2. TABLE OF CONTENTS
Executive Summary
Research
Target Markets
Barriers and Rompe
Campaign Strategy
Foundations, Brand &
Beauty Consultant Positioning
Big Idea
External Strategy
Media Strategy
1
2
4
5
6
7
8
9
10
Campaign Cycles
Cycle 1: Illuminate
Cycle 2: Transform
Cycle 3: Motivate
Cycle 4: Shine
Social Media Guidelines
& PR Pitch Plan
Media Plan
Budget & Additional Budget
Pitch, Post Testing
& Evaluation
Team & Sponsors
11
12
14
18
19
20
21
22
23
24
3. 1Circle AdEXECUTIVE SUMMARY
For us at Circle Advertising, it started with one
quote. One sentence that perfectly communicated
the reality of millions of women:
“Well behaved women rarely make history.”
It only took a second for it all to click. Although
Mary Kay Ash was a woman of character, vision,
strength, and ethics, she had to first break free from
society to then impact the lives of many. Sitting at
home, waiting, wasn’t enough for her. So she didn’t.
At Circle Ad it was clear to us that Ms. Ash, even
now, is a female figure to whom nearly every woman
can relate. Through her actions she inspired millions
of women to advance by helping others succeed,
creating an older generation of loyal customers.
However, we’ve discovered that Millennials don’t
have your company on their radar just yet.
With that in mind, we crafted a message and
a campaign that will attract Millennials without
alienating your existing core of loyal customers.
As Account Executives at Circle Ad, we
understand that to effectively communicate with
our target market we must first fall head-over-heels
in love with the brand. In doing so, we had an idea:
“We should designate a brand ambassador to guide
you through our campaign, someone who stands for
all things Mary Kay and Circle Ad.”
Just like Beauty Consultants provide a personal
touch for Mary Kay customers, our Brand Ambassador
is our way of giving you a personalized treatment.
With that in mind, we realized that one of our team
members was not only similar to one of our target
audiences, but was also especially fond of Ms. Ash
and everything she stood for.
Our Brand Ambassador’s relationship with Mary Kay
started when she was 11 years old and her aunt, then
a beauty consultant, took her to one of Mary Kay’s
events. Since then, Deryn Russell, has grown to align
herself with what your company holds dearest:
Ms. Ash’s values.
We have carried Ms. Ash’s values from our research
to our executions, empowering female Millennials to
shine through society’s standards. So let Deryn and us
show you how to truly hit home with this generation
and build a lasting friendship that can withstand the
test of time.
4. 2Circle Ad
Strengths:
1. Dermatologists recognize Mary Kay products as high quality
2. Strong corporate social responsibility efforts connect with Millennials
3. The company continues to embody Ms. Ash’s strong, core values and mission
4. Well-established traditions resulted in long-lasting relationship with older demographic
Weaknesses:
1. Inconvenient sales channel
2. Disconnect between brand and Millennials
3. Inability to effectively communicate through social media
4. Core messaging convoluted by inconsistency of product lines such as At Play versus other
Mary Kay product lines
5. Inconsistently trained Beauty Consultants result in unpredictable brand experience
Opportunities:
1. Capitalize on personalized experience a Beauty Consultant can offer
2. Incorporate Beauty Consultants with brand in Millennial-friendly way
3. Target Millennials as Beauty Consultants to diversify sales force
4. Increase in demand for makeup color palettes and customization options
5. Embrace current trend to be “naturally beautiful”
Threats:
1. Millennials desire instant gratification, which the sales channel prohibits
2. Highly saturated market
3. Skeptical perception of multilevel marketing
We sought to:
1. Analyze the makeup industry and competitive landscape to identify where your brand
currently stands and what segment of Gen Y females 18-25 has the most potential for
purchase consideration
2. Learn how to reach this younger demographic, without alienating the current consumer base
3. Evaluate Mary Kay’s current brand voice
Then we went more into demographics. We found we needed to:
1. Understand Her current perception of the Mary Kay brand and direct selling channel
2. Determine how makeup fits into Her day-to-day lifestyle
3. Evaluate how and why She purchases the makeup She does
We discovered, by using the pronouns “She/Her,” rather than “our demographic,” we could
focus more on what She cares about and what She values most in a brand.
Our first step was to set specific objectives that guide
our campaign and help us learn how to break out of
the standards of the makeup industry.
RESEARCH OBJECTIVES
SWOT ANALYSIS
5. 3Circle Ad
Primary and secondary research was only the beginning of a long journey to
decipher the ins and outs of Her habits. Here’s what we learned about Her:
Purchasing:
She buys makeup because:
What She Thinks of Mary Kay:
Millennials said they would buy Mary Kay if:
When interviewed about Mary Kay,
She tends to:
Social Media:
She consistently checks Her social media during the day.
Purchasing History:
RESEARCH
The packaging is attractive, clean, and simple—
especially black, which is seen as sophisticated.
Facebook is her second choice.
She values recommendations from friends and
family—word of mouth is extremely important.
Instagram is the platform She checks the most. 58% of women purchase
because they need a refill
42% of women purchase just
because (impulse buy)
She is influenced by beauty vloggers.
And Twitter is the third most checked platform.
Pay more for essential products such as lipstick, mascara,
and foundation
Prefer a store brand over an established brand (e.g. She
would pick Sephora brand over Bobbi Brown)
Use loyalty programs (e.g. Sephora Beauty Insider Program)
30% have not
28% have used it
39%
would
use it
72% of those Millennials that have heard of
Mary Kay have not used it
61% that have heard of Mary Kay AND have
not used it say that they would not use it
of millennials have heard of Mary Kay. 30% have not
28% have used it
39%
would
of those that have heard of Mary Kay haven’t used it.
of those that have not heard of Mary Kay and have not used it say that they would not use it.
