2. Contents
Research Methods
Category Overview
Consumer Trends
Competitive Landscape
Mary Kay & SWOT Analysis
2
3
4
5
8
9
10
11
12
13
14
15
16
17
18
21
22
23
24
25
26
Introducing MK
MK & Mary Kay
Campaign Objectives
Positioning
Problems & Opportunities
Campaign Strategy
Creative Strategy
Out-of-Home
Mobile App
Social Media
Partnerships & PR
Package Redesign
Media Phase Breakdown
Media Spencing
Evaluation
Conclusion & Sources
Background
Target Audience
Strategy
Creative & Media
Evaluation
Executive Summary
Since its founding in 1963, Mary Kay has been one of the world’s leading
cosmetic direct sales brands, however Mary Kay’s share of female millennial
consumers in the United States is not on par with their competitors such as
Avon and CoverGirl.
Reposition Mary Kay as a contemporary and rrelevant brand to feemale
millennials.
The “Your Connection to Confidence” campaign will:
To best reach the female millennial market and maximize campaign dollars, we
will employ a three-part media strategy. We will conduct a baseline campaign
targeting 18-25 year-old females through non-traditional, mobile media, social
media, and supplemental Independent Beauty Consultant marketing outreaces
and promotional efforts. Media spending will be spread accross the year-long
campaign.
Increase Mary Kay brand awareness
Acheive a 8% growth in Mary Kay’s market share in the
core target through new young fmale product line and
initiatives
The average IBC’s client base will increase by 300% within
the core segment
200% increase in core segment enrollment to become an
IBC
Agency 419 introduces the “Your Connection to Confidence” campaign
to build awareness and lasting favorability among 18-25 year-old female
consumers in the United States as the go-to cosmetic brand.1 Our strategy
changes female millennials’ perceptions of Mary Kay and its Independent
Beauty Consultants by addressing the target’s desire for accessible and quality
produces that give them confidence in their professional and personal lives
and emphasizing the benefits of having an Independent Beauty Consultant
to guide them through the cosmetic buying experience. Female Millennials
are receptive to “Your Connection to Confidence” because the campaign is
relevant, entertaining and involves them in the cosmetics conversation.
Challenge
Solution
1

3. Research Methods
3
2
1
Research Objectives
Gain insights into the ce cultural influences, buying behaviors, and lifestyles
of the Gen Y target audience.
Evaluate consumer awareness of the Mary Kay Brand within the beauty
community.
Identify the strengths and weaknesses of Mary Kay and its competitors
through consumer perceptions and opinions.
Primary Research
We surveyed, interviewed, and held focus groups
with Mary Kay’s current and desired target
audiences.
Secondary Research
We collected, reviewed, and analyzezed articles,
websites, and social media reactions regarding
Mary Kay and its competitors.
We Tracked industry and buying trends within
the beauty community
903 surveys
32 focus group participants total
4 Separate Focus Groups
3 in-depth target interviews
6 competitor campaigns *
Followed twitter, pintrest, facebook,
instagram, and blog mentions
Monitored a variety of consumer
reports and news articles
*Avon, Olay, CoverGirl, Neutrogena, Sephora and urban Decay
2 in-depth Independent Beauty Con-
sultant Interviews
2

4. In the US: the purchase of beauty products online
increases every year.
“Consumers are becoming more connected, the convenience and time-saving aspects of
Internet shopping makes online shopping a real competitor to brick and mortar retailers
as well as Direct Sales. Beauty consumers are using internet to shop but are also seeking
information by reading consumer reviews, engaging with brands and retailers via social media
and viewing how-to tutorials”1
Mary Kay’s Digital IQ went up 30% from 2011-2012 (revamped site,
enhanced navigation, popular e-catalog download for tablets)
“the expansion of specialty store, home shopping clubs and drugstore retail further into the
beauty segment increase the threat on the strength of the direct selling model, offering
intimate, personalized service to the end consumer.”
Industry Overview
Tech-savvy Consumers
Retail Invasion of the Beauty
Segment
Ecommerce- 4.7% of sales
Direct selling- 11%
Mary Kay’s top three categories of skin care, color
cosmetics and fragrance, direct selling represents over
15% of sales in these categories.
Expected to see
highest growth in
next 5 years.
(However still a small portion of total
beauty & personal care sales)
3

