Social-media buzz from Retail & Tech No 84

BW Confidential checks out what is making a splash on social media: MAC Cosmetics

MAC Cosmetics ranked as the number-one cosmetics brand  in terms of EMV (Earned Media Value) in the US in February, according to San-Francisco based Tribe Dynamics’ February 2022 Tribe Top 10 report.

EMV is Tribe’s proprietary metric for measuring the estimated value of consumer engagement with digital earned media. It can be used to evaluate the performance of individual marketing campaigns and benchmark brands, says Tribe.

MAC took the number one spot in February with $43m in EMV, a 76% increase compared to January. The growth was driven by a social-media initiative hosted by rapper Saweetie and singer Cher. The initiative saw the musicians invite influencers to “Show me what your MAC can do!”

Some 1.6k creators responded to the challenge in February, helping the #MACChallengeAccepted hashtag generate $18.9m in EMV. The push also helped MAC’s influencer community grow to 5.2k content creators. Two creators led the charge, including hair stylist Taylor Murphy, who raked in $454.2k in EMV, and Amanda Benko, who garnered $372.5k in EMV.

Following its February top spot, the brand recently launched the MACStack mascara which has gone viral on TikTok. A string of beauty influencers, including Mikayla Nogueira, Patrick Starrr and Victoria Lyn, among others, have posted product reviews on the social-media app in early March. The videos showcase the product and educate consumers on the two different versions of the mascara: The microbrush geared towards smaller lashes and the megabrush for longer lashes.

The reviews, coupled with social-media content MAC has posted on its own pages, has resulted in the #macstackmascara hashtag garnering 120.6m views as of March 31.