The Challenge
MAC Cosmetics Cyprus had already built a strong, loyal digital community. The next step was to bring its most devoted makeup lovers closer to the brand, creating a space that felt personal, exclusive and undeniably MAC.
The goal was clear: offer exclusivity, strengthen the bond with the audience, and reward loyalty, without overwhelming users or diluting the experience. This need for closeness and control was exactly why the Broadcast Channel was chosen.
The Solution
In September 2025, we officially launched the Broadcast Channel “Talk MAC to Me”. The launch was teased and communicated through a series of Instagram Stories and paired with a members-only giveaway, instantly positioning the channel as a VIP space. The response was immediate: 250 users joined within the first 48 hours!
The positioning was simple: members got everything first! Early access to discounts, new drops and limited-edition information, to create that much-wanted exclusivity. For example, channel members received the news of Black Friday discounts a full day earlier. Now, that’s VIP treatment!
The channel also delivers insider energy. Members get to vote on what they want to see next, get access to backstage content, join exclusive giveaways and receive insider updates, such as limited product availability and beyond, making them feel oh-so-special and valued.
A key part of the strategy was respecting the audience. Messages are kept intentional, spaced out and non-spammy,protecting the promised exclusivity that made the channel so desirable, and thus keeping the community steadily growing month after month.
The Results
Within three months, the channel grew to nearly 500 members, with strong, consistent engagement. By jumping onto a new social tool, we successfully built a VIP-style communication space that strengthened loyalty, boosted excitement and elevated the brand’s digital presence.
With Instagram’s Broadcast Channel feature still evolving, this was only the beginning. “Talk MAC to me” created a strong, direct connection between MAC and its community, and the best is yet to come!
And if you aren’t in yet? You are definitely missing out!
Are you interested in our work and services? All you have to do is send a message!