5. Consumer Trends
- A majority of millennials have reported to use or have used tutorial and how to videos in their day to day
activities
- Consumers are very likely to buy the brands of products used in these videos because they believe it will
give them the same result.
- Millennial women use these videos, for make up especially, for more of a special occasion, or ‘night out’
look.
- Cosmetics tutorial videos are the most popularly viewed on the internet.
-71% of Millennials agree that getting the most value for their money is important when purchasing a
product for themselves. 5
- Millennials are 52% likelier than any other generation to make unplanned purchases to pamper
themselves. 6
- Millennials expect companies to communicate electronically with them and have a presence on social
media. 43% of Millennials are receptive to emails from companies if they offer “a discount, an invitation to
a special sale, or some other compelling offer.” 7
- 43% of Millennials intentionally purchase from a company that “either supports an issue they believe in,
takes an active role in their community, or donates to charities and nonprofit organizations.” 8
- Searching for a deal has become a “fun and social pursuit”. Companies who make shopping exciting are
encouraging both visits to stores and customer loyalty. 2
- Women don’t want to just see the product, they want to sample it and interact with sales associates who
are knowledgeable and can help them improve their shopping experience. 3
- 42% of millenials (more than any other age group) say that the store’s selection of beauty products has
an impact on choosing a certain retailer 4
Shopping Behavior of Millennials
Experiencing
Social Media
-More time is being invested in mobile
-60% of Millennials “would like to see more online initiatives from companies aimed at informing
consumers about how they are behaving responsibly”
-Social listening is no longer something just the marketers do. Consumers listen to social media and it
can be used to educate through the right content - improve customer experiences with social care and
building and maintaining customer relationships to create and maintain good brand image.
How To / Tutorial Video
4

6. Competitors
.
Typical Consumer
Typical Consumer
Slogan
Slogan
25-50 9
25-50 10
“The Company for Women”
“Easy, Breezy, Beautiful.”
Avon is the world’s largest direct selling company with a variety of products specializing in anti-
aging, fragrance, and color cosmetics. They target a large range of women, emphasizing economic
opportunities available through their Independent Sales Reps, but they lack a strong millennial
attraction.
Universal
Celebrity Endorsements
What the brand says
What the brand says
What millennials say
What millennials say
General
General
For Older Women
Unaware
Poor Customer Service
Affordable
Everyday Makeup
Colorful
Solid/ Dependable
Personable
Economic engine
Innovative
Socially Responsible
Confident
Imaginative
Energetic
Typical ConsumerSlogan
Broad target because there is such a
wide range of products. The common
thread among Neutrogena users is
that they have an average income,
and spend their money frugally.
Women start using Neutrogena skin
care products at about age 15 and
use it until they die.
“#1 Dermatologist
Recommended
skincare”
Neutrogena provides no-nonsense skin care and beauty products that are effective, safe, and simple
though, sometimes so strong that they harm the skin. Neutrogena is concerned with providing
scientifically backed products that are stylish.
What the brand says What millennials say
General
Plain/ Basic
Clean
Not Universal/ Not For
Everyone
Strong/ Effective
Clean
Clinically Approved
Healthy/ Safe
5

7. Competitors
Typical Consumer
Typical Consumer
Gen Y and Gen X females 11
who are looking for
makeup that is higher quality
than what they find at the drugstore, but for more
reasonable prices than department store brands.
Women ages 15-40 looking to experiment with their
makeup, they show interest in makeup and beauty as
well as in the trends associated
Sephora Collection doesn’t have a brand identity and doesn’t advertise. However, Sephora itself is all
about the experience. Management emphasizes the “Scinece of Sephora” - a program that makes sure
the team is knowledgeable and personable - a sort of in-store IBC.
For the woamn looking to be outside of the conventional makeup pallet. Constantly pushing the limits
with bold, bright and unique colors and products while remaining “vegan” not allowing any kind of
animal testing.
What the brand says
What the brand says
What millennials say
What millennials say
Current Campaigns
General
General
modern
knowledgeable
comparable
Original
Edgy
Innovative
helpful
generic/ substitute
overwhelming
modern
Bold
Trendy
Innovative
“Skin Energy”
6

