UCDS Adwave's award winning marketing casebook outlining the innovative and research-based, year-long campaign.

1. Moments

2. 1
1
2
4
8
9
10
14
18
22
23
24
50 years speak for themselves. Since its foundation, Mary Kay
has broken the boundaries between buyer and seller, and has
enriched women’s lives with caring and personalized service.
Today, Mary Kay takes on the challenge of connecting with
a new generation of females that we call NOW Millennials –
Generation Y females that are Networked, Open-minded, and
Worldly.
Through six months of market research on various platforms,
including focus groups, on-site interviews, and online surveys,
we identify that the primary disconnect between these NOW
Millennials and Mary Kay is the perception that Mary Kay is not
a brand that caters to the millennial generation. After thorough
assessment of this problem, our team has conceptualized
a solution that will captivate the NOW Millennial, a girl that
we’ve identified as a cultural aficionado, a creative innovator,
an experience seeker and most of all, a girl who lives in the
moment and for the moment.
Based on these observations, our team has crafted the
Moments campaign - a movement that realizes and embraces
how each NOW Millennial defines her moment. In this targeted
campaign, traditional advertisements, PR events, and social
media will be utilized to shape the persona of the “Mary Kay
girl” and help the NOW Millennial imagine, create, document,
and share their own “Mary Kay Moments.” In order to be a
part of every moment that NOW Millennials interact with in
this ever-changing world, we will leverage several creative
channels in our campaign, from print advertisements, to music
and video streaming, to mobile applications.
Executive Summary
Research
Insights
Positioning
Creative Brief
Executions
Public Relations
Media
Budget
Timeline
Evaluations
Executive SummaryTable of
Contents

3. 35%
45%
10%
5%
3%
2%
Nielson
Database
Social Media
Platforms
Bureau of Labor
Statistics
Other
US Census
Bureau
Euromonior
International
*
*See page 4 2
834
344
100
15
7
Understanding the detachment between Millennials and Mary
Kay, the goal of our research was to find the source of this
disconnect and determine how to establish a connection. We
constructed our research strategies and questions around
two categories – the Mary Kay Company and the Millennial
consumers – in order to identify similar values shared between
the two.
Online Surveys
Onsite Surveys
Social Media Impressions
Focus Groups
In-Depth IBC Interviews
Primary Research
Key Questions
Secondary Research
Millennials Research Objectives
• What qualities do NOW Millennials value when
purchasing beauty products?
• What influences NOW Millennials purchasing habits
the most?
• Which social media platforms do the NOW
Millennials use as their main means of daily
Mary Kay Research Objectives
• How do millennials perceive Mary Kay as a brand?
• Are millennials aware of Mary Kay’s affordability,
accessibility, and product variety?
• What is the impression of Independent Beauty
Consultants among millennials?
• Where does Mary Kay stand in the beauty
product market and how does it compare to other
Research Objectives

4. TEST THE
HYPOTHESES
CONDUCT
FOCUS
GROUPS
IDENTIFY PROBLEM:
DISCONNECTION BETWEEN
MARY KAY AND MILLENNIALS
TRACK TOP
SOCIAL MEDIA
PLATFORMS
MARKET
LANDSCAPE
RESEARCH
RESULTS:
- POOR IBCS INTERACTION (DISPROVEN)*
- SOCIAL MEDIA CONTENT (PROVEN)
1
HYPOTHESIZE REASONS:
- POOR IBC INTERACTION
- SOCIAL MEDIA CONTENT
2
3
IDENTIFY MILLENNIAL
VALUES
4
CREATE THE
CAMPAIGN
FIND THE
CAUSES
*60% of Millennials felt comfortable or neutral about interacting with Beauty Representatives
CONDUCT:
- IBC INTERVIEWS
- ONLINE/ONSITE SURVEYS
- ON SITE SURVEY
FIND THE PROBLEM
ASSESS
EFFECTIVENESS
DESIGN THE
SOLUTION
5
Research Strategy
3

5. Original
Tweets
Retweets
@Message
Tweets
4
Social Media Research
Tools Objectives
Trackur + TweetDeck +
Pinpuff + Social Mention +
Follow Trendsetters
Track and predict emerging trends
and popular terms in social media.
Gain insight on what customers
are discussing online. Ex: Conduct
hashtag searches on Twitter and
Instagram
Use the Real-Time Aspect of
Social Media for Quick Research to
immediately analyze effectiveness of
a campaign or product launch
Google Trends
Hashtracking
Insights
Learn the Language of Our Audience
to analyze how customers express
their values. Learn how NOW
millennials speak about Mary Kay
HootSuite’s Conversation
Stream
We compared Mary Kay’s social media
popularity with other competitors in terms of
hashtag mentions, retweet rates, and original
tweets. The biggest challenge of Mary Kay is
unengaging organic posts indicated by low
percentage of retweets and @Message Tweets.
#MaryKay
#Avon
#Lancome
#Neutrogena
#Olay
60%
38%
8%
79%19%
2%
80%14%
6%
73%19%
2%
84%
14%
2%
A 2011 report by Nielsen states that approximately 80 percent of
people with Internet access are social media users. We recognized
that social media has increasingly become more representative of
the mindset and behavior of millennials, and therefore went beyond
traditional market research by conducting social media market
research as well. Below is the table that presents our social media
research tatic:

