Submitted by Pulse AdvertisingAgency IPI Score 41/100

MAC VIVA GLAM and Keith Haring Collection TikTok Campaign

Influencer Marketing

Pulse Advertising ran a TikTok creator campaign for MAC Cosmetics to build awareness of MAC VIVA GLAM and the Keith Haring collection, reporting 5 M views.

5MViews
7%Interaction rate
20Content pieces

Case in 60 seconds

MAC Cosmetics needed to drive awareness of MAC VIVA GLAM and the Keith Haring collection on TikTok, while keeping every creator and every piece of content consistent with the causes the line stands for.

The campaign appears to turn on credibility, because a line tied to equal rights and healthy futures for girls, women and the LGBTQI+ community reads as sincere only when the people speaking for it share those commitments.

Pulse Advertising built awareness for MAC VIVA GLAM and the Keith Haring collection through creators and content chosen to align with MAC's key pillars, so the cause shaped casting rather than sitting beside it.

Creators produced 20 content pieces on TikTok for MAC VIVA GLAM and the Keith Haring collection, with Pulse Advertising and MAC checking that both the creators and the content aligned with MAC's pillars of equal rights and healthy futures.

Pulse Advertising reports 5 M views and a 7 % interaction rate for the TikTok campaign, figures published on the agency's own case-study page for MAC VIVA GLAM and the Keith Haring collection.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Girls, women and the LGBTQI+ community, the groups MAC's key pillars commit to supporting, reached through TikTok creators aligned with those pillars.
Based on the available evidence, MAC is cast as a supporter of equal rights and healthy futures for girls, women and the LGBTQI+ community, so the campaign asked creators to carry that role rather than a product pitch alone.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Pulse Advertising (lead_agency)

Results & Evidence

MetricValueResult type
Views5 M Viewsvideo_views
Interaction rate7 % Interaction Rateperformance
Content pieces20 Content piecescontent_pieces

Why Pulse Advertising's strategy worked

  1. 1

    A product line that carries a cause gains from vetting creators and content against the brand's stated pillars before posting, because the audience judges the cause by who delivers it rather than by the product alone.

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