8. Focused on healthy,
energized skin renewal.
Rejuvenate.
Brand
“Energized skin is younger
looking skin.”
Slogan
“Color Correction Cream”
(Beauty Pros Love CC Cream).
Current Campaigns
“Challenge what’s possible.”
Slogan:
“The Fresh Life”
“Your #NoFilter Life”
Current Campaigns:
Younger, fresher, natural
feel.
Brand
“Start fresh and finish
sparkling from one
adventure to the next.”
Slogan
The Brand is an older, corrective, anti-aging, skin rejuvenation line, “a great value in skincare,” and mainly
produces skin treatments based off of scientific research
However recently Olay just introduced their “Fresh Effects” line which is aimed at targeting a younger
generation. 13
Olay is one of the most recognizable beauty brands today and has been trusted by women for 60 years. The
brand is mostly popular among older woman and is usually associated with anti-aging skincare. However, recently
Olay introduced a new line called “Fresh Effects,” which is aimed at targeting a younger generation (millennials).
According to Mintel, Olay is the second most used facial cleansing brand next to Neutrogena.
General
R
strictly skincare
mom recommended (not on our radar)
Reliable
affordable
What millennials say
Trusted
Reliable (well researched)
Scientific (detailed ingredients and
advertising)
affordable value
What the brand says
33-55+12
Typical Consumers
“Love the skin you’re in”
Slogan
Competitors
7

9. Strengths
Brands that are more conveniently
available in-stores
Threats
Capitalize on Corporate Social Responsibility trend
Opportunities
Perceived as a brand for older women
Not accessible in stores
Years of experience as an established makeup
brand
Strong corporate foundation based off of brand
values
Weaknesses
SWOT
Easy to navigate website
Quality and customizable products
Outdated visuals across site and marketing efforts
Little to no recognition among younger women
Poor social media engagement across all platforms
Diversify Mary Kay’s marketing programs
IBCs available to guide consumers
Expand and improve social media component
Assimilate Mary Kay’s traditional culture with the
younger generation
Position the IBC role as a valuable career experience
and networking opportunity
College-Aged girls perceive
themselves as too busy for part time
job
Brands that are already well
established among the younger set
Saturated cosmetics market
8

10. Experiencers are a product of the Mary Kay equation. Their expressive and active
tendencies allow them to be empowered millennial women with a look good, do good,
feel good attitude.
Experiencers value their peer’s opinions but are not dependent on them. They are open
to change and new experiences because they are still discovering their identity.
-not a homogenous cohort
- they want peer affirmations, they want to feel validated
-passive-explorers
-developmental stage in life (trying to find themselves)
- convenience
- nostalgic
- incentives
Introducing MK
MK18-25 yr old Millenials
Trend setters/
followers
We call them...
9

11. active (do good)
Our target audience strives to be active in their professional lives while staying involved with their charity
work, hobbies, friends, and community. They hold themselves and others to high standards and are
dedicated to making a difference.
-continue to seek challenges
-hold social responsibility important
-high standards
-go-getters/ambitious
Our target audience are content creators and sharers. They are digital natives, hooked on social media
for communication, information, and entertainment. They take pride in their appearance and express
themselves through the brands that they choose.
expressive (look good)
-hooked on social media
-share ideas
-”content creators”
- digital natives
-care about appearances
-brand names important
-innovative
-content creators
The confidence instilled in our target audience throughout their lives has transformed them into
empowered consumers. These change leaders know they influence market trends with their purchases, so
they demand high quality from the brands that they choose.
empowered (feel good)
-feel as though they can make a change in the world
- open to new ideas/technology
-successful and sophisticated
-change leaders
- confidence
-demand /influence
MK & Mary Kay
10

12. Increase awareness among female
consumers ages 18-25
Increase positive perception among
female consumers ages 18-25
Increase consideration for product
purchase and for the Mary Kay
business opportunity among
female consumers 18-25
Campaign Objective
3
2
1
11

13. 3. Empowering and Dynamic Community
2. Personalized Experience
1. Confidence
To MK, the IBC and Mary Kay inspire confidence through a personalized experience and an
empowering and dynamic community that reflects their lifestyle.
Our focus groups have shown that confidence is key to MK. It determines when
she wears makeup, how she does her makeup, and where she buys her makeup.
Through our primary and secondary research we found that MK demands that
products be customized and interactive. Not only does she want personalized
products, she wants to build unique relationships with her brands.
MK wants to become apart of a brand that she can contribute to and benefit from.
Through various media and social outlets, she is always able to stay connected.
Positioning Statement
12