6. • Relatively low Facebook “Likes”
• Low level of engagement indicated by 89,344
“Talk About’ (Only 5% return on engagement)
• Mary Kay’s active Facebook followers are older
While Mary Kay has large numbers of followers on Instagram
and Pinterest, their Facebook statistic reveals challenges:
34%
31%
35%
The table below provides a comparative look at Mary Kay’s
social media presence, and other similarly situated brands. While
Mary Kay has large numbers of followers on Instagram and
Pinterest, their Facebook statistics reveal challenges:
Social Media
Presence
Mary Kay
AVON
Lancome
Neutrogena
Olay
1,541,413*
8,021,089*
4,965,393*
1,407,419*
2,247,296*
25-34
18-24
25-34
18-24
25-44
Facebook
(Likes)
Average age of
Facebook followers
Insights
To better understand both the bigger picture and finer details,
we have refined our research results into several key research
insights. These insights provided the guidelines to which we built
our campaign.
Opinions on IBC as a Career
IBC is a great temporary job to finance my expenses
IBC is a promising entry-level job
IBC is not an attractive career path* Statistics for Facebook followers was collected on Feb 15th 2014, 2pm.
Purchasing Behaviors
39% Familiar with MK and think it’s affordable
19% Familiar with MK and think it’s not affordable
42% Not familiar with MK
63%
29%
26%
Purchases different brands of beauty products
Care about ingredients of beauty products
Care about affordability
5

7. Millennial Profiles
These NOW Millennial profiles are the culmination of our research and insights, and take into account not only general
target market findings, but also specific tendencies and traits that give them personality and life.
Jessica is 19 years old and is a
full-time student at a university
immersed in campus life and
involved in several organizations
and has many friends. Additionally,
she is fascinated with the world
outside of campus and uses
various social media platforms to
keep herself updated with world
news, travel blogs, and social
justice issues. Jessica is working as
an unpaid intern, so money matters
to her. She makes sure to budget
enough to go out with friends and
pamper herself a little.
Marisa is 21 years old and a part-
time student at a community
college, who also works part-time
at a cafe to support herself. Her
strong interpersonal skills helped
build close relationships with
her co-workers and customers.
Balancing her student and work life,
she is well-organized, financially
responsible, and driven. Although
she is busy, she uses social media
to stay connected to her friends
and family. She engages in an
active lifestyle and always buys the
latest beauty products.
Kristen is 24 years old and works
full-time at a rapidly expanding
start-up company. Admired among
her peers for her confidence and
exuberant personality, she is a
leader in the office and an expert in
her field. Although she has student
loans to pay off, her income allows
enough discretionary income for
her to lead an independent life
and travel occasionally. Not just a
participant, she’s an influencer on
social media, where she publishes
her own creative content on her
blog.
Jessica Marisa Kristen
Where Millennials find makeup
recommendations
29% 27%
Blogs and Social Media YouTube Other
22%
Product variety
Improvements Millenials want to see in Mary Kay
44%
Accessibility
33%
Color Choice
44%
6

8. S W O T
• Wide variety of skin
products and color choices
• Internationally recognized
brand
• Lack of brand awareness
among younger Millennials
• Product packaging
• Brand recognition generates a
sense of trust for future product
releases
• Mary Kay brand often
associated with Gen X, losing
its appeal to the younger
generation
• Diverse set of price points
• 42% of Millennials are not
aware of Mary Kay’s price
range
• New products can appeal to a
larger market
• Affordability associated
with low quality product
• Mary Kay can offer more
personalized and interactive
buying process
• Promotes brand loyalty
• Direct-selling holds only 11%
of the total beauty product
market
• Accessibility is limited in
direct-selling
• Use personalized services to
build customer rapport
• Utilize social media as a tool to
bridge direct-selling accessibility
• Perception of Mary Kay’s
direct selling model as a
“pyramid scheme”
• High Pinterest followers
and interactions compared
to competitors
• Lack of Millennial-centered
content in mainstream social
media
• Appeal to more Millennials
through interaction and
engagment in social media
• May compromise Mary
Kay’s brand authenticity
if content is not carefully
managed
• Large task force who
are well-networked and
provides support
• IBCs have an unpopular
presence among Millennials
• IBCs often mispercieved as
door-to-door salespeople
• Catalysts and influencers for
the Mary Kay brand
• Student IBC program that
emphasizes networking and
business experience
• Customer’s impression of
Mary Kay can be damaged
by poor IBC performance
• Strong associations
with corporate social
responsibility
• Lack of partnerships with
millennial-centric organizations
and media platforms
• Partnerships with organizations
and media platforms thats is
representative to Millennial
interests (Spotify, Youtube)
• Compromising brand
image with non-traditional
partnerships
80% of Millennials are on some form of social media. -Nielsen
PROMOTION
Social Media
Presence
IBC
(Influencers)
Partnerships
PLACE
PRODUCT
PRICING
Direct-Selling
7

