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THE PRIMER: THE CHALLENGE
1	 Executive Summary
2	 Challenge Overview
THE FOUNDATION: RESEARCH AND STRATEGY
3	 IBC Interviews, Field Research
4	 Competitive Research
5	 Consumer Survey, Focus Groups
6	 SWOT Analysis, Blind Perception
7	 The Target
8	 Campaign Strategy
THE PALETTE: CREATIVE
9	 Big Idea, TV, Display
10	 Out of Home
11	 Mobile, Microsite
12	 Holiday
13	 Social Media
LA PALETA: HISPANIC
14	 Hispanic Campaign Extension
THE MAKEUP BAG: MARKETING
15-16	 Internal Marketing
17	 Emerging Media
THE CONCEALER: PUBLIC RELATIONS
18	 Community Outreach
19	 Events
THE BRUSH: MEDIA
20	 Media Vision
21-22	 Media Plan
23	 Media Flowchart, Media Mix
THE MIRROR: CAMPAIGN EVALUATION
24	 Campaign Evaluation, Concept Testing
THE FINISHING TOUCHES: FUTURE RECOMMENDATIONS
25	 Future Recommendations, Citations
THE MAKEUP ARTISTS: OUR TEAM
26	 The Advertising Group
M
ary Kay presented The Advertising Group (TAG) with a multidimensional challenge that focuses on
increasing overall awareness, positive brand perception, product purchase and Independent Beauty
Consultant (IBC) recruitment. Thorough secondary and primary research established the foundation
for TAG’s proposed recommendations for Mary Kay’s integrated marketing campaign to reach females 18-25.
In the midst of school, work and social activities, these women are in complex transitions in their lives as they face
many uncertainties and unique milestones. By establishing a clear connection between Mary Kay and the target’s
needs, TAG’s campaign will allow these women to see themselves as part of the brand - a brand committed to
empowering women to be their best self during critical moments.
To expand Mary Kay’s footprint with this target, TAG recommends strategically placing creative executions that
resonate with females 18-25 and engage them as consumers and potential IBCs. Mary Kay will remain top-of-mind
through the entire consumer journey with a blend of online and offline platforms, starting with awareness of the
brand itself and extending through the long-lasting relationships between the target and IBCs. To achieve each
objective, the allocated $10 million budget supports a continuous media plan with pulsed flights to reach our on-the-
go target. Additionally, TAG’s proposed plan enables our recommendations to be effectively extended beyond the
2015-2016 campaign.
TAG’s fully-integrated marketing campaign emphasizes Mary Kay’s heritageas a brand that empowers women through
its products, career opportunities and philanthropic efforts by increasing the brand’s relevance and differentiation. Our
plan will not only drive product consideration, but will also result in a positive shift in brand perception. By capturing
the essence of Mary Kay’s core values and integrating them within TAG’s campaign, Mary Kay will become a key
brand in the beauty industry to millennial females and empower them to change their lives for the better.
E X E C U T I V E S U M M A R Y
2
Help increase awareness and positive
perception to stimulate purchase
consideration and business opportunity
among women 18-25. In order to address
this challenge, TAG analyzed the brand’s
positioning, the target and the direct selling
experience to develop and implement a
fully-integrated marketing campaign.
Known for its high quality products, direct
selling business model and emphasis on the
Golden Rule, Mary Kay is an established
and valued beauty and cosmetics brand.
Yet while Mary Kay continues to embrace
these familiar attributes, the target is
unconvinced how these aspects relate to
their lives. Mary Kay needs to change this
perception by leveraging the value this
brand has built over the past 51 years.
Women 18-25 are in a unique life stage as
they encounter important milestones that
require them to make decisions that guide
their future. From graduating high school
to finding their first full-time job, these
women are consistently faced with new
challenges. To develop a more defined
understanding of what role Mary Kay
plays in the target’s life, TAG examined
who they are, what cosmetics they use and
who they aspire to be.
The Mary Kay experience is more than
skin deep; it instills confidence that helps
women reach their full potential. As strong
believers in the direct selling model, TAG
seeks to enhance this model to increase
its relevance and appeal to current and
prospective IBCs.
T H E CHALLENGE THE BRAND THE TARGET T H E EX PE RIE NCE
Secondary
Research
Articles
Mind Map
Questionnaires
IBCs Interviews in
50 states
Focus Groups
(30 total
participants)
Survey
Respondents
Blind
Perception
Tests
MK Field
Research Events
(1 party, 1 training,
1 IBC recruitment,
1 success meeting)
2
2
9
203
206
1,115
2
4
7
420Beauty
Counter
Interviews
In-depth
target
interviews
8 Total Research
Data Points
2,036
the primer
3
the foundation
After conducting 206 phone interviews with IBCs from every state,
conversations revealed that exposure to the brand prior to recruitment efforts is
essential, with approximately 79% of consultants using Mary Kay products before
becoming an IBC. Current IBCs expressed an interest in professional development
opportunities that allow them to further their career. In addition, IBCs indicated
that enhanced internal marketing efforts and assets would be beneficial to create a
consistent image across the company and give them additional tools that appeal to
the target. While IBCs did provide valuable feedback regarding selling techniques,
they credited personalized, one-on-one meetups, university career fairs or planned
gatherings of three to four people as effective approaches to reaching the target.
TAG members attended multiple home parties and IBC seminars to better
understand the party plan approach of direct selling. By experiencing the brand
firsthand,
In developing the campaign, TAG will improve professional
development opportunities, create branded assets to
enhance internal marketing efforts and incorporate new,
relevant direct selling techniques.
TAG realized the overall campaign must be adaptable
to embrace each woman’s individuality.
“IbecameanIBCbecauseIwantedto
bemyownboss.”-MaryKayIBC
“Iwasveryimpressedwiththecompany,
theprofessionalwomenandthe
unlimitedopportunities.”-MaryKayIBC
4
TAG used BAV Consulting’s brand evaluator tool to assess the positioning of seven
competitive brands.1
The graph aggregated public opinion surveys by cross-referencing the
Contrast, Relevance, Esteem and Knowledge of brands to objectively obtain their current
market position. TAG then plotted Brand Strength (Differentiation and Relevance) against
Brand Stature (Esteem and Knowledge) to comparatively capture the positioning and
relationship of each brand. Mary Kay’s current placement presents a high opportunity for
growth in Differentiation and Relevance to achieve Brand Leadership.
TAG discovered an opportunity
to improve Mary Kay’s communication strategy by promoting values
women seek in beauty brands.
To better understand the competitive in-store experience and point of purchase experience,
TAG conducted interviews with 20 beauty counter specialists. Interviews revealed
that young women frequently seek the advice of experts and prefer to try products before
purchasing. These experts repeatedly cited product quality and brand knowledge as the
most important factors in our target’s purchasing decision.
TAG analyzed 203 target-generated mind maps, which revealed emotional
connotations associated with both purchase and application of beauty products. In
addition, each woman filled out a questionnaire that measured her attitudes toward
four brands: Mary Kay, Avon, Clinique and Maybelline. Questionnaire results
showed that the Mary Kay brand is viewed as caring, classic and sophisticated.
On the other hand, Mary Kay was relatively weak on attributes where Maybelline
was strong: trendy and convenient. Overall, the exercise provided context for Mary
Kay’s place in the beauty industry.
Based on these mind maps, TAG will embrace
Mary Kay’s position as a classic, sophisticated brand and
tailor the messaging to be more relevant to the target.
To summarize the conclusions drawn from analysis, TAG created a comprehensive
mind map of the beauty industry that includes attitudes toward and attributes of
Mary Kay and five key competitors.
curiosity
leadership
newor
unfocused
fatigue
massmarket
100
50
0
100500
B R A N D S T A T U R E
BRANDSTRENGTH
M A C
A V O N
M A R Y K A Y
C O V E R G I R L
C L I N I Q U E
U R B A N D E C A Y
M A Y B E L L I N E
B r a n d A s s e t V a l u a t o r G r a p h
5
TAG administered an online survey to 1,115 respondents, with 91% of
female respondents falling into the age bracket of 18-25.2
Survey respondents
were asked open-ended questions and used a 5-point Likert scale to rate the
extent to which they felt Mary Kay embodied characteristics such as trendy,
sophisticated and bold. Results are proportionally represented in the word
cloud to the right. Only 13% of the female respondents use Mary Kay
products, most having been exposed to the brand through a family member
or friend. While these women found the brand to be “sophisticated and of
high quality,” the other 87% who do not use the products found Mary Kay to
be an “outdated brand” that is “irrelevant and used by older women.”
To gain more in-depth insight into how women feel about makeup and the
Mary Kay brand, TAG conducted four focus groups: two with community
college students, one with university students and one with current Mary Kay
IBCs. Student participants
indicated that they are not
necessarily brand
loyal, but product loyal
across multiple brands.
Participants discussed
that Mary Kay was
not in their consideration set for
product purchase, even though
they felt favorably toward support for female empowerment through the
IBC business opportunity. However, when asked about becoming an IBC
themselves, participants agreed that the time commitment and lack of
confidence in personal selling abilities are barriers to entry.
In our focus group with current IBCs, TAG discovered that the Mary Kay
community has given them confidence in both themselves and in their
ability to sell. These women also conveyed that having an entrepreneurial
spirit is crucial to being successful and to making an IBC career a long-term
opportunity for prosperity and growth.
Survey results showed that the Mary Kay brand
suffers from perception issues among women in
the target market who do not use the products.
“OnceyoubecomeanIBC,there’snotagoodoutlineof
where to start, this is what you do. It’s like working a
jigsaw puzzle – all the pieces are there but you’re not
exactlysurehowtoputthemtogether.”-MaryKayIBC
trendy
fresh
sophisticated
dated
pink
premium
authentic
simple
old
bold
affordable
innovative
classic
TAG’s Focus Group With IBCs
6
TAG conducted brand perception tests on the campuses of both a
community college and a major university to understand how a brand’s
image influences preferences and opinions. In paired comparison tests,
members of the target were asked which brand they preferred, Mary
Kay versus one of three key competitors: Clinique, Maybelline or
Avon. TAG filled two unmarked containers with the same eyeshadow
or moisturizer product and labeled one container as Mary Kay and the
other as one of the key competitors. Participants sampled the identical
products and then answered questions about their brand preference.
Over half of the respondents favored Clinique due to strong brand
loyalty, implying that it will be difficult to convert Clinique users.
Mary Kay and Maybelline had almost equal preference, indicating an
opportunity for conversion from Maybelline and similar brands due to
high trial potential and low brand loyalty. Mary Kay was the preferred
brand when compared to Avon, suggesting that Avon does not pose a
direct threat despite a similar direct selling model.
The test revealed
that if our campaign can effectively raise awareness and
positive perception of Mary Kay, the brand can compete
with key competitors.
40%
MARY KAY
41%
MAYBELLINE
19%
NEUTRAL
36%
MARY KAY
50%
CLINIQUE
14%
NEUTRAL
56%
MARY KAY
31%
AVON
13%
NEUTRAL
MARY KAY V.
MAYBELLINE
MARY KAY V.
CLINIQUE
MARY KAY V.
AVON
STRENGTHS
•	High quality products
•	Global community with 3
million+ IBCs
•	Strong company mission
and values
•	Over 50 years of empowerment
WEAKNESSES
•	Inconsistent brand messaging
due to IBC autonomy
•	IBC mean age of 42.7 creates
generation gap with millennials
•	Low market share
OPPORTUNITIES
•	Target values expert opinions
and WOM referrals
•	Leverage new digital technology
•	Target desires professional
development opportunities
THREATS
•	High brand loyalty
among competition
•	Brick and mortar competitors
offer convenience
•	Gen Y awareness of direct selling
career opportunities is low
•	Multilevel marketing industry
lends to negative connotations
7
meet Lauren, AGE 24
Lauren is a mom-trepreneur whose busy life is centered around her two
children. She works as a hairstylist and freelance makeup artist, all while
beingafull-timesinglemother.Shereliesonherblog,socialmedia,wordof
mouthandchurchrelationshipstobuildherpresentclientele.Laurenhasaspirationstoworkfromhometo
maximizethetimeshecanspendwithherkids.
meet Emily, AGE 19
Emily thrives on meeting people, sharing personal stories and making
new friends. Her positive attitude and strong work ethic will aid her as
she becomes involved in organizations during her first year of college.
Emily spends a lot of time online reading fashion blogs, checking Facebook and tweeting her every move.
Professionalgoalsareapriority,butnotattheexpenseofmaintainingabalancedsociallifeandcheckbook.
meet Maria, AGE 21
Maria is motivated by the needs of her family and works a variety of jobs
to help her mother financially. She has a passion for helping people and
maintainsstrongtiestoherHispaniccommunityandreligion,butfinancial
instabilitydictatesplansforherfuture.Mariahasalargenetworkoffriendswhoshareadesiretopursuetheir
ambitions,butcurrentlylackastructuredandattainablecareerpath.
“
“
“
Beauty is for everyone, because everyone is beautiful in their own unique
way. I’m on a mission to show that to anyone who will listen.”
I admire people who do good in their community. I’d like to make a career
out of that, but I’ve yet to find an opportunity to do so that pays well.”
Having the ability to make my own work schedule while being a student
would be great! Who doesn’t need flexibility in their work life?”
T
hrough our research, TAG has identified a significant
business opportunity to build brand awareness and
recruit more IBCs within an untapped market. Based on
2013 enrollments, less than 5% of all females 18-25 in
the United States are attending a four-year top 100 university.3
This
finding was supported by TAG’s interviews with current IBCs after
discovering that 52% have less than a bachelor’s degree and only
7% have degrees from U.S. News & World Report’s 2013 Top 100
U.S. universities.4
Our team realized the potential this demographic
offers and concentrated our efforts to reach women 18-25 attending
local community colleges, universities ranked outside of the top 100
bracket or those who have already entered the workforce in pursuit of
their dreams. Mary Kay can offer these women access to a community
of entrepreneurs that empower them to pursue their personal and
professional goals.
The target is an optimistic go-getter, even though she faces many
uncertainties as she experiences critical moments such as graduating
high school or finding her first full-time job. Conscious of the
challenges her generation faces, she feels uneasy with her current life
situation and seeks opportunities for improvement. Her social media
presence is loud as she remains in close contact with pop culture
and her network of friends and family. She is likely to come from
a multicultural background where there is a strong emphasis on
personal image and female empowerment, and a tendency to have
high engagement with the beauty industry.
When buying makeup, she seeks assistance and guidance when
trying different products. She is loyal to brands that resonate with her
personality and lifestyle, as well as those that give her the confidence
to present her best self every day.
THE TARG ET
8
CONSUMER INSIGHT
Brand loyalty is built upon
targeted experiences that
fulfill individual needs.5
Mary
Kay can increase brand
loyalty through personalized
consultations and experiences
across their portfolio of
products.