70%
72%
61%
Its image were refreshed
It were recommended by Her friends
It was easier to purchase
She buys because:
Lipstick
Mascara
Foundation
She most commonly buys:
10
37
40
50
9
6WOTS
262 Su
rveys
Primary
Research
IBC Impressions
IBC Interviews
Shopping Shadows
Focus Groups
6. Circle Ad 4
In our journey, we became friends with three girls named Zoe, Emma, and
Sofia, the three young women who embody our target audience. They each
have different passions, personalities, and are at very different parts of their
lives, but what they do have in common is that they can all gain something
from Mary Kay.
TARGET MARKETS
ZOE, 18
Our Bold Eyeshadow
Primary
EMMA, 21
Our Natural Foundation
Secondary
SOFIA, 24
Our Classic Lipstick
Tertiary
Outgoing, multicultural Zoe is ready to embrace her new
independence in her freshman year at Fordham University
in New York. Zoe considers herself an early adopter of new
ideas, from wearing bold makeup looks to going to indie
concerts, but as far as products, her loyalties are as solid
as quicksand. She loves when brands have out-of-the-
box promotions that look more like art than advertising,
and would be quick to Instagram any unique finds to
interact with the brand. Before developing a connection
to Mary Kay, she needs to first tangibly see its benefit and
convenience, and if she does, she’ll be an ambassador of
the brand for the rest of her life.
Media Usage: E! Online, Buzzfeed, Spotify, Instagram,
Tumblr and YouTube
Emma is Caucasian and in her last year at Pepperdine
University in California. She has a lot ahead of her in what
might be the biggest transition of her life: graduating from
college and entering the "real world." Her compassionate
and hard working character, however, leaves her well
prepared for what is to come. Since she was young, Emma
has been devoted to soccer and volunteering in her
community. Her passions have only grown, spreading to
a love for the environment, her sorority's philanthropy,
and living a healthy lifestyle. With the upcoming changes,
Emma is looking for a makeup brand she can rely on. Emma
would be attracted to Mary Kay's natural products as well
as the personal connection of a Beauty Consultant, and she
would love to spread her valued opinions to her friends.
Media Usage: Shape.com, Instagram, Facebook, Pinterest
and Cosmopolitan
Sofia is a Texas-based Latin American with strong
spiritual and family values. Her days are usually spent
balanced between attending Richland Community College
for Business, working as a barista at a local coffee shop,
and playing acoustic guitar for her Catholic church. While
she is passionate in everything she does, Sofia wishes for
a breakthrough opportunity to shake up her day-to-day
life, and realizes that Mary Kay can be a great platform
to challenge herself. She is drawn to Mary Kay's social
responsibility, as she has volunteered at homeless shelters
since she was 18. With her drive to make a difference and
help her community, Sofia would be eager to work her way
up the Mary Kay Beauty Consultant ladder.
Media Usage: Hulu, Food Network, Cosmopolitan,
Yahoo, Facebook and Pandora
7. 5Circle Ad
Barriers:
After getting to know Zoe, Emma and Sofia, we realized it
was essential we understood what currently barred them
from interacting with the brand. In doing so, we determined
three barriers that best exemplify the disconnect between
Her and Mary Kay:
Rompe:
And there they stood: three ominous walls barring Zoe,
Emma, and Sofia from identifying Mary Kay as a top-of-
mind brand. For Mary Kay to properly reach and build trust
within these audiences, it was imperative we understood
how to break through our barriers.
We had just the solution: Rompe.
Rompe (pronounced rome-peh), from the Spanish “to
break,” is our unique, intensive research, brainstorming
session. We barricade ourselves in a conference room and
dive head first into a weekend filled with industry analysis,
current trends, and primary and secondary research.
We then analyzed how our barriers were blocking us from
achieving our campaign objectives, which were to increase
(1) awareness, (2) positive perception of your brand, and (3)
consideration for product purchase within female Millennials.
From this, our cmpaign strategy was born.
Weak Brand Recognition: The target lacks
awareness and positive perception of the brand.
Accessibility: Restrictions within the sales
channel deter customers from making purchases.
Inconsistent Brand Experience: Inability to
regulate customer interaction with Beauty
Consultants results in a lack of trust in the brand.
BARRIERS & ROMPE
8. 6Circle Ad
To connect Mary Kay with Zoe, Emma and Sofia, and break through the
standards of the makeup industry, we developed a slew of strategies that
directly address the campaign objectives:
Create a Distinct
and Approachable
Visual Style:
Adjust Mary Kay’s visual executions to communicate the
new relatable brand message crafted by Circle Ad.
CAMPAIGN STRATEGY
Create an overarching message that connects Mary Kay’s
core values with its products and Her in a relatable and
authentic manner.
Develop a Relatable
Brand Message:
Adapt the Beauty Consultant recruiting and training
process so that every customer receives the quality
personalized treatment Mary Kay has the ability to offer.
Reposition the
Beauty Consultants:
Through our research, we found the vast majority of
Millennials believe companies can make an impact through
social responsibility. We will showcase and expand upon
Mary Kay’s current philanthropic efforts, to more tangibly
align your values with Her.
Spotlight Mary Kay’s
Corporate Social
Responsibility:
Connect Mary Kay to Her through a strong and relevant
social media presence and innovative digital efforts, such as
phone applications and a revamped online experience.
Utilize Social and
Digital Media to
Bridge Gap:
Create a rewards and loyalty program to revitalize the Beauty
Consultant experience, while increasing brand loyalty and the
number of second and third time customers.
