Challenge
MAC Cosmetics Singapore faced intense competition from global and Korean beauty brands with stronger digital presence. The challenge was to identify gaps in MAC’s digital strategy and propose a campaign that could strengthen brand positioning, improve engagement, and drive conversions in a crowded market.
Strategy
- Competitive Benchmarking: Analyzed MAC’s digital footprint against global and regional competitors.
- Full Funnel Design: Mapped customer journey from awareness to loyalty, integrating paid ads, SEO, and social engagement.
- Creative Campaign Concept: Developed the “Glampossible” campaign to unify storytelling, digital touchpoints, and conversion tactics.
- Scalable Framework: Proposed a roadmap that balanced quick wins with long‑term sustainability.
Results
- Delivered a diagnostic roadmap highlighting key digital gaps and opportunities.
- Designed a scalable funnel strategy adaptable across campaigns and markets.
- Presented the Glampossible campaign as a capstone showcase, demonstrating how integrated digital tactics could elevate MAC’s positioning.
- Reinforced ability to combine market analysis, creative ideation, and execution planning into a cohesive growth strategy.
Tools Used
- SEMRush (SEO benchmarking, competitor analysis)
- Google Keyword Planner (keyword research, search intent insights)
- Google Ads (paid media planning and funnel design)
- Facebook, Instagram, TikTok (social media engagement, campaign amplification)
- Google Analytics (traffic and engagement insights)
- Social listening tools (audience and competitor insights)
- Presentation & campaign design tools (Canva, Google Sheets and Powerpoint for final capstone showcase)
