VIVA GLAM: Success or Failure?

Since 1994, the foundation has raised over $235 million dollars. By the end of their current campaign (Nicki & Ricky) they aim to raise at least $250 million by July. They have developed a integrated marketing communication (IMC) campaign consisting of scarce advertising, public relations, strategic word of mouth and internet marketing. Although they did not use all elements of IMC, they have proven to be successful which is evidenced by the amount of money they have raised. It is hard to say whether this current campaign is successful as it has not finished yet.

The selection of a famous face to become spokesperson of Viva Glam is definitely a crucial factor to Viva Glam's success. The target audience becomes more engaged with an advertisement once there is a person with such star power associated with it. In addition with the colourful advertising image, it engages the target audience even more.

Take one last look at Nicki & Ricky behind the scenes of their Viva Glam shoot and hear them talk about the campaign.

You can head into a MAC store today and purchase a Viva Glam to make a difference. Nicki & Ricky dare you to be bold, be beautiful and be safe.


JASON VO

Nicki Minaj & Ricky Martin for VIVA GLAM’s Global Campaign. 2012, weblog, Available: https://eyemasq.wordpress.com/2012/02/15/ricky-and-nicki-for-mac-viva-glam/ (accessed 22 April 2012)

VIVA GLAM: Word of Mouth & Internet Marketing

I believe that MAC has used word of mouth advertising strategy to promote it's brand to let it speak for itself. Ever since Viva Glam launched in 1994, they have used many famous celebrities as a conduit for its promotion. Viva Glam has a competitive advantage over other cosmetic campaigns because their campaign is well known amongst celebrities, make up artists and famous fashion designers (Basnet 2010). 

They create good relationships and connections with world renowned celebrities, journalists, photographers and models which creates good publicity in their favour (PR Newswire, August 2010).

Also, existing customers who subscribe to MAC's emailing list would have received an email on February this year (when Viva Glam Nicky & Ricky was launched) regarding the Viva Glam product.

Although this was a good move for existing customers to become aware of the product and campaign, customer's not familiar with the campaign are disregarded. How does Mac communicate this to them?

Word of Mouth of course. Due to the lack of promotional activities revolving around MAC campaigns. The company relies on existing customers to spread the news (Basnet 2010).

They also have a website about the MAC Aids Fund and how the Viva Glam campaign works. Click here for further information ---> http://www.macaidsfund.org/




Basnet, B. 2010. Week 11 - Integrated Marketing Communications, weblog, Available: http://bivonmac.blogspot.com.au/2010/11/week-9-integrated-marketing.html (accessed 22 April 2012).


'M.A.C Viva Glam and international fashion designers pay tribute to the fight against aids at the opening session of the international aids conference', PR Newswire, August 2010,  Available: http://www2.prnewswire.co.uk/cgi/news/release?id=176906 (accessed 22 April 2012).


Shann. 2012. Ricky and NIcki for Mac Viva Glam, weblog, Available: https://eyemasq.wordpress.com/2012/02/15/ricky-and-nicki-for-mac-viva-glam/ (accessed 22 April 2012).

VIVA GLAM: Public Relations

Nicki and Ricky went to the Good Morning America show in New York City earlier this year to promote their product and bring awareness to the campaign and shed light on HIV and AIDS. This has gained favourable publicity for the Viva Glam campaign as it will generate word of mouth.

Before they appeared on the show, they resorted to their Twitter accounts to promote their latest Viva Glam campaign, as seen below.

I think this was a great idea because they both have millions of followers to connect to and it was a great opportunity to shed light on Viva Glam.

They also attended their Viva Glam launch party in New York City to once again promote their campaign. Many other celebrities were in attendance to support the cause. I also believe this was great publicity as this event will appear and communicate through gossip magazines and the internet to connect to potential consumers.

James, M, S. 2011. Ricky Martin and Nicki Minaj for Mac Viva Glam, weblog, Available: http://www.fashionblogblogger.com/fashion-blogger/ricky-martin-nicki-minaj-mac-viva-glam (accessed 19 April 2012)

VIVA GLAM: Advertising

Viva Glam's current campaign has used this promotional image as the basis for their advertising campaign as seen below.

