Mulac

Client: Mulac
Services: Digital Campaign

DIGITAL CAMPAIGN

Since 2019, Digital Dust has been supporting MULAC in their digital PR activities, especially concerning seedings, digital campaigns and special projects.

MULAC PRO TEAM

For the launch of MULAC’s IGTV channel, the brand asked Digital Dust to involve a number of influencers that participated in special makeup sessions with well known Italian MUA such as Manuele Mameli and Chiara Bullo.

The sessions have been a good opportunity to show the public the brand’s products and their applications, with a special focus on the new releases that were presented during the IGTV episodes, all within a format characterized by the “friends chat” typical informal mood.

SOME INFLUENCERS
Roberta Branchini

Chadia Rodriguez

Manuele Mameli

Chiara Bullo

SOME CONTENTS
RESULTS
TOTAL REACH

1.4M

IMPRESSIONS

427K

ENGAGEMENT RATE

+2.1%

MAKEUP

Makeup is MULAC’s main focus. To increase the products’ and the new launches visibility, Digital Dust started different seeding activities that involved sending gifts to numerous beauty talents (focusing especially on MUA) as well as to lifestyle and fashion influencers.

The first seeding activity was designed to give online visibility to the launch of the new Black Mamba Mascara and of four new Velvet Ink shades. They were all sent inside a box that was specifically made for the occasion.

For the launch of the nude colors-dedicated In My Birthday Suit palette, Digital Dust designed a seeding activity in which the palette was sent accompanied by three Velvet Ink liquid lipsticks in new nude shades and by the Babydoll false lashes. The giftbox was sent with a Rue de Mille necklace inside as well, that further embellished the gift.

During summer 2019, Digital Dust handled the seeding activity regarding the launch of three more new shades of the Velvet Ink matte liquid lipsticks, MULAC’s flagship products. The talents were sent giftboxes containing the three lip stains as well as temporary tattoos that recalled the “ink” concept.

SOME INFLUENCERS
Loretta Grace

Anna Penello

Daniela Cremona

Pamela Chiarelli

SOME CONTENTS
RESULTS
TOTAL REACH

18.1M

IMPRESSIONS

2.3M

ENGAGEMENT RATE

+1.6%

SKINCARE & HAIRCARE

To give more relevance to the Skincare and Haircare lines and introduce them to those who already love MULAC’s makeup products, Digital Dust and the brand involved numerous in target talents to implement seeding campaigns that created great online buzz and a lot of Instagram contents.

The first seeding to be implemented was dedicated to the Skincare products line, consisting of the AC-TION TONIC and ROSELINE lotions, the MAYDAY detoxing scrub and the SOSMASK purifying mask.

We later made a seeding focused on MULAC’s Haircare products new line: Miss’t Berry. It’s a complete haircare line with restoring and protective properties and a berry fragrance, 100% natural and silicone free.

More recently, Digital Dust supported MULAC in launching the brand new Lip Care line. The talents were sent colorful boxes inspired by marshmallows and filled with the six line’s products for a complete lip care routine. The influencers were intrigued by the giftboxes and published numerous contents about them.

SOME INFLUENCERS
Basic Gaia

Cleo Toms

Christian Filippi

Chiara Vezzosi

SOME CONTENTS
RESULTS
TOTAL REACH

35.4M

IMPRESSIONS

5.2M

ENGAGEMENT RATE

+1.7%