Incorporate Rewards
Program to Increase
Loyalty:
9. 7Circle Ad
Just like Ms. Ash built her company on strong
core values, we believe it is important to base
our campaign on what her company already
does best. Here are the foundations we laid
out to build upon:
Legacy & Tradition:
Through our research, we realized that Ms. Ash’s
history is your history. There is no way to separate the
two, and who would want to? Her strong core values have
resulted in generations of loyal customers, celebrating and
empowering women throughout the world.
Direct Selling:
While some see Mary Kay’s selling channel as a barrier,
at Circle Ad, we see it as an opportunity to build a deeper
connection with Her. The Beauty Consultant’s ability to
pass on Ms. Ash’s values allows Her to relate to your brand
on a personal, rather than professional, level.
Corporate Social Responsibility:
Mary Kay’s dedication to women empowerment and
community outreach has improved the lives of many.
Through the creation of the Mary Kay Foundation, your
company has continuously made strides to end domestic
violence and raise funds for women's cancer research. We
found that female Millennials appreciate companies that use
their power and influence to create a better world for others.
Once we established our campaign foundations,
we then considered how to position your brand
and unique selling channel to Her:
Zoe:
For our primary audience, the Beauty Consultant will be
positioned as a convenience. As a female Millennial always
on the go, Zoe will see the benefit of the Beauty Consultant
catering to her exclusive needs and packed schedule. She
is always on trend, a habit that can prove to be expensive at
times. Mary Kay At Play is at the right price range for Zoe,
but for her to truly fall in love with your brand, she must first
see a product line expansion and a more relatable brand
message.
Emma:
She loves helping others who haven’t had the same
opportunities as she, and she’s deeply concerned with
creating a better and more sustainable future. She admires
strong female figures that have defied standards. To
Emma, we will align Ms. Ash and all that she represented to
women, as well as your company’s philanthropic efforts.
Sofia:
Between work, church and college, Sofia doesn’t have
much free time. Her strong work ethic, however, has taught
her that she must create her own opportunities if she wants
to succeed in life. Sofia heard about Mary Kay from a friend
and sees it as an interesting opportunity for personal and
financial growth.
FOUNDATIONS, BRAND & IBC POSTIONING
10. BIG IDEA
STANDARDS DON’T
DEFINE YOU
Big Idea:
Here's what we realized about Mary Kay: nothing about Ms. Ash or her brand is
average. It's all beyond that. From the unique selling channel centered around female
advancement to Ms. Ash's zeal, Mary Kay breaks the standard of a normal makeup brand.
And here's what we realized about our Millennials. Whether it be celebrity
magazines, models on Her favorite store's website, or even Her friends' highly edited
profile pictures, today's women are suffocated by standards of unattainable perfection.
She struggles with reaching this standard, and Her confidence breaks when She can't.
Even Zoe, Emma, and Sofia can't help but be affected by it.
Our big idea? "Standards Don't Define You." It's a message that empowers Zoe,
Emma, and Sofia by letting it click that being yourself, even if it means disregarding
the norm, radiates confidence and beauty. It's all about rocking that red lipstick
because you love the lips underneath. It's all about swiping on eyeliner to showcase
how captivating your sometimes-blue, sometimes-green eyes are. It’s all about being
you, loving you, and not letting society define you… because you define you.
Finding this spark, the powerfully similar thing that connects Her to you, lets us
completely reposition the brand from outdated and static to bold and empowering.
And suddenly, we're aligned with Zoe, Emma, and Sofia, without alienating the pre-
existing generation of customers.
Even on their best days, Zoe, Emma, and Sofia are bombarded by society's standards
of perfection, and it has taken its toll. They are happy with who they are, yet they
constantly compare themselves to other women. It's a paradox that our creative vision
solves: Awaken Beauty. We are taking the latent thoughts of confidence within Zoe,
Emma, and Sofia and letting them shine through, uplifting Her into believing in Her own
exquisiteness. By carrying out this creative vision into all of our executions, we empower
our Millennials to not only feel confident, but also be confident.
Creative Vision:
AWAKEN BEAUTY
Brand Idea: Empowering women to advance by helping others succeed.
Circle Ad 8
11. 9Circle AdEXTERNAL STRATEGY
Creative Wo-mandatories:
To embody "Standards Don’t Define You" and share
the #ShineOn spirit with Zoe, Emma, and Sofia, we
developed creative wo-mandatories that unify the
executions of our campaign under the Big Idea:
“Shine On” always appears with a hashtag for seamless social media tie in.
Shi-Neon Pink is the color of our campaign and will be used to illuminate moments of
true, confident beauty.
Shi-Neon Pink and the rest of our color palette are taken directly from Mary Kay’s
product line. Like our campaign, our color palette highlights something already
beautiful about your brand: your colors.
1
2
3
Tone:
Our tone will help reinforce our new brand voice, and
improve consistency on all communication fronts:
Confident – Authentic – Relatable
Tagline:
Something pretty amazing happens when you defy
standards and awaken your inner beauty: you exude,
emanate, and absolutely radiate confidence. People take
notice of this positive energy, and it spreads to everyone
you know and everyone you will meet. As for yourself,
you feel confident enough to take on the world.
Shine On is the tagline we created to capture these
incredible feelings in a phrase for Her to see. Shine On
is what She aspires to feel, and it’s what She will have
the opportunity to experience once She makes the
switch to Mary Kay.
12. 10Circle Ad
Media Markets:
We determined our top 12 media markets by analyzing the percentage of
female population in our demographic that lives there, and using Google
AdWords, such as "lipstick," "mascara," and "makeup trends."
