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The Launch of MUD into Canada

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We launched Make-Up Designory (MUD) into Canada with a hyper-targeted, social influencer debut campaign.

For those who endure gruelling winter months year after year, spring represents a time of renewal and awakening. But who said spring shouldn’t involve a complete makeup overhaul, too? Not us. It’s time to swap dark colours and heavy moisturizing creams for fresh, weightless luxury that lets your skin breathe. Meet MUD Makeup, your skin’s newest best friend.

Background

We devised a multi-faceted Social PR strategy to introduce the internationally renowned New York – and Los Angeles – based cosmetics brand, Make-Up Designory (MUD), into Canada as part of its first-ever global department store partnership

The Challenge

Position MUD as a New Canadian Leader

  • Develop and implement a comprehensive Social PR campaign to secure national, positive awareness and exposure for MUD and create online excitement for the brand’s unique product offering
  • Launch MUD as a recognized U.S. make-up leader and cosmetic educator, while driving brand advocacy, trial and purchase
  • Effectively introduced the brand to Canadian consumers with no additional marketing or advertising support

The Solution

Develop Awareness and Affinity with Key Influencers

We built a unique six-month long-and-short-lead media relations strategy targeting editors, producers, bloggers, influencers and makeup artists across beauty, fashion and lifestyle outlets (print, online, broadcast, social).

  • Created and shared timely and informative monthly cosmetic story angles paired with beauty product mailers to top beauty editors, bloggers and influencers on the first #MakeupMonday of each month.
  • To secure credible, third-party, social endorsements we enlisted five top mid and macro influencers to educate their followers on MUD’s full product line, with easy-to-follow make-up tutorials of in-the-moment beauty looks including: spring beauty secrets; 5-minute look; natural day look; smokey eye; the perfect pout; and day-to-night.

The Result

41+

stories

12M+

impressions

194K

Engagements

  • Secured 41+ pieces of earned media coverage over a six-month period resulting in 12+ million media impressions
  • Increased MUD’s online visibility through a six-month Influencer program, generating 194K engagements reaching more than 2.6 million followers across 25 posts
  • Hosted social influencer make-up morning with MUD
  • Hosted Media DeskSides with renowned L.A.-based celebrity MUD make-up artist with selected top-tier beauty editors
  • Promoted the launch of in-store retail workshops with leading make-up artists, securing consumer attendance

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