For the first time ever New Zealanders are able to buy MAC products on a New Zealand based website, and Auckland Airport tasked Anthem to help with the launch of this exciting new service. The challenge was set to drive travelling Kiwis online to #packMACfly.

Anthem devised a social media strategy working with heavyweight beauty influencer and LA-based celebrity makeup artist, Amber D (did we mention she’s Lorde’s makeup guru?!).

We formulated a five week campaign consisting of phased social media content produced by Amber D for Auckland Airport, with all content pushed via the Airport’s social channels also re-shared by Amber.

Social content was an entertaining and informative mixture of can’t-live-without MAC products, videos and images of Amber’s top make up tips including her ‘Travel Essentials’, behind the scenes MAC product content from Paris Fashion Week and more. This was supported by editorial media featuring a small number of exclusive interviews with Amber.

“We were delighted with the involvement of Amber D on this project. More and more it is becoming important for brands and products to be endorsed by influencers with the right target following, and for us Amber hit the nail on the head with this project. Anthem’s strategic leadership in this area ensures that the Airport is more and more seen as a shopping destination not to be missed.”

-        Angerie van Wyk, Retail Marketing Manager, Auckland Airport

A dozen social media posts, each shared across Facebook, Twitter and Instagram, generated significant engagement for Auckland Airport via #packMACfly and drove audiences directly to the MAC online shopping portal.

Editorial media targets were hit, with coverage appearing in Sunday Star-Times Business, Coup De Main, NZGirl and B.Magazine.