Maximizing Return on News
Case Study
MAC
Case Study / MAC
MAC
Giving is in Fashion
The DKC MAC team went into high gear once the 2020 VIVA GLAM campaign was fast-tracked to support vulnerable communities impacted by COVID-19. Through this campaign, the company dedicated $10 million USD towards 250 organizations all over the world to support those on the front lines. Kicked off by Miley Cyrus on Instagram Live, the announcement generated global news.
Quick Work for a Good Cause
Utilizing an embargo and executing a targeted outreach approach, DKC was able to secure an exclusive announcement feature with WWD, which included an interview with John Demsey, Chairman of the M∙A∙C VIVA GLAM FUND & Executive Group President, The Estée Lauder Companies Inc., as well as coverage on Refinery29, GMA.com, People and Fashionista, to name a few. Following the official announcement on Instagram, DKC conducted wide outreach resulting in coverage across entertainment, beauty, business and CSR verticals including Allure, Business of Fashion, ELLE, Harper’s Bazaar, HOLA!, iHeart Radio, InStyle, Just Jared, LA Times en Espanol, NYLON, Marie Claire, PAPER, PopSugar, Teen Vogue and Us Weekly, among others.
Return on News
70+
pieces of original coverage from the announcement
2.77 Billion
impressions garnered from the initial announcement
$10M
donated to 250 organizations across the world
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