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).