CULTURAL INSIGHT
Mary Kay advocates for
economic independence and
opportunity to empower
women, differentiating the
brand from the competition
through One Woman Can.
FUTURE INSIGHT
Rising consumer incomes will
continue to drive the global
cosmetic industry forward
through 2016.6
Mary Kay can
therefore expand market share
in the beauty industry by
expanding the brand’s reach
to a wider socio-economic
audience.
PRODUCT INSIGHT
As women grow into the
upper bracket within the
18-25 range, it is crucial to
leverage loyalty of the At Play
product line with product
extensions that provide the
missing link to Mary Kay’s
product portfolio.
BRAND INSIGHT
Mary Kay fosters a strong
sense of community through
the brand’s unwavering
spirit of encouragement and
support. Campaign efforts
should extend Mary Kay’s
efforts to make a difference
in women’s personal and
professional lives each day.
MARKET INSIGHT
The competitive cosmetics
industry is not dominated by a
single brand. A strong creative
platform that emphasizes
personalized messaging,
branded experiences and
a hyper-targeted media
campaign is key to breaking
through the clutter.
PURCHASE INSIGHT
Well-designed user experience
drives customer loyalty.7
Consistent messaging
across all platforms and
a streamlined purchasing
process will improve the Mary
Kay customer experience.
USAGE INSIGHT
Usage not only varies among
age, but also by ethnicity.8
A
multicultural campaign that
demonstrates Mary Kay’s
understanding of multi-
faceted consumers is crucial
to increasing overall sales and
brand awareness.
IBC INSIGHT
IBCs have autonomy over
their marketing and selling
tactics. Providing professional
development and promotional
tools with consistent branding
will be beneficial to all IBCs
and their businesses.
“Pictureasignaroundeach
person’sneckthatsays,Makeme
feelimportant.”-MaryKayAsh
S T R A T E G I C I N S I G H T : Mary Kay empowers women to be their
best self through critical moments 8
CAMPAIGN STRATEGY
With the ultimate goal of expanding Mary Kay’s footprint
among women 18-25 and recruiting IBCs, TAG initially sought
to understand the complexities of the target’s current life stage
and relationship with beauty products. What TAG found wasn’t
surprising; with the onset of enormous social, technological and
economic changes in the 21st century, these women are facing
many uncertainties and unique milestones.
This insight provided the key to connecting the target to Mary Kay’s
mission of empowering women through beauty and professional
development. Mary Kay’s sophisticated, classic and authentic
image perfectly aligns with the unique target TAG has set out to
reach as they seek inspiration in every aspect of their lives.
TAG plans to change the conversation by presenting these women
with a clear pathway to reaching their goals through Mary Kay.
Using personalized and relevant messaging, TAG developed a
strategy and creative big idea to communicate this.
9Thelogoappearsinthemirror.
VO: Everydayisanewday,andwithitcomesnew
opportunitiestobeyourbestself.
Spotopensonablankblackscreen.
Smallcirclesoflightslowingbuildandframethescreen.
Westarttoseeawomanasavanitymirrorcomestolight.
Infulllight,thewomanchecksthemirrorandleavestheframe.
the paletteBIG IDEA
In life there’s only so much you can control. Every morning the sun rises. Each day brings responsibilities, plans,
work and people who need something from you. But the day also brings potential. With the right attitude, every
sunrise is a new opportunity to do something great, to accomplish something small that leads to something big.
What you can control is your outlook. There are few problems a smile can’t solve. Whatever the forecast may
be in your life, with Mary Kay every day looks bright. TAG’s campaign is centered around the moment in front
of a mirror, and how with Mary Kay, that moment can empower a women to be her best self. When facing
critical moments, Mary Kay wants to be the light that instills empowerment and confidence in women. This is
why our campaign emphasizes light. Our lights make you feel important and special, right here, this morning,
today. Through the use of this strategic big idea, women will begin to see how Mary Kay fits into their daily
dose of encouragement. We are not creating light, but rather we are reminding women to recognize the light
within them because 				 	 with Mary Kay.
today looks bright
DISPLAY
Print and banner ads showcase beauty’s presence by
bringing out the positive light in critical emotions
through animated headlines written in vanity lights.
:30 SECOND SPOT
Our TV spot opens with a black screen that doubles as a mirror for viewers, allowing them to see their
own reflection in the screen of their TV or personal device. This technique will break through the clutter
to capture the attention of the target who, for a brief moment, thinks her device has turned off. As vanity
lights fade in, brightness illuminates the screen and shows how with Mary Kay, Today Looks Bright.
1 0
BILLBOARD
Toencouragesocialengagementwiththetarget,TAGwillplacedigitalbillboardsinfour
selected high-traffic markets. When consumers use the hashtag #TodayLooksBright,
Mary Kay will empower women by putting
their name in lights on these billboards.
BUS SHELTER
The walls of selected bus stop shelters will be converted
into oversized vanity mirrors that will feature an augmented
reality function, allowing the target to engage with Mary
Kay products as they virtually try on makeup. Each mirror
will be surrounded with high-fashion vanity lights and will
include the Mary Kay logo, Today Looks Bright tagline and
an option to share their virtual makeover on social platforms.
#todaylooksbright
1 1
E
nhancing Mary Kay’s mobile app will provide a more user-friendly experience for both the target and IBCs. With a responsive design, the mobile
app will allow IBCs to access InTouch and manage their business on the go. Consumers will also be able to access the app to find an IBC, place
an order, engage with the Mary Kay blog or set an alarm using the Bright Beginnings Alarm Clock feature. As shown in the diagram above, the
alarm clock feature will boost women’s confidence by waking them up with an inspirational quote that will encourage them to make today look bright.
100 DAYS OF MARY KAY MICROSITE
To recruit IBCs and provide our target with a firsthand look at the beginning of
the IBC process, TAG will create a microsite called 100 Days of Mary Kay. This
site will aggregate pictures using Instagram and the social platform Frontback to
showcase the first three months of new IBCs and their careers. Frontback is a mobile
application that takes a picture of the user as well as what they see, showcasing how
IBCs are making their day brighter. The personal perspectives from these relatable
women, combined with the ease and high rates of sharing among microsites, will
increase awareness of the Mary Kay business opportunity among the target.
1 2
CHRISTMAS IN JULY
TAG will launch a Christmas in July
Facebook application to introduce
the brand to new consumers. In the
app, women can surprise one of
their female Facebook friends and
make their day bright with a free gift
provided by Mary Kay by writing
about why she deserves it. The total
number of gifts given will be capped at
52,000. The gifts will be shipped and
include a Mary Kay product sample
with a personalized card describing
Christmas In July.
Based on the results from TAG’s
interviews with competitive beauty
counter specialists, trying on makeup
is critical before making a purchase
decision. Christmas in July will
therefore leverage Mary Kay’s caring
brand personality to give women a
chance to sample Mary Kay products
in a nonintrusive way, as well as
promote positive brand association.
D
uring the holiday season, TAG will adapt banner ads
to display headlines in bright lights. The banner ad’s
call to action will encourage consumers to shop for
At Play products through IBC pages on MaryKay.com for their
holiday gifts and makeup needs.
Open the Christmas in July application on Mary Kay’s
Facebook Page.
Choose the Facebook friend whose day you’d like to brighten.
Mary Kay will send your friend the gift, a Mary Kay product
sample and a personalized card!
Write a brief description about why you chose that friend and
choose a gift.
1 2
3 4
1 3
E
xtending TAG’s campaign to social media with the hashtag #TodayLooksBright, TAG will encourage women to engage with Mary Kay through a Surprise and Delight strategy.
Mary Kay will select a few lucky women each week to make their day look even brighter by surprising them with Mary Kay product samples and pre-selected gifts as a reward for
engaging with #TodayLooksBright. By monitoring #TodayLooksBright mentions on Facebook, Twitter and Instagram, this strategy will create positive brand association, organic
buzz and elevate Mary Kay’s presence on social media.
THE VISUAL PLATFORM
Facebook is where Mary Kay and IBCs
can build strong relationships with our
target. We will continue to post strong
visual content, a tactic that garners eight
times more engagement than plain text.
THE VIDEO PLATFORM
To further enhance the constant cadence
of how-to’s, MKTV videos and product
demos, we will create a customized
Today Looks Bright YouTube skin that
will encourage social integration and
engagement on the page.
THE SHAREABLE PLATFORM
TAG will align Mary Kay’s Pinterest
boards with the Today Looks Bright
campaign by changing the title names
of all the board to mirror the tagline.
For example, the Today Looks Colorful
board will host images of happy
moments for our target. TAG also
recommends
adding a user-
g e n e r a t e d
Today Looks
Bright board
for consumers
to post their
THE BEHIND THE SCENES PLATFORM
The Mary Kay Instagram should
provide subscribers with a visual
“insider’s perspective” of the brand
to create a more personable image.
Examples include shots from the
corporate office, the annual convention
and new product shipments.
own content.
THE NEWS PLATFORM
TAG will extend Mary Kay’s Twitter
chats to makeup artists, successful
IBC sales directors and identified
bloggers. These chats will encourage
consumers and IBCs to reach out,
ask questions and receive qualified
answers about makeup products,
application techniques or even the
best color palettes.
1 4
Hispanic women are a crucial segment for the beauty industry. This
demographic is the fastest growing ethnic segment expected to grow 167%
between 2010 and 2050, compared to 42% for the total U.S. population.11
Hispanic women embrace female empowerment
movements and seek brands that understand her
biculturalism and heritage. Her family, specifically
her mother, is a significant part of her life as she
influences her life and product purchase decisions. TAG’s Today Looks
Bright campaign will focus on this segment as a secondary target through
digital, mobile and PR efforts tailored to resonate with the emotional bonds
and cultural ties that exist within Hispanic families.
TAG focused on digital and mobile executions
targeted to this segment since they are digital
first-movers who pride themselves in owning
smartphones and tablets to connect with family
and friends in other countries.12
The Christmas in
July execution will be modified for the family-oriented Hispanic market to
focus the gift-giving opportunity for family members. This will emphasize the
close relationship Hispanic females have with their mothers by using strategic
messaging via social and online video placements.
Wearing makeup and looking good is
essential to 69% of Hispanic women,
compared to 46% of the general
population10
41%ofHispanicmillennialsusesocial
media when researching products
andbrandstheywanttopurchase9
TAG’s primary research revealed Hispanic women face a lack of color range choices when shopping for
cosmeticsin-store.Toaddressthisproblem,targetedrichmediabannerads,shownabove,willbefeaturedon
popularwebsitestopromoteMaryKay’svastcoloroptions.
TAG recommends that Mary Kay sponsor the 2015 Latinos in Social Media
(LATISM) conference, an annual event committed to empowering Hispanic
communities through the use of social media and blogger
platforms. With a network of over 134,000 Hispanic
bloggers, the conference presents Mary Kay with an ideal
sponsorship to reach tech-savvy Hispanic women and
increase brand awareness.13
Attending bloggers will be
encouraged to share their experience using the hashtag
#TodayLooksBright to create buzz and connect their
personal networks with the Mary Kay brand.
To reach members of the Hispanic community who are avid viewers of Latin
American telenovelas, Mary Kay will partner with Univision, the largest
Hispanic TV network with an average audience of 5.5
million people.14
Mary Kay will sponsor two episodes
of a web series on Univision.com, incorporate product
integration into the episodes and develop makeup tutorial
videos featuring distinct looks of the female protagonists.
These tutorials will be available immediately following
each episode on both Univision.com, the Mary Kay
YouTube page and Mary Kay social platforms.
la paleta
1 5
M K
U
mar
y
kay univers
ity
SINCE 2014
PROFESSIONAL MARKETING TEMPLATES
Based on primary research, TAG discovered that IBCs desire advertising
assistance to help grow their business. To further enhance IBC marketing
efforts, TAG will introduce professional marketing templates to aid in the
creation of promotional materials. Embedded into InTouch, each IBC will be
able to design personalized materials like Facebook cover photos or business
cards that reflect her individual personality and selling approach. These assets
will make the brand more consistent and professional, as well as increase
appeal among current and potential consumers.
MARY KAY UNIVERSITY
The target values expert opinions for cosmetic advice and IBCs requested more training about
certain cosmetic topics during multiple interviews with current IBCs. TAG will address both
of these needs through the implementation of an online institution, Mary Kay University,
which will enhance consumer confidence and IBC business. Mary Kay University offers an
opportunity for IBCs to take courses in specialty topics such as “Wedding Looks” and “Brush
Basics”. Upon completion of each course, IBCs will receive a certificate and e-badge on
their Mary Kay IBC profile page. To promote Mary Kay University, an informational flyer
with the list of available online courses will be included in every starter kit. Offering classes
through Mary Kay University presents Mary Kay as a company that is willing to invest in the
future and success of IBCs.
the makeup bag
1 6
RED JACKET
Based on the success of the
current fashion partnership
with Cesar Galindo,
TAG plans to extend this
relationship by creating an
additional design of the current
Red Jacket. As a symbol of success
in the Mary Kay community, a new
Red Jacket would reflect the status
of this achievement and increase
brand exposure among women aged
18-25. The new jacket will feature
a more feminine silhouette, fully
functional pockets and a Mary Kay
logo pattern lining, adding a subtle touch
that embraces the brand and signifies the
importance of the Red Jacket.
AT WORK PRODUCT LINE
At Work is a cosmetic product line
extension that can be seamlessly
integrated into Mary Kay’s existing At
Play product line. This extension will
entailmoreneutralandconservativecolor
palettes for career-seeking women. IBCs
can expand their product offerings to
customers through a diversified cosmetic
portfolio. The addition of neutral colors
will provide the target with the perfect
work day look, while complementing the
At Play line that caters to these womens’
bold side.
LEAD PROGRAM
To further IBCs’ reach and selling tactics, TAG
developed a program that will directly benefit IBCs
while appealing to the busy lifestyles of our target.
These women are constantly on the go and often desire
instant gratification in the midst of school, work and
social activities.15
Therefore, the Lead Program stands
as a channel for direct purchase for new clients and
additional sales for IBCs looking to build client portfolios
with young women in our demographic. Interested IBCs
can sign up on the online portal or mobile app that will
be integrated into InTouch, and makeup seekers will be
able to submit their request for assistance by specifying
desired products and their location. Using geo-location
technology, online IBCs will be notified when someone
in their region is looking for products to purchase. The
first IBC to respond to this lead will automatically claim
the sale and contact the potential client for delivery. The
main purpose of the Lead Program is to generate quick
or first time sales; however, TAG is confident the Lead
Program will also generate new brand loyal clients as the
target creates lasting relationships with local IBCs.
