UNC 2014 NSAC Nationals Finalist.

1. #453

2. Helix knows Mary Kay.
More importantly, we know your IBCs. In addition to traditional research
methods, one of our team members became an IBC and got the inside
scoop on who they are, how they think and what they do.
We went that extra mile in our target research, as well.While our in-
depth interviews and surveys were helpful, they didn’t really capture
emotion. So instead of traditional projective techniques, we used
Pinterest to help us better understand how they felt about makeup.
From these methods, we tapped into a unique insight: Millennial
women only spend a few minutes on their makeup each morning, but
That insight, combined with the research from our personal IBC
experience, lead us to our big idea: “The look you want in the time
you have.” We’ll persuade our target that the makeup expertise an
Independent Beauty Consultant provides will enable her to do the looks
possible.
her know that Mary Kay understands her hectic, crazy lifestyle better
than any other brand—and that she can get the look she wants in the
time she has.
The details are on the following pages. By the time you reach the end,
you’ll select Helix as your agency.
A LETTER FROM THE AGENCY
TABLE OF CONTENTS
RESEARCH
The Challenge
What We Found
Our IBC Experience
The Target
Emotions & Makeup
Key Insights for Our Findings
The Brief
The Big Idea
CREATIVE
Phase 1
Phase 2
Phase 3
Campaign Overview
MEDIA
Paid/Earned/Owned
Media Plan
Paid Search
Measurement
CONCLUSION
2
20
25
10

3. THE CHALLENGE
P
rimary
In-depth
interviews
36 women
aged 18-25
Survey
649 Responses
Pinterest
12 Participants
Social Media
Competitrack
Social Radar
Forrester
White Papers
Industry
Publication
MRI
Online Magazines
Our
personal
undercover
IBC
Secondar
y
What is the
Mary Kay brand
today & how
does the target
perceive it?
Who is the
IBC & how
does she
interact with
the target?
Who is the
target & what
is her
relationship with
makeup?
WHATWE WANTED TO KNOW HOW WE INVESTIGATED

4. TARGETIBCMARYKAY
WHAT WE FOUNDS
treng
ths
Weaknesses
Threats
Opport
unities
IN AN OVERLY-CROWDED
INDUSTRY, MARY KAY IS
PRESENT IN THE MINDS OF
OUR TARGET.
MARY KAY’S EXTENSIVE
IBC NETWORK HAS THE
OPPORTUNITY TO
DELIVERAMUCHDESIRED
CONVENIENCE TO
THE TARGET.
43% of survey respondents purchase makeup
primarily from drugstores.
28% of survey respondents purchase makeup
primarily from specialty stores.
19% of survey respondents purchase makeup
primarily from department stores.
-BOSTON CONSULTING
GROUP
95% of the women in our target have an
aided awareness of Mary Kay.
-PRIMARY RESEARCH
-SARAH RZASA, 22, IN-DEPTH INTERVIEWS
“I’d say she’s a 50ish year old woman with
probably dyes it….but you can see some roots
or some silver strands. She’s wearing mom
jeans…She’swearingwhatshethinksistrendy
jewelry but in reality it’s supppper gawdy. Her
makeup is put together but she’s wearing way
toomuch,likeolderwomenoftendo....She’sthat
older woman that is trying to stay hip but just
looks like she’s trying too hard.”
More than 3 million IBCs worldwide.
-MK CASE STUDY
THE TARGET IS ACCUSTOMED TO
PURCHASING MAKEUP IN STORES.
OUR TARGET PERCEIVES
THE MARY KAY BRAND AS
OUTDATED.
“Millennials put a premium on speed,
inalltheir
transactions.”
-PRIMARY RESEARCH

