Summary
Coachella for Cosmetics.
Beauty icon MECCA and TABOO set out to create Australia’s first beauty festival. The objective was to increase brand exposure for MECCA and its brands, and solidify the retailer as the pioneer of Australian youth beauty culture.
Together we conceived, designed and executed what has become Australia’s largest and most celebrated brand experience, MECCALAND.
The MECCALAND festivals fused beauty and culture in a truly immersive experience that captured global attention and the hearts of beauty junkies all over Australia.
2019 Results (Sydney)
- 15,000 tickets sold
- 48 brands collaborations
- 142m total impressions
- $4.1 million in PR coverage
- Over 50,000 #MECCALAND social mentions
2018 Results (Melbourne)
- 5,000 tickets sold in 60 minutes
- Over 5,000 #MECCALAND social mentions
- Over 10m organic impressions
- 193,000 social engagements
- 5% uplift in organic website traffic post the event
