Campaign details

Award show: ROI Festival
Award category: Social Marketing
Award level: Grand Prix
Brand: MAC
Brand owner: Estée Lauder
Campaign name: MAC x Honor of Kings x Rocket Girls 101 Colab
Agency: Hylink Shanghai
Industry category: Cosmetics and Personal Products
Release date: January 2019
Budget: RMB 10-20 million
Country: China


MAC, one of the most popular cosmetics brands in the world, is renowned for its array of brightly coloured lipsticks, and is the go-to brand for a wide range of styles from eccentric shades to more muted tones. It recently collaborated with Tencent using a revolutionary marketing strategy to tap into China’s trendy youth market through the gaming industry.