5. OUR TEAM AT THE MK PARTY
OUR IBC: ASHLEY TEMPLETON
TARGETIBCMARYKAY
OUR IBC EXPERIENCE
WORDS FROM
OUR OWN IBC
“The experience taught
me so many things that
informed our campaign. I
became a truly functional
member of a local group
of women with their own
Mary Kay businesses.
Theweeklylessonsinsales
and makeup application,
call-in hotline devotionals,
and goal and reward
program showed me that
this is more than just a
business – it’s a support
group.”
Five Millennial women from our group attended a party at the local Mary
Kay studio to learn more about the party experience. They weren’t engaged
by the stuffy script and generic application process, and felt dissuaded to
purchase by the pushy (though smiley) sales pitch that concluded the party.
They did, however, appreciate the customization of products to their skin
types, the social aspect of the party, and the friendliness of the IBC.
-ASHLEY, IBC
OUR TEAM EXPERIENCE
KEY TAKEAWAYS
#1
#2
#3
“I can see how the party may appeal to
some people, but it just turned me off.”
The current Mary Kay selling strategy
seemed aggressive and outdated to
women in our group.
The Mary Kay IBC reacts
positivelytoincentivesfrom
directors and nationals.
Our campaign needs to be more than just a
business solution- it needs to be something
-MOLLY,TEAM MEMBER

6. RESEARCH & STRATEGYPRIMARY RESEARCH
THE TARGET
TARGETIBCMARYKAY
THE TARGET,AS A MILLENNIALAND A WOMAN,
KNOWS WHAT SHE WANTS AND DOESN’T HAVE A LOT
OF TIME TO SEARCH FOR IT. BELOW ARE THE TARGET’S
VALUES, MEDIA HABITS,AND MAKEUP HABITS.
VALUES:
MAKEUP HABITS:
MEDIA HABITS:
Convenience
Customization
Peer recommendations
It takes less than 10 minutes for her to
put on makeup on an average day.
It takes a bit longer for her to put on
makeup for special occassions.
She wears makeup almost every day of
the week.
Digital media/apps
Social media
Magazines

7. PRIMARY
RESEARCHEMOTIONS AND MAKEUP
We asked 12 women to pin to a private Pinterest board with pictures that best matched how they
feel while wearing makeup, and how they feel without wearing makeup. The girls chose from a
group of over 200 randomly selected images, and this is what we found:
Makeup is directly related Women feel naked or “like a
shaved bear” without makeup.#1 #2 -PINTEREST INTERVIEW
-PINTEREST INTERVIEW

8. KEY INSIGHTSOUR
FINDINGS
Simply put,our target perceives Mary Kay as old and
outdated.This is because Mary Kay doesn’t have a
solid brand identity, and its messaging gets lost
amongst the clutter of other brands.
MARY KAY
Our target doesn’t understand the Mary
Kay selling structure or how it’s relevant in
their daily lives.As such, it doesn’t appeal to
them.The scripts and parties seemed stiff and
the purchasing process is daunting and time
consuming, which is a huge turn-off to our target.
IBCS
They love personalization and convenience, and
they’re always on the go. And while they don’t
spend a lot of time on makeup, it’s an integral
part of their day; even if they’re running late,
there’s always time for a swipe of mascara.
TARGET
AS A GENERATION THAT NOT ONLY WANTS, BUT EXPECTS CUSTOMIZATION AND
CONVENIENCE FROM THE BRANDS THEY BUY FROM, MILLENNIALS SEE MARY KAYAS
AN OUTDATED BRAND WHOSE SELLING STRATEGYISTOOTEDIOUS AND COMPLICATED
TO BE RELEVANT IN THEIR DAILY LIFE.
-IN-DEPTH INTERVIEW
-ASHLEY, IBC
-QUALTRICS SURVEY

9. BRIEF
WHO ARE WE TRYING TO REACH?
authentic. She cares about her appearance without obsessing over it. She’s busy with all the goings-on in
knoweverythingthereistoknowaboutmakeupbutsheknowsshedoesn’tfeelherbestwithoutit.She has
her quick daily makeup routine down, but doesn’t miss a chance to experiment with different techniques
and products for those special nights out. She manages to pull off being poised and badass at the same
time and you would probably hate her if you didn’t like her so much.
WHAT IS GETTING IN THE WAY?
the strengths of its brand.Their IBC’s outdated approach is unappealing to the target.
MANDATORIES:
Social and digital executions are a must.The campaign cannot exclude current customers from messaging.
Always keep IBC’s in mind when concepting the big picture.
CONSUMER INSIGHT:
MAKEUP IS A SMALL PART OF THE TARGET’S DAY IN TERMS OF
TIME, BUTA LARGE PART IN TERMS OF IMPACT.
CURRENT DESIRED
THINK
FEEL
DO
The selling strategy is inconvenient and
doesn’t fit into my busy lifestyle.
MK is a brand that speeds me up; it doesn’t
slow me down.
MK understands my lifestyle and wants
to make me feel great.
I found my IBC and she’s helping me pick
makeup that is just for me, which I can
keep ordering online.
My mom and her friends use MK because it’s
made for older women who don’t care about
good makeup.
I buy makeup in stores and watch beauty
how-to’s online.