MEDIA STRATEGY
P-O-E-M:
We found the standard for media labeling didn’t define us. It was too outdated to call media
“traditional” and “non-traditional.” So to awaken the beauty within Zoe, Emma, and Sofia
and connect with them in a more organic way, we utilized a more holistic approach to our
media strategy: the P-O-E-M model. These determine the best way to engage Her:
Beauty consultants
Website
Branded blogs
Videos
Apps
Owned social media
Google AdWords
Commercials
Online Ads
Promoted Posts
Homepage Takeovers
Mary’d
Any vehicle Mary Kay pays for
Any asset Mary Kay owns or controls
Word of mouth
Social media
PR initiatives
Reviews
Anything that empowers our
audience to engage with us
OWNED
EARNED
PAID
Media that utilizes two or more channels
of paid, earned and owned media
Las Vegas, NV
San Diego, CA
Los Angeles, CA
Salt Lake City, UT Atlanta, GA
Oklahoma City, OK
Dallas, TX
Philadelphia, PA
Denver,CO
New York City, NY
Houston, TX
Chicago, IL
13. As a way to organize our communication strategy and messaging, we decided to separate
our 12-month campaign into different cycles. Going hand in hand with our media strategy,
our campaign cycles organize our media placements, promotions, partnerships, and
public relations activities into Illuminate, Transform, Motivate and Shine. In our cycles, we
differentiate between external and internal changes by using a different color. External is the
media She will see and interact with, while internal recommendations are our changes Mary
Kay should make to refresh the brand in a relatable way.
Our four media cycles: Illuminate, Transform, Motivate, and Shine, describe how our
relationship with Her will flourish over our 12-month long campaign.
Illuminate
The Illuminate cycle runs from February to March 2015. In this cycle, we will
increase Zoe, Emma and Sofia's awareness of Mary Kay. Through mainly Paid
media we will illuminate your name and company in Her mind.
1
2Transform
In the Transform cycle, which runs from April to July 2015, Circle Ad will give
Mary Kay a makeover. By positioning it as a confident, authentic, and relatable
brand, Zoe, Emma and Sofia's perception of Mary Kay will be transformed.
3Motivate
Our Motivate cycle happens during the months of August, September,
and October 2015. Now that She is more comfortable with your brand,
our executions will be devoted to building trust and brand loyalty,
motivating consideration for product purchase and the
Beauty Consultant business opportunity.
4Shine
Our Shine cycle will take place from November to January and it will focus on
customer retention and reinforce the relationship we’ve built with Her. From this
cycle, She will be empowered to #ShineOn beyond the duration of our campaign.
CAMPAIGN CYCLES Circle Ad 11
14. 12Circle Ad
Rent-The-Runway:
To start our #ShineOn campaign strongly, Circle
Ad will connect Mary Kay to two things Zoe, Emma
and Sofia love: fashion and awards shows. We
will partner with Rent The Runway to create a “Mary Kay
#ShineOn” dress collection. Customers who rent from the
collection will receive Mary Kay swag bags, be automatically
entered to win a pair of tickets for either the GRAMMYs or
the Oscars, and receive a Mary Kay makeover before the
event. This partnership will capitalize on Rent The Runway’s
existing consumers, allowing them to interact with your
products and #ShineOn with the brightest stars of the
music and film industries.
ILLUMINATE CYCLE
Mary Kay Product of the Month:
Mary Kay will expand on the existing "Beauty That
Counts" initiative to further develop Zoe, Emma
and Sofia's loyalty to socially and ecologically
responsible brands. Every month, Mary Kay will donate 20
percent of the sales of a spotlighted product to one of its
partner shelters. Both the product and the non-profit will
change monthly, and this initiative will carry on for all 12
months of our campaign.
Earned
Internal
Owned
Internal
Paid Mary’d
Commercial Launch:
To put Mary Kay directly in Her mind, we will
launch our Illuminate cycle with a lifestyle and
brand commercial. This 30-second spot will portray
a day in the life of a confident, standard-breaking Millennial
who uses Mary Kay to complement Her everyday activities.
The commercial will play on the Mary Kay YouTube page,
Hulu and as a sponsored ad on YouTube before other
videos. The ad will spotlight Mary Kay's At Play Eye Crayon,
At Play Jelly Lip Gloss, and the Botanical Effects Hydrate
Formula 1. The final call-to-action will be a narrator reading
the words "Mary Kay, #ShineOn. Download the new phone
app now."
d
al
Earned
Paid
Internal
Earned
Internal
Owned
Internal
Paid Mary’d
#SHINEON
1
4
2
5
3
6
Owned
Mary’d
Internal
Earned
Paid
Internal
Earned
Internal
Owned
Internal
Paid Mary’d
15. 13Circle AdILLUMINATE CYCLE
Phone App Launch:
To fix any inconvenience in the selling process, Mary Kay will launch an app to
provide Her with an effortless product ordering system. The app will feature a
Beauty Consultant locator, a messaging platform between Her and the Beauty
Consultant, party and event information, and an automatic order screen. In addition, it
will include a ratings system, Beauty Consultant biographies, and makeup inspiration.
Beauty Consultant Involvement Day:
To boost Zoe, Emma and Sofia’s positive perception of our Beauty Consultants,
Mary Kay will launch the Beauty Consultant Involvement Day. For this
nationwide initiative, Beauty Consultants will dedicate a full day to improving
their communities. Whether it be volunteering at a local soup kitchen, cleaning up a beach,
visiting hospital patients, or other services, these events will show how supportive Beauty
Consultants are of communities around the country. This initiative will impact communities
throughout all 12 months of our campaign.
Owned
Mary’d
Internal
Earned
Paid
Internal
Earned
Internal
Owned
Internal
Paid Mary’dOwned
Mary’d
Internal
Earned
Paid
Internal
Earned
Internal
Owned
Internal
Paid Mary’d
16. 14Circle AdTRANSFORM CYCLE
Western NY Flash:
To kick-off your makeover, we will partner with
the National Women’s Soccer League’s Western
New York Flash (WNYF), a team filled with strong
female athletes who allow their talent to speak louder than
society's standards of women. This partnership with a group
of nationally recognized athletes will put you directly in
the eyes of Emma and soccer lovers all over the country.