9. • Product lines targeted for
Millennials, such as the At
PlayTM,=
line, are not attracting
new Millennial customers
• Low percentage of retweets
and @marykay posts translates
to a need for interactive
engagment between Mary Kay
and their customers.
• Concentrated marketing on
Mary Kay At PlayTM line with a
contemporary brand image to
boost market share among NOW
Millennials.
• Develop a stronger Mary Kay
presence in social media that
generates trending content
and spark more millennial
interaction
Quantitatively: Raise awareness of Mary
Kay’s affordable beauty products.
Qualitatively: Raise awareness of the quality
ingredients Mary Kay uses. Communicate
Mary Kay’s commitment to quality and
enrichment of women’s lives.
• Prolific and controlled brand image
promotion will not only increase IBC
exposure, but also appeal to millennials
the rewards of a hands-on role of being
a beauty consultant
Quantitatively: 42% of people are not familiar
with Mary Kay’s prices.
Qualitatively: Considerable amount of
Millennials in our focus groups mistaken
Mary kay’s affordable prices with low product
quality.
• IBCs are often percieved as door-to-door
salespeople, multilevel marketers, etc.
• Lack of millennial-centric brand image
and familiarity with millenial trends
• 44% of Millennials suggested
accessibility was an aspect for
improvement.
• Lacks partnerships with
trending high tech companies
and emerging media platforms
• Promote awareness of the MK
online store and promote IBC
accessibility through various social
media campaigns
• Bolster image of IBCs through PR
projects.
• Boost youthful edge of Mary
Kay by partnering with rising
start-ups, while maintaining
partnerships with socially
responsible organizations.
Product
Social Media
Price
IBC (influencers)
Place
Partnership
Posititioning and Solution
8
Problem
Problem
Solution
Solution

10. The Big Idea:Extraordinary moments don’t just happen. They are made. Our creative campaign emphasizes
this very point, by drawing inspiration not from the products themselves, but rather, from the
girl wearing them. Celebrating those who revel in and share even the smallest occasion, our ad
campaign encourages every Millennial to “Make Up Your Moment” with Mary Kay.
Creative Brief
This message has the unique opportunity to tap into a vibrant market of young females
who are in the process of creating their own story, moment by moment. Our campaign
acknowledges and celebrates this generation that is living life in the now by being a part of
these moments with them.
As Mary Kay is not a traditional cosmetics company, it is our intention to defy the norms
of conventional makeup advertising. Mirroring the person-to-person connection that IBCs
have with their customers, our campaign has been designed as a dialogue. As intimate as a
recommendation made by a friend, we hope to connect to our audience on a deeper level
and establish a relationship beyond the page.
Strategically utilizing both traditional and non-traditional platforms to connect to NOW
millennials, our advertising is focused on following the spontaneous, confident, and
innovative life of the “Mary Kay girl”. Specifically through strong social media efforts, we will
further develop this persona to become an identity NOW Millennials can connect to. The
“Moments” campaign will increase online sales and perpetuate positive brand awareness
by positioning Mary Kay as a leading beauty brand that is both knowledgeable and
personable.
9

11. The print ads for our creative
campaign capture the
essence of making the most
of everyday moments. They
demonstrate the concept of an
ordinary day that opens itself
to extraordinary interactions
by the will of a Mary Kay girl
who makes the most of every
chance. These moments
represent the delicate depth a
small, yet significant interaction
can bring into a Mary Kay girl’s
life, even if just for a day.
Embodying the crux of our campaign, our commercial will communicate how Mary Kay can assist Millennials in making up their
moments, by following a Mary Kay girl throughout her day. Starting with the application of her makeup, the audience will see how the
confidence and inner and outward beauty of this Mary Kay girl allow her to make up the little moments of her daily routine.
Unlike typical beauty commercials, where the focus is on the application and details of the makeup, our focus is on the girl who wears
the makeup. Because of this, our commercial will be shot directly behind our Mary Kay girl to highlight, not her face, but the reactions
of the people she interacts with.
The audience will see her beauty and confidence through the moments she encounters throughout the day. We will tease the
audience with fleeting glimpses of her face, but will not reveal her face and her makeup until the very end. Through this commercial
we will define a Mary Kay girl beyond just her outward beauty, and will encourage Millennials to enhance their inner beauty, their
outward confidence, and their everyday moments with Mary Kay makeup.
Print
Commercial
10

12. Bus Stop Ad
Allowing the busy commuter to take a few moments to
contemplate their current look and destination, this is
targeted towards audience integration and interpellation.
By granting an individual this brief glimpse of their day,
this can allow them to determine a greater destination and
more extraordinary look for later in the day with the help of
Mary Kay.
11
Website
The IBC personal pages will be overhauled
with a stylish upgrade to offer cohesion with
other marketing efforts such as the Mobile App
and YouTube channel. These efforts are then
combined with a revamp of the current blog.
Mary Kay blog will now create original editorial
posts to discuss latest fashions and styles
while venturing away from product pushing.
Blogging, with new techniques of content
marketing in mind, will have a substantive effect
on the accessibility of Mary Kay by becoming a
resource to consumers beyond the products as
they share blog posts across social media.