10. THE BIG IDEA
The look you
want in the
time you have

11. t
t
CREATIVE
PHASE3PHASE2PHASE1
EDUCATE
Through the already-established system of IBC education, we will teach IBCs how to best
approach Millennials to make a sale. An instructional ebook will be distributed to each IBC.
PHASE 1:
INTERNAL PREPARATION FOR THE CAMPAIGN
UPDATE
We will take the traditional party and make it customizable and fun by reinterpreting it into
seven themed parties that the consumer can choose from when planning a party:
Before we can start any marketing or advertising efforts, we have to fix the
problem head-on: Women in this age group think that the Mary Kay brand is
outdated because, in some ways, it is. So we want to work from the inside out:
MOTIVATE
We will start a contest among IBCs, challenging them to submit new and improved party
scripts that successfully speak to 18-to-24 year-olds and that can be used in conjuction
with the seven new party themes.
As an incentive, the first 100 IBCs to submit a themed-party script will receive a party
package. This package will include supplies and products for hosting a themed party of
their choice.
We will choose seven winners, one for each theme. These IBCs will win a paid trip across
the country to participate in the biggest event of the campaign: The Pink Carpet.
Retro, Night Out, Business, On-the-Go,
Natural, Experimental, MK Classic
t
[ ]
#1
#2
#3
[ ]
SAMPLE EBOOK COVER

12. SAMPLE HOURGLASS IN TIMES SQUARE
PHASE3PHASE2PHASE1
PHASE 2:
THE HOURGLASS
Once we’ve chosen the IBCs, we’ll place seven giant hourglasses
in selected cities one week before we roll out The Pink Carpet. The
hashtag “#pinkcountdown” will be printed on the outside of the
hourglasses to encourage passersby to tweet,Instagram and search
the hashtag.The sand in the hourglass will fall for an entire week,
ending when the IBCs arrive and The Pink Carpet event begins.
While the physical hourglasses are popping up in selected cities,
digital hourglasses will simultaneously begin to appear online.
SAMPLE BANNER AD
This hourglass will serve as the
new branding, and will be
used in all of our promotional
efforts, even after the Pink
Carpet events occur.
CREATIVE
THE COUNTDOWN
THE SUSPENSE
THE SYMBOL

13. PHASE3PHASE2PHASE1
PHASE 2:
LOGISTICS
PINK CARPET LOGISTICS
The seven selected IBCs and a team of crew members will set up a runway, makeup station stocked with Mary Kay products, and a wardrobe station provided by a
have ten minutes to complete one of the seven new looks on their model and send her down the runway.When all seven looks have had their chance to shine, it’s time
to pack up the Pink Carpet and head to the next city.
CREATIVE

14. t
PHASE3PHASE2PHASE1
PHASE 2:
PINK CARPET PROMOTIONCREATIVE
INSTAGRAM
PAID
We will use promoted photos from @PinkHourglass
that will appear in targeted users’ feeds.
OWNED
We will use the Mary Kay Instagram to generate
buzz around the Pink Hourglass and encourage our
audiencetosharetheirownphotosof thehourglass
both leading up to and during the launch event.
FACEBOOK
PAID
We will use social content promotions and banner
the Pink Hourglass Event page.
OWNED
We will post content hinting at the hourglass’
purpose and the Pink Carpet launch to drive likes
and spark consumer conversation.
TWITTER
PAID
We will use promoted tweets, a promoted Twitter
trend (#pinkcountdown) and a promoted account
(@PinkHourglass) to increase awareness.
OWNED
Using a Mary Kay-endorsed and IBC-followed
Twitter handle, @PinkHourglass, we will push out
hintsaboutthenatureof ourlauncheventtofurther
engage curious consumers. We will use Twitter as
a tool to engage IBCs with the event, encouraging
them to Tweet pictures, questions, etc. @MaryKay,
@RentTheRunway and @PinkCadillac will also push
the @PinkHourglass account.