1 7
In order to further enhance the IBC selling process and align internal marketing efforts with emerging media
platforms, TAG’s additional recommendations include implementing Flipboard and Google Helpouts to
enhance the digital customer experience. These technologies, along with improved user experience on
MaryKay.com, will expand Mary Kay’s reach and position them as a leader in digital strategy beyond 2016.
FLIPBOARD
Recognized for its highly lucrative potential in the e-commerce space with over 100 million users and
counting, social magazine Flipboard will be launched as the modern Mary Kay digital catalog. With 46%
of users being female and 27% between the ages of 18-34, Flipboard gives Mary Kay the opportunity to
connect with the target across all devices.16
TAG will publish a Mary Kay Flipboard that pulls content from
the brand’s social platforms to compete with relevant brands in this space like Maybelline and Target. The
Mary Kay Flipboard will connect to the target on a personal level, allowing Mary Kay and IBCs to provide
highly visual and engaging content that promotes products and drives traffic to digital properties. With
Flipboard, the revitalized Mary Kay brand will comfortably exist right in the hands of the target as they
continue to spend nearly 25 hours a
week online.17
GOOGLE HELPOUTS
TAG’s research revealed that 66%
of women in our target prefer
sales assistance when shopping for
makeup.18
TAG will leverage this
insight to implement Google Helpouts,
a video chat service that allows people
to receive real time help from brands
across a wide range of topics. Need help picking the right shade of blush? Want to learn how to get the
wingtip eyeliner effect? A Mary Kay Google Helpouts channel will allow IBCs to give live Mary Kay beauty
tutorials from the comfort of their own home. This service will increase product consideration and sales
as IBCs provide one-on-one beauty and skincare consultations to a generation that values personalized
advice. Google Helpouts is an engaging method of delivering customer service, building awareness and
strengthening relationships between IBCs and our target. This emerging media also provides a solution to
our target’s “need it now” behavior as they continuously search for beauty advice online.
E M E R G I N G M E D I A
1 8
the concealer
•	 AUSTIN
•	 BOSTON
•	 CHARLESTON
•	 CHICAGO
•	 HOUSTON
•	 LOS ANGELES
•	 ORLANDO
•	 PHOENIX
•	 PORTLAND
•	 SAN DIEGO
B L O G G E R S
•	 MAKEUPGEEK.COM 86,480 unique monthly visitors
•	 THEBEAUTYDEPARTMENT.COM 86,017 unique monthly visitors
•	 MASKCARA.COM 43,482 unique monthly visitors
•	 MAKEUPANDBEAUTYBLOG.COM 40,742 unique monthly visitors
•	 MUSINGSOFAMUSE.COM 34,276 unique monthly visitors
V L O G G E R S
•	 YUYA 6,118,000 subscribers; 443,240,692 total views
•	 MICHELLE PHAN 5,927,854 subscribers; 885,092,387 total views
•	 BETHANY MOTA 5,525,417 subscribers; 406,689,356 total views
•	 ZOELLA 4,046,745 subscribers; 143,320,791 total views
•	 BUBZBEAUTY 2,540,388 subscribers; 334,312,821 total views
PUBLIC RELATIONS OUTREACH
TAGwillenhanceMaryKay’sprofileincriticalconversations
by increasing interactions with the top 10 cosmetic bloggers
and vloggers, selected based on unique monthly visitors and
subscribers, shown above, by sending them each a Today
Looks Bright cosmetic kit.19
These kits will come in a mini-
vanity makeup box, complete with product samples for
them to endorse on their blogs. TAG will also pitch IBC
success stories to popular women’s publications, like Jezebel
and Upworthy, and optimize traditional public relations
tactics to unify the Mary Kay voice.
#MKGIVES
As a socially responsible company, Mary Kay has efforts
in place that allow the company to give back to their
communities.20
However, because most of these efforts
happen regionally, they can seem scattered.21
To unify
Mary Kay’s philanthropic voice, TAG will highlight these
initiatives on social media and the MK Shine blog by
implementing the #MKGives hashtag. By aggregating
content surrounding their service using #MKGives, Mary
Kay will allow consumers to follow these philanthropic
efforts and better understand the widespread impact that
Mary Kay makes on their community.
MARY KAY SHINE BLOG
To promote a positive brand image, TAG will reintroduce
the Mary Kay blog called Mary Kay Shine. Mary
Kay Shine will feature stories about successful IBCs,
#MKGives initiatives and stories of how Mary Kay is
empowering real women. By unifying Mary Kay’s voice
in a new way, the target will grow to appreciate the
impact of Mary Kay on women’s lives. The blog will be
integrated into the Mary Kay website to drive traffic and
increase SEO.
ONE WOMAN CAN SCHOLARSHIP
To build on Mary Kay’s current efforts at four-year
universities, we will expand the existing Fall Into Your
Beauty scholarship with Seventeen Magazine into a
fully-integrated Brand Ambassador Program.22
The One
Woman Can Scholarship will accept applications from high
school seniors set to attend a four-year university in the fall
of 2015. Ten scholarship winners will each receive $5,000
and serve as brand ambassadors during their first year
on campus. By regularly engaging with college students,
ambassadors will increase brand awareness and presence
on their campuses, act as a liaison between IBCs and
students and recruit new IBCs from among their peers.23
BRIGHT IDEAS VLOGGER SERIESTo emphasize
Furthering Mary Kay’s value of women’s empowerment,
TAG will create a vlog, Bright Ideas, to share inspiring
stories from successful and admirable women. Monthly
videos will provide relatable, relevant celebrities a platform
to motivate and inspire our target. Speakers may include
2015 U.S. Women’s National Soccer Team players Hope
Solo and Alex Morgan, Project Runway judge Heidi
Klum, Anti-Domestic Abuse advocate Leslie Morgan
Steiner, Facebook COO Sheryl Sandberg and top Mary
Kay Executives. The vlog will also host television star and
Hispanic women’s advocate Naya Rivera during Hispanic
Heritage Month.
TONIGHT LOOKS BRIGHT 5K
Research by Running USA shows a 600% increase in
women who participate in running events in the past 10
years.24
Because of this growing trend, TAG will
host ten 5K evening races to appeal to millennials
and all age groups of women, complete with pink
lights, lasers, glow sticks and branded decorations.
TAG selected each host city based on total female
population, fitness levels, median age and makeup
purchase volume, maximizing reach in each
community.25
Proceeds from the race will benefit
the Mary Kay Foundation and present our target
with an opportunity to get involved with Mary Kay’s
philanthropic efforts and #MKGives.
1 9
LINKEDIN COLLEGE TOUR
In order to align with Mary Kay’s value of empowering women,
TAG will partner with LinkedIn - the quintessential company
for career networking. Parallel to Mary Kay’s mission, LinkedIn
strives to provide people with opportunities for success through
professional development, enabling millennial women to positively
transform their lives. Given that 83% of millennials use social
media, including LinkedIn, during career searches, this partnership
will foster buzz among our target in order to raise awareness and
strengthen perceptions of the Mary Kay brand.26
Inspired by the Fall Into Your Beauty College Tour, TAG will
amplify and enhance the experience by adding a branded airstream
trailer that will travel with the tour. This mobile tour will bring the
ultimate Mary Kay experience of an IBC party and a professional
LinkedIn photoshoot to 18 four-year universities and community
colleges. The tour will occur from September through November,
aligning with career fair dates for chosen colleges.
To ensure attendance at the event, TAG will place pink tents and
branded signage around campus and also utilize geo-targeted
social media ads to specifically reach selected colleges and females
within the target. Women will enter the branded airstream after
downloading the LinkedIn mobile app as their ticket to the event.
Inside the airstream will be multiple makeup stations and vanity
mirrors displaying the Today Looks Bright messaging.
This airstream is the perfect place for the target to interact with local IBC
makeup specialists and refresh their makeup with Mary Kay products before
posing for a headshot to be utilized as their profile picture on their LinkedIn
page. After the five minute makeup refresh, IBCs will be able to email visitors
a list of the makeup they tried on and keep the conversation going for future
purchases. In addition, a lipstick-shaped USB flash drive containing a copy
of their headshots, eCard of At Play and At Work product information, IBC
recruitment information and LinkedIn tips will be given to each event visitor.
MEDIUM PRODUCT PURCHASE
LOW PRODUCT PURCHASE
HIGH PRODUCT PURCHASE
NATIONAL COSMETIC PURCHASE
The prospective 18 campuses
were selected from areas
with high cosmetic product
purchase to ensure an effective
impact. Each campus is
analyzed based on high
female enrollment and values
that align with Mary Kay.
Additionally, certain colleges
were selected to increase reach
within the Hispanic market.
1 9
Miami Dade
College
Lonestar College
Northern Virgina
Community College
Austin Community
College
College of
Southern Nevada
City College of
San Francisco
Santa Monica
College
UCSB
Bunker Hill
College
University of
Massachusetts
Triton College
Nassau
Community College
Pima
Community College
University of Minnesota
College
University of Mississippi
University of
Oregon
Penn State
University of
South Carolina
2 0
the brushTAG has developed a fully-integrated plan of paid, earned, owned
and shared media tactics that will create multiple touchpoints to best
connect with the target.
The campaign will run from February 1, 2015 to January 31, 2016 on a
continuous schedule with pulsed flights. Our media strategy will allow
Mary Kay to deliver a relevant message of empowerment to 93% of
women 18-25 with a focus on 31 key DMAs. In addition, TAG has
allocated 20% of the budget to specifically reach our Hispanic target
with a multiculturally integrated campaign to diversify Mary Kay’s
reach among this important segment.
The Mary Kay consumer journey is the backbone of TAG’s media
vision, which centers around empowerment through different
messages and opportunities.28
Whether the target is discovering the
brand, building relationships with the brand or their IBC, taking
action to purchase products or sharing Mary Kay with her network,
TAG’s Today Looks Bright campaign will surround and empower her
to ultimately become a successful IBC. In addition, each individual
media effort aligns with a specific step along the Mary Kay consumer
journey based on the execution’s desired result.
MEDIA VISION
E M P O W E R M E N T
EMPOWERING
MESSAGES
EMPOWERING
OPPORTUNITIES
AWARENESS
TV
Homepage
Takeovers
OnlineDisplay
Print
OnlineRadio
OnlineVideo
RELATIONSHIPS
BusStops
Billboards
LinkedInTours
OWC
Scholarship
TonightLooks
Bright5K
Surpriseand
Delight
PRODUCT
PURCHASE
PaidSearch
Mobile
‘FindanIBC’
Display
Marketing
SHARE
SocialMedia
BrightIdeasVlog
NativeAds
Hispanic
Sponsorships
Cosmetic
BloggerKits
100Daysof
MaryKay
Christmas
inJuly
2 1
AWARENESS
TV: TAG will utilize three programs from today’s highest rated networks for females 18-
25. Running ads during New Girl (FOX), Pretty Little Liars (ABC Family) and Teen Wolf
(MTV) will help increase Mary Kay’s relevance to our younger audiences.29
As the highest rated program among women 18-25 with a rating of 5.21 and a high
index with the target, FOX’s New Girl effectively reaches Mary Kay’s target with an
inspiring and empowering message.30
TAG will partner with the show and feature
the Mary Kay brand in the premiere episode. Zooey Deschanel, the female lead, will
interact with an IBC to introduce the concept of purchasing Mary Kay products.
To reach the Hispanic target, TAG will run our 30-second commercial during Hispanic
music award shows that index high among this target. The first will run in February
during Premio Lo Nuestro with over 11 million viewers; and the second commercial
will run during the Latin Grammy Awards in November, which attracts nearly 10
million predominantly Hispanic viewers.31
Homepage Takeovers: TAG will take over the Yahoo! homepage, which averages
over 13 million unique visitors per day within our target, with an empowering message.32
Other dominant Today Looks Bright takeovers will include smaller blogs and websites,
such as Glam Media and AOL Lifestyle websites.
Display: TAG will use contextual targeting on career and beauty display networks to
deliver rich media and standard banners to further drive awareness during the summer
when career searches are above average. Each display network chosen, such as the AOL
Ad Network, boasts over two million unique visitors from our target and can retarget
those who have interacted with Mary Kay online.33
Online Radio: TAG will use online radio platforms to reach the target while they are
on the go and commuting. Pandora, iTunes Radio, iHeartRadio and Spotify have the
highest usage rates among this target group and allow for advanced targeting capabilities
including demographics, location and music genre.34
Online Video: Extending TAG’s TV spot into the digital space, TAG will use in-stream
and pre-roll video ads on YouTube, Hulu and video ad networks as our target heavily
consumes media online.35
Hispanic Digital: TAG’s digital Hispanic campaign will span video, radio, display
and homepage takeovers on desktop platforms. Online video, radio and homepage
takeovers will primarily be used to supplement the Christmas in July promotion, adapted
to emphasize National Hispanic Heritage Month and the strong cultural connection
between mothers and daughters.
Print: TAG will utilize the high readership and current partnership with Seventeen
magazine to highlight the Mary Kay scholarship across a traditional platform. In
addition, print ads in Teen Vogue will reach the target as she flips through the magazine
for beauty advice.36
Ninety-three percent of millennials have read a magazine in the past
60 days, grounding TAG’s decision to place full-page advertisements in the print and
online editions of both magazines that will run in February, March and April.37
2 2
PRODUCT PURCHASE
Paid Search: Paid search efforts will be crucial to effectively reaching the “always on”
target as she constantly searches for products, reviews and career opportunities on her
desktop and mobile device. Eighty-eight percent of all searches on Google are attributed
to paid ads, supporting our emphasis on paid search to ensure a consistent presence
throughout the campaign for our target.41
Mobile: Mobile is an integral component of TAG’s media strategy, as 62% of Gen Y
own smartphones and 30% own tablets.42
TAG’s mobile strategy, which includes video,
social, display and paid search ads, will differ from our desktop strategy as the platform
is more goal-orientated and hyper-targeted. Mobile shopping has increased over 55% in
the past two years and is predicted to continue to accelerate.43
TAG’s mobile placements
will drive consumers to connect with IBCs and purchase makeup from the Mary Kay
mobile app. Additionally, since 85% of users use their mobile phone while watching TV,
TAG will purchase daypart mobile ads in the evening when the target is watching TV to
create multiple contact points with the brand.44
Mobile banner in-app ads will also run
in these 31 DMAs across the Weather.com mobile app, appearing during sunny weather,
with the Today Looks Bright message to drive downloads to the Mary Kay app.
Hispanic Mobile: Hispanic women index high on the usage of mobile platforms,
leading TAG to design our campaign to reflect these insights and to ensure powerful
engagement with Hispanics.45
By implementing video, social, display and paid search
placements into the target’s on-the-go lifestyle, the Mary Kay brand will effectively reach
the Hispanic segment.
Find an IBC: TAG will run interactive banner ads to help women find IBCs within their
zip code. The rich media ad will be served to females 18-25 who have recently visited
beauty sites or who are currently on a beauty site. After clicking on the display ad, she
will be prompted with the opportunity to find a local IBC in her area on MaryKay.com.
