but did not have an e-commerce platform. The launching was meant to reach customers across the country, and it was a long-awaited event by consumers and a very important steppingstone for the brand, which was in need of reaching a larger audience of new customers and attracting them to the store.

Our inspiration was high-profile launch parties, with their live entertainment, cool drinks, influencers and celebrities, where everyone wants to go – but no one can get in. So MAC threw their first Instagram Launch party – and everyone was invited! The MAC Instagram profile was an opening to live bands, hundreds of influencers, bartenders, celebrities, and professional make-up artists.

To live through the different experiences, users could click on and move through tags like rooms, as if they were actually there. Enjoying a cocktail, dancing with influencers, watching live bands and coming across celebrities in the bathroom. More than 100 Instagram profiles were created, and thousands of videos were shot to generate that real-time feeling to it. Those who wanted to, could buy the entire MAC product line directly from the Instagram posts.

This launch deserved a grand opening event, with the presence of influencers, celebrities, djs, dancefloor, bartenders, live bands, catching the centennials’ attention to gain their loyalty, but without living millennials aside, the biggest brand interacting customers and the ones who have the money to buy products.

We took the party to the only place where these target audiences could meet: Instagram. It was the firs 100% digital party on Instagram and everybody was invited, setting the mark for what later on was going to be known as virtual parties. Yes, we opened the door to a new type of experience, even if we did not know about it.

We pre-recorded the whole of the event. We summoned artists and gathered all of them on the same spot, same day, and we shot a “fake live”, where all experiences happened simultaneously.

We set a date and time for the launch and proposed a mixed strategy with influencers and micro-influencers spreading the news about the party 3 days before.

Everybody wanted to know where it was going to be, and how to get the tickets.

24 hours before, we created profiles with the different spaces in the party and loaded thousands of content pieces. When the moment came, we opened up the doors by making all the profiles public. People could move around the event by means of labels connecting hundreds of profiles as if they were actually there: they could dance, have a drink and more, enjoy a live band, and buy the products directly from the posts.

The #MacDigitalOpening hashtag was a top trending topic in Argentina, with MAC’s eCommerce platform receiving more than 11,500 clicks per day.

MAC Cosmetics Argentina sold more product through their online platform in just seven days than they had hoped to sell over the entire year.

+17,638 new organic followers

8,518,000 impressions

89,258 video views

26,912 interactions.