14. MK has little to no name
recognition of Mary Kay.
Those that are aware of the
brand have misconceptions
about Mary Kay branding,
IBC services, and product
range. They are not aware
that Mary Kay has adapted
to the changing consumer
landscape.
By expanding Mary Kay’s
existing social media
presence, Mary Kay will
position itself as a relatable,
accessible cosmetics brand
and increase awareness of
branding, IBC services, and
product range.
Uninformed
Identify
Problems
Opportunities
MK perceives Mary Kay as a
cosmetics brand for older
generations. They associate
Mary Kay with the stylish
older women in their life
but do not see it as a brand
intended for millennial use.
They do not understand how
IBCs function in a modern
day world and think of them
as intrusive, door-to-door
saleswomen.
We will emphasize the ease
that IBCs provide and the
confidence that comes with
this unique sales model.
MK will see that Mary Kay is
accessible and easier than
buying online from other
vendors because they are
guided by their trusted,
knowledgeable IBC and
Outdated
Emphasize
Inconvenient
Educate
MK is only available
for purchase through
an IBC or online- not
in stores. Although
millennials are becoming
more comfortable with
e-commerce, our research
shows that they are still
skeptical about purchasing
makeup that they have not
used before online. 14
Our campaign will clear
up misconceptions MK
has about Mary Kay. It will
highlight the strong existing
foundation/heritage of Mary
Kay and its products while
positioning it as a brand that
can and will support her.
Problems & Opportunities
13

15. In order to have an effective campaign, there must be a clear and concise message to the designated
target audience. The major points must be focused on throughout the entirety of the campaign to
keep the audience engaged with the brand.
Our campaign, “Your Connection to Confidence,” will transform Mary Kay into the go-to cosmetic
company for customized, quality buying experiences in three ways:
It is a priority for MK to be able to find products and experience new things on their
own time. MK is constantly on-the-go and wants to be able to interact with brands
immediately and when she wants to. Mary Kay prides itself on it’s unique business
model involving Independent Beauty Consultants that directly interact with consumers.
Throughout the campaign, we will showcase the various different ways MK can interact
and build a relationship with the Mary Kay at any moment in time.
Our campaign revolves around a central idea of “confidence”- confidence in yourself,
confidence in your peers and above all, confidence in Mary Kay. We want MK to feel
connected to the confidence that Mary Kay instills in her and that Mary Kay can be there
for the most important moments of her life. The campaign will attract MK by bringing
confidence to her everyday life and inspiring her to be her best self with Mary Kay by her
side.
MK is at a point in her life where she is striving to find success in her career and personal
life and needs brands that will grow with and understand her. The “Your Connection to
Confidence” campaign will turn Mary Kay into a brand that is in-the-know, influential and
dynamic like MK through innovative initiatives that will inspire her.
It will highlight the accessibility and dependability of
Independent Beauty Consultants and the Mary Kay brand
It will capture the confidence MK feels wh en she is
buying and wearing Mary Kay products
It will emphasize the relatability and relevance of Mary
Kay to MK
Campaign Strategy
14

16. Creative Strategy
In order to reach MK effectively, our creative strategy involves a breakdown of a positioning line we
came up with: “Your connection to confidence.” This simple phrase portrays many key concepts that
drove our creative.
We understood that it was important for MK to feel as relatable as possible, so we knew our campaign had to be both
relatable and modern. Since MK views Mary Kay as an “older brand,” one of the most important things we sought to do
was make the brand feel younger. For instance, MK wants a company that both uses and understands the same digital
platforms they do. The more current Mary Kay feels, the more MK will be likely to positively associate with the brand, almost
seeing the company as a companion they could grow with.
We found through our research that MK feels uncomfortable starting a business relationship with IBCs. But once she talks
to an IBC and has a chance to relate to her, the likelihood of becoming a returning customer increases. So with that in
mind, much of our campaign gives MK as many opportunities as possible to converse with IBCs directly, both in-person
and through digital platforms.
Perhaps the most important aspect we wanted MK to be aware of us the power of Mary Kay to inspire confidence. The
IBC business model (both full-time and part-time) among other business advantages, capitalize on the potential to use
makeup as a way to bring out a woman’s favorite things about herself. With makeup on, we found, a woman feels better
prepared to take on her social, professional, and personal challenges. Our campaign transitions from messages self-
directed confidence directed toward MK to events harnessing confidence directed toward others in order to establish a
pay-it-forward-like brand message (e.g. Mary Kay consumers becoming IBCs.)
YOUR
CONNECTION
CONFIDENCE
Considering how much of our campaign is based around one-on-one relationships, we also chose
strategic partnerships and newsworthy executions to expand that relationship to larger audiences. That
way, people who would not have the chance to interact with the phases’ executions directly will still be
able to hear about them through the news and social media. Also, our partnerships promote the idea
that Mary Kay can see beyond its product line to understand what else MK cares about as far as beauty
is concerned.
Partnerships & PR
15

