Moving at the speed of culture
Program
MAC Studio Radiance
Client
MAC Cosmetics, 360 Global Cmpaign
Results
$90 total EMV
2x Speed to Paid Media Flight
Modular Creative Components
360 Full Global Asset Ecosystem
Challenge
As M·A·C prepared to launch its Studio Radiance foundation globally, the objective was to go beyond product introduction and build holistic brand momentum. This required creating a culturally relevant, scalable campaign that would resonate with digital-first audiences, activate social engagement, and support broad global distribution. The ambition was to make Studio Radiance a defining beauty moment that moved at the speed of culture.
Strategy
The campaign was conceived as a 360° global ecosystem combining modular creative assets, performance media readiness, and culturally anchored influencer partnerships. Rather than treating digital and social as afterthoughts, the creative strategy positioned Studio Radiance at the heart of contemporary beauty culture through content that could break quickly across channels and formats. This required close coordination and collaboration with all regional M·A·C marketing teams and global marketing.
Key strategic pillars included:
Modular Creative Components: Building a flexible asset ecosystem that could support both paid and owned activations worldwide.
Influencer-Led Cultural Signals: Collaborating with trend drivers — notably Sabrina “Tube Girl” Bahsoon — to create culturally authentic hooks with rapid up-time.
Systems-Driven Production: Leveraging design tooling within Figma to prototype multi-variant video edits and layouts at speed, enabling rapid iteration and testing.justinedwards.net
Elevating Organic Social through Makeup Artistry
I led Social Creative and worked with M·A·C Makeup artist Netta Szekely, to create a suite of hi-fi social how-to videos to show the instant radiance payoff and depth of shade range. Netta’s videos were some of the top performing owned social assets with views (+17%) and engagements (+8%) greater than averages for overall campaign content
Execution
The work centered on integrating creative systems with performance goals:
Developed a modular asset library that could be mixed and remixed to support paid, organic, and influencer channels.
Worked closely with product, social, and production teams to ensure creative flexibility by supporting multiple formats and audience segments.
Built a video editing prototype tool in Figma optimized for rapid testing of multi-variant social content, improving creative iteration velocity. I collaborated closely with our UK&I Marketing and their local Studio to test, execute and produce.
Results
The campaign delivered strong performance and clear business value across measurable channels:
Earned Media and Reach
$90M total earned media value (EMV) as reported by Tribe Dynamics, significantly amplifying visibility and cultural conversation.
The first TikTok post from the campaign amassed 3.6M views in 24 hours showcasing rapid cultural resonance and audience engagement.
Performance & Efficiency Gains
Modular creative delivered 2x speed to paid media flight, enabling the campaign to launch faster with assets optimized for multiple markets.
Paid media conversions were measurably stronger with modular creative support, contributing to 12% more effective CVR (conversion rate) across reported markets.
The results of this program emphasized the importance of modular creative, especially the global asset ecosystem to provide transparency between global and regional teams. (below for Super Brand Day in China)
Executive Summary
This campaign exemplifies how creative leadership, coupled with systems excellence, can generate both cultural impact and performance outcomes. By embedding flexible creative systems into production and partnering with influential cultural figures, the Studio Radiance launch not only achieved high visibility and engagement but also established repeatable methods for global, modular creative execution. This campaign at time of launch, was the most impactful social launch for M·A·C.
Team Credits: M·A·C Creative (Elyse Siegal, Linette Cheong, Abby Nierman, Adam Collins, Nicole Wang, Yan Sze Li, Jordan Hadley, Nesli Kaplan)
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