13. Users will have the freedom to share their own story and create captions and hashtags for their specific moments
which will then be uploaded onto the official Mary Kay Instagram page. Instagram’s high level of creativity and
spontaneity and those values fit perfectly with our Mary Kay campaign. Not only will these efforts hype awareness
online, but create a platform for word-of-mouth discussion in-person..
Our Twitter page will represent the voice of Mary Kay. Friendly, bold, and interesting tweets that personify Mary
Kay's values will ask followers about pop culture, thoughts and daily insights. Fun questions and interactive posts
will build a stronger brand connection and generate firsthand feedback.
The page itself will be listed as a “suggested page” on Facebook and there will be a dissemination of Facebook
advertising which will increase exposure to a variety of market segments. Consistently publishing “little moments,”
much like those portrayed in our print ads as well as interacting with the greater community through sharing and
liking related pages for followers.
Social Media Strategy
The big idea behind this campaign is all about the smaller moments. Through a frequently updated social media campaign, we aim to
stay focused and connected to our followers with simple, thought-provoking imagery and messaging. This contributes to the Mary Kay
girl persona over a cross-platform social media campaign.
12

14. Klique’s likes and
favorite items
Live chat and
messaging
IBC locatorIBC profiles
Search IBCs by
style, and product
specialities
Event calendars
11
13
Building upon the MyMK section of
the official website, Klique enhances
the utility of MyMK with a stylish, new
interface that is relatable to millennial
females. The application will redefine
the current perception of IBC’s from a
salesperson to a trusted friend through
a social media like interface that gives
IBCs more opportunity to show their
personality and taste. This mobile app
is also anticipated to entice millennial
women to become IBCs, as they will
be provided with a fresh, innovative
platform for meaningful connections
with the NOW Generation. Having
connected with these IBCs via Klique,
millennials will be encouraged to
succeed the ranks of their consultants
and begin their own futures as a
beauty specialist.
Mobile App

15. Public Relations
How it works
Mary Kay Student IBC Program
Ten scholarships of $5,000 will be awarded to
female undergraduates who can produce a
500 word essay, 30 second video, photograph,
or physical art work that embraces the idea of
“Moments.” The scholarships will be awarded
based on originality, creativity of expression, and
execution.
Scholarships
Our semester-long program will occur bi-annually on 20 selected
campuses.* Two campus managers from each campus will be selected
from student applicants to report to a representative from Mary Kay
Corporate. These student managers must recruit at least 5 Student IBCs
and execute at least 3 Mary Kay events on campus, including the Mary
Kay Instagram Campaign, within one semester.
14
On top of the existing benefits of IBCs, students will be
given opportunities to win the following:
• $20 gift card each month to individuals that reach the
monthly target goal of $200
• Cross-campus Competition: $100 worth of Mary Kay
makeup per team member for the campus with the
highest sales at the end of the program
Perks
In our focus group studies, college students revealed interest in becoming
IBCs under the following conditions:
• Customized system designed for students
• Lower initial order cost within the range $200-$300
• IBCs receive incentives such as free Mary Kay makeup
Using these findings, we have developed a Student IBC program
customized for college students - individuals who aren’t just connected
to, but are a part of the NOW millennials.
We project that the popularity for Mary Kay garnered from the “Moments”
campaign will increase interest among females 18-25 in becoming
Student IBCs. Combining the marketing concept of brand ambassadors
and Mary Kay IBCs, our program will provide an opportunity for students
to engage with Mary Kay and learn valuable professional skills.
Implemented in target colleges and universities selected based on the
total population of female students and location in relation to our target
DMAs, our Student IBC program will adapt to college student lifestyles.
For instance, to address affordability, we will lower the required inventory
purchase from $600 to $200.

16. 20
19
18
17
16
15
14
13
12
11
9
8
7
6
5
4
1
2
3
10
1
2
3
4
5
6
7
8
9
Target Demographic
1. Arizona State University
2. University of Central Florida
3. University of Texas at Austin
4. Ohio State University
5. Texas A&M University
6. Michigan State University
7. Penn State University
8. University of Minnesota,
Twin Cities
14,. University of California, Berkeley
15. Purdue University
16. University of California, San Diego
17. Boston University
18. University of Southern California
19. SUNY University at Buffalo
20. University of Nebraska
9. University of California,
Los Angeles
10. University of Washington,
Seattle
11. University of Illionois,
Urbana Champaign
12. Temple University
13. New York University
1. New York, NY
2. Los Angeles, CA
3. Chicago, IL
4. Miami, FL
5. Philadelphia, PA
6. Houston, TX
7. Seattle, WA
8. Boston, MA
9. San Francisco, CA
Cities
Colleges
The target DMAs were
selected to encompass
the overall population
of NOW millennials.
These urban locations
are strategically chosen
and geographically
dispersed to capture the
large population of 18-25
females as well as the
active social media users
across the country.
15