17. Out-of-Home
MK Confidence Kit
MK University
The MK Confidence Kit is a sanitary dispensing unit
that provides MK with the everyday beauty essentials
that keep them confident. The pink, plastic unit — which
will hang from a public restroom mirror — will dispense
four primary products: Q-tips for makeup touch-ups,
makeup removal wipes, hair ties and lip balm samples.
Above these kits will be a plastic shelving unit intended
for women’s purses and makeup bags. This will protect
women’s belongings from restrooms’ waterlogged sink
areas. This unit, in combination with a quote above the
plastic shelving, will show women that Mary Kay un-
derstands their daily needs. Whether MK is sweating at
the gym, or crying during a sappy Rom-Com, Mary Kay
strives to bring confidence to women in situations where
they often need a boost.
These kits will be placed in various public restrooms,
including those in airports, LA fitness centers and AMC
movie theatres. Each location will have a different sticker
quote (Gym bathroom: “Who’s running harder: You or
your mascara?” Movie theatre: “We saw that Rom-Com
too, and we’ve got your back” Airport: “Long flight?
We’ve got you.”)
Once MK has experienced the brand for herself she will have
the opportunity to become a part of the brand and enroll in MK
University. MK University is the training program geared towards
18 to 25 year old females who are passionate about inspiring
others and wish to become an Independent Beauty Consultant.
The women who choose to enroll will take part in an interactive
and invigorating five-week training program. With busy lifestyles
in mind, women have the option to take classes online or to
complete the classes in person for part of the program. Once
they have completed the program, they will graduate and begin
their careers as Independent Beauty Consultants.
’s running
harder: You or
your mascara?
#MK
Who
#MK
Q-tipsMakeup
RemoverHair Ties Lip Balm
Who’s running
harder: You or
your mascara?
16

18. Out-of-Home
#MK WANTS TO KNOW. . . WHAT MAKES YOU CONFIDENT?
14’ 4’ 3’ 7 ‘1
2/
#
Beauty Bar Tour
17
A journey across the land. A quest to bring
beauty. Two trucks, one brand: MK’s Beau-
tyBar Tour. We will release an original mini
docu-series, which will follow our Beauty-
Bars as they journey from city to city. Hired
drivers will navigate the trucks, and IBCs
from each city will eventually meet up with
trucks to work the BeautyBars. We will cre-
ate a 15-second video for each city that the
truck hits, eventually compiling the videos
into a larger 5-minute series. The videos
will be available on Instagram, Facebook,
and Twitter in order to keep our custom-
ers connected to MK after the trucks pass
through their own city or college campus.
The video footage will include shots of
various women who have approached the
BeautyBars and participated in the IBCmi-
ni-parties. They will be seen sampling MK
products, writing on the chalkboard, and
scoring quick tips and fix-ups—all while
jamming out to awesome music. A hand-
held camera will also capture snippets of
monuments and areas largely associated
with each major city or college campus
in order to show the connection between
these unique women in these unique plac-
es.

19. Mobile App
MK Mobile
18
One of the most important goals in our campaign was
to forge a mobile relationship between MK and IBCs.
Since Mary Kay has no retail outlets, the only way for
current Mary Kay customers to contact an IBC is either
through the IBC’s website or calling them.
Since the advent of third-party apps and GPS tracking,
brands have had the ability to contact their customers
more efficiently than through a standard website. As a
result, we introduce Mary Kay Mobile, Mary Kay’s most
efficient mobile platform.
Mary Kay mobile introduces several important features.
First, MK can access any area IBC’s locations when she
uses the map function. The map displays pins at IBCs
locations. For privacy reasons, IBCs can disable their pin
when they’re off the clock. While the beauty bar trucks
are in route, users near the truck can see where it is
located, too.
Second,we’ve developed a point system as an incentive
to connecting MK to IBCs. Users would gain points
based on the amount of contact they have with IBCs,
such as starting in-app conversations, looking at IBC
profiles, and scheduling IBC parties. IBC’s profiles will
also feature a ratings system based on users’ reviews of
their personability and skills. Users can then cash in the
points for discounts on products.

