This document proposes a marketing campaign strategy to make Mary Kay Cosmetics relevant to 18-25 year-old women. Research revealed that young women see Mary Kay as their mother's brand and don't think it's for them. The campaign aims to show how Mary Kay understands these "Everyday Aspirationals" and can boost their confidence. It will highlight real women's stories and experiences to make the brand more personal and relatable. The strategy is to position Mary Kay as relevant to important moments in young women's lives, from graduating high school to internships, to help them overcome hesitation and achieve their goals.

1. PLANBOOK 380

2. Table contents
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We were challenged to create a campaign that connects Mary Kay with 18- to
25-year-old women. We created a campaign rooted in consumer insights and
backed by research. Our campaign looks good, but more importantly it will
appeal to what this target desires. Our research revealed:
• Mary Kay is perceived by young women to be “mom’s makeup brand,” so
they don’t think the brand is relevant to them.
• These women want a brand that looks like them, sounds like them and gets
them.
• And 18- to 25-year-old women want a brand that has a deeper story they
can connect to and engage with online and incorporate into their own stories.
Our campaign leverages these findings to create a brand story that makes Mary
Kay relevant, personal and ownable with women ages 18 to 25.
Our campaign shows young women the value of personalized service from
having an encouraging beauty coach. Our campaign does this through the
power of four women, four stories and four parties.
These core elements will show young women that with Mary Kay they can
Research
Strategy
Concept
Creative
Media
Evaluation
Make It Happen.
Executive SumMary

3. the brand
the competitors
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Mary Kay Cosmetics has always been about
the power of what one woman can do.
In 1963, its founder, Mary Kay Ash, spent her life savings of
$5,000 on a skin softening formula to start her own skincare
line. In the first year alone, she made $186,000 in sales with
only nine employees. Over 50 years later, Mary Kay is the third
largest direct seller in the beauty products industry and boasts a
sales force of over three million Independent Beauty Consultants
(IBCs) worldwide.
From direct sellers like Avon to specialty stores like Ulta, Mary
Kay competes with a vast number of beauty and cosmetics
brands.
Most young Millennial women turn to mass merchandisers like
Target and Walmart when purchasing beauty products due to
convenience and low in-store pressure experience. In recent
years though, Sephora has risen in the ranks as a key competitor
due to in-store sampling and a variety of high quality, trusted
brands.
Situation AnalysisResearch
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the industry The color cosmetics industry accounted for more than 25
percent of total sales, making it have the largest share of the
beauty market.
The color cosmetics industry is seen as overwhelming and
difficult for consumers to navigate due to product saturation of
the market. There were 5,200 product launches in 2012 alone.
Total retail sales of beauty products in 2013 reached $37 million.

4. strengths Well established reputation of quality products
Unique business model
Strong market position with significant global presence
Wide variety of products to fulfill the needs of women in any life stage
Older brand perception
Lack of awareness among target
Lack of training of IBCs
Target’s desire for trustworthy recommendation
Stronger social media presence
Projected growth in color cosmetics and facial skin care industries
Overall positive reception of beauty product advertising
Barriers to experimentation
Product category saturation
Intense brand competition
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weaknesses
opportunities
threats
SWOT
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Research

5. research objective To learn more about the role of makeup in the lives
of young Millennial women and how Mary Kay can
fit these needs
key questions
Describe your look on a day when you feel your best.
How important is makeup to you?
What’s the most important factor determining where you
buy your makeup?
How important are the opinions of others when it comes
to buying and using makeup products?
What type of people do you see using Mary Kay?
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“It makes me feel better if I have the right makeup on—
more confidence. It’s more of a mindset.”
“I don’t feel ready for the day if I am not wearing makeup.”
primary quotes
we asked
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Methods
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Research
participants in 6 focus groups
it
it
it
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30
2
14
44
observational Mary Kay parties
with real IBCs, ages 19 and 20
interviews with participants who
attended the Mary Kay parties
young women total
the numbers