17. The Moments Instagram Campaign will be hosted by the Student IBCs of the 20 selected colleges bi-annually - once during each
semester. Student IBCs will give students makeovers and take Instagram photos of students with an Instagram frame and the hashtag
“#mkmoments.” Sharing, one of their favorite moments as a caption on the frame, each student who takes a picture will be awarded a
raffle ticket for a chance to win Mary Kay products during every hour of the event. A follow-up survey will be sent to collect feedback
on of the event and on the Mary Kay brand.
Instagram “What’s your favorite moment?”
YouTube IBC Makeup Tutorials
To connect with the creative and connected NOW Millennials, Mary Kay needs to position itself as a source of inspiration. Mary Kay
will spark inspiration through makeup tutorials on YouTube, the styles that people see in all advertisements, and the latest trends.
Each video tutorial will star an IBC, who is carefully selected through the regional chapter. The renovated Mary Kay Youtube channel
will give IBCs an opportunity to showcase their specific looks and areas of expertise. A well-organized and professional team
produced and monitored by Mary Kay will ensure quality and cohesiveness. In this way, we will help our followers create special
moments in their lives with Mary Kay at their side.
Spotify “Capture the Moment”
Mary Kay’s “Capture the Moment” Spotify application will culminate in the “Capture the Moment” playlist competition. Users will then
have two months to vote on their favorite playlists. The winner with the highest votes for each category will win $500 of Mary Kay
makeup. The application will offer a chance for Spotify users to submit a playlist for one of the three selected moments: Mary Kay at
Play, Mary Kay On the Road, and Mary Kay Rewind.
16

18. In a partnership with Rent the Runway and Susan G. Komen for the Cure,
Mary Kay will organize a fashion show to inspire NOW millennials to help the
community of breast cancer survivors. While the main purpose of this event is
fundraising and raising awareness for breast cancer, this fashion show will also
showcase clothing from start-up boutiques in New York, with models using
the core line of makeup from Mary Kay. This collaborative fundraiser will follow
in Mary Kay’s tradition of giving back to local communities. An advertisement
designed to promote this event will be posted on Mary Kay’s Facebook page.
For every share from 10/1/15 - 10/16/15, $1 will be donated to Susan G. Komen
for the Cure for up to $20,000.
Partnerships Mary Kay x Rent the Runway x
Susan G. Komen
To capture the growing trend of bike sharing in
metropolitan cities, Mary Kay will become the
title sponsor of Philadelphia’s bike share program.
Philadelphia currently does not have a bike share
program, yet has the nation’s largest percentage of
female commuters and is one of the nation’s safest
bike cities. More importantly, many universities and
colleges are located within Philadelphia, maximizing
exposure to the target market.
Mary Kay Bike Share @
Philadephia
17

19. The execution of our Moments campaign
will strategically coincide with seasonal
changes and the college academic
calendar to effectively reach the target
market. The campaign will begin advertising
the vibrant colors of the Mary Kay At Play
line, which mirror hues of the spring and
summer seasons, and will subsequently
advertise the core line of products
beginning in October, to complement
the darker colors for autumn and winter.
Campaign components that involve college
students, such as the Student IBC and Mary
Kay Instagram campaign, are scheduled
according to the academic calendar.
Media Plan
Among our target market, female consumers ages 18-25:
• Increase brand awareness to develop
positive perception consistent with Mary Kay’s
brand identity
• Promote sales of Mary Kay products
• Familiarize the target market with Mary Kay’s
direct selling model
• Encourage potential customers to take
advantage of the Mary Kay career opportunity
IMPROVEMENTS TO MARY KAY’S EXISTING
PLATFORMS
Rationale
In order to utilize Mary Kay’s existing online platforms
to their fullest potential, we will renovate them with
engaging, millennial-directed material, and integrate
the hashtag, #mkmoments, across all platforms to
create a cohesive and uniform campaign.
ONLINE: $3,343,613
FACEBOOK $730,000
148,281,250 Gross Impressions
Demographically targeted pay-per-click page likes
Rationale
Mary Kay should increase non-product related posts
on their Facebook page, such as health tips, pop
culture references, or makeup inspiration. Content
should also act as a call to action to get people to
engage through likes, shares or comments. Posts that
are polls (i.e. like if you think…), or ask questions about
products are effective in stirring engagement. Mary
Kay can also promote the IBC career by posting stories
and photos of the rewarding work of current IBCs.
YOUTUBE $547,500
1,755,520,000 Gross Impressions
30 second video ads placed before YouTube videos
begin
Rationale
The IBC YouTube Makeup Tutorials will increase views
and followers for the Mary Kay YouTube channel.
Media Strategies
Objectives
18