20. Social Media
Social Media coverage
19

21. the digital ibc
INSIGHT SOLUTION
MEDIA
This gives MK 2 options to receive info:
corporate (YouTube) and personalized (Helpouts).
MK does not feel comfortable
inviting IBCs into her home
and desires convenience in
her busy lives.
Make IBCs accessible via video platforms YouTube
and Google Helpouts. MK will join Mary Kay once
shefeelsconnectedto IBCs,whoseemtrustworthy
due to their expertise and open personality.
Partnerships & PR
Youtube Vlogging
20

22. Package Redesign
Package Redesign
In the beginning of the campaign we will phase out
the Mary Kay at Play line and introduce the new Muse
by Mary Kay line. The Muse line will feature new pack-
aging that will attract MK and visually convey the voice
behind the new Mary Kay. The design of the packaging
uses real makeup to write out each product and gives
MK a preview of the the product inside.
21
TOTAL POIDS NET WT. .51oz. / 14.7 g
0.25fl.oz./7.5ml
15.0mL/0.5fl.oz.
0.016fl.oz/0.5mL
BY

23. To successfully execute the “Your Connection to Confidence” campaign, we have strategically broken
up the non-traditional, digital, and out-of-home advertising into three media phases. Melanie will
be introduced to the brand through various media outlets at various times throughout the year-long
campaign.
Phase 2: How can I get in touch?
Phase 1: Who is MK ?
Phase 3: How can I get involved?
(What makes you confident?)
(How can I become confident?)
(How can I help others become confident?)
During the first phase (February 1, 2015 - June 6, 2015), we will focus on generating buzz about the Mary Kay’s new image
and Muse by Mary Kay line. The Muse by Mary Kay line will feature new, sustainable packaging and a sleek design. We
will launch our Nationwide Mobile Beauty Bar Tour, which will be a resource for video content that will last throughout the
entire campaign. The Beauty Bar Tour will travel across the country to visit universities and city hot spots to connect with
young women interested in both personal makeup and career opportunities . The Independent Beauty Consultants (IBCs)
will be handing out Confidence-To-Go boxes packed with promotions and product samples. The Confidence-To-Go boxes
will supplement the Confidence Kits that will be installed in various gym, theatre, and airport bathrooms throughout the
twenty tour cities. Content from the tour (stories/videos) will ripple out into the digital space, taking form of promoted
social media posts, search campaigns, banner ads, and custom posts on beauty/style blog sites.
During the second phase (June 7, 2015 - October 3, 2015), we are going harness all the new Phase 1 connections and
drive that audience to a digital space to learn more about the new Mary Kay. Although the Mobile App will already exist
in Phase 1, Phase 2 is committed to spreading awareness of the app and encouraging young women to download it. In
Phase 2, IBCs will be creating a series of 15 high-quality videos to share on YouTube and other media properties regarding
Beauty Basics, Trend Makeup, and Occasion Tutorials. During this time, Mary Kay will also be in a brand partnership with
Drybar, a premier blow dry bar. This collaboration will allow for promotions and joint events that will encourage women to
get their hair and makeup done together.
During the third phase (October 4, 2015 - February 6, 2016), the campaign will focus on Mary Kay’s partnerships with Value
for Women, Young Female Entrepreneurs, and Drybar. Mary Kay will connect with Value for Women and Young Female
Entrepreneur with a monetary donation to each cause, a donation of all remaining makeup with outdated packaging, and
volunteer hours from IBCs and IBCs-in-training to help young women prepare for the careers of their dreams (professional
makeup tutorials, outfit workshops, mock interviews, etc). These volunteer hours will be mandatory for the young women
enrolled in MK University, a hands on training program available to prospective IBCs in target cities. Current IBCs will be
compensated to lead workshops for MK University. With the help of partnerships, Mary Kay will have young women looking
and feeling great from head to toe.
Phases of Media
22