6. Insights
everyday enhancement
I don’t put on makeup to look like a different person. It’s
me that is going to nail that interview or get asked on a
second date, but makeup can give me the confidence
to get there. When I don’t have to worry if my foundation
matches my skin tone or if my mascara is running, I can
be myself, and that’s when I feel my best.
more than material
I want the brands I buy to mean more than just some
material thing. A brand should have a purpose bigger
than itself or a story that inspires me. I can tell when
a brand is just trying to sell stuff to me. That’s why I
connect with interesting, authentic brands—brands with
products I can trust and stories I can believe in.
Depending on the occasion, young Millennial women turn
to other products and more extensive makeup techniques
outside of their daily routine.
primary quote
secondary support
“I’m not reliant on makeup, but I put more on when I’m going
somewhere special or with someone special.”
37 percent of female Internet users 18 and older say that they
wear more makeup for special occasions.
Findings/insights
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Research
Findings
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Finding
Young Millennial women think the best way to try new products is
by sampling or friend recommendation.
primary quote
“I started trying new things because I’m looking for a brand I really
want to stick with.”
secondary support
44 percent of 18- to 24-year-old makeup users like to try a sample
prior to purchasing a new makeup product.
Finding
Young women perceive Mary Kay to be their mom’s brand of make-
up and that it is not meant for them.
primary quote
“Mary Kay is for suburban moms who order from catalogues, not
for me.”
secondary support
Of the 600,000 IBCs in the U.S., approximately 92 percent of them
are over the age of 25.
Finding

7. She is a 22-year-old college student at a
pivotal point in her life. She is determined to
make the most out of her years as a young
adult so she can be sure she has a happy,
successful life ahead. She is an Everyday
Aspirational.
Whether they are big life moments like
getting her first job or smaller ones like finally
planning that girls night out, she always has
things on her list that she wants to do—but
time, money, and self-doubt sometimes keep
her from actually doing them. She thrives on
relationships, not only in real life with her
friends but also with brands on social media.
She’s not a social media maniac, but she
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Target profile
Everyday Aspirationals
11.38 million in the U.S.
Ages 18 to 25
Light to medium makeup users
Heavy social media users
Comfortable but not overly confident in makeup skills
Willing to experiment and try new products
Value quality makeup
Use makeup to enhance her best features and boost confidence
Information gathered from Simmons data
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Research
Meet the Everyday Aspirational
posts regularly and stays up to date with
Twitter and Instagram.
She is active, passionate and strives to be the
best version of herself every day. Striving to
look her best is no exception. Although she
is not defined by her makeup, she aspires
to achieve a natural-looking glow—makeup
that enhances her natural beauty without
appearing caked-on. She doesn’t always
have the time, products or confidence in her
skills to perfect her ideal look, so she sticks
with a routine that she is comfortable with
until a good reason comes up to change or
add to it.

8. Everyday Aspirationals are ambitious. From high school
graduation to summer internships and first apartments, they
are at a time in their lives that is full of important moments.
While they are excited to take on the future, they might be
hesitant at first when they encounter these important life
events. But once they do overcome that hesitation, they are
proud of their acheivements and actively share them. Below
are a few examples of these important impact moments.
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Professional
Personal
Impact Moments
Personal
Professional
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Research

9. Strategy
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In order to reach Everyday Aspirationals during these moments and make a real
change both in their lives and in their attitudes toward Mary Kay, we have to first let
Everyday Aspirationals know Mary Kay gets them. Our strategy reaches Everyday
Aspirationals at moments in their lives when they need someone who gets them
best—someone who knows to give them that boost of confidence and helps them
do the things they want to do. In order for young Millennials to accept a brand on
this level, the brand must first prove that it is relevant, personal and ownable to
them.
Relevant Personal Ownable
Mary Kay inspires young women to go from hesitation to realization,
from thinking about the things they want to do to actually doing them in
their everyday life.
why it will work
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Strategy
• Makes Mary Kay relevant to Everyday Aspirationals
• By leveraging IBCs that share things in common with our target market, Mary
Kay will become a more trusted and top-of-mind beauty brand
• Develops personal connections between IBCs and consumers
• Millennials love to share stories, and IBCs have stories to share as well
• Make up products are inherently personal, and now, Mary Kay will be too
• Transforms Mary Kay into a brand Everyday Aspirationals will be excited to
own
• Sharing in person and online will strengthen relationships and build positive
conversation around the Mary Kay brand and product array
Each aspect of our campaign will reinforce this strategy and make Mary Kay
relevant, personal and ownable for Every Aspirationals. These attributes will help
consumers feel more confident in themselves and in Mary Kay.

