MAC celebrates diversity and individuality…two of the main traits of the millennials. What do they really want more than anything else? Express themselves; never stop dreaming and transforming their passions into work and reality. This is how the Dream up concept was born. We decided to celebrate individuality with different DreamUp stories and we did it through different contents and inspirations, choosing the best creators of the moments to tell ironic, wonderful and relevant stories close to the millennials’ values and experiences and we made MAC part of this unique DreamUp story. We created the MAC Dream Up project.

Everything started with the launch of the Italian Instagram MAC profile. Fedez, the perfect dream up man, shocked his IG followers with a video and posts of him without tattoos, tagging MAC. What was the trick? He invited MAC team to his place and they covered his tattoos with the foundation MAC Studio Fix. The video became viral, we filmed the funny reaction of his grandmother and MAC IG page blowed up (15K followers in 5 days).

We worked with the cool web editor Freeda to spoke about individuality with the inspirational videostories of Nicoletta, Roberta and Aurora, their videos on fb and the IG posts engaged the community.

With Hearst we celebrated the myth of Maria Callas offering instore makeup session inspired to the diva…

And last…MAC followed the evolution of XFactor’s talents with a dedicated makeup room, producing contents for social and tv broadcasted during the show.

Social interaction and engagement:

Fedez: 2 million views of Instagram posts and 1 million views of the video without tattoos

Freeda: 37 contents, 3,6 million video views, 370.000 interactions in 5 months

Hearst/Teatro alla Scala: 2 million of users reached online with the editorial contents.

MAC Instagram profile reached more than 115.000 follower

Awareness: the awareness increased by 5 percentage points and intention to buy by 10 percentage points.

XFactor11: we reached 1 million of users…

Offline activation: 70 MakeUp sessions at MAC stores in 5 days

Sales: with XFactor every Friday after the live TV show, all the 30 MAC products used at the MAC dream up room were sold out on the MAC ecommerce site.