SHARE
Paid Social: Ads on Facebook, Instagram, Twitter and Tumblr will support multiple
creative executions for the brand. In addition to these four platforms, TAG will enhance
Mary Kay’s social efforts by using Twitter TV and We Heart It. Twitter TV, running
simultaneously with the Mary Kay TV ads, will enable Mary Kay to directly target
females 18-25 on Twitter who are on a second screen watching a Mary Kay commercial.46
Furthermore, We Heart It currently has 20 million users under the age of 25 and offers
Mary Kay an opportunity to share the Today Looks Bright story to a hyper-specific
market.47
Additionally, TAG will drive Mary Kay’s IBC recruitment effort through this
medium as 83% of the target uses social media to search for career opportunities.
Native Advertising: Fifteen percent of Gen Y females engage with native advertising,
or branded content, resulting in brand lift and increased engagement.48
TAG will partner
with sites that have native ad capabilities and align with our target including Glam Media
properties, BuzzFeed, Huffington Post and HelloGiggles, an online community created by
Zooey Deschanel. Each platform indexes high among the target and incorporates its own
integrated content to optimize impressions and produce engaging content.49
For example,
branded content could include a post on Glam Media written for Mary Kay about the
top five spring makeover tips.
RELATIONSHIPS
Billboards: Focused on cities in the United States with high purchsing index
for cosmetic products, TAG will takeover digital billboards in four major
DMAs with populations above 550,000.38
These billboards will pull content
from the #TodayLooksBright hashtag to build relationships with those who
engage with Mary Kay.
Bus Stops: With a growing percentage of the target utilizing public transportation to
and from college and work, Mary Kay augmented reality bus stop takeovers
will be placed in popular bus shelters to increase product consideration.39
These bus stop shelters will be rotated to other stops throughout the city
once a month for three months, allowing women to engage with the virtual
makeovers. Concentrated in cities where the target heavily utilizes public
transportation systems, TAG will heavy up in six DMAs that also exhibit
high beauty product consumption.40
•	 ATLANTA
•	 BOSTON
•	 CHICAGO
•	 NEW YORK CITY
•	 SAN FRANCISCO
•	 WASHINGTON D.C.
•	 CHARLOTTE
•	 DALLAS
•	 NASHVILLE
•	 NEW YORK CITY
2 2
2 3
Feb Mar Apr May June July Aug Sep Oct Nov Dec Jan Impressions
(000)
Cost
AWARENESS 342,250 $5,267,600
TV&ProductPlacement 9,816 $1,500,000
HispanicTV 2,575 $600,000
Homepage&HispanicTakeovers 21,600 $750,000
Display&Hisp.Display 259,740 $800,000
Print 9,249 $852,600
OnlineRadio&Hisp.OnlineRadio 18,670 $250,000
OnlineVideo&Hisp.OnlineVideo 20,600 $515,000
RELATIONSHIPS 6,445 $1,519,400
BusStops 2,340 $229,500
DigitalBillboards 2,300 $87,900
LinkedInCollegeTour 500 $600,000
TonightLooksBright 60 $500,000
Surprise&Delight 416 $52,000
OWCScholarship 829 $50,000
PRODUCT PURCHASE 260,038 $861,000
PaidSearch 5,801 $261,000
Mobile&HispanicMobile 254,237 $600,000
SHARE 1,007,668 $1,602,000
PaidSocial&HispanicSocial 909,337 $800,000
BrightIdeasVlogs 6,000 $100,000
NativeAds 55,200 $250,000
HispanicSponsorship 634 $150,000
CosmeticBloggerKits 24,449 $2,000
100DaysofMaryKay 64 $10,000
ChristmasInJuly 104 $290,000
Flipboard 11,880 --
TOTAL 1,616,401 $9,250,000
CampaignEval. $50,000
Contingency $200,000
AgencyFee* $500,000
TOTAL $10,000,000
MEDIA FLOWCHART MEDIA MIX
47%
21%
9%
13%
3%
2%
5%
$2,100,000
$4,728,000
$550,000
$852,600
$1,252,000
$317,400
TV
DIGITAL
PR
OOH
AGENCYCOSTS
PRINT
$200,000CONTINGENCY
* TAG has developed a proposed fee-based contract whereby hours billed for work
performed for Mary Kay will be marked up 120% to cover overhead costs. TAG does
not mark-up outside or other costs that are billed to Mary Kay at net. The contract also
includes an incentive bonus feature.
2 4
CONCEPT TESTING
In order to test the concept Today Looks Bright and subsequent creative executions,
TAG asked women in the target to evaluate our ideas.
the mirror
Ilovetheconceptandthinkit’sreallyempowering.Just
looking at the day in a positive light can change your
wholeattitude,andthat’swhatthisconceptisgettingat.”
“
The concept gave me the message that even during bad
times,wearingMaryKaywillhelpyoufeelyourbestself
andhaveagoodday.”
“
The ads tells me that by wearing Mary Kay, women can
glowandshine.”
“
95%
ofrespondentsfound“TodayLooksBright”to
embodyempowermentandconfidence,high
self-esteemandlivinganactiveandfulllife.
67%
ofrespondentsfoundthattheconcept
resonatedwiththem.
79%
oftherespondentsfoundthebannerads
andbusstopadstobeattention-gettingand
creative.
CAMPAIGN EVALUATION
The success of the campaign will be measured using the three KPIs described below.
TAG will spend $50,000 to hire an independent third party research firm to gather
data that tracks these metrics.
Awareness and Positive Perception: Pre-campaign measurements of the
target’s awareness and perceptions of Mary Kay will be gathered in January
2015 using a sample survey (n=300). Then, post-campaign measures of the
same variables using the same research protocol will be gathered from a different
sample of the target in February 2016 (n=300). A positive increase of 5% in each
of these variables is established as the criterion for success.
Product Consideration: To measure changes in product consideration, data
will be gathered on the percentage of the targeted women who report they
have “purchased Mary Kay products in the past 12 months” in three cosmetics
categories: skin care, color and fragrance. The percentages will be calculated
based on the same pre-campaign survey described above and conducted in
January 2015 as a post-campaign survey conducted in February 2016. A 5%
increase in each of the three categories will signify success for that category. Note
that TAG will interpret this as a surrogate measure of an increase in market
share among the target.
IBCs Recruited: By walking the target through the entire Mary Kay consumer
journey, all media efforts will ultimately support IBC recruitment. TAG will
monitor this IBC recruitment throughout the campaign. Based on a .5% click-
through rate and a 2% conversion rate of the IBC recruitment efforts, TAG has
set an objective of recruiting 1,095 new IBCs from targeted females 18-25 by the
end of the campaign.
CAMPAIGN OPTIMIZATION
With the campaign’s emphasis on digital efforts, TAG will closely watch how the target
responds to different media placements and be able to quickly optimize the strategy
to ensure success. To further allow for flexibility and be mindful of any pitfalls, TAG
has set aside a standard 2% contingency of $200,000 to make potential adjustments.
2 5
In order to extend the Today Looks Bright campaign beyond January 2016, TAG will expand recommended initiatives that perform
most effectively and adapt to the evolving media landscape. Given the emphasis on social and online media and the nature of the
recommended programs, TAG will be able to optimize and adjust during the campaign to achieve or exceed the identified KPIs. With
the flexibility to adapt to both current and new product lines, Today Looks Bright is built around a timeless brand message with a rich
potential for future executions. TAG’s campaign provides the foundation to build long-term success for the Mary Kay brand among the
target of females 18-25.
the finishing touches
(1) “Brand Asset Evaluator.” Explore Your Brand. BAV Consulting, n.d. Web. 20 Oct. 2013.
(2) “Qualtrics Survey Tool.” Qualtrics, n.d. Web. 9 Nov. 2013.
(3) Davis, Jessica. United States. Census Bureau. School Enrollment in the United States. 2013. Web. <http://www.
census.gov/prod/2013pubs/p20-571.pdf>.
(4) Ibid.
(5) LDESANCTIS. “6 Steps to Build Brand Loyalty.” Technically Marketing. N.p., 21 Mar 2013. Web. 19 Jan 2014.
(6) Yeomans, Michelle. “Global beauty market to reach $265 billion in 2017 due to an increase in GDP.” Cosmetics
Design. N.p., 07 Nov 2013. Web. 19 Dec 2013.
(7) Tate, Ashley. “Why Marketers Should Care About UX.” Big Door. N.p., 26 Sep 2013. Web. 18 Oct 2013. <http://
bigdoor.com/blog/2013/09/26/why-marketers-should-care-about-ux/>.
(8) Matusow, Jamie. “Lining Up for the Latino Market.” Beauty Packaging. N.p., 01 Mar 2012. Web. 27 Oct 2013.
(9) The Cultural Connection: How Hispanic Identity Influences Millennials. Issue brief. AdAge, n.d. Web. <http://
gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf>.
(10) “Univision.” Univision Cosmetics Executive Women Agree Hispanic Consumers Must Be a Priority Comments.
N.p., n.d. Web. 16 Mar. 2014.
(11) Haworth, Danielle, and Elizabeth Crosby. Gaining Access to the U.S. Hispanic Market. Rep. University of Wis-
consin La Crosse, 2013. Web.
(12) “360i Digital Agency Blog.” 360i Digital Agency Blog. N.p., n.d. Web. 16 Mar. 2014.
(13) Web log. Latinos in Social Media. N.p., n.d. Web. 20 Mar. 2014.
(14) “Univision.” Univision. Univision Communications Inc., n.d. Web. 20 Mar. 2014.
(15) Dziadul, Kristin. “Millennials Need Instant Gratification.” RSS. Socialmedia Today, 6 Mar. 2010. Web. 16 Dec.
2013.
(16) “People On Flipboard. 2013. Photograph. Flipboard.com, Palo Alto, California. Web. 20 Jan 2014. <http://cdn.
flipboard.com/dev_O/mia/Brands-on-Flipboard_s-10.8.2013_s.jpg>.”
(17) Fuller, Bonnie. “Baby-Boomer Marketers Are Misreading Millennials’ Media Behavior.”Advertising Age Guest
Columnists RSS. Ad Age, n.d. Web. 7 Feb. 2014.
(18) TAG’s Mind Map Questionnaires. 28 Oct. 2013. Raw data. Austin.
(19) ”Digital Marketing Optimization Solutions.” Compete. Millward Brown Digital, n.d. Web. 02 Mar. 2014.
(20) “The Mary Kay Foundation: Home Page.” The Mary Kay Foundation. Mary Kay Cosmetics, n.d. Web. 20 Nov.
2013.
(21) Yepez, Jennifer. “Mary Kay Inc. Boosts Girl Scouts of Northeast Texas’ Financial Literacy and Healthy Living
Programs by $50,000.” Girl Scouts of Northeast Texas. Girl Scouts of the USA, 2 Dec. 2013. Web. 28 Dec. 2013.
(22) “The Mary Kay “Fall Into Your Beauty” Contest Official Rules.” Seventeen. Seventeen Magazine, n.d. Web. 02
Dec. 2013.
(23) Mamarchev, Steve. “Inward’s Brand Ambassador 203 Survey Findings.” Inward Consulting. Inward Strategic
Consulting, Dec. 2013. Web. 06 Dec. 2013.
(24) Lamppa, Ryan. “Statistics.” Statistics. Running USA, Jan. 2014. Web. 22 Jan. 2014.
(25) “City Detailed Profile.” Stats about All US Cities. Advameg, Inc.,. Web. 20 Jan. 2014.
(26) “How Digital Behavior Differs Among Millennials, Gen Xers and Boomers.” EMarketer. N.p., 21 Mar. 2013.
Web. 27 Jan. 2014.
(27) “SimplyMap.” SimplyMap. N.p., n.d. Web. 17 Mar. 2014.
(28) Cortizo-Burgess, Pele. “The Traditional Purchase Funnel Is Kaput.” AdWeek. N.p., 10 Mar. 2014. Web. 16 Mar.
2014.
(29) “Nielsen.” Nielsen. N.p., n.d. Web. 15 Mar. 2014.
(30) Ibid.
(31) MRI., n.p. Web. 17 Mar. 2014.
(32) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 17 Mar. 2014.
(33) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 20 Mar. 2014.
(34) Elmer-DeWitt, Phillip. “ITunes Radio Overtakes Spotify, Gaining on IHeartRadio in U.S.” CNN Money. Fortune,
11 Mar. 2014. Web. 12 Mar. 2014.
(35) Loechner, Tyler. “Millennials Consume Content Every Waking Hour (And Then Some).”MediaPost Publications
03/12/2014. MediaPost, n.d. Web. 18 Mar. 2014.
(36) Brown, Katie. “Despite Digital Behavior, Millennials Continue to Interact with Print.”Media Horizons Inc. N.p.,
15 Aug. 2013. Web. 16 Mar. 2014.
(37) MRI., n.p. Web. 17 Mar. 2014.
(38) “Stats about All US Cities.” Stats about All US Cities. City Data, n.d. Web. 19 Mar. 2014
(39) O’Donnell, Fiona. “Marketing to Millennials - US - August 2012.” Mintel. N.p., Aug. 2012. Web. 16 Mar. 2014.
(40) “SimplyMap.” SimplyMap. N.p., n.d. Web. 17 Mar. 2014.
(41) Lysen, Shaun. “Incremental Clicks Impact of Mobile Search Advertising.” Google Inc. Web. 10 Feb. 2014.
(42) “Gen Y and Mobile.” MoBistro. Parsus Solutions, LLC, 13 Oct. 2011. Web. 14 Dec. 2014.
(43) Braverman, Beth. “10 Trends Changing How You’ll Shop in 2014 - The Week.” The Week. Fiscal Times, 01 Jan.
2014. Web. 14 Feb. 2014.
(44) Perez, Sarah. “85 Percent Of Tablet And Smartphone Owners Use Devices As “Second Screen” Monthly, 40
Percent Do So Daily.” TechCrunch. Nielsen, 5 Dec. 2012. Web. 16 Mar. 2014.
(45) “Hispanics In U.S. Highly Active On Mobile And Social.” Newswire: Mobile. Nielsen, 20 Apr. 2012. Web. 16
Mar. 2014.
(46) “How Digital Behavior Differs Among Millennials, Gen Xers and Boomers.” EMarketer. N.p., 21 Mar. 2013.
Web. 27 Jan. 2014.
(47) Wagner, Kurt. “Why We Heart It Could Be the Next Big Social Network.” Mashable. N.p., 13 Jan. 2014. Web. 16
Mar. 2014.
(48) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 17 Mar. 2014.
(49) MRI., n.p. Web. 10 Dec. 2013.