10. why we are advertising
who we are talking to
what we know about
takeaway
support
tonality
Mary Kay is the personal beauty brand that takes
Everyday Aspirationals from hesitation to realization.
Everyday Aspirationals are women ages 18 to 25. These
women are active, passionate and constantly on the
go. They are inspired by little things in their everyday
lives and are always striving to achieve both their short-
and long-term goals. They even have aspirations for
the makeup looks they want to achieve, but they don’t
let their makeup define them. Instead, they prefer to be
defined by the things they have accomplished and the
stories they can share.
To increase awareness and positive perception of
Mary Kay among Millennial women.
I don’t put on makeup to look like a different person. It’s
me that is going to nail that interview or get asked on a
second date, but makeup can give me the confidence
to get there. When I don’t have to worry if my foundation
matches my skin tone or if my mascara is running, I can
be myself, and that’s when I feel my best.
• Mary Kay has three million IBCs worldwide, allowing
them to provide individualized makeup advice to
Everyday Aspirationals.
• Mary Kay has a vast breadth and depth of products
that allow customers to find products for them at any
life stage.
Fresh, encouraging, confident
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them that might help us
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Creative Brief
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Strategy
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11. Concept
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In 1963, Mary Kay went where no beauty brand had gone before. Now, we’re going to
do it again. We’re going to make Mary Kay a relevant, personal and ownable brand for
young Millennial women.
Plenty of brands like Starbucks, Apple and Nike have done this and made it big with
young Millennials, but no cosmetics brand has.
We’re going to do this by showing Everyday Aspirationals a Mary Kay that’s not just
about quality beauty products and personal service from IBCs—it’s about them and the
things they dream about doing with their lives. It’s about Mary Kay being an inspiring
voice of confidence that tells them they can do it and helps them get there. It’s about
being there with them in their moments of doubt and saying you’ve got this, what are you
waiting for?—
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Big Idea
MAKE it HAPPEN.

12. it
Concept
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Bold and empowering. This is the concept behind the Make It Happen branding. The empty space between the MK-branded
brackets begs to be filled. It invites Everyday Aspirationals to fill in the space with their goals and empowers them to go out and
make those things happen. Inspired by the bold colors of Mary Kay at Play, our visual branding uses fun, trendy and youthful
hues that express confidence and enthusiasm. The branding and brackets will be successful because they engage with Everyday
Aspirationals and offer a personalized message to every woman—whatever you want to do, you can make it happen.
behind the branding
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13. Contest
finding fresh faces
For Mary Kay customers, Independent Beauty
Consultants are the everyday face of the brand. Our
goal is to make those faces relevant to Everyday
Aspirationals.
According to our research, young Millennial
women are more likely to be comfortable with and
buy from someone their own age. If we want the
target to consider buying Mary Kay, she has to
know that Mary Kay is a brand made up of people
her own age who understand her style and her
beauty needs.
Meet the new Fresh Faces of Mary Kay! They have
dreams, challenges and stories just like Everyday
Aspirationals. They’ve been there, done that,
made it happen. And their stories will serve to
inspire Everyday Aspirationals, showing them they
can make it happen in their own lives.
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creative

