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)