CI TATIONS
2 6
the makeup artistsR E S E A R C H
Elle Hallinan Pace
Danilo Aquino
Carina Medua
Soo Young Choi
Nola Lu
Virgina Albert
Jessica Negley
Stefanie Pascacio
Thu Nguyen
C R E A T I V E
Ryan Warner
Jacqui Bontke
Vincent Patton
Lily Patternson
Andy Verderosa
M E D I A
Brandon Hollinshead
Kathryn Aydelotte
Michelle McCloskey
Ali Afshar
I N T E R A C T I V E
Ghada Soufan
Jaime Cheng
Devin Rogers
Emma Raleigh
P U B L I C R E L A T I O N S
Aly Kasberg
Evan Rowley
Kristen Pankratz
M A R K E T I N G
Jordan Bustin
Miranda Rudy
Kelsey Koenteges
A D V I S O R S : John Murphy-Research/Strategy, Lisa Dobias-Media, Sean Thompson-Creative
S P E C I A L T H A N K S T O : Alix Morrow, Pearce Murphy, Madi Weber
The Advertising Group is a forward-thinking agency dedicated to transforming business problems into
creative solutions. We go to great lengths in order to understand our target audiences and develop meaningful,
long-lasting campaigns.
Together, we are researchers, planners and creatives pushing one another to be better than we were yesterday.
Trusting in the diverse skill-set of our team members, we’re making problem solving look really fun.

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Mary Kay Campaign Plan

  • 1. 391
  • 2. 1 THE PRIMER: THE CHALLENGE 1 Executive Summary 2 Challenge Overview THE FOUNDATION: RESEARCH AND STRATEGY 3 IBC Interviews, Field Research 4 Competitive Research 5 Consumer Survey, Focus Groups 6 SWOT Analysis, Blind Perception 7 The Target 8 Campaign Strategy THE PALETTE: CREATIVE 9 Big Idea, TV, Display 10 Out of Home 11 Mobile, Microsite 12 Holiday 13 Social Media LA PALETA: HISPANIC 14 Hispanic Campaign Extension THE MAKEUP BAG: MARKETING 15-16 Internal Marketing 17 Emerging Media THE CONCEALER: PUBLIC RELATIONS 18 Community Outreach 19 Events THE BRUSH: MEDIA 20 Media Vision 21-22 Media Plan 23 Media Flowchart, Media Mix THE MIRROR: CAMPAIGN EVALUATION 24 Campaign Evaluation, Concept Testing THE FINISHING TOUCHES: FUTURE RECOMMENDATIONS 25 Future Recommendations, Citations THE MAKEUP ARTISTS: OUR TEAM 26 The Advertising Group M ary Kay presented The Advertising Group (TAG) with a multidimensional challenge that focuses on increasing overall awareness, positive brand perception, product purchase and Independent Beauty Consultant (IBC) recruitment. Thorough secondary and primary research established the foundation for TAG’s proposed recommendations for Mary Kay’s integrated marketing campaign to reach females 18-25. In the midst of school, work and social activities, these women are in complex transitions in their lives as they face many uncertainties and unique milestones. By establishing a clear connection between Mary Kay and the target’s needs, TAG’s campaign will allow these women to see themselves as part of the brand - a brand committed to empowering women to be their best self during critical moments. To expand Mary Kay’s footprint with this target, TAG recommends strategically placing creative executions that resonate with females 18-25 and engage them as consumers and potential IBCs. Mary Kay will remain top-of-mind through the entire consumer journey with a blend of online and offline platforms, starting with awareness of the brand itself and extending through the long-lasting relationships between the target and IBCs. To achieve each objective, the allocated $10 million budget supports a continuous media plan with pulsed flights to reach our on-the- go target. Additionally, TAG’s proposed plan enables our recommendations to be effectively extended beyond the 2015-2016 campaign. TAG’s fully-integrated marketing campaign emphasizes Mary Kay’s heritageas a brand that empowers women through its products, career opportunities and philanthropic efforts by increasing the brand’s relevance and differentiation. Our plan will not only drive product consideration, but will also result in a positive shift in brand perception. By capturing the essence of Mary Kay’s core values and integrating them within TAG’s campaign, Mary Kay will become a key brand in the beauty industry to millennial females and empower them to change their lives for the better. E X E C U T I V E S U M M A R Y
  • 3. 2 Help increase awareness and positive perception to stimulate purchase consideration and business opportunity among women 18-25. In order to address this challenge, TAG analyzed the brand’s positioning, the target and the direct selling experience to develop and implement a fully-integrated marketing campaign. Known for its high quality products, direct selling business model and emphasis on the Golden Rule, Mary Kay is an established and valued beauty and cosmetics brand. Yet while Mary Kay continues to embrace these familiar attributes, the target is unconvinced how these aspects relate to their lives. Mary Kay needs to change this perception by leveraging the value this brand has built over the past 51 years. Women 18-25 are in a unique life stage as they encounter important milestones that require them to make decisions that guide their future. From graduating high school to finding their first full-time job, these women are consistently faced with new challenges. To develop a more defined understanding of what role Mary Kay plays in the target’s life, TAG examined who they are, what cosmetics they use and who they aspire to be. The Mary Kay experience is more than skin deep; it instills confidence that helps women reach their full potential. As strong believers in the direct selling model, TAG seeks to enhance this model to increase its relevance and appeal to current and prospective IBCs. T H E CHALLENGE THE BRAND THE TARGET T H E EX PE RIE NCE Secondary Research Articles Mind Map Questionnaires IBCs Interviews in 50 states Focus Groups (30 total participants) Survey Respondents Blind Perception Tests MK Field Research Events (1 party, 1 training, 1 IBC recruitment, 1 success meeting) 2 2 9 203 206 1,115 2 4 7 420Beauty Counter Interviews In-depth target interviews 8 Total Research Data Points 2,036 the primer
  • 4. 3 the foundation After conducting 206 phone interviews with IBCs from every state, conversations revealed that exposure to the brand prior to recruitment efforts is essential, with approximately 79% of consultants using Mary Kay products before becoming an IBC. Current IBCs expressed an interest in professional development opportunities that allow them to further their career. In addition, IBCs indicated that enhanced internal marketing efforts and assets would be beneficial to create a consistent image across the company and give them additional tools that appeal to the target. While IBCs did provide valuable feedback regarding selling techniques, they credited personalized, one-on-one meetups, university career fairs or planned gatherings of three to four people as effective approaches to reaching the target. TAG members attended multiple home parties and IBC seminars to better understand the party plan approach of direct selling. By experiencing the brand firsthand, In developing the campaign, TAG will improve professional development opportunities, create branded assets to enhance internal marketing efforts and incorporate new, relevant direct selling techniques. TAG realized the overall campaign must be adaptable to embrace each woman’s individuality. “IbecameanIBCbecauseIwantedto bemyownboss.”-MaryKayIBC “Iwasveryimpressedwiththecompany, theprofessionalwomenandthe unlimitedopportunities.”-MaryKayIBC
  • 5. 4 TAG used BAV Consulting’s brand evaluator tool to assess the positioning of seven competitive brands.1 The graph aggregated public opinion surveys by cross-referencing the Contrast, Relevance, Esteem and Knowledge of brands to objectively obtain their current market position. TAG then plotted Brand Strength (Differentiation and Relevance) against Brand Stature (Esteem and Knowledge) to comparatively capture the positioning and relationship of each brand. Mary Kay’s current placement presents a high opportunity for growth in Differentiation and Relevance to achieve Brand Leadership. TAG discovered an opportunity to improve Mary Kay’s communication strategy by promoting values women seek in beauty brands. To better understand the competitive in-store experience and point of purchase experience, TAG conducted interviews with 20 beauty counter specialists. Interviews revealed that young women frequently seek the advice of experts and prefer to try products before purchasing. These experts repeatedly cited product quality and brand knowledge as the most important factors in our target’s purchasing decision. TAG analyzed 203 target-generated mind maps, which revealed emotional connotations associated with both purchase and application of beauty products. In addition, each woman filled out a questionnaire that measured her attitudes toward four brands: Mary Kay, Avon, Clinique and Maybelline. Questionnaire results showed that the Mary Kay brand is viewed as caring, classic and sophisticated. On the other hand, Mary Kay was relatively weak on attributes where Maybelline was strong: trendy and convenient. Overall, the exercise provided context for Mary Kay’s place in the beauty industry. Based on these mind maps, TAG will embrace Mary Kay’s position as a classic, sophisticated brand and tailor the messaging to be more relevant to the target. To summarize the conclusions drawn from analysis, TAG created a comprehensive mind map of the beauty industry that includes attitudes toward and attributes of Mary Kay and five key competitors. curiosity leadership newor unfocused fatigue massmarket 100 50 0 100500 B R A N D S T A T U R E BRANDSTRENGTH M A C A V O N M A R Y K A Y C O V E R G I R L C L I N I Q U E U R B A N D E C A Y M A Y B E L L I N E B r a n d A s s e t V a l u a t o r G r a p h
  • 6. 5 TAG administered an online survey to 1,115 respondents, with 91% of female respondents falling into the age bracket of 18-25.2 Survey respondents were asked open-ended questions and used a 5-point Likert scale to rate the extent to which they felt Mary Kay embodied characteristics such as trendy, sophisticated and bold. Results are proportionally represented in the word cloud to the right. Only 13% of the female respondents use Mary Kay products, most having been exposed to the brand through a family member or friend. While these women found the brand to be “sophisticated and of high quality,” the other 87% who do not use the products found Mary Kay to be an “outdated brand” that is “irrelevant and used by older women.” To gain more in-depth insight into how women feel about makeup and the Mary Kay brand, TAG conducted four focus groups: two with community college students, one with university students and one with current Mary Kay IBCs. Student participants indicated that they are not necessarily brand loyal, but product loyal across multiple brands. Participants discussed that Mary Kay was not in their consideration set for product purchase, even though they felt favorably toward support for female empowerment through the IBC business opportunity. However, when asked about becoming an IBC themselves, participants agreed that the time commitment and lack of confidence in personal selling abilities are barriers to entry. In our focus group with current IBCs, TAG discovered that the Mary Kay community has given them confidence in both themselves and in their ability to sell. These women also conveyed that having an entrepreneurial spirit is crucial to being successful and to making an IBC career a long-term opportunity for prosperity and growth. Survey results showed that the Mary Kay brand suffers from perception issues among women in the target market who do not use the products. “OnceyoubecomeanIBC,there’snotagoodoutlineof where to start, this is what you do. It’s like working a jigsaw puzzle – all the pieces are there but you’re not exactlysurehowtoputthemtogether.”-MaryKayIBC trendy fresh sophisticated dated pink premium authentic simple old bold affordable innovative classic TAG’s Focus Group With IBCs
  • 7. 6 TAG conducted brand perception tests on the campuses of both a community college and a major university to understand how a brand’s image influences preferences and opinions. In paired comparison tests, members of the target were asked which brand they preferred, Mary Kay versus one of three key competitors: Clinique, Maybelline or Avon. TAG filled two unmarked containers with the same eyeshadow or moisturizer product and labeled one container as Mary Kay and the other as one of the key competitors. Participants sampled the identical products and then answered questions about their brand preference. Over half of the respondents favored Clinique due to strong brand loyalty, implying that it will be difficult to convert Clinique users. Mary Kay and Maybelline had almost equal preference, indicating an opportunity for conversion from Maybelline and similar brands due to high trial potential and low brand loyalty. Mary Kay was the preferred brand when compared to Avon, suggesting that Avon does not pose a direct threat despite a similar direct selling model. The test revealed that if our campaign can effectively raise awareness and positive perception of Mary Kay, the brand can compete with key competitors. 40% MARY KAY 41% MAYBELLINE 19% NEUTRAL 36% MARY KAY 50% CLINIQUE 14% NEUTRAL 56% MARY KAY 31% AVON 13% NEUTRAL MARY KAY V. MAYBELLINE MARY KAY V. CLINIQUE MARY KAY V. AVON STRENGTHS • High quality products • Global community with 3 million+ IBCs • Strong company mission and values • Over 50 years of empowerment WEAKNESSES • Inconsistent brand messaging due to IBC autonomy • IBC mean age of 42.7 creates generation gap with millennials • Low market share OPPORTUNITIES • Target values expert opinions and WOM referrals • Leverage new digital technology • Target desires professional development opportunities THREATS • High brand loyalty among competition • Brick and mortar competitors offer convenience • Gen Y awareness of direct selling career opportunities is low • Multilevel marketing industry lends to negative connotations
  • 8. 7 meet Lauren, AGE 24 Lauren is a mom-trepreneur whose busy life is centered around her two children. She works as a hairstylist and freelance makeup artist, all while beingafull-timesinglemother.Shereliesonherblog,socialmedia,wordof mouthandchurchrelationshipstobuildherpresentclientele.Laurenhasaspirationstoworkfromhometo maximizethetimeshecanspendwithherkids. meet Emily, AGE 19 Emily thrives on meeting people, sharing personal stories and making new friends. Her positive attitude and strong work ethic will aid her as she becomes involved in organizations during her first year of college. Emily spends a lot of time online reading fashion blogs, checking Facebook and tweeting her every move. Professionalgoalsareapriority,butnotattheexpenseofmaintainingabalancedsociallifeandcheckbook. meet Maria, AGE 21 Maria is motivated by the needs of her family and works a variety of jobs to help her mother financially. She has a passion for helping people and maintainsstrongtiestoherHispaniccommunityandreligion,butfinancial instabilitydictatesplansforherfuture.Mariahasalargenetworkoffriendswhoshareadesiretopursuetheir ambitions,butcurrentlylackastructuredandattainablecareerpath. “ “ “ Beauty is for everyone, because everyone is beautiful in their own unique way. I’m on a mission to show that to anyone who will listen.” I admire people who do good in their community. I’d like to make a career out of that, but I’ve yet to find an opportunity to do so that pays well.” Having the ability to make my own work schedule while being a student would be great! Who doesn’t need flexibility in their work life?” T hrough our research, TAG has identified a significant business opportunity to build brand awareness and recruit more IBCs within an untapped market. Based on 2013 enrollments, less than 5% of all females 18-25 in the United States are attending a four-year top 100 university.3 This finding was supported by TAG’s interviews with current IBCs after discovering that 52% have less than a bachelor’s degree and only 7% have degrees from U.S. News & World Report’s 2013 Top 100 U.S. universities.4 Our team realized the potential this demographic offers and concentrated our efforts to reach women 18-25 attending local community colleges, universities ranked outside of the top 100 bracket or those who have already entered the workforce in pursuit of their dreams. Mary Kay can offer these women access to a community of entrepreneurs that empower them to pursue their personal and professional goals. The target is an optimistic go-getter, even though she faces many uncertainties as she experiences critical moments such as graduating high school or finding her first full-time job. Conscious of the challenges her generation faces, she feels uneasy with her current life situation and seeks opportunities for improvement. Her social media presence is loud as she remains in close contact with pop culture and her network of friends and family. She is likely to come from a multicultural background where there is a strong emphasis on personal image and female empowerment, and a tendency to have high engagement with the beauty industry. When buying makeup, she seeks assistance and guidance when trying different products. She is loyal to brands that resonate with her personality and lifestyle, as well as those that give her the confidence to present her best self every day. THE TARG ET
  • 9. 8 CONSUMER INSIGHT Brand loyalty is built upon targeted experiences that fulfill individual needs.5 Mary Kay can increase brand loyalty through personalized consultations and experiences across their portfolio of products. CULTURAL INSIGHT Mary Kay advocates for economic independence and opportunity to empower women, differentiating the brand from the competition through One Woman Can. FUTURE INSIGHT Rising consumer incomes will continue to drive the global cosmetic industry forward through 2016.6 Mary Kay can therefore expand market share in the beauty industry by expanding the brand’s reach to a wider socio-economic audience. PRODUCT INSIGHT As women grow into the upper bracket within the 18-25 range, it is crucial to leverage loyalty of the At Play product line with product extensions that provide the missing link to Mary Kay’s product portfolio. BRAND INSIGHT Mary Kay fosters a strong sense of community through the brand’s unwavering spirit of encouragement and support. Campaign efforts should extend Mary Kay’s efforts to make a difference in women’s personal and professional lives each day. MARKET INSIGHT The competitive cosmetics industry is not dominated by a single brand. A strong creative platform that emphasizes personalized messaging, branded experiences and a hyper-targeted media campaign is key to breaking through the clutter. PURCHASE INSIGHT Well-designed user experience drives customer loyalty.7 Consistent messaging across all platforms and a streamlined purchasing process will improve the Mary Kay customer experience. USAGE INSIGHT Usage not only varies among age, but also by ethnicity.8 A multicultural campaign that demonstrates Mary Kay’s understanding of multi- faceted consumers is crucial to increasing overall sales and brand awareness. IBC INSIGHT IBCs have autonomy over their marketing and selling tactics. Providing professional development and promotional tools with consistent branding will be beneficial to all IBCs and their businesses. “Pictureasignaroundeach person’sneckthatsays,Makeme feelimportant.”-MaryKayAsh S T R A T E G I C I N S I G H T : Mary Kay empowers women to be their best self through critical moments 8 CAMPAIGN STRATEGY With the ultimate goal of expanding Mary Kay’s footprint among women 18-25 and recruiting IBCs, TAG initially sought to understand the complexities of the target’s current life stage and relationship with beauty products. What TAG found wasn’t surprising; with the onset of enormous social, technological and economic changes in the 21st century, these women are facing many uncertainties and unique milestones. This insight provided the key to connecting the target to Mary Kay’s mission of empowering women through beauty and professional development. Mary Kay’s sophisticated, classic and authentic image perfectly aligns with the unique target TAG has set out to reach as they seek inspiration in every aspect of their lives. TAG plans to change the conversation by presenting these women with a clear pathway to reaching their goals through Mary Kay. Using personalized and relevant messaging, TAG developed a strategy and creative big idea to communicate this.