It is a bright, colour soaked and fun advertising image which instantly grabs consumer's attention. This image is used throughout all MAC stores worldwide and is displayed as a huge promotional poster usually in the centre of the stores to gain people's attention.

However, they are not advertising their campaign through many media outlets. It isn't seen on TV, billboards, radio and rarely seen in print. Why don't they flaunt their good deeds? Nancy McMahon who is the senior vice president of MAC cosmetics wanted to balance promoting their good works without commercialising their efforts (Amanda 2012). They heavily rely on in-store messages and ads as opposed to global ones. McMahon says that the make up artists that work in Mac stores are directing potential customers to Viva Glam and are passionate in the selling of the product (personal selling) (KnowledgeAtWharton 2008).



Amanda. 2012. How does lipstick change the world? Mac shows us how, weblog, Available: http://brandofgood.com/how-does-lipstick-change-the-world-mac-shows-us-how/#more-513 (accessed 17 April 2012).

KnowledgeAtWharton. 2008. MAC AIDS Fund's Nancy Mahon: Tying the Cause to the Brand, Available: http://www.youtube.com/watch?v=lacfT7GzbOU&feature=player_embedded (accessed 17 April 2012)

VIVA GLAM: The Celebrity Appeal

Ever since the Viva Glam campaign was introduced in 1994, MAC has attracted many high profile stars to be apart of their cause. Celebrities such as Sir Elton John, Boy George, Christina Aguilera, Pamela Anderson, Dita Von Teese, Cyndi Lauper and Lady Gaga.

Here is a promotional video of Lady Gaga's Viva Glam campaign of 2011:

By using Nicki as an ambassador for Viva Glam, the campaign will appeal too many young female consumers. By using Ricky it will appeal to many gay men. This current campaign states that they both have teamed up to raise awareness among young people around the globe and by utilising both these pop stars they can widen their target market.  

There has been no controversy associated with this campaign. However, Dowling (2009) suggests there may be risks for the brand if the celebrity endorsing the product behaves bad. While this campaign was still ongoing, Nicki performed at this years Grammy Awards and the performance was regarded by critics as blasphemous and controversial. Read about it here. Belch et al. (2012, p.91) states that marketers must carefully choose a trustworthy source (in this case a celebrity) whom the receiver can identify or relate to. Fortunately, this matter is trivial and has not affected the campaign. 

Belch, G.E., Belch, M.A., Kerr, G. & Powell, I. 2012. Advertising: an integrated marketing communication perspective, 2nd ed, McGraw-Hill, North Ryde, New South Wales


Dowling, J. 2009. 'The power of celebrity endorsement', Sydney Morning Herald, 16 December, Available: http://www.smh.com.au/executive-style/management/the-power-of-celebrity-endorsement-20091216-kvsl.html (accessed 16 April 2012).

MAC AIDS FUND: VIVA GLAM

The MAC Aids Fund was first introduced in 1994 by Frank Angelo and Frank Toskan, the founders of MAC cosmetics. They make it their mission to support people of all ages, races, men, women and children affected by HIV/AIDS globally. They pioneer in HIV and AIDS funding providing financial support to organisations working in underserved regions and with underserved populations. As of today, they have raised over $220 million USD. 

How did they do this you ask? It all began with Viva Glam, the title given to their product line consisting of lipsticks and lipglasses (their version of a lipgloss).
Viva Glam is not only a product, it is also an effective cause marketing campaign. Viva Glam raises money for the MAC Aids Fund and believe it or not, a hundred percent of the proceeds is donated to the Aids Fund. They are sold exclusively through MAC stores worldwide and since 1994, they have produced seven exclusive Viva Glam product lines. 

Their current Viva Glam campaign that is still ongoing today is endorsed by celebrities Nicki Minaj and Ricky Martin.
As you can see below, it is an image I took of the current Viva Glam campaign at my work which happens to sell MAC cosmetics. 

Nicki Minaj's Viva Glam product is the pink flamingo coloured lipstick and Ricky Martin's is a lip conditioner.