The Mary Kay logo will be printed on each player’s jersey,
giving us an added boost of impressions. Mary Kay will
also sponsor a Quote Wall on the tunnel that leads players
to the field, featuring quotes from inspirational women
throughout history who refused to let standards define
them. Fans will be able to submit their favorite quotes for
the Quote Wall through Twitter. The 2015 season will run
from April to October because of a two-month hiatus
for the FIFA Women’s World Cup in Vancouver, Canada.
This partnership will allow your company to interact with a
targeted niche market that has not been thoroughly tapped
by the makeup industry.
#ShineOn Bus Tour:
To increase awareness and start transforming Her
perception, we will launch the #ShineOn Bus Tour.
The bus tour will give us a substantial increase
in face-to-face customer interaction opportunities and
organic content creation. Two Beauty Consultants, four
beauty vloggers, one sound operator, two videographers
and a driver will comprise the all female team that will travel
through the United States while interacting with Her. The
beauty vloggers and Beauty Consultants will document
their adventures through YouTube videos and other social
media platforms to connect with Her.
The bus will stop for two days and two nights in New York,
Chicago, Atlanta, Dallas, Oklahoma City, Denver, Las Vegas,
and Los Angeles.
Now you’re probably wondering what our #ShineOn crew
will be doing in each of those cities…
1. Day One will be all about exploring the city and visiting the
non-profit we will fundraise for on day two. Our Beauty
Consultants and vloggers will interact with girls and fully
immerse themselves in the city’s culture and history.
2. Day Two will be fully dedicated to interacting and
impacting the local community. Our #ShineOn crew will
park the bus in high traffic places such as parks and city
squares, where we will:
• Display our photography backdrop made out of several
pink flowers. A banner above the backdrop will read
“Take a picture, change a life.” Prompting bystanders
to inquire more, our crew will tell them about Mary
Kay’s initiative to donate a dollar for every picture
taken in front of our backdrop. All of the profits will
go towards a chosen local non-profit organization
or group that works with cancers that affect women.
Participants will also receive Mary Kay swag bags.
• Automatically upload pictures to Mary Kay’s homepage
where they will spell out one of our chosen quotes.
• Pass out pink flowers and encourage female
Millennials to pay it forward and #ShineOn.
al
Earned
Internal
Owned
Internal
Paid Mary’d
al
Earned
Internal
Owned
Internal
Paid Mary’d
17. 15Circle AdTRANSFORM CYCLE
#SHINEON EVENT:
Through our research, we got to know Zoe, Emma
and Sofia and how they interact with their favorite
brands. Their answers were: we love (1) Instagram
(2) free samples and (3) musical guests. So that’s exactly
what we’re giving them, except we’re adding our “Standards
Don’t Define You” flair to it.
First, let us tell you how we are getting Her to your event:
1. Inspirational Quote Stunt: To increase awareness about
the event, we will hit New York, Dallas and Los Angeles
with a slew of inspirational quotes. The quotes will
spotlight strong women through history who refused to
be tied down by society’s standards, and will feature the
Mary Kay hashtag and the address to the #ShineOn tab
on your website. Moments after the departure of the
#ShineOn Bus, quotes will appear everywhere from bus
shelters and building sides to sidewalks and stairwells.
2. Spotify Playlist: To further incorporate our Spotify
initiative, we will create a playlist that features our
musical guests and encompasses the general feelings and
emotions of the #SHINEON event.
3. #ShineOn Bus: During our #ShineOn bus tour, our
beauty vloggers and Beauty Consultants will spread the
word about the event and give out invitations to Her.
Users who interact with these initiatives through social
media will also be automatically entered into a lottery to
win three tickets to the event. If winners are from a different
city than the event, Mary Kay will provide transportation
and accommodation.
And here’s what Zoe, Emma and Sofia will experience
when they walk into the venue:
1. Art Display: To connect the quotes stunt with the event,
the venue will be covered in modern decals of all the
quoted women. The decals will be placed on the walls
close to the entrance alongside a blurb explaining how
these women refused to allow society to define them.
2. Interactive Installation: Through an interactive
touchscreen panel on the wall of a separate room, She
will be encouraged to take glamour shots of herself and
write a standard She would like to see changed on the
picture. It will then be sent to the opposite facing wall,
spelling “#ShineOn.”
3. Musical Guests: Ellie Goulding (NY), Kacey Musgraves
(Dallas), Sara Bareilles (LA)
4. #SHINEON Pink Lights: to further reinforce our creative
wo-mandatories, She will see the #SHINEON pink lights
illuminating our strong female figures.
5. Female Entrepreneurship: in the spirit of strong women
figures, our dance floor will be commandeered by female
DJs and the food and beverages will be provided by
female-owned vendors
6. Mary Kay Swag Bags: At the end of the party, She will
receive a bag full of product samples, makeup tutorials
and business cards with special offers to meet with the
best Beauty Consultants in the area.
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18. 16Circle Ad
Pink Doing Green Initiative:
To expand the reach of your “Pink Doing Green”
initiative and impact communities all over the
country, Mary Kay will host a service day to plant
trees and pink flowers to awaken the beauty in our top 12
media markets. This program will be executed on Earth Day
(April 22), will be lead by top Beauty Consultants in each
community, and shared through the company’s various
social media platforms.
Graduation Photo Giveaway:
Taking advantage of graduation season in mid to
late May, Mary Kay will give away a cash-prize
for winners to get their senior pictures taken and
printed. Participants will Instagram a #ShineOn moment
from their time in school to win both the cash-prize and
complimentary Mary Kay makeup to use in the photo shoot.