  • 10. 9Thelogoappearsinthemirror. VO: Everydayisanewday,andwithitcomesnew opportunitiestobeyourbestself. Spotopensonablankblackscreen. Smallcirclesoflightslowingbuildandframethescreen. Westarttoseeawomanasavanitymirrorcomestolight. Infulllight,thewomanchecksthemirrorandleavestheframe. the paletteBIG IDEA In life there’s only so much you can control. Every morning the sun rises. Each day brings responsibilities, plans, work and people who need something from you. But the day also brings potential. With the right attitude, every sunrise is a new opportunity to do something great, to accomplish something small that leads to something big. What you can control is your outlook. There are few problems a smile can’t solve. Whatever the forecast may be in your life, with Mary Kay every day looks bright. TAG’s campaign is centered around the moment in front of a mirror, and how with Mary Kay, that moment can empower a women to be her best self. When facing critical moments, Mary Kay wants to be the light that instills empowerment and confidence in women. This is why our campaign emphasizes light. Our lights make you feel important and special, right here, this morning, today. Through the use of this strategic big idea, women will begin to see how Mary Kay fits into their daily dose of encouragement. We are not creating light, but rather we are reminding women to recognize the light within them because with Mary Kay. today looks bright DISPLAY Print and banner ads showcase beauty’s presence by bringing out the positive light in critical emotions through animated headlines written in vanity lights. :30 SECOND SPOT Our TV spot opens with a black screen that doubles as a mirror for viewers, allowing them to see their own reflection in the screen of their TV or personal device. This technique will break through the clutter to capture the attention of the target who, for a brief moment, thinks her device has turned off. As vanity lights fade in, brightness illuminates the screen and shows how with Mary Kay, Today Looks Bright.
  • 11. 1 0 BILLBOARD Toencouragesocialengagementwiththetarget,TAGwillplacedigitalbillboardsinfour selected high-traffic markets. When consumers use the hashtag #TodayLooksBright, Mary Kay will empower women by putting their name in lights on these billboards. BUS SHELTER The walls of selected bus stop shelters will be converted into oversized vanity mirrors that will feature an augmented reality function, allowing the target to engage with Mary Kay products as they virtually try on makeup. Each mirror will be surrounded with high-fashion vanity lights and will include the Mary Kay logo, Today Looks Bright tagline and an option to share their virtual makeover on social platforms. #todaylooksbright
  • 12. 1 1 E nhancing Mary Kay’s mobile app will provide a more user-friendly experience for both the target and IBCs. With a responsive design, the mobile app will allow IBCs to access InTouch and manage their business on the go. Consumers will also be able to access the app to find an IBC, place an order, engage with the Mary Kay blog or set an alarm using the Bright Beginnings Alarm Clock feature. As shown in the diagram above, the alarm clock feature will boost women’s confidence by waking them up with an inspirational quote that will encourage them to make today look bright. 100 DAYS OF MARY KAY MICROSITE To recruit IBCs and provide our target with a firsthand look at the beginning of the IBC process, TAG will create a microsite called 100 Days of Mary Kay. This site will aggregate pictures using Instagram and the social platform Frontback to showcase the first three months of new IBCs and their careers. Frontback is a mobile application that takes a picture of the user as well as what they see, showcasing how IBCs are making their day brighter. The personal perspectives from these relatable women, combined with the ease and high rates of sharing among microsites, will increase awareness of the Mary Kay business opportunity among the target.
  • 13. 1 2 CHRISTMAS IN JULY TAG will launch a Christmas in July Facebook application to introduce the brand to new consumers. In the app, women can surprise one of their female Facebook friends and make their day bright with a free gift provided by Mary Kay by writing about why she deserves it. The total number of gifts given will be capped at 52,000. The gifts will be shipped and include a Mary Kay product sample with a personalized card describing Christmas In July. Based on the results from TAG’s interviews with competitive beauty counter specialists, trying on makeup is critical before making a purchase decision. Christmas in July will therefore leverage Mary Kay’s caring brand personality to give women a chance to sample Mary Kay products in a nonintrusive way, as well as promote positive brand association. D uring the holiday season, TAG will adapt banner ads to display headlines in bright lights. The banner ad’s call to action will encourage consumers to shop for At Play products through IBC pages on MaryKay.com for their holiday gifts and makeup needs. Open the Christmas in July application on Mary Kay’s Facebook Page. Choose the Facebook friend whose day you’d like to brighten. Mary Kay will send your friend the gift, a Mary Kay product sample and a personalized card! Write a brief description about why you chose that friend and choose a gift. 1 2 3 4
  • 14. 1 3 E xtending TAG’s campaign to social media with the hashtag #TodayLooksBright, TAG will encourage women to engage with Mary Kay through a Surprise and Delight strategy. Mary Kay will select a few lucky women each week to make their day look even brighter by surprising them with Mary Kay product samples and pre-selected gifts as a reward for engaging with #TodayLooksBright. By monitoring #TodayLooksBright mentions on Facebook, Twitter and Instagram, this strategy will create positive brand association, organic buzz and elevate Mary Kay’s presence on social media. THE VISUAL PLATFORM Facebook is where Mary Kay and IBCs can build strong relationships with our target. We will continue to post strong visual content, a tactic that garners eight times more engagement than plain text. THE VIDEO PLATFORM To further enhance the constant cadence of how-to’s, MKTV videos and product demos, we will create a customized Today Looks Bright YouTube skin that will encourage social integration and engagement on the page. THE SHAREABLE PLATFORM TAG will align Mary Kay’s Pinterest boards with the Today Looks Bright campaign by changing the title names of all the board to mirror the tagline. For example, the Today Looks Colorful board will host images of happy moments for our target. TAG also recommends adding a user- g e n e r a t e d Today Looks Bright board for consumers to post their THE BEHIND THE SCENES PLATFORM The Mary Kay Instagram should provide subscribers with a visual “insider’s perspective” of the brand to create a more personable image. Examples include shots from the corporate office, the annual convention and new product shipments. own content. THE NEWS PLATFORM TAG will extend Mary Kay’s Twitter chats to makeup artists, successful IBC sales directors and identified bloggers. These chats will encourage consumers and IBCs to reach out, ask questions and receive qualified answers about makeup products, application techniques or even the best color palettes.
  • 15. 1 4 Hispanic women are a crucial segment for the beauty industry. This demographic is the fastest growing ethnic segment expected to grow 167% between 2010 and 2050, compared to 42% for the total U.S. population.11 Hispanic women embrace female empowerment movements and seek brands that understand her biculturalism and heritage. Her family, specifically her mother, is a significant part of her life as she influences her life and product purchase decisions. TAG’s Today Looks Bright campaign will focus on this segment as a secondary target through digital, mobile and PR efforts tailored to resonate with the emotional bonds and cultural ties that exist within Hispanic families. TAG focused on digital and mobile executions targeted to this segment since they are digital first-movers who pride themselves in owning smartphones and tablets to connect with family and friends in other countries.12 The Christmas in July execution will be modified for the family-oriented Hispanic market to focus the gift-giving opportunity for family members. This will emphasize the close relationship Hispanic females have with their mothers by using strategic messaging via social and online video placements. Wearing makeup and looking good is essential to 69% of Hispanic women, compared to 46% of the general population10 41%ofHispanicmillennialsusesocial media when researching products andbrandstheywanttopurchase9 TAG’s primary research revealed Hispanic women face a lack of color range choices when shopping for cosmeticsin-store.Toaddressthisproblem,targetedrichmediabannerads,shownabove,willbefeaturedon popularwebsitestopromoteMaryKay’svastcoloroptions. TAG recommends that Mary Kay sponsor the 2015 Latinos in Social Media (LATISM) conference, an annual event committed to empowering Hispanic communities through the use of social media and blogger platforms. With a network of over 134,000 Hispanic bloggers, the conference presents Mary Kay with an ideal sponsorship to reach tech-savvy Hispanic women and increase brand awareness.13 Attending bloggers will be encouraged to share their experience using the hashtag #TodayLooksBright to create buzz and connect their personal networks with the Mary Kay brand. To reach members of the Hispanic community who are avid viewers of Latin American telenovelas, Mary Kay will partner with Univision, the largest Hispanic TV network with an average audience of 5.5 million people.14 Mary Kay will sponsor two episodes of a web series on Univision.com, incorporate product integration into the episodes and develop makeup tutorial videos featuring distinct looks of the female protagonists. These tutorials will be available immediately following each episode on both Univision.com, the Mary Kay YouTube page and Mary Kay social platforms. la paleta
  • 16. 1 5 M K U mar y kay univers ity SINCE 2014 PROFESSIONAL MARKETING TEMPLATES Based on primary research, TAG discovered that IBCs desire advertising assistance to help grow their business. To further enhance IBC marketing efforts, TAG will introduce professional marketing templates to aid in the creation of promotional materials. Embedded into InTouch, each IBC will be able to design personalized materials like Facebook cover photos or business cards that reflect her individual personality and selling approach. These assets will make the brand more consistent and professional, as well as increase appeal among current and potential consumers. MARY KAY UNIVERSITY The target values expert opinions for cosmetic advice and IBCs requested more training about certain cosmetic topics during multiple interviews with current IBCs. TAG will address both of these needs through the implementation of an online institution, Mary Kay University, which will enhance consumer confidence and IBC business. Mary Kay University offers an opportunity for IBCs to take courses in specialty topics such as “Wedding Looks” and “Brush Basics”. Upon completion of each course, IBCs will receive a certificate and e-badge on their Mary Kay IBC profile page. To promote Mary Kay University, an informational flyer with the list of available online courses will be included in every starter kit. Offering classes through Mary Kay University presents Mary Kay as a company that is willing to invest in the future and success of IBCs. the makeup bag
  • 17. 1 6 RED JACKET Based on the success of the current fashion partnership with Cesar Galindo, TAG plans to extend this relationship by creating an additional design of the current Red Jacket. As a symbol of success in the Mary Kay community, a new Red Jacket would reflect the status of this achievement and increase brand exposure among women aged 18-25. The new jacket will feature a more feminine silhouette, fully functional pockets and a Mary Kay logo pattern lining, adding a subtle touch that embraces the brand and signifies the importance of the Red Jacket. AT WORK PRODUCT LINE At Work is a cosmetic product line extension that can be seamlessly integrated into Mary Kay’s existing At Play product line. This extension will entailmoreneutralandconservativecolor palettes for career-seeking women. IBCs can expand their product offerings to customers through a diversified cosmetic portfolio. The addition of neutral colors will provide the target with the perfect work day look, while complementing the At Play line that caters to these womens’ bold side. LEAD PROGRAM To further IBCs’ reach and selling tactics, TAG developed a program that will directly benefit IBCs while appealing to the busy lifestyles of our target. These women are constantly on the go and often desire instant gratification in the midst of school, work and social activities.15 Therefore, the Lead Program stands as a channel for direct purchase for new clients and additional sales for IBCs looking to build client portfolios with young women in our demographic. Interested IBCs can sign up on the online portal or mobile app that will be integrated into InTouch, and makeup seekers will be able to submit their request for assistance by specifying desired products and their location. Using geo-location technology, online IBCs will be notified when someone in their region is looking for products to purchase. The first IBC to respond to this lead will automatically claim the sale and contact the potential client for delivery. The main purpose of the Lead Program is to generate quick or first time sales; however, TAG is confident the Lead Program will also generate new brand loyal clients as the target creates lasting relationships with local IBCs.