15. t
PHASE3
PHASE 3:
PHONE APPLICATION
Chat with your local IBC
How can I help?
I just got in some of the tuxedo
shadow sets. Perfect for smoky eyes.
I can order for you.
Great! That was easy
Well I have a bit of acne on my
forehead, but I’m really looking for
something to make my eyes pop.
Check-In
by location
at a party
Check-in Playlist Chat Shop
Playlists
Powered by
Night Out
Feeling Professional
Hitting the Road
Something New
Chill
Throwback
Classic Mary Kay
Place an Order
MARY KAY
CREATIVE
#1 #2 #3 #4 #5 #6
Application loading screen. Application home screen. Check-in through location-
based technology, users
at any of our out-of-home
placements will be able to
check-in at their location
and download instructions
for the looks featured on
the poster directly to their
phone. They can also check
in at a Mary Kay party using
a unique code given to
them by the host IBC, and
receivepointsthatcouldgo
towards rewards like free or
discounted products.
MK Playlists: Through a
partnership with Spotify,
users will be able to create
themed playlists based on
our seven new parties that
theycanplayduringaMary
Kay party, while getting
ready in the morning, or
just for fun.
IBChat: For convenience,
the app will have a direct
chat feature that allows
consumers to connect with
local IBCs to ask beauty
and skincare questions.
Product ordering:
Consumers will be able to
scan products when they
buy them, and when the
app calculates that it’s
about time to replenish
your stock, the consumer
re-order. They can choose
which products to order
more of, hit “submit,” and
send their order directly to
an IBC.
PHASE1PHASE2

16. 9
t
PHASE3PHASE2PHASE1
PHASE 3:
CONTINUED MESSAGING
To streamline the process of planning a Mary Kay party, users can go to marykay.com, select the theme that best suits their style and submit all of
SAMPLE GIF BANNER AD
ZOOM OUT TO CUT TO
CREATIVE
Cl
assic
Bu
siness
Ret
ro
Nigh
t Out
Na
tural
On-T
he-Go
Expe
rimental
The look you want in the time you have.
Choose a theme to
plan a Mary Kay party
customized to fit your
style. Give us an hour,
and we promise we’ll
totally transform the
ten minutes you’ve
got for makeup. Click
one of our seven party
options to get started.
SAMPLE WEBSITE MOCKUP

17. t
CREATIVE
PHASE3PHASE2PHASE1
PHASE 3:
DIGITAL
We get it: You care about how you look,
priority. Our Mary Kay beauty consultants
don’t tell you how to look, and they don’t
slow you down.They teach you techniques;
give you the tools you need to create a
personal style in the few minutes you
rest of the day.Think about it: with the
help of Mary Kay, you could have gotten
a fresh new look in the time you spent
listening to the past three songs. Click the
ad to visit the Mary Kay website and plan a
party, so you can get the look you want in
the time you have.
BUZZFEED & HERCAMPUS
SPONSORED QUIZZES & STORIES
Buzzfeed- and HerCampus-sponsored quizzes and stories provide Mary Kay
a fun, unique way to push out content related to its new messaging. These
offerings are built to share, creating a great opportunity for earned media on
social networks.
“
“
SPOTIFY
AUDIO ADS

18. 9
t CREATIVE
PHASE3PHASE2PHASE1
PHASE 3:
SOCIAL
We will expand the idea of the new parties and the campaign
promises into all forms of social media, such as Facebook, Pinter-
Mary Kay helps women get the look they want in the time they have! Follow us to get
inspiration for your makeup routine and contact a Mary Kay Independent Beauty
Consultant to get advice on how to work a look into your morning minutes!