A #ShineOn moment is a moment of confidence, where you
define you.
TRANSFORM CYCLE
Spotify Playlists:
The launch of our Mary Kay road trip also marks
the release of monthly Mary Kay Spotify playlists.
These playlists will be inspired by one of our
executions that month. In April, for instance, the playlist will
be a curated soundtrack for a perfect road trip, emulating
the feeling of our #ShineOn Bus. Each playlist will feature
female artists and tap into Zoe, Emma and Sofia’s love
for music, allowing them to interact with your company
through yet another non-traditional medium.
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19. 17Circle Ad
World Cup Giveaway:
Following our sponsorship of the WNYF soccer
team, we will continue to use the faces of our athletes
during the month of June. Taking advantage of
the FIFA Women’s World Cup, Mary Kay will engage with
followers to submit their World Cup-inspired makeup looks
for the chance of winning a Mary Kay Swag Bag.
TRANSFORM CYCLE
Mary Kay Newsletter:
To further break the barrier of inconsistent
brand experience, we will implement a monthly
e-newsletter for Mary Kay to distribute to all
Beauty Consultants. The newsletter will contain Mary Kay
updates, showcase new trends in fashion and makeup,
and give detailed tips in marketing, sales, and fashion, and
spotlight the "Beauty Consultant of the Month."
Beauty Consultant Revamp Program:
To fix the inconsistent brand experience that so many customers
encounter, Circle Ad recommends revamping the Beauty Consultant
program. Aspiring Beauty Consultants will pay a nonrefundable $100
fee to begin training. During this time, the potential Beauty Consultant will
have to shadow her area director to gain insight on what exactly being a Beauty
Consultant entails. Additionally, to get a feel for selling, Beauty Consultants will
participate as an assistant in five of the area director's parties and attend at least
four complimentary meetings. The director should use these opportunities to
get to know the Beauty Consultant better and teach her sales strategies, party
techniques, and Ms. Ash’s values. After completing this process, the Beauty
Consultant will host her own party, demonstrating all that she has learned during
her training period. Following the party demonstration, her director will approve
her completion online and she then can register as an official Mary Kay Beauty
Consultant. If at any moment she discovers that this process is not for her, she can
easily step down from the position.
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Beauty Consultant Marie Fitch recieves her training completion certification
20. 18Circle Ad
Shelter Series:
To truly communicate the #ShineOn feeling
during the holiday season, Mary Kay will create
three webisodes highlighting women's shelters
in three of our target markets. Each webisode will run for
approximately 10 to 15 minutes. This series will spotlight a
woman and shelter each episode, telling her empowering
story of success during the harshest of times.
MOTIVATE CYCLE
Cosmopolitan Magazine Giveaways:
To allow consumers to fall in love with
your products, Mary Kay will partner with
Cosmopolitan Magazine and sponsor a full
month of daily giveaways from the At Play, Botanical
Effects, and Clear Proof product lines. By giving away
a product a day, Zoe, Emma and Sofia will have the
opportunity to experience, free of charge, the quality
of your products.
TEDx Talks:
Capitalizing on the first month of school after
summer break, Mary Kay will partner with TEDx
to hit Zoe with a bang. This partnership will
spotlight founder of non-profit “I Am That Girl” Alexis
Jones, “WNYF” athlete Carli Lloyd and Mary Kay’s Chief
Marketing Officer Sheryl Adkins-Green. These three
women will be incorporated into a line-up of other
exceptional female figures, provided by TEDx, and will
communicate strong values, stories, advice and morals of
women empowerment, encouraging Zoe to break through
society’s pre-established values. The talks will take place
at the University of California San Diego, University of
Pennsylvania, and University of Houston.
Mary Kay College Program:
To encourage college girls like Zoe and Emma
to become Beauty Consultants, Mary Kay will
offer different rewards that cater to college-
specific needs. These prizes can include concert
tickets, gift cards that work on campus or at local grocery
stores, and even a weekend getaway for Her and a friend.
The main hook of this college program, however, will be
a $5,000 scholarship, which Beauty Consultants can use
toward college tuition. Beauty Consultants still in college
will apply and get picked based on grades, community
service and sales. Additionally, Mary Kay will enlist campus
representatives in colleges in our twelve markets. In
exchange for $100 a month and free monthly Mary Kay
products, the campus reps will promote Mary Kay makeup
and new products around their schools and to their friends.
Mary Kay’s Chief Marketing Officer Sheryl Adkins-Green
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21. Fashion Show:
To end our campaign on a high,
Mary Kay will give fashion students
the chance of a lifetime. Students will
be encouraged to send in designs that
incorporate the concept of “Standards Don’t
Define You” and the feelings and emotions
behind #ShineOn. The best looks will be
featured in the Mary Kay fashion show in January
2016, in Atlanta, Georgia. Other designs by
students from the Savannah College of Art and
Design also will be showcased in the venue. The
designs will then be auctioned and all the money
will be donated to the MK Foundation.
SHINE CYCLE
Christmas Bundles:
For this promotional execution, Mary Kay will
create several gift bundles to appeal to Zoe, Emma
and Sofia. These special assortments will include
Mary Kay At Play, fragrance, and Satin Hands pamper kits.
Product Line Extension:
Following the fashion show, we strongly
recommend the premiere of the Mary Kay At Play
line extension. Zoe is already attracted to this
product line's price range, and is more likely to give Mary
Kay a chance if you give her what she wants. Through our
research we discovered that Her favorite buys are mascara,
foundation and lipstick, so it only seems fitting to add those
to the Mary Kay At Play line.