  • 18. 1 7 In order to further enhance the IBC selling process and align internal marketing efforts with emerging media platforms, TAG’s additional recommendations include implementing Flipboard and Google Helpouts to enhance the digital customer experience. These technologies, along with improved user experience on MaryKay.com, will expand Mary Kay’s reach and position them as a leader in digital strategy beyond 2016. FLIPBOARD Recognized for its highly lucrative potential in the e-commerce space with over 100 million users and counting, social magazine Flipboard will be launched as the modern Mary Kay digital catalog. With 46% of users being female and 27% between the ages of 18-34, Flipboard gives Mary Kay the opportunity to connect with the target across all devices.16 TAG will publish a Mary Kay Flipboard that pulls content from the brand’s social platforms to compete with relevant brands in this space like Maybelline and Target. The Mary Kay Flipboard will connect to the target on a personal level, allowing Mary Kay and IBCs to provide highly visual and engaging content that promotes products and drives traffic to digital properties. With Flipboard, the revitalized Mary Kay brand will comfortably exist right in the hands of the target as they continue to spend nearly 25 hours a week online.17 GOOGLE HELPOUTS TAG’s research revealed that 66% of women in our target prefer sales assistance when shopping for makeup.18 TAG will leverage this insight to implement Google Helpouts, a video chat service that allows people to receive real time help from brands across a wide range of topics. Need help picking the right shade of blush? Want to learn how to get the wingtip eyeliner effect? A Mary Kay Google Helpouts channel will allow IBCs to give live Mary Kay beauty tutorials from the comfort of their own home. This service will increase product consideration and sales as IBCs provide one-on-one beauty and skincare consultations to a generation that values personalized advice. Google Helpouts is an engaging method of delivering customer service, building awareness and strengthening relationships between IBCs and our target. This emerging media also provides a solution to our target’s “need it now” behavior as they continuously search for beauty advice online. E M E R G I N G M E D I A
  • 19. 1 8 the concealer • AUSTIN • BOSTON • CHARLESTON • CHICAGO • HOUSTON • LOS ANGELES • ORLANDO • PHOENIX • PORTLAND • SAN DIEGO B L O G G E R S • MAKEUPGEEK.COM 86,480 unique monthly visitors • THEBEAUTYDEPARTMENT.COM 86,017 unique monthly visitors • MASKCARA.COM 43,482 unique monthly visitors • MAKEUPANDBEAUTYBLOG.COM 40,742 unique monthly visitors • MUSINGSOFAMUSE.COM 34,276 unique monthly visitors V L O G G E R S • YUYA 6,118,000 subscribers; 443,240,692 total views • MICHELLE PHAN 5,927,854 subscribers; 885,092,387 total views • BETHANY MOTA 5,525,417 subscribers; 406,689,356 total views • ZOELLA 4,046,745 subscribers; 143,320,791 total views • BUBZBEAUTY 2,540,388 subscribers; 334,312,821 total views PUBLIC RELATIONS OUTREACH TAGwillenhanceMaryKay’sprofileincriticalconversations by increasing interactions with the top 10 cosmetic bloggers and vloggers, selected based on unique monthly visitors and subscribers, shown above, by sending them each a Today Looks Bright cosmetic kit.19 These kits will come in a mini- vanity makeup box, complete with product samples for them to endorse on their blogs. TAG will also pitch IBC success stories to popular women’s publications, like Jezebel and Upworthy, and optimize traditional public relations tactics to unify the Mary Kay voice. #MKGIVES As a socially responsible company, Mary Kay has efforts in place that allow the company to give back to their communities.20 However, because most of these efforts happen regionally, they can seem scattered.21 To unify Mary Kay’s philanthropic voice, TAG will highlight these initiatives on social media and the MK Shine blog by implementing the #MKGives hashtag. By aggregating content surrounding their service using #MKGives, Mary Kay will allow consumers to follow these philanthropic efforts and better understand the widespread impact that Mary Kay makes on their community. MARY KAY SHINE BLOG To promote a positive brand image, TAG will reintroduce the Mary Kay blog called Mary Kay Shine. Mary Kay Shine will feature stories about successful IBCs, #MKGives initiatives and stories of how Mary Kay is empowering real women. By unifying Mary Kay’s voice in a new way, the target will grow to appreciate the impact of Mary Kay on women’s lives. The blog will be integrated into the Mary Kay website to drive traffic and increase SEO. ONE WOMAN CAN SCHOLARSHIP To build on Mary Kay’s current efforts at four-year universities, we will expand the existing Fall Into Your Beauty scholarship with Seventeen Magazine into a fully-integrated Brand Ambassador Program.22 The One Woman Can Scholarship will accept applications from high school seniors set to attend a four-year university in the fall of 2015. Ten scholarship winners will each receive $5,000 and serve as brand ambassadors during their first year on campus. By regularly engaging with college students, ambassadors will increase brand awareness and presence on their campuses, act as a liaison between IBCs and students and recruit new IBCs from among their peers.23 BRIGHT IDEAS VLOGGER SERIESTo emphasize Furthering Mary Kay’s value of women’s empowerment, TAG will create a vlog, Bright Ideas, to share inspiring stories from successful and admirable women. Monthly videos will provide relatable, relevant celebrities a platform to motivate and inspire our target. Speakers may include 2015 U.S. Women’s National Soccer Team players Hope Solo and Alex Morgan, Project Runway judge Heidi Klum, Anti-Domestic Abuse advocate Leslie Morgan Steiner, Facebook COO Sheryl Sandberg and top Mary Kay Executives. The vlog will also host television star and Hispanic women’s advocate Naya Rivera during Hispanic Heritage Month. TONIGHT LOOKS BRIGHT 5K Research by Running USA shows a 600% increase in women who participate in running events in the past 10 years.24 Because of this growing trend, TAG will host ten 5K evening races to appeal to millennials and all age groups of women, complete with pink lights, lasers, glow sticks and branded decorations. TAG selected each host city based on total female population, fitness levels, median age and makeup purchase volume, maximizing reach in each community.25 Proceeds from the race will benefit the Mary Kay Foundation and present our target with an opportunity to get involved with Mary Kay’s philanthropic efforts and #MKGives.
  • 20. 1 9 LINKEDIN COLLEGE TOUR In order to align with Mary Kay’s value of empowering women, TAG will partner with LinkedIn - the quintessential company for career networking. Parallel to Mary Kay’s mission, LinkedIn strives to provide people with opportunities for success through professional development, enabling millennial women to positively transform their lives. Given that 83% of millennials use social media, including LinkedIn, during career searches, this partnership will foster buzz among our target in order to raise awareness and strengthen perceptions of the Mary Kay brand.26 Inspired by the Fall Into Your Beauty College Tour, TAG will amplify and enhance the experience by adding a branded airstream trailer that will travel with the tour. This mobile tour will bring the ultimate Mary Kay experience of an IBC party and a professional LinkedIn photoshoot to 18 four-year universities and community colleges. The tour will occur from September through November, aligning with career fair dates for chosen colleges. To ensure attendance at the event, TAG will place pink tents and branded signage around campus and also utilize geo-targeted social media ads to specifically reach selected colleges and females within the target. Women will enter the branded airstream after downloading the LinkedIn mobile app as their ticket to the event. Inside the airstream will be multiple makeup stations and vanity mirrors displaying the Today Looks Bright messaging. This airstream is the perfect place for the target to interact with local IBC makeup specialists and refresh their makeup with Mary Kay products before posing for a headshot to be utilized as their profile picture on their LinkedIn page. After the five minute makeup refresh, IBCs will be able to email visitors a list of the makeup they tried on and keep the conversation going for future purchases. In addition, a lipstick-shaped USB flash drive containing a copy of their headshots, eCard of At Play and At Work product information, IBC recruitment information and LinkedIn tips will be given to each event visitor. MEDIUM PRODUCT PURCHASE LOW PRODUCT PURCHASE HIGH PRODUCT PURCHASE NATIONAL COSMETIC PURCHASE The prospective 18 campuses were selected from areas with high cosmetic product purchase to ensure an effective impact. Each campus is analyzed based on high female enrollment and values that align with Mary Kay. Additionally, certain colleges were selected to increase reach within the Hispanic market. 1 9 Miami Dade College Lonestar College Northern Virgina Community College Austin Community College College of Southern Nevada City College of San Francisco Santa Monica College UCSB Bunker Hill College University of Massachusetts Triton College Nassau Community College Pima Community College University of Minnesota College University of Mississippi University of Oregon Penn State University of South Carolina
  • 21. 2 0 the brushTAG has developed a fully-integrated plan of paid, earned, owned and shared media tactics that will create multiple touchpoints to best connect with the target. The campaign will run from February 1, 2015 to January 31, 2016 on a continuous schedule with pulsed flights. Our media strategy will allow Mary Kay to deliver a relevant message of empowerment to 93% of women 18-25 with a focus on 31 key DMAs. In addition, TAG has allocated 20% of the budget to specifically reach our Hispanic target with a multiculturally integrated campaign to diversify Mary Kay’s reach among this important segment. The Mary Kay consumer journey is the backbone of TAG’s media vision, which centers around empowerment through different messages and opportunities.28 Whether the target is discovering the brand, building relationships with the brand or their IBC, taking action to purchase products or sharing Mary Kay with her network, TAG’s Today Looks Bright campaign will surround and empower her to ultimately become a successful IBC. In addition, each individual media effort aligns with a specific step along the Mary Kay consumer journey based on the execution’s desired result. MEDIA VISION E M P O W E R M E N T EMPOWERING MESSAGES EMPOWERING OPPORTUNITIES AWARENESS TV Homepage Takeovers OnlineDisplay Print OnlineRadio OnlineVideo RELATIONSHIPS BusStops Billboards LinkedInTours OWC Scholarship TonightLooks Bright5K Surpriseand Delight PRODUCT PURCHASE PaidSearch Mobile ‘FindanIBC’ Display Marketing SHARE SocialMedia BrightIdeasVlog NativeAds Hispanic Sponsorships Cosmetic BloggerKits 100Daysof MaryKay Christmas inJuly
  • 22. 2 1 AWARENESS TV: TAG will utilize three programs from today’s highest rated networks for females 18- 25. Running ads during New Girl (FOX), Pretty Little Liars (ABC Family) and Teen Wolf (MTV) will help increase Mary Kay’s relevance to our younger audiences.29 As the highest rated program among women 18-25 with a rating of 5.21 and a high index with the target, FOX’s New Girl effectively reaches Mary Kay’s target with an inspiring and empowering message.30 TAG will partner with the show and feature the Mary Kay brand in the premiere episode. Zooey Deschanel, the female lead, will interact with an IBC to introduce the concept of purchasing Mary Kay products. To reach the Hispanic target, TAG will run our 30-second commercial during Hispanic music award shows that index high among this target. The first will run in February during Premio Lo Nuestro with over 11 million viewers; and the second commercial will run during the Latin Grammy Awards in November, which attracts nearly 10 million predominantly Hispanic viewers.31 Homepage Takeovers: TAG will take over the Yahoo! homepage, which averages over 13 million unique visitors per day within our target, with an empowering message.32 Other dominant Today Looks Bright takeovers will include smaller blogs and websites, such as Glam Media and AOL Lifestyle websites. Display: TAG will use contextual targeting on career and beauty display networks to deliver rich media and standard banners to further drive awareness during the summer when career searches are above average. Each display network chosen, such as the AOL Ad Network, boasts over two million unique visitors from our target and can retarget those who have interacted with Mary Kay online.33 Online Radio: TAG will use online radio platforms to reach the target while they are on the go and commuting. Pandora, iTunes Radio, iHeartRadio and Spotify have the highest usage rates among this target group and allow for advanced targeting capabilities including demographics, location and music genre.34 Online Video: Extending TAG’s TV spot into the digital space, TAG will use in-stream and pre-roll video ads on YouTube, Hulu and video ad networks as our target heavily consumes media online.35 Hispanic Digital: TAG’s digital Hispanic campaign will span video, radio, display and homepage takeovers on desktop platforms. Online video, radio and homepage takeovers will primarily be used to supplement the Christmas in July promotion, adapted to emphasize National Hispanic Heritage Month and the strong cultural connection between mothers and daughters. Print: TAG will utilize the high readership and current partnership with Seventeen magazine to highlight the Mary Kay scholarship across a traditional platform. In addition, print ads in Teen Vogue will reach the target as she flips through the magazine for beauty advice.36 Ninety-three percent of millennials have read a magazine in the past 60 days, grounding TAG’s decision to place full-page advertisements in the print and online editions of both magazines that will run in February, March and April.37
  • 23. 2 2 PRODUCT PURCHASE Paid Search: Paid search efforts will be crucial to effectively reaching the “always on” target as she constantly searches for products, reviews and career opportunities on her desktop and mobile device. Eighty-eight percent of all searches on Google are attributed to paid ads, supporting our emphasis on paid search to ensure a consistent presence throughout the campaign for our target.41 Mobile: Mobile is an integral component of TAG’s media strategy, as 62% of Gen Y own smartphones and 30% own tablets.42 TAG’s mobile strategy, which includes video, social, display and paid search ads, will differ from our desktop strategy as the platform is more goal-orientated and hyper-targeted. Mobile shopping has increased over 55% in the past two years and is predicted to continue to accelerate.43 TAG’s mobile placements will drive consumers to connect with IBCs and purchase makeup from the Mary Kay mobile app. Additionally, since 85% of users use their mobile phone while watching TV, TAG will purchase daypart mobile ads in the evening when the target is watching TV to create multiple contact points with the brand.44 Mobile banner in-app ads will also run in these 31 DMAs across the Weather.com mobile app, appearing during sunny weather, with the Today Looks Bright message to drive downloads to the Mary Kay app. Hispanic Mobile: Hispanic women index high on the usage of mobile platforms, leading TAG to design our campaign to reflect these insights and to ensure powerful engagement with Hispanics.45 By implementing video, social, display and paid search placements into the target’s on-the-go lifestyle, the Mary Kay brand will effectively reach the Hispanic segment. Find an IBC: TAG will run interactive banner ads to help women find IBCs within their zip code. The rich media ad will be served to females 18-25 who have recently visited beauty sites or who are currently on a beauty site. After clicking on the display ad, she will be prompted with the opportunity to find a local IBC in her area on MaryKay.com. SHARE Paid Social: Ads on Facebook, Instagram, Twitter and Tumblr will support multiple creative executions for the brand. In addition to these four platforms, TAG will enhance Mary Kay’s social efforts by using Twitter TV and We Heart It. Twitter TV, running simultaneously with the Mary Kay TV ads, will enable Mary Kay to directly target females 18-25 on Twitter who are on a second screen watching a Mary Kay commercial.46 Furthermore, We Heart It currently has 20 million users under the age of 25 and offers Mary Kay an opportunity to share the Today Looks Bright story to a hyper-specific market.47 Additionally, TAG will drive Mary Kay’s IBC recruitment effort through this medium as 83% of the target uses social media to search for career opportunities. Native Advertising: Fifteen percent of Gen Y females engage with native advertising, or branded content, resulting in brand lift and increased engagement.48 TAG will partner with sites that have native ad capabilities and align with our target including Glam Media properties, BuzzFeed, Huffington Post and HelloGiggles, an online community created by Zooey Deschanel. Each platform indexes high among the target and incorporates its own integrated content to optimize impressions and produce engaging content.49 For example, branded content could include a post on Glam Media written for Mary Kay about the top five spring makeover tips. RELATIONSHIPS Billboards: Focused on cities in the United States with high purchsing index for cosmetic products, TAG will takeover digital billboards in four major DMAs with populations above 550,000.38 These billboards will pull content from the #TodayLooksBright hashtag to build relationships with those who engage with Mary Kay. Bus Stops: With a growing percentage of the target utilizing public transportation to and from college and work, Mary Kay augmented reality bus stop takeovers will be placed in popular bus shelters to increase product consideration.39 These bus stop shelters will be rotated to other stops throughout the city once a month for three months, allowing women to engage with the virtual makeovers. Concentrated in cities where the target heavily utilizes public transportation systems, TAG will heavy up in six DMAs that also exhibit high beauty product consumption.40 • ATLANTA • BOSTON • CHICAGO • NEW YORK CITY • SAN FRANCISCO • WASHINGTON D.C. • CHARLOTTE • DALLAS • NASHVILLE • NEW YORK CITY 2 2
  • 24. 2 3 Feb Mar Apr May June July Aug Sep Oct Nov Dec Jan Impressions (000) Cost AWARENESS 342,250 $5,267,600 TV&ProductPlacement 9,816 $1,500,000 HispanicTV 2,575 $600,000 Homepage&HispanicTakeovers 21,600 $750,000 Display&Hisp.Display 259,740 $800,000 Print 9,249 $852,600 OnlineRadio&Hisp.OnlineRadio 18,670 $250,000 OnlineVideo&Hisp.OnlineVideo 20,600 $515,000 RELATIONSHIPS 6,445 $1,519,400 BusStops 2,340 $229,500 DigitalBillboards 2,300 $87,900 LinkedInCollegeTour 500 $600,000 TonightLooksBright 60 $500,000 Surprise&Delight 416 $52,000 OWCScholarship 829 $50,000 PRODUCT PURCHASE 260,038 $861,000 PaidSearch 5,801 $261,000 Mobile&HispanicMobile 254,237 $600,000 SHARE 1,007,668 $1,602,000 PaidSocial&HispanicSocial 909,337 $800,000 BrightIdeasVlogs 6,000 $100,000 NativeAds 55,200 $250,000 HispanicSponsorship 634 $150,000 CosmeticBloggerKits 24,449 $2,000 100DaysofMaryKay 64 $10,000 ChristmasInJuly 104 $290,000 Flipboard 11,880 -- TOTAL 1,616,401 $9,250,000 CampaignEval. $50,000 Contingency $200,000 AgencyFee* $500,000 TOTAL $10,000,000 MEDIA FLOWCHART MEDIA MIX 47% 21% 9% 13% 3% 2% 5% $2,100,000 $4,728,000 $550,000 $852,600 $1,252,000 $317,400 TV DIGITAL PR OOH AGENCYCOSTS PRINT $200,000CONTINGENCY * TAG has developed a proposed fee-based contract whereby hours billed for work performed for Mary Kay will be marked up 120% to cover overhead costs. TAG does not mark-up outside or other costs that are billed to Mary Kay at net. The contract also includes an incentive bonus feature.
