MAC AIDS Fund
Despite its compelling accomplishments in 2008—like fighting HIV/AIDS in 57 countries with grants to 400+ organizations—the Estee Lauder-owned MAC AIDS Fund still found itself in the shadow of like-minded programs, including Project (RED) and Gates Foundation. To reestablish itself as a leader in HIV/AIDS philanthropy, the brand teamed up with Weber Shandwick to promote MAC AIDS Fund as the go-to in corporate philanthropy.
To launch the cause-marketing effort, the team commissioned an original global survey of public perceptions around HIV/AIDS, the results of which were used as a platform for media outreach. Plus, the execs got behind the Fund’s VIVA GLAM product line with celebrity-led behind-the-scenes tours for top-tier media.
All told, the initiative grabbed headlines in key media, including the FT’s South Africa special edition. What’s more, monthly sales of VIVA GLAM topped $1.3 million—a 25% increase. â–
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