Rewards and Loyalty Program:
In the last month of our campaign, Circle Ad
recommends the launch of a rewards and loyalty
program to give Her yet another reason to keep
coming back. Members will receive birthday gifts, product
rewards, seasonal promotions, and pre-sale access to the
newest products. While directly addressing the brand
loyalty and customer retention strategy, the rewards
program will also create significant increase in positive
word-of-mouth that will last beyond our campaign.
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19Circle Ad
22. 20Circle AdSOCIAL MEDIA GUIDELINES
PR PITCH PLAN
Event Pitch Date Publication Description
Earth Day, Pink Doing Green April 22, 2015 Business Insider Mary Kay celebrates Earth Day with Pink Doing Green
Martha Stewart BH&G
Huffington Post Green
Shine On Bus Tour March 30, 2015 Buzzfeed 10 Resons why the Mary Kay Bus Tour makes Mary Kay cool again
USA Today (online) Mary Kay campaign takes cross-county bus tour
New York Times (print) Mary Kay campaign takes cross-county bus tour
Glamour Mary Kay campaign hits the road on their cross-county bus tour
TEDx Talks Sept, 20th, 2015 Local newspaper Mary Kay to sponsor TEDx Talks in college towns
IBC Involvement Day (BCID) 1 weekend per month Local newspaper Mary Kay sponsors organized local community involvement weekend
Fashion Show January 2016 MTV news Mary Kay to host Fashion Show, but breaks all the standards
E! Online / E! News
LA/NY Times
People Magazine
Video Shelter Series Upworthy Mary Kay features inspiring women in upcoming video series
Buzzfeed
Huffington Post
Our promotional executions and partnerships reinforced the "Standards
Don't Define You" and #ShineOn message. However, to create a truly
cohesive campaign, we also needed to account for your social media
presence. With that in mind, we developed social media guidelines:
Instagram: Seeing as Instagram is one of Her
favorite social media platforms, we will use it to capitalize
on sharing and embodying #ShineOn. Additionally, to
increase trust in the brand, we recommend that makeup
artists and YouTube beauty gurus take over the Mary Kay
account for a week.
Snapchat: To stay one step ahead of competitors,
we also suggest that Mary Kay creates interactive content
through Snapchat. Content for this phone app could
include a morning makeup ritual video, and photos of the
Mary Kay staff testing and teasing new products.
Facebook & Twitter: Engage with Her by
informing Her of new products, causes, and events. The
main focus is to sell your brand to Zoe, Emma and Sofia.
Pinterest: This platform will allow your brand
to interact with Her through tutorial videos, a variety of
boards, and lifestyle photography to show your products.
23. 21Circle AdMEDIA PLAN
Online
ILLUMINATE TRANSFORM MOTIVATE SHINE
Shape
Search
Facebook
YouTube
Twitter
Phone App
Fashion Show
Cosmo Mag. Giveaway
Product of the Month
MK Internal
Vloggers
Christmas Bundles
Shelter Series
IBC Revamp
Shay Mitchell
MK College Program
Partnerships
Pink doing Green
TOTAL
Production/Wages
Rewards & Loyalty
Product Line Extension
MK Newsletter
IBC Involvement
#ShineOn Bus
Contingency
PR
Spotify Playlists
World Cup Giveaway
WNYF
TEDx Talks
#SHINEON Event
Quotes
Grad Photo Giveaway
Rent the Runway
Promo
Instagram
Tumblr
Apps/Mobile
Pinterest
Google Ad Words
Hulu
E! Online
Buzzfeed
Pandora
#ShineOn Site Tab
Commercial
Spotify
Yahoo
Food Network
Cosmopolitan
1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 19 26 212 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 Cost
$78,600.15
$158,487.00
$100,000.00
$184,000.00
$364,067.06
$400,000.00
$300,000.00
$396,000.00
$15,000.00
$50,000.00
$500,000.00
$1,200,000.00
$300,000.00
$400,000.00
$1,944,800.00
$112,500.00
$720,000.00
$869,800.00
$100,000.00
$112,500.00
$30,00.00
$2,607,029.00
$221,500.00
$48,000.00
$1,162,500.00
$815,118.00
$18,000.00
$0
$56,400.00
$240,511.00
$40,000.00
$5,000.00
$0
$874,957.14
$254,957.14
$600,000.00
$0
$0
$20,000.00
$304,000.00
$196,000.00
$108,000.00
$327,375.00
$0
$0
$12,000.00
$234,375.00
$81,000.00
$800,000.00
$223,059.65
$10,000,000.00
Impressions
$2,046,154.21 931,082,022
57,263,718
72,220,192
117,619,200
624,497,088
18,203,353
12,432,810
3,922,454
20,350,224
498,980
4,074,003
458,526,667
450,000,000
660,000
7,866,667
246,311,976
4,690,998
18,000,000
7,392,578
207,000,000
250,000
8,978,400
14,666,554
90,900
17,200
760,000
3,900,000
103,200
400,000
68,800
5,225,000
114,000
65,000
3,922,454
19,427,742
133,050
9,692
2,380,000
255,000
16,650,000
38,520,000
36,000,000
2,520,000
3,671,600
0
3,400,000
21,600
187,500
62,500
1,712,206,561
WEEK OF
(STARTING SUNDAYS) MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARYFEBRUARY
24. 22Circle AdBUDGET & ADDITIONAL BUDGET
$5,200,000 Online/Applications
$900,000 Public Relations
26%
9%
52%
2%
8%
3%
$200,000 Contingency
$800,000 Production/Wages
$300,000 Partnerships
$81,000 Rewards and Loyalty Program
$12,000 Mary Kay College Program
$234,375 Product Line Extension
INTERNAL &
ADDITIONAL
BUDGET
25%
72%3%
$2,600,000 Promotions
BUDGET
e/Applications
ations
ency
Wages