20. PINTEREST FREE
583,375 Gross Impressions
Rationale
Compared to top pinners in the beauty category, Mary Kay’s
content looks too complex to feel visually pleasing. During the
“Make Up Your Moment” campaign, Mary Kay will pin simpler
and cleaner images in order to optimize the tablet user’s
experience, as Pinterest drives almost 50% of all social network-
sharing on iPads. Furthermore, we will add a “Pin It” button to
Mary Kay’s website to promote sharing images from Mary Kay’s
“Looks” and “Tips and Trends.”
INSTAGRAM FREE
643,014 Gross Impressions
Rationale
Most of Mary Kay’s existing photos have only one or no
hashtags at all. Even a few hashtags greatly increases “Likes”
on Instagram, with the optimum number being seven hashtags.
Instead of just posting pictures of makeup, Mary Kay can focus
on the “moments” by including more pictures of Mary Kay
behind the scenes, influencers, or Mary Kay events.The Mary
Kay Instagram Campaign event will also drive user engagement.
SPOTIFY $300,000
12,000,000 Gross Impressions
Demographically targeted audio and display ads
Rationale
Each month, there’s over 1.5 million unique females aged 18-29
that use Spotify. Considering that approximately 77% of Spotify
users are non-paying, Mary Kay has the opportunity to advertise
the “Mary Kay’s Capture the Moment” Contest as well as the Mary
Kay brand itself to a majority of these 1.5 million millennials.
BUZZFEED $200,000
20,000,000 Gross Impressions
Mary Kay custom social content
Rationale
Buzzfeed attracts over 2.6 million unique 18-29 year old females
per month to its website. Because 75% of Buzzfeed users look to
share content, Mary Kay can sponsor content related to beauty and
fashion. On average, for every 100,000 paid views, 30,000 more are
gained from users sharing the content.
NEW ONLINE PLATFORMS
TWITTER $516,113
46,778,432 Gross Impressions
Promoted trend with pay-per-click promoted followers
Rationale
Mary Kay will create lists to build a community of influencers
within the beauty industry, (i.e. Michelle Phan). By mentioning
influencers in tweets, it is more likely the influencer will engage
with Mary Kay. Mary Kay will also post creative tweets about viral
trends and events posted by these influencers. This strategy will
allow Mary Kay to reach the fans of these influencers. Finally,
Mary Kay will also tweet more pictures, as tweets with a photo
are retweeted 12 times more than regular tweets.
19

21. TRADITIONAL: $4,790,647
PANDORA $300,000
8,333,333 Gross Impressions
Demographically targeted audio and display ads
Rationale
Pandora’s monthly unique visitors add up to a fourth of the
country’s population. A large portion of these listeners are aged
18-25 and more than half of Pandora’s user base is female.
HULU $450,000
10,000,000 Gross Impressions
Demographically targeted 30 second commercials
Rationale
Hulu is #1 in the online premium video marketplace and 54%
of the audience is female. Each month, Hulu has over 2 million
unique female visitors aged 18-29 who spend more than an hour
on average watching streamed TV.
MAGAZINE $2,234,082
116,572,500 Gross Impressions
2 color, full page advertisements, one per magazine, per
month, year round
Rationale
Compared to the average population, almost 20% more
magazine readers use social media to share what they see
in magazines. This high engagement blends well with the
campaign’s focus on social media.
CABLE $2,344,485
94,362,000 Gross Impressions
30 second commercials
Rationale
Primary research reveals that the majority of females
aged 18-25 first hear about new beauty products from
commercials. There are over 50 million cable subscribers,
and it is more cost efficient to advertise on cable than
broadcast TV. Cable shows were selected due to the
popularity of their genre among millennial cosmetic
buyers and the number of female viewers aged 18-29.
The top TV genres for millennial cosmetic buyers include
“Award Ceremonies,” “Participation Variety (Reality),” and
“General Drama.” The selected TV shows present images
consistent with an updated and trendy NOW millenial.
TRANSIT SHELTER $212,080
66,613,204 Gross Impressions
Rationale
Transit shelters are heavily concentrated in high traffic areas where
advertisements can create positive impressions on transit riders.
Approximately 55.5% of transit riders are female and 20% of them
are between the ages of 15-24. The waiting period before transit
rides allows riders to participate in the interactive advertisement
specially designed for this purpose.
TUMBLR $300,000
10,080,000,000 Gross Impressions
Listed under Tumblr Radar and Spotlight categories
Rationale
Tumblr averages about 4 to 5 million unique female visitors aged
18-29 each month and these users spend approximately 3 hours
on Tumblr.
Magazine Total Readership Age 18-24
Cosmopolitan 18,224,000 5,225,000
Teen Vogue 3,437,000 1,182,328
Glamour 11,543,000 2,747,234
Allure 6,373,000 1,784,440
20

22. SPOTIFY APPLICATION AND COMPETITION $1,500
300,000 Gross Impressions
3 winners, $500 each
MARY KAY BIKE SHARE @ PHILADELPHIA $345,000
433,000 Gross Impressions
$300 per bike for one year, 1150 bikes
PUBLIC RELATIONS: $696,600
Show [Network] Impressions
Female Viewers
aged 18-29 per
episode
Love and Hip Hop [VH1] 14,400,000 900,000
Live from the Red Carpet:
Academy Awards [E! Enter-
tainment TV]
1,018,000 509,000
Live from the Red Carpet:
Grammys [E! Entertainment
TV]
752,000 376,000
Keeping Up with the
Kardashians [E! Entertain-
ment TV]
12,545,000 965,000
Pretty Little Liars [ABC
Family Channel]
26,400,000 1,100,000
Awkward [MTV] 12,470,000 632,500
Teen Wolf [MTV] 4,704,000 392,000
BET Awards [Black
Entertainment TV]
3,555,000 1,185,000
Baby Daddy [ABC Family] 8,000,000 500,000
T.I. and Tiny [VH1] 9,780,000 652,000
Melissa and Joey [ABC Fam-
ily]
7,580,000 379,000
MARY KAY X RENT THE RUNWAY X SUSAN G.
KOMEN FOR THE CURE $237,500
2,600,700 Gross Impressions
$100,000 for venue, $100,000 for hair and makeup, $20,000
for stylist, $200,000 for models, $10,000 for lighting, $5000 for
invitations, Mary Kay will cover 50% of costs in the fashion show
and the rest will be covered by Rent the Runway. $20,000 for
Mary Kay Facebook shares for Susan G. Komen for the Cure
MARY KAY STUDENT IBCS $40,200
$20 gift cards for 12 team members for 20 campuses assuming
everyone meets target sales goal, $100 for 12 team members
for campus with highest sales, counted twice for bi-annual
program.
MOMENTS INSTAGRAM CAMPAIGN $22,400
643,014 Gross Impressions
$200 worth of makeup raffled, $20 for instagram frame for 20
campuses per semester
$700 for 2 canopies and 1 banner to be reused each semester.
Chairs and tables can be rented by schools. Other items such as
mirrors can be borrowed from Mary Kay.
SCHOLARSHIPS $50,000
10 scholarships, $5000 each
IBC YOUTUBE VIDEOS $260,000
520,000 Gross Impressions
$5000 for production of one video, 52 videos
PUBLIC RELATIONS: $925,200
21