19. Much in the same way they do everything else: search. Our
survey showed this, but it also proved that consumers don’t
convert on these queries often with online purchasing. To
bridge this gap, we will continuously run both Pay-Per-Click
(PPC) and Cost-Per-Thousand (CPM) paid search campaigns.
PPC keywords will come from product types, general
makeup terms and situational looks (ie. mascara, smoky
eyes,etc.). CPM keywords will be derived from beauty blogs,
themes related to our campaign and competitive brands (ie.
Lauren Conrad, time saving tips, etc.)
WHERE DO PEOPLE FIND
INFORMATION ABOUT MAKEUP?
CREATIVEPHASE 3:
PAID SEARCH
PHASE3PHASE2PHASE1

20. t
PHASE3PHASE2PHASE1
TRADITIONAL
PHASE 3
In waiting areas like bus stops, posters will be placed featuring step-
by-step instructions for creating one of Mary Kay’s themed looks.The
posters will push consumers to download the mobile app and check
in at their location to take instructions with them wherever they go.
DIGITAL OUT OF HOME SIGNAGE
Once a train leaves, a video of a woman applying makeup will play on the subway platform, and end when the next train arrives. Our tagline, “The look you want in the
time you have,” will appear as a title card at the end of the video.
CREATIVE

21. CAMPAIGN OVERVIEW
“The look you want
in the time you have.”
PHASE 2
Launch the campaign
PHASE 1
Train and educate the IBCs
PHASE 3
Drive the message
START HERE
Increased awareness
Positive perception
Intent to purchase
SEE THE RESULTS

22. SPENDING BY MONTH
MEDIA
professional woman. These two segments are highly active in social and digital,
excitement and activity amongst Mary Kay’s most valuable asset: its IBCs. The
next step is the campaign rollout (March), which will face consumers and generate
Finally, we will maintain awareness and positive perception through low-cost, high-
centered during the back-to-school season, as many women are making a transition
to a year of new experiences. Mary Kay hopes to be part of this transition.
We have also made some key geographic decisions. The seven cities featuring the
Pink Carpet promotion were chosen to be geographically diverse while being in
showing higher indexes of Mary Kay usage in the region, and this southern heavy-
our distribution is intended to be even nationwide.
MEDIA OBJECTIVES
REACH 80% OF OUR TARGETAUDIENCE
MAXIMIZE OUR LIMITED BUDGETTHROUGH
PLACEMENTS LEADING TO EARNED MEDIA
USE A MIX OF CONTINUOUS AND FLIGHTED SPENDING
TO COST-EFFECTIVELY MAINTAIN AWARENESS YEAR-
ROUND
900,000,000 total impressions. Because of the advanced targeting capabilities
these impressions will not be wasted on consumers outside our target
segments. The newsworthiness of The Pink Carpet will also result in high levels
of earned media, as relevant outlets will cover both the events themselves and
the rebranding story of Mary Kay. Media kits will be distributed to these outlets
in advance to ensure the likelihood of earned media. Additionally, our events
lend themselves to the sort of social sharing that’s popular amongst our targets.
Combine this with a newly social media-savvy group of IBCs, and we have a
potent earned media concoction.
#1
#2
#3