  • 25. 2 4 CONCEPT TESTING In order to test the concept Today Looks Bright and subsequent creative executions, TAG asked women in the target to evaluate our ideas. the mirror Ilovetheconceptandthinkit’sreallyempowering.Just looking at the day in a positive light can change your wholeattitude,andthat’swhatthisconceptisgettingat.” “ The concept gave me the message that even during bad times,wearingMaryKaywillhelpyoufeelyourbestself andhaveagoodday.” “ The ads tells me that by wearing Mary Kay, women can glowandshine.” “ 95% ofrespondentsfound“TodayLooksBright”to embodyempowermentandconfidence,high self-esteemandlivinganactiveandfulllife. 67% ofrespondentsfoundthattheconcept resonatedwiththem. 79% oftherespondentsfoundthebannerads andbusstopadstobeattention-gettingand creative. CAMPAIGN EVALUATION The success of the campaign will be measured using the three KPIs described below. TAG will spend $50,000 to hire an independent third party research firm to gather data that tracks these metrics. Awareness and Positive Perception: Pre-campaign measurements of the target’s awareness and perceptions of Mary Kay will be gathered in January 2015 using a sample survey (n=300). Then, post-campaign measures of the same variables using the same research protocol will be gathered from a different sample of the target in February 2016 (n=300). A positive increase of 5% in each of these variables is established as the criterion for success. Product Consideration: To measure changes in product consideration, data will be gathered on the percentage of the targeted women who report they have “purchased Mary Kay products in the past 12 months” in three cosmetics categories: skin care, color and fragrance. The percentages will be calculated based on the same pre-campaign survey described above and conducted in January 2015 as a post-campaign survey conducted in February 2016. A 5% increase in each of the three categories will signify success for that category. Note that TAG will interpret this as a surrogate measure of an increase in market share among the target. IBCs Recruited: By walking the target through the entire Mary Kay consumer journey, all media efforts will ultimately support IBC recruitment. TAG will monitor this IBC recruitment throughout the campaign. Based on a .5% click- through rate and a 2% conversion rate of the IBC recruitment efforts, TAG has set an objective of recruiting 1,095 new IBCs from targeted females 18-25 by the end of the campaign. CAMPAIGN OPTIMIZATION With the campaign’s emphasis on digital efforts, TAG will closely watch how the target responds to different media placements and be able to quickly optimize the strategy to ensure success. To further allow for flexibility and be mindful of any pitfalls, TAG has set aside a standard 2% contingency of $200,000 to make potential adjustments.
  • 26. 2 5 In order to extend the Today Looks Bright campaign beyond January 2016, TAG will expand recommended initiatives that perform most effectively and adapt to the evolving media landscape. Given the emphasis on social and online media and the nature of the recommended programs, TAG will be able to optimize and adjust during the campaign to achieve or exceed the identified KPIs. With the flexibility to adapt to both current and new product lines, Today Looks Bright is built around a timeless brand message with a rich potential for future executions. TAG’s campaign provides the foundation to build long-term success for the Mary Kay brand among the target of females 18-25. the finishing touches (1) “Brand Asset Evaluator.” Explore Your Brand. BAV Consulting, n.d. Web. 20 Oct. 2013. (2) “Qualtrics Survey Tool.” Qualtrics, n.d. Web. 9 Nov. 2013. (3) Davis, Jessica. United States. Census Bureau. School Enrollment in the United States. 2013. Web. <http://www. census.gov/prod/2013pubs/p20-571.pdf>. (4) Ibid. (5) LDESANCTIS. “6 Steps to Build Brand Loyalty.” Technically Marketing. N.p., 21 Mar 2013. Web. 19 Jan 2014. (6) Yeomans, Michelle. “Global beauty market to reach $265 billion in 2017 due to an increase in GDP.” Cosmetics Design. N.p., 07 Nov 2013. Web. 19 Dec 2013. (7) Tate, Ashley. “Why Marketers Should Care About UX.” Big Door. N.p., 26 Sep 2013. Web. 18 Oct 2013. <http:// bigdoor.com/blog/2013/09/26/why-marketers-should-care-about-ux/>. (8) Matusow, Jamie. “Lining Up for the Latino Market.” Beauty Packaging. N.p., 01 Mar 2012. Web. 27 Oct 2013. (9) The Cultural Connection: How Hispanic Identity Influences Millennials. Issue brief. AdAge, n.d. Web. <http:// gaia.adage.com/images/bin/pdf/Hispanic%20Millennials.pdf>. (10) “Univision.” Univision Cosmetics Executive Women Agree Hispanic Consumers Must Be a Priority Comments. N.p., n.d. Web. 16 Mar. 2014. (11) Haworth, Danielle, and Elizabeth Crosby. Gaining Access to the U.S. Hispanic Market. Rep. University of Wis- consin La Crosse, 2013. Web. (12) “360i Digital Agency Blog.” 360i Digital Agency Blog. N.p., n.d. Web. 16 Mar. 2014. (13) Web log. Latinos in Social Media. N.p., n.d. Web. 20 Mar. 2014. (14) “Univision.” Univision. Univision Communications Inc., n.d. Web. 20 Mar. 2014. (15) Dziadul, Kristin. “Millennials Need Instant Gratification.” RSS. Socialmedia Today, 6 Mar. 2010. Web. 16 Dec. 2013. (16) “People On Flipboard. 2013. Photograph. Flipboard.com, Palo Alto, California. Web. 20 Jan 2014. <http://cdn. flipboard.com/dev_O/mia/Brands-on-Flipboard_s-10.8.2013_s.jpg>.” (17) Fuller, Bonnie. “Baby-Boomer Marketers Are Misreading Millennials’ Media Behavior.”Advertising Age Guest Columnists RSS. Ad Age, n.d. Web. 7 Feb. 2014. (18) TAG’s Mind Map Questionnaires. 28 Oct. 2013. Raw data. Austin. (19) ”Digital Marketing Optimization Solutions.” Compete. Millward Brown Digital, n.d. Web. 02 Mar. 2014. (20) “The Mary Kay Foundation: Home Page.” The Mary Kay Foundation. Mary Kay Cosmetics, n.d. Web. 20 Nov. 2013. (21) Yepez, Jennifer. “Mary Kay Inc. Boosts Girl Scouts of Northeast Texas’ Financial Literacy and Healthy Living Programs by $50,000.” Girl Scouts of Northeast Texas. Girl Scouts of the USA, 2 Dec. 2013. Web. 28 Dec. 2013. (22) “The Mary Kay “Fall Into Your Beauty” Contest Official Rules.” Seventeen. Seventeen Magazine, n.d. Web. 02 Dec. 2013. (23) Mamarchev, Steve. “Inward’s Brand Ambassador 203 Survey Findings.” Inward Consulting. Inward Strategic Consulting, Dec. 2013. Web. 06 Dec. 2013. (24) Lamppa, Ryan. “Statistics.” Statistics. Running USA, Jan. 2014. Web. 22 Jan. 2014. (25) “City Detailed Profile.” Stats about All US Cities. Advameg, Inc.,. Web. 20 Jan. 2014. (26) “How Digital Behavior Differs Among Millennials, Gen Xers and Boomers.” EMarketer. N.p., 21 Mar. 2013. Web. 27 Jan. 2014. (27) “SimplyMap.” SimplyMap. N.p., n.d. Web. 17 Mar. 2014. (28) Cortizo-Burgess, Pele. “The Traditional Purchase Funnel Is Kaput.” AdWeek. N.p., 10 Mar. 2014. Web. 16 Mar. 2014. (29) “Nielsen.” Nielsen. N.p., n.d. Web. 15 Mar. 2014. (30) Ibid. (31) MRI., n.p. Web. 17 Mar. 2014. (32) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 17 Mar. 2014. (33) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 20 Mar. 2014. (34) Elmer-DeWitt, Phillip. “ITunes Radio Overtakes Spotify, Gaining on IHeartRadio in U.S.” CNN Money. Fortune, 11 Mar. 2014. Web. 12 Mar. 2014. (35) Loechner, Tyler. “Millennials Consume Content Every Waking Hour (And Then Some).”MediaPost Publications 03/12/2014. MediaPost, n.d. Web. 18 Mar. 2014. (36) Brown, Katie. “Despite Digital Behavior, Millennials Continue to Interact with Print.”Media Horizons Inc. N.p., 15 Aug. 2013. Web. 16 Mar. 2014. (37) MRI., n.p. Web. 17 Mar. 2014. (38) “Stats about All US Cities.” Stats about All US Cities. City Data, n.d. Web. 19 Mar. 2014 (39) O’Donnell, Fiona. “Marketing to Millennials - US - August 2012.” Mintel. N.p., Aug. 2012. Web. 16 Mar. 2014. (40) “SimplyMap.” SimplyMap. N.p., n.d. Web. 17 Mar. 2014. (41) Lysen, Shaun. “Incremental Clicks Impact of Mobile Search Advertising.” Google Inc. Web. 10 Feb. 2014. (42) “Gen Y and Mobile.” MoBistro. Parsus Solutions, LLC, 13 Oct. 2011. Web. 14 Dec. 2014. (43) Braverman, Beth. “10 Trends Changing How You’ll Shop in 2014 - The Week.” The Week. Fiscal Times, 01 Jan. 2014. Web. 14 Feb. 2014. (44) Perez, Sarah. “85 Percent Of Tablet And Smartphone Owners Use Devices As “Second Screen” Monthly, 40 Percent Do So Daily.” TechCrunch. Nielsen, 5 Dec. 2012. Web. 16 Mar. 2014. (45) “Hispanics In U.S. Highly Active On Mobile And Social.” Newswire: Mobile. Nielsen, 20 Apr. 2012. Web. 16 Mar. 2014. (46) “How Digital Behavior Differs Among Millennials, Gen Xers and Boomers.” EMarketer. N.p., 21 Mar. 2013. Web. 27 Jan. 2014. (47) Wagner, Kurt. “Why We Heart It Could Be the Next Big Social Network.” Mashable. N.p., 13 Jan. 2014. Web. 16 Mar. 2014. (48) “ComScore, Inc.” ComScore, Inc. N.p., n.d. Web. 17 Mar. 2014. (49) MRI., n.p. Web. 10 Dec. 2013. CI TATIONS
  • 27. 2 6 the makeup artistsR E S E A R C H Elle Hallinan Pace Danilo Aquino Carina Medua Soo Young Choi Nola Lu Virgina Albert Jessica Negley Stefanie Pascacio Thu Nguyen C R E A T I V E Ryan Warner Jacqui Bontke Vincent Patton Lily Patternson Andy Verderosa M E D I A Brandon Hollinshead Kathryn Aydelotte Michelle McCloskey Ali Afshar I N T E R A C T I V E Ghada Soufan Jaime Cheng Devin Rogers Emma Raleigh P U B L I C R E L A T I O N S Aly Kasberg Evan Rowley Kristen Pankratz M A R K E T I N G Jordan Bustin Miranda Rudy Kelsey Koenteges A D V I S O R S : John Murphy-Research/Strategy, Lisa Dobias-Media, Sean Thompson-Creative S P E C I A L T H A N K S T O : Alix Morrow, Pearce Murphy, Madi Weber The Advertising Group is a forward-thinking agency dedicated to transforming business problems into creative solutions. We go to great lengths in order to understand our target audiences and develop meaningful, long-lasting campaigns. Together, we are researchers, planners and creatives pushing one another to be better than we were yesterday. Trusting in the diverse skill-set of our team members, we’re making problem solving look really fun.