Case Study: M·A·C Cosmetics achieves an 11-point lift in product awareness and an 8.5-point lift in purchase intent with Instagram branded content ads

MAC Cosmetics - Customer Case Study

M·A·C Cosmetics Australia, the professional makeup brand within Estée Lauder Companies, wanted to better connect with younger beauty shoppers and drive consideration and purchases for its new Studio Radiance range. The challenge was to reach and win new customers in the 18–34 demographic while maintaining the brand’s artistry-driven identity.

M·A·C amplified authentic, creator-led Instagram branded content—unedited demos, first impressions and tutorials with shopping integration—to build awareness and encourage trial. The campaign lifted product awareness by 11 points, increased purchase intent by 8.5 points among 18–34-year-olds, and delivered 79% of incremental sales from women aged 18–34.

MAC Cosmetics

Jessica Travers

Consumer Marketing Manager