23. MEDIA
PAID
IBC On-Boarding
The IBCs are the heart and soul of Mary
Kay, and no campaign will succeed
without their full support. Just .51%
of the total budget goes towards
on-boarding because of the robust
existing IBC structure, but this belies its
importance.
Guerilla
Mary Kay needs a large, buzzworthy stunt
to break the stigma that it’s an old, stale
brand. Our Pink Hourglass and Pink
Carpet promotions achieve this goal.
Because of its importance to the overall
campaign, these events are allotted 23%
of the budget.
Social
Our target segments are highly involved
in social media, as they overindex greatly
Creators and Critics. Paid social primes
the earned media pump, and 12% of the
budget will go towards fostering online
conversations.
College Newspapers
College students comprise one of the
main segments of the target audience.
5.5% of the budget will be in this
medium, with publications slightly
geographically focused in the South. MRI
data shows marginally higher rates of
heavy users in this region.
Out Of Home
So much of our budget is concentrated
in digital, but we also wanted to add a
physical element to the campaign. Out-of-
home installations represent just 4.5% of
the budget, but they provide an important
addition to consumer touchpoints.
Native Advertising
Native advertising is a growing slice of the
Buzzfeed and HerCampus both receive a
ages 18-25 while offering compelling
advertising options. 13% of the budget
will go towards native advertising.
EARNED
Media Kits
Media kits will help ensure that our
hourglass/Pink Carpet promotion gains
coverage from the press. Major national
publications, both print (ie. USAToday)
receive kits in addition to newspapers
local to the events (ie.The Dallas Morning
News). Just .50% of our budget will go
towards this cost-effective PR effort.
Social Buzz
The Pink Carpet promotions are built
to encourage social sharing, with a set
hashtag and visual oddity that will surely
spur plenty of amateur photographers
and commenters to action.Additionally,
our partnerships with Buzzfeed and
HerCampus allow for Mary Kay content to
quickly be shared through our consumers’
vast social networks.
OWNED
Pink Carpet Runway Videos
extensively for use as further promotional
video to be distributed through our owned
social channels on YouTube, Facebook,
etc. 2.0% of our budget is set aside for the
eventual creation of materials to be used
on owned channels.
Party Planning Platform
The new Mary Kay party planning platform
will give users a streamlined and easy-to-
use method of planning their next Mary
Kay party. The themed parties will be
based off of our seven signature looks but
can also be customized by each individual.
The cost of this platform is included in the
owned material production budgeting.
Revamped Mary Kay App
The new Mary Kay app will revitalize
the brand’s mobile presence by putting
the power of the IBC in our consumers’
high quality, multi-feature app will cost
$70,000, or .70% of our total spend.
Social Channels
Mary Kay’s existing social networking
presence on Facebook,Twitter and
Instagram will play an important role in
getting the brand’s new messaging out to
current and prospective customers.
Paid Search
Search advertising is an area ripe to be
capitalized.There is a discrepancy between
the number of consumers searching for
product info online and those who convert
on those searches with purchases. 12%
of the budget will go towards remedying
this issue.
Digital Banner/Takeover
According to research from Kantar
Ad$pender, approximately two-thirds of
competitor spend in 2013 was in the form
of traditional print. This is a backwards
approach to reaching younger consumers,
so we decided simply to translate any print
concepts we had into digital placements.
15% of our spend will go towards
placements on several high relevancy
websites.
Digital Radio
Because our demographic favors online
radio over traditional radio, digital ads will
air on Spotify and Pandora year-round.
These vehicles are particularly appealing
because of the advanced targeting they
offer based on demographics and musical
interest. 8.0% of our budget will be in
digital radio.

24. MEDIA PLAN
February March
1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 1825 1 8 15 22 29 6 13 20 27 3 10 17 24
April May June July August September October November December January
IBC ON-BOARDING
Training Videos
Social Media E-Book
Script Contest
GUERILLA
Hourglass
Pink Carpet Event
PAID SOCIAL
Facebook
Twitter
Instagram
COLLEGE NEWSPAPERS
40 South
20 West
20 North
20 Mid West
OOH
Subway Ads
Posters
NATIVE ADVERTISING
Buzzfeed
HerCampus
PAID SEARCH
PPC
CPM
DIGITAL RADIO
Spotify
Pandora
DIGITAL BANNER/TAKEOVER
Cosmo
Seventeen
TeenVogue
MTV
HerCampus
careerbuilder
Moster
PR
Media Kits
Total Weeks Total $
9
1
4
1
1
12
12
12
5
5
5
5
5
10
22
18
48
48
48
48
22
22
22
22
22
22
22
22
22
1
$10,000
$1,000
$40,000
$200,000
$2,100,000
$300,000
$500,000
$300,000
$220,000
$110,000
$110,000
$110,000
$350,000
$100,000
$1,000,000
$300,000
$583,334
$583,334
$400,000
$400,000
$175,000
$175,000
$175,000
$175,000
$100,000
$230,000
$230,000
$230,000
$50,000
ADDITIONAL COSTS
App Production
Owned Material Production
CONTINGENCY
Contingency
$70,000
$200,000
$350,000
TOTAL $9,977,668
Percentage of
Budget
0.10
0.01
0.4
2.0
21.0
3.5
5.0
3.5
2.2
1.1
1.1
1.1
3.5
1.0
10.0
3.0
5.8
5.8
4.0
4.0
1.8
1.8
1.8
1.8
1.0
2.3
2.3
2.3
0.5
0.7
2.0
3.5
100.0