23. MOBILE APPLICATION: $130,000
Cable
Magazine
Transit Shelter
TOTAL
$2,344,485
$2,234,082
$212,080
$4,790,647
Traditional Budget
TRADITIONAL
$4,790,647
ONLINE
$3,343,613
PUBLIC
RELATIONS
$952,200
COMMISSION
$561,130
MOBILE
APPLICATION
$130,000
WEBSITE
REDESIGN
$17,000
CONTINGENCY
$200,000Online Budget
Facebook
Twitter
Pinterest
Instagram
YouTube
Tumblr
Spotify
Pandora
Hulu
Buzzfeed
TOTAL
$730,000
$516,113
$0
$0
$547,500
$300,000
$300,000
$300,000
$450,000
$200,000
$3,343,613
Budget
$9,999,590
WEBSITE REDESIGN: $17,000
CONTINGENCY: $200,000
22

24. Timeline
Mary Kay at Play Core Line N/A
ONLINE
CABLE
MAGAZINE
MOBILE APP
WEBSITE
TRANSIT
PUBLIC RELATIONS
STUDENT IBCS
INSTAGRAM CAMPAIGN
SPOTIFY COMPETITION
YOUTUBE
FASHION SHOW
PHILADELPHIA BIKESHARE
SCHOLARSHIPS
PLATFORMS FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN
23

25. Objectives
Increase brand awareness to develop positive
perception consistent with Mary Kay’s brand identity
Promote sales of Mary Kay products
Familiarize the target market with Mary Kay’s direct
selling model
Encourage potential customers to take advantage of
the Mary Kay career opportunity
Social media engagement (i.e. Facebook
“likes”, Instagram followers, etc.), survey
responses from public relations events
Sales of Mary Kay products, increase in new
customers from target market
Increase in females aged 18-25 participating
in Mary Kay Parties (“bookings”)
Increase in IBCs ages 18-25
Techniques
American Public Transportation Association (2007, May). A profile of public
transportation passenger demographics and travel characteristics reported
in on-board surveys. Retrieved from http://www.apta.com/resources/
statistics/Documents/transit_passenger_characteristics_text_5_29_2007.pdf
Brown Printing Company. (n.d.). Magazine media. Retrieved from
http://browndigital.bpc.com/publication/?i=171192
Buzzfeed. (n.d.). Buzzfeed advertising. (2014). Retrieved from http://www.
buzzfeed.com/about/advertise
Clear Channel Outdoor. (n.d.). National advertising rates: Complete ratecard.
Retrieved from http://clearchanneloutdoor.com/how-to-buy/rates/ Conde
Nast. (2014). Allure media kit. Retrieved from http://www.condenast.com/
brands/allure/media-kit/print/rates
Conde Nast. (2014). Glamour media kit. Retrieved from http://www.
condenast.com/brands/glamour/media-kit/print
Conde Nast. (2014). Teen vogue media kit. Retrieved from http://www.
condenast.com/brands/teen-vogue/media-kit/print/rates
Crupi, A. (2011, June 22). In their prime: Broadcast spot costs soar gap
between network and cable CPMs remains vast. Retrieved from http://www.
adweek.com/news/television/their-prime-
broadcast-spot-costs-soar-132805
Demers, T. (2012, July 09). Tumblr ads: Learn about paid advertising
options on tumblr. Retrieved from http://www.wordstream.com/blog/
ws/2012/07/09/tumblr-ads
Google. (2014). Google Adwords Campaign Management. Retrieved from
http://adwords.google.com/
KNS Media Group. (2011). Digital rate sheet 2012. Retrieved from http://
knoxnewsmedia.com/products/2012_digitalRate.pdf
L2ThinkTank. (2014, Feb 10). Intelligence report Instagram 2014. Retrieved
from http://www.l2thinktank.com/research/instagram-2014
LaSala, R. (2012, Dec 14). This is what an age breakdown of the top social
sites looks like . Retrieved from https://blog.compete.com/2012/12/14/this-
is-what-an-age-breakdown-of-the-top-
social-sites-looks-like-3/
Lau, D. (2013). Market analysis of pandora.com. Retrieved from http://www.
slideshare.net/dilausj/market-analysis-of-pandora
Mashable. (Designer). (2012, Feb 25). 13 ‘Pinteresting’ facts about Pinterest
users [infographic] [Web Graphic]. Retrieved from http://mashable.
com/2012/02/25/pinterest-user-demographics/
McAfee, K. (2012, July 10). Be your own makeup artist with the Mary Kay
virtual makeover app. Retrieved from http://www.businesswire.com/news/
home/20120710005586/en/Makeup-
Artist-Mary-Kay-Virtual-Makeover-App
SourcesEvaluation
24