14. WE WANT T0 HEAR Y0UR ST0RY. What made you the woman you are today?
What challenges, self-doubt and hesitation have you overcome that shaped you? Whatever
drives you, whatever gets you out of bed every morning — we want to hear it.
After reviewing submissions, the Mary Kay team will fly finalists to Mary Kay Headquarters
in Dallas, Texas, for an all-expense paid trip, and four Fresh Faces will be selected! These
four women will represent Mary Kay for a full year, empowering and inspiring women all
over the globe.
If selected, your story will serve as inspiration for a Mary Kay party theme. For this party,
Mary Kay will send fellow Independent Beauty Consultants a kit with all the tools they
need to make your look happen. Whether it’s the story of paying your way through college,
climbing the corporate ladder in a tough environment, or overcoming personal struggles,
women everywhere will have the tools and inspiration to make it happen.
Contact makeithappen@marykay.com for questions or more details.
SEND IN A VIDE0 0F Y0U TELLING Y0UR ST0RY.
SUBMIT IT T0 MAKEITHAPPEN@MARYKAY.C0M
BY FEBRUARY 28TH, 2015.
Here’s how to
make it happen:
it
SHARE A ST0RY WITH US 0F A TIME IN Y0UR LIFE WHEN
Y0U 0VERCAME 0BSTACLES, SELF-D0UBT 0R HESITATI0N,
BUT IN THE END, You made it happen.
it
WILL Y0U BE THE NEXT
fresh face 0F MARY KAY?
Mirror Front
Mirror Back
D0N’T LIMIT Y0URSELF.
MANY PE0PLE LIMIT
THEMSELVES T0 WHAT
THEY THINK THEY CAN D0.
Y0U CAN G0 AS FAR AS
Y0UR MIND LETS Y0U.
Mary Kay Ash
it
Invite back
Invite front
finding fresh faces
Mary Kay will select these four Fresh Faces through the
Make It Happen Contest, a nationwide IBC search that will
run from the beginning of February to the end of March.
IBCs between the ages of 18 and 25 will receive a surprise
invitation in the mail. When they open the envelope, they’ll
find a Make It Happen branded mirror that asks, “Will you be
the next fresh face of Mary Kay?”
To enter, each eligible IBC will submit a five-minute homemade
video about a time in her life when she faced obstacles
and hesitation but ultimately achieved a goal, overcame an
obstacle or made something happen in her life. A select
number of participants will move on to the next round, where
they will receive an all-expenses-paid trip to Dallas, Texas, to
interview with executives at Mary Kay headquarters.
Becoming a Fresh Face of Mary Kay is an exciting opportunity
for 18- to 25-year-old IBCs. Incentives to participate in and
win the contest include:
• Advancement of personal Mary Kay career. Each
Fresh Face will enjoy wide exposure, both online and
in traditional media, that will help increase her personal
sales.
• Story promotion. Each newly selected Fresh Face will
have her story professionally produced and promoted
around the country.
• Parties With a Purpose. Each Fresh Face will develop
and brand a new type of party, inspired by her own
unique story and current makeup trends that are popular
with young women. These parties will inspire women all
over the country to make it happen.
the next fresh face
make it happen contest
coolest job ever
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Contest creative

15. creative
story Promotion
the Stories
Through the contest, we found our four Fresh Faces—young,
confident go-getters who have inspiring stories of what they
have made happen in their lives so far. Now we are going
to share their stories with the world. This will show Everyday
Aspirationals that Mary Kay has relevant and personal stories
that they can connect with.
We know from research that Millennials love brands with a
good story because it connects them to something greater
than the product itself. It makes their own lives more interesting
and meaningful when they support brands with a story over
ones that don’t. These Fresh Faces’ stories will allow Everyday
Aspirationals to connect with Mary Kay on a more personal
and emotional level.
We will turn each of the Fresh Face’s stories into professionally
produced videos that will be released on Mary Kay’s website
and YouTube channel. Each Fresh Face’s story will unfold
throughout the year like a mini-series that reveals new aspects
of her story. These aspects include:
• An overview or teaser. This starts the engagement with
Everyday Aspirationals and gets them interested in each
Fresh Face and in Mary Kay as a whole.
• Details of her story. This will show our target that if this
Fresh Face can make it happen, so can they.
• Her experience as an IBC. This shows Mary Kay’s role
in each woman’s success story, which could influence
and inspire Everyday Aspirationals to become IBCs
themselves.
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“People are a company’s greatest asset.” ­—Mary Kay Ash

