1. Analysis of mac cosmetics’ viva glam campaign for aids by plus
Kristin Adomaitis

2. Mac cosmetics started viva glam in 1994…and its been running successfully on numerous media platforms since.
YouTube
Billboard
MAC posts videos onto their YouTube channel of their celebrity endorsers for the newest Viva Glam lipstick out.
In this video Miley Cyrus talks about how she can help out MAC with her younger audience. She says, “My fans are the best so I know they are going to rush to MAC right away to get the color. Especially since they know 100% of the proceeds go to the cause.”
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This billboard features Nicki Minaj surrounded by her MAC Viva Glam color of lipstick as she lays in a pool.

3. The targeted audience…
Demographics
MAC Viva Glam targets women of “all ages, all races, all sexes, from every walk of life” as the brand proudly stands by this as their main values. Women fighting AIDS or not, it does not matter!
Psychographics
MAC is notorious for targeting those who dare to be BOLD, FEARLESS, DIFFERENT, SEXY, people who want to STAND OUT, and be DIFFERENT.
According to MAC aids fund website “VIVA GLAM spokespeople are provocative, alternative, influential and reflect diverse communities. They are heroes we look up to for their personal triumphs; people who have invented themselves and people who created movements.”
Geographics
MAC’s Viva Glam is a global campaign that has brought in a revenue of over $200 million.

4. To my Understanding…
The campaign does demonstrate empathy. The campaign supports a great cause which is AIDS. This disease effects many people around the world. Also, MAC selects spokespeople to endorse the Viva Glam lipsticks and these spokespeople are looked up to in society.

5. To my understanding continued…
The campaign connects with the target audience through cause marketing. The cause being all proceeds of purchasing a Viva Glam lipstick going to the AIDS fund. Not only are consumers going to feel great about giving to a cause, but they will also feel the excitement of wearing a bold lip color that their favorite celebrity picked out.

6. PLUS Location: The agency is located in New York, NY.
Size: Employs employees.
Revenue: N/A
Reputation: Plus is an agency that is driven by looking beyond the demographics and study behavior. They believe in understanding audiences by figuring out their passions, where they play, and how brands can touch lives.
Notable clients: Chanel, Nike, Westin Hotels and Resorts, Nars, L'Oreal Paris, Clinique, Aveda, Bvlgari, and AMC.
Specializations: advertising, marketing, digital, broadcast, trans media, design, branding, strategic planning, content, storytelling, video, animation, experiential marketing, and content strategy

7. “The idea of VIVA GLAM was to celebrate life and the outspoken attitude of the company”
The campaign all began back in 1994 when AIDS dramatically affected the fashion makeup community, and was stigmatized as a gay disease. The founders of MAC Cosmetics wanted to make a difference in the world with a community outreach to HIV/AIDS.
MAC introduced Viva Glam lipsticks as a product where all of the proceeds go to the AIDS fund.

8. The reputation
The company builds brand identity by selecting outspoken individuals like Miley Cyrus, Nicki Minaj, Rihanna, Lady GaGa, Pamela Anderson, Eve, and Fergie. All of these spokespeople reflect diverse communities and they have created triumphant moments, all of which MAC values through their brand.

9. The big idea
Plus has worked with MAC by developing the brand’s unique vision of creating a tie with the company and the community through Viva Glam.
MAC believes that “it’s nice to be pretty, but it’s so much more interesting to create a persona.”

10. Communicative device
It is apparent that Viva Glam makes its product stand out amongst the rest by selling bold, vibrant colors that will pop on customers’ lips.
Another aspect that is special to Viva Glam lipstick is that for each new color, it is named by a roman numeral in numerical order.
There are a total of XVII (18) lipsticks created in the history of the campaign.

11. benefits
The rational benefits include looking more put together and completing a makeup look after applying the lipstick.
The reason to purchase this product is to support those who suffer from AIDS.
The emotional benefits include feeling satisfaction in giving to the aids community and knowing all proceeds go to a great cause. A great lipstick shade can change your mood!
Ultimately, the call to action is to support those who are affected by AIDS and to contribute in finding preventative measures.

12. improvements
I love this campaign and I do not think there needs to be any major changes.
I think MAC and Plus did an amazing job with creating a campaign that appeals to both rational and emotional benefits to the consumer.
The idea of giving back is what really creates a tie between MAC and the consumer.
The bold and vibrant lipstick colors add distinctiveness to the product and campaign as a whole.

13. success This campaign has been successfully running since 1994.
The MAC AIDS Fund:
Is the third largest corporate donor and fifth largest private donor for HIV/AIDS causes in the U.S.
It has raised more than $200 million to date through the sales of its VIVA GLAM Lipsticks.
A way to determine the overall success of the campaign would be to analyze how much the fund has raised each year, and if the campaign grows in revenue each year.

14. Ethics & responsibility
I think that this campaign is more socially responsible than ethically. The campaign highlights an issue that affects people from all across the globe, and tries to help fix the problem of AIDS in a positive way.
As long as the campaign continues to stay relevant and maintains strong funding, the MAC Viva Glam campaign will contribute positively to society.

15. Future of the campaign
I see this campaign continuing on with success. The campaign has been running for over 20 years so that goes to show the positive impact it has made over the course of the fund’s history.
AIDS will continue to affect people all over the world so this campaign will stay relevant and continue to pay back to the community.