24. Media Spending
23
Reference:
Media Breakdown Phase
Blog Ads/Content $727,000 1
Social Media: Promoted, Search $1,043,250 1
CSR Partnerships $250,000 3
Drybar - Brand Partnership $750,000 3
Confidence Kit $5,092,947 1
Mobile App $40,000 2
Professional Video Series $300,000 2
Confidence-To-Go Box $42,131 1
Beauty Bar Tour $187,000 1
New Packaging $3,000 1
MK University $161,000 3
Total Media Spend $8,596,328

25. Agency 419 will conduct a comprehensive evaluation to measure the effectiveness of the “Your Connection to Confidence”
campaign with MK. These measures will provide us with valyable feedback in order to adjust our campaign to be more
impactful.
Objectives Tactics Evaluation
Increase Mary Kay brand
awareness
By creating executions that will
directly interact with MK in her
everyday life.
We will track the number of visits to
the beauty bar, the number of views
on Beauty Bar video content, likes on
Facebook, followers on Instagram and
Twitter and the number of views on
YouTube content.
Achieve an 8% growth in
Mary Kay’s market share in
the core target through new
young female product line and
initiatives
By strategically advertising
in locations that are heavily
populated by 18 to 25 year old
females we will reach MK in
various aspects of her life.
We will track sales on Mary Kay products
based on the consumer’s demographic.
Increase the average IBC’s
client base by 300% within the
core segment
By showing MK that IBCs are
accessible through Mary Kay
Mobile, Helpouts by Google,
by phone and online as well
as creating more inviting and
personalized ways to get to know
IBCS.
We will track the number of clients in
the core segment of 18 to 25 year old
females that IBCs gain.
200% increase in core
segment enrollment to
become an IBC
By creating a training program,
MK University, that is geared
towards the target segment
that offers monetary, social and
professional incentives.
We will monitor the number of
consumers in the core segment that
enroll in MK University.
Evaluation
24

26. We at Agency 419 believe that the “Your Connection to Confidence” campaign is based on a strong
and unique strategy that accomplished both our advertising objectives and Mary Kay’s long-term
business objectives.
In order to reach the 18 to 25 year old female, or as we call her MK, our campaign’s three phases
introduce and reinforce Mary Kay’s new and existing customer to the accessibility and quality of Mary
Kay.
The “Your Connection to Confidence” platform will garner a sense of confidence in MK and encourage
her to share her memorable experiences with the Mary Kay brand with her friends and through social
media outlets. Our campaign appeals to MK’s need to stay connected and experience opportunities
firsthand. As a result, we believe this campaign will increase Mary Kay brand awareness, increase Mary
Kay’s core segment market share, increase IBC’s client base within the core segment and expand
Sources
1. Case Study
2. Mintel
3. Mintel
4. Mintel
5. Mintel
6. Business Time
7. Mintel
8. Mintel
9. MRI+
10. MRI+
11. MRI+
12. Mintel
13. Mintel
14. Survey
15. Boston, New York City, Washington DC, Austin, San
Fransisco, Seattle, Minneapolis, Atlanta, Long Beach,
Denver, Phoenix, Los Angeles, Miami, Philadelphia,
Memphis, Chicago, Dallas, Arizona, San Diego, and
Columbus
Conclusion
25

27. Katelyn Burns
Executive Director
Shara Ogg
Media Director
Andrew Caplan
Creative Director
Dara DeMatteo
Account Director
Spring
Adriana Casteneda
Media
Annie Pullen
Media
Zarah Mohamed
Account
Mario Caballero
Ayalsse
Creative
Jessica Munoz-
Torres
Media
Evan Xiner Hong
Media
Connor Cahill
Account
Oghogho Tasha
Odemwingie
Creative
Kathryn Schneider
Media
Ben Masters
Account
Elizabeth Emmert
Creative
OIivia DelVecchio
Creative
Marcela Cantú
Media
Zoë Lupo
Account
Jamie Lin
Creative
Truman Boyes
Creative
Nadine Mansour
Media
Danni McGovern
Account
Lucy Ye
Creative
Christina Janansky
Creative
Yanquitian Huang
Media
Paige Hakim
Account
Madison François
Creative
Rachel Vazquez
Account
Jaqui Malis
Account Director
Fall
Mark Flitsch
Technical Director
26