16. creative
15
it
// ST0RY PR0M0TI0N
•copy frame 1: “My name is
Hannah.”
•copy frame 2: “This is my story.”
• visual: countdown 4, 3, 2
• visual: images stop flashing
and go to a solid background with
the mk brackets
• copy frame 3: “Make it
happen.”
The partnership will include use of print
ads. Nearly one quarter of women ages
18 to 24 read each issue of Cosmopolitan.
Because our target values third party
recommendations, the partnership will
include branded content in both the print
editions and online. Finally, we will leverage
Cosmopolitan’s strong social platforms to
spread the word about our Fresh Faces.
We will use strong digital presence to promote the mini-series,
which includes pre-roll ads, paid social and online display. The
purpose of the creative is to allow Everyday Aspirationals to get
a glimpse of each Fresh Face’s story and personality, as well as
to click to learn more.
The pre-roll and online display ads will feature a series of
inspiring moments that highlight one of the new Fresh Faces of
Mary Kay. The final frame of both ads will feature the campaign’s
MK brackets and a call to action to learn more. Users will be
taken to the Mary Kay You Tube channel to watch the Fresh
Faces’ videos.
building buzz
Voiceover: “My
name is Hannah.
This is my story.”
We will also establish a fully-integrated
media partnership with Cosmopolitan
magazine, which will publish both print
and digital content that features the Fresh
Faces and their stories throughout the
year-long campaign.
it
// ST0RY PR0M0TI0N
•copy frame 1: “My name is
Hannah.”
•copy frame 2: “This is my story.”
• visual: countdown 4, 3, 2
• visual: images stop flashing
and go to a solid background with
the mk brackets
• copy frame 3: “Make it
happen.”
partnering with Cosmo
Story Promotion Details

17. creative
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parties with a purpose
Mary Kay has the opportunity to rebrand
their parties to make them more personable
and own able to Everyday Aspirationals. Our
research revealed that the current party format
does not resonate with our target because
parties did not feature products which were
relevant to their lives.
This tactic gives Everyday Aspirationals a
reason to host or attend a Mary Kay party,
and it features products they desire. We will
leverage each of the Fresh Faces to develop a
party theme that will resonate with our target
and leverage those impact moments in their
lives.
The party themes will be sent out to all IBCs in
the U.S. in the form of a party kit. This kit will
include all promotional materials for the IBCs
to use at the parties, tips and tricks from the
Fresh Face and detailed explanations of the
party theme. IBCs will not be required to use
the themes for their parties, but we will highly
recommend that they try to incorporate some
of the tips from the Fresh Faces so that they
can better reach 18- to 25-year-old women.
andY0UNG
PR0FFESI0NAL
Party Kit IS 0N IT'S WAY!
AND IT'S FULL 0F TIPS, TRICKS, AND SPECIAL SURPRISES T0 HELP Y0UR H0STESS PARTY WITH A PURP0SE
An email invitation will be sent to all IBCs, letting them know about the
Party With a Purpose, the theme and that a party kit is on its way. The
email will include an invitation for the IBC to pass along to her clients,
as well as for the clients to pass along to their friends. All of the Party
with a Purpose themes will be placed on the themes page of the Mary
Kay website so that women new to Mary Kay can schedule a Party
with a Purpose with an IBC in their area.

18. creative
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parties with a purpose
Hannah
Hannah, one of the Fresh Faces, has an inspiring story
about working through school and starting her career
with Mary Kay, which reflects an impact moment of
Everyday Aspirationals.
Hannah will design a “young professional” -themed
Party With a Purpose, where young women will be able
tolearnhowtoperfectapolishedlookforabiginterview
or first day of a new job. The materials for Hannah’s
party will be packaged into a young professional kit,
which will be sent out to all IBCs. During the spring,
fellow IBCs will host young professional parties, timed
Hannah’s young professional party kit will include:
• A “How To Make It Happen” style guide (right).
This will feature tips and fun facts about professional
makeup looks from Cosmopolitan, as well as a list
of suggested Mary Kay products for achieving the
right look. The list will feature items from the Mary
Kay At Play color products, Botanical Effects Skin
Care products and Clear Proof acne products, plus
core line products. From this list, IBCs will order the
products they want to showcase at their own party.
• “Make It Happen”-branded goodies. These
items will include a photo shoot backdrop (below) for
party-goers to stand in front of after creating their new
look, as well as stickers of the MK bracket logo to
take home with them and fill in with their own Make It
Happen ideas.

19. creative
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parties with a purpose
social responsibility
One of the Parties with a Purpose will be cause-related and will leverage the Mary
Kay Foundation.
Our research shows that young Millennials respond strongly to cause-related
marketing. They