25. MEASUREMENT
OBJECTIVES
MEASUREMENT
TECHNIQUES
POTENTIAL
RESULTS
Increase Unaided
Awareness
Increase Positive
Perception
Increase Product
Purchase Consideration
Social Media Interactions
Surveys
Social Media Interactions
Surveys
Party Numbers
App Downloads
Sales
Surveys
Increased unaided
brand awareness from
2% to 12% among
target audience
Increased rating from 6
to 7.5% (ten-point scale)
brand experience among
target audience
Increased likelihood
of target audience
to purchase and
recommend products
from 2.8 to 5 (ten-point
scale)
Surveys will be held in May and October
following spending surges to gauge success
and show how the big idea has resonated
with the target audience.A post-test will be
usedasaprimarymeasuretodeterminehow
successful the campaign accomplished its
objectives. Data provided by digital media
will allow us to directly track user interaction.
For example, Social Radar can be used to
analyze changes in online perceptions of the
Mary Kay brand throughout the campaign.
We hope to see marked increases in positive
sentiment as well as overall mentions. Click-
through rates from digital ads will provide
further insights regarding the effectiveness
of digital-heavy plan will allow us to phase
out or relocate dollars of underperforming
components.
OUR SUCCESS

26. Mary Kay
Target
Helix
IBC
WE’RE HELIX,AND WE GET MARY KAY.
We understand your brand, inside and out. Our extensive, out-of-the-box research methods
gave us a unique insight into not only the target market, but the IBCs as well.This led us to
create a distinct, highly intuitive campaign that directly appeals to the mindset of our
target.
Our campaign message, “The look you want in the time you have,” tells our target that
Mary Kay is the only makeup brand that truly understands and appreciates their hectic,
fast-paced lifestyle -- and that, with the help of an IBC, they can learn how to do the looks
that make them feel most confident in the most effcient time possible.
The media we chose finds our target where she already lives, and relays our message
effortlessly, further emphasizing how Mary Kay fits perfectly into her busy life.
We look forward to working with you to demonstrate how, with Mary Kay, a woman can get
the look she wants in the time she has, and carry on conquering the world.
CONCLUSION
RESEARCH
MEGAN CANJAR
RENEE MONTPETIT
TAYLOR BAIRD
JANIE SIRCEY
RUSS HOLLER
CREATIVE
KARLY BROOKS
JUSTINE BERGER
SCOTT DOBBIN
ASHLEYTEMPLETON
MADDY BALDWIN
EMILY HALSTENBERG
STRATEGY
LAURAVROOM
BEKAH MEYERS
SOPHIA WOLF
MOLLY BALL
MEDIA
JONATHAN UNGER
ALEX BRUSKO
ELYSE SCHAEFER
JIMMY BRANLEY

27. MRI+ MediaMark. "Fall 2012 Product Report. Health & Beauty Aids" (Original). Retrieved
March 1, 2014, from MRI+ MediaMark.
Forrester Research Inc. "Social Technographics Tool." Retrieved February 10, 2014.
Barton, Christine,Jeff Fromm, and Chris Egan. "The Millennial Consumer:
Debunking Stereotypes." The Boston Consulting Group, n.d.Web.
<http://www.brandchannel.com/images/papers/536_BCG_
The_Millennial_Consumer_Apr_2012%20(3)_tcm80-103894.
pdf>.
In-Depth Interviews. 2014.
Pinterest study. 2014.
Qualtrics Survey. 2014.
PRIMARY RESEARCH
SECONDARY RESEARCH
WORKS CITED
"Know Your Audience: How the Digital Native Generation Consume Media." Know Your
Audience: How the Digital Native Generation Consume Media. N.p., n.d.Web.
ence-how-digital-native-millennial-generation-consume-media>.
Walter, Ekaterina. "2014 Digital Trends And Predictions From Marketing Thought Leaders."
Forbes. Forbes Magazine, 17 Dec. 2013.Web. 21 Mar. 2014.
<http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digital-trends
and-predictions-from-marketing-thought-leaders/>.
"Millennials Hate Traditional Media. Or Do They?" Edelman. N.p., n.d.Web. 21 Mar. 2014.
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