26. Smith, C. (2013, Aug 27). Chart: Pinterest is becoming the
first tablet-first social network. Retrieved from http://
www.businessinsider.com/pinterest-is-becoming-tablet-
first-2013-8
Swartz, J. (2013, Feb 05). Technorati Media’s 2013 digital
influence report. Retrieved from http://technoratimedia.com/
technorati-medias-2013-digital-influence-report/
The Beauty Department. (2014). The Beauty Department
on Pinterest. Retrieved from http://www.pinterest.com/
tbdofficial/pins/
The Executionists. (2013, Oct 09). How much does it cost to
redesign a website?. Retrieved from http://www.executionists.
com/blog/website-design/how-much-does-it-cost-to-
redesign-a-website/
The Hearst Corporation. (2012). The Cosmo effect. Retrieved
from http://www.cosmomediakit.com/hotdata/publishers/
cosmopoli2521681/categories/Readership_Section.pdf
The Hearst Corporation. (2012). Cosmopolitan specs 2012.
Retrieved from http://www.cosmomediakit.com/hotdata/
publishers/cosmopoli2521681/categories/Rates_Section.pdf
The Nielsen Company. (Designer). Viewing by genre percent
of audience [Web Graphic]. Retrieved from
http://www.marketingcharts.com/television/drama-leading-
prime-time-genre-14348/nielsen-tv-genre-sept-2010jpg/
U.S. Census. (n.d.). County characteristics datasets: Annual
county resident population estimates by age, sex, race, and
hispanic origin. Retrieved from http://www.census.gov/
popest/
data/counties/asrh/2012/CC-EST2012-ALLDATA.html
Walsh, M. (2013, Dec 09). Mobile monetization improves on
Pandora Radio. Retrieved from http://www.mediapost.com/
publications/article/215093/mobile-monetization-improves-
on-pandora-radio.html
Media Brokers International. (2012). Teen vogue magazine advertising
. Retrieved from http://www.media-brokers.com/consumer-
magazines/ratecard/teen-vogue-58-7737.aspx
NCTA. (n.d.). Industry data. Retrieved from https://www.ncta.com/
industry-data
Newspaper Association of America. (n.d.). 2013 nielsen national cross-
media engagement study. Retrieved from http://www.naa.org/~/
media/NAACorp/Public%20Files/AboutNAA/Events/
Nielsen-National-Engagement-Study-2013.ashx
Nielsen. (n.d.). Nielsen academics. Retrieved from http://www.
nielsenacademics.com/
Nielsen. (2013, July 31). Running digital audiences, walking advertising
dollars. Retrieved from
http://www.nielsen.com/us/en/reports/2013/running-digital-
audiences--walking-advertising-dollars.html
Nielsen. (2011). State of the media: The social media report. Retrieved
from
http://cn.nielsen.com/documents/Nielsen-Social-Media-Report_
FINAL_090911.pdf
Pinterest. (2013, Oct 15). [Web log message]. Retrieved from
http://businessblog.pinterest.com/post/64123045927/a-new-
pin-it-button-that-hovers
Pitt, E. (2013, Nov). Building Instagram presence. Retrieved from
http://www.mentormob.com/
oberon/mob/entrepreneurship/consumer-web-entrepreneur/
building-instagram-presence/how-to-use-instagram
Quantcast. (n.d.). Retrieved from https://www.quantcast.com/
RadioWorks. (n.d.). Radioworks and Spotify. Retrieved from
http://radioworks.co.uk/images/reports/radioworks-spotify.pdf
Rice, A. (2013, Apr 07). Does Buzzfeed know the secret?.
Retrieved from http://nymag.com/news/features/
buzzfeed-2013-4/index3.html
Sharad. (2014, Jan 27). [Web log message]. Retrieved from http://
blog.piqora.com/category/pinterest_industry_insights/
Sharad. (2013, July 01). [Web log message]. Retrieved from
http://blog.piqora.com/pinning-shortcuts-tablet-website-
pinners/
25

27. Acknowledgements
President
Account Director
Account Planners
Creatives
Designer
Videographer
Andrew Kang
Min Ji Lee
Bryant Lim
Sumin Wang
Noelle Batema
Alice Chen
Audrey Sechrest
Rebecca Chien
Stephen Zhang
Cassie Huang
Michael Hoang
Jamie Santos
Alex Zhu
Creative Director
Media Director
Production Director
David Yang
Christine Dey
Diana Kong
Special Thanks
Desi Chu
Belen Fimbres
Jenny Purtee
Shahryar Rahbar
Katie Spencer
26
Media Planners
Kenny Li
Luke Wang
Chippy Yan