$81,000 Rewards and Loyalty Program
$12,000 Mary Kay College Program
$234,375 Product Line Extension
INTERNAL &
ADDITIONAL
BUDGET
25%
72%3%
Cycle 1:
Rent the Runway
Commercial Launch
Phone App Launch
IBC Involvement Day
Cycle 3:
Cosmopolitan Magazine Giveaway
TEDx Talks
Shelter Series
Mary Kay College Program
Cycle 4:
Christmas Bundles
Fashion Show
Product Line Extension
Rewards and Loyalty Program
Cycle 2:
Western NY Flash
Shine On Bus
Pink Doing Green
Graduation Photo Giveaway
SHINEON Event
World Cup Giveaway
Beauty Consultant Revamp Program
Mary Kay Newsletter
Shape
Spotify, Pandora
#ShineOn Site Tab
Commercial
Google AdWords
Facebook, Pinterest
Youtube
Tumblr, Instagram
Phone App
E! Online, Cosmopolitan
Buzzfeed, Spotify, Yahoo, Pandora
#ShineOn Site Tab, Commercial
Google AdWords, Twitter, Facebook, Pinterest
Youtube, Tumblr, Phone App
Shape
Spotify, Pandora
#ShineOn Site Tab
Commercial
Google AdWords
Facebook, Pinterest
Youtube, Tumblr
Instagram, Phone App
Shape, E!Online, Cosmopolitan
Buzzfeed
Food Network, Yahoo
Spotify, Pandora
#ShineOn Site Tab, Commercial
Google AdWords, Facebook, Twitter
Youtube
Tumblr, Phone App
Executions Timeline: Media Timeline:
25. 23Circle AdPITCH, POST-TESTING & EVALUATION
To test the effectiveness of our campaign, we executed our Inspirational
Quote Stunt and held focus groups with Her to assess the relatability of our
creative messaging and promotions.
Campaign Evaluation:
To evaluate the success of the #ShineOn campaign we
will measure 18-25 female awareness, perception and
product purchase consideration of Mary Kay. We will
do so by observing the usage rate of the Mary Kay App,
party attendance and traffic on your website. We will also
monitor the following:
• Aggregated sales through Beauty Consultants and App
• Number of App downloads
• Quantity of social media followers generated
• Amount of new Beauty Consultants under the age of 25
• Use of #ShineOn across all platforms
• Number of views from Shelter Series and #ShineOn
Bus YouTube videos
• Retention rate of Mary Kay customers after
campaign launch
• Social media usage during promotional events and
public relations activities
*Over our 12-month long campaign, we predict we will
generate over 1.7 billion media impressions.
Pitch:
Zoe, Emma, and Sofia long to feel special, to be distinct, to
define themselves—and they’ll revere the brand that helps
them foster that individuality. They are developing habits
now that will reinforce their cosmetic purchasing decisions
for the rest of their lives. While She transitions into roles of
responsibility, there’s a dwindling window of opportunity
for Mary Kay to reach Her before She invests Her loyalty in
other makeup brands.
Enter #ShineOn.
While She feels the need to fit into society’s standards,
we at Circle Ad believe She needs to define Her own.
#ShineOn repositions Mary Kay as relatable and authentic,
empowering Her to awaken Her inner confidence and
beauty. She wants a brand that understands and relates to
her. #ShineOn and its underlying big idea “Standards Don’t
Define You” do just that.
Women shouldn’t be manipulated into thinking they’re
not good enough. Rather, they should be empowered to
embrace and express how beautiful they already are. We
shaped #ShineOn around Ms. Ash’s dream of emboldening
women to advance by helping others to succeed. In
#ShineOn Circle Advertising does just that for Mary Kay.
Quote Stunt:
Our Inspirational Quote Stunt generated over 5,000
impressions on Instagram, measured through
comments and likes:
“Exactly what I needed to hear today :) thanks girl.”
- @audreyhigham
Focus Groups:
When asked about our TEDx Talk execution:
10/10 female Millennials said they would attend the talk.
“I think that would be awesome. Makeup companies
usually proliferate stereotypes, so having one trying to be
unique would be extremely refreshing.” - Elizabeth, Age 19
In response to our creative styling and messaging:
“I like the way the photo styling and message promotes
self love.” - Shayda, Age 19
“The models in the photos look so natural, it’s refreshing to see
a makeup advertisement promoting makeup that enhances
your natural beauty, not covering it up.” - Kylee, Age 20
26. 24Circle Ad
Faculty Advisor:
Cory O'Connor
Account Executives:
Bogart Avila
Mariana Netto
Courtney Takeda
Creative:
Max Edison, Director
Deena Edwards, Art Director
Kiera Hoefle
Sophie Lerner
Emma Nylander
Taylor Peck
Maneesh Sidhu
Tammy Taller
Victoria Wong
Account Planning:
Jessica Butler, Director
Elly Bannon
Alex Contreras
Nick Echeverry
Lauren Mah
Media:
Deryn Russell, Director
Dasha Dorlandt
Rae Haskell
Nikita Hegde
Jonathan Miller
Lucy Provan
Promotions:
Kayla Moe, Director
Luke Piscitello
Haley Schlatter
Nicole Shay
Hannah Darbourne
Public Relations:
Lana Barendse, Director
Sommer Figone
Raquel Fraticelli
Jessica Goldman
Rebecca Haber
Lauren Wood
Special Thanks To:
Bob Bassett
James Doti
Nate Grady-Reitan
Shelby Halela
Tanner R. Hall
Cheril Hendry
Carissa McDevitt
Eric Otten
Jerry Price
Veston Rowe
Morgan Ryan
Janell Shearer
Daniele Struppa
Richard Wang
Evan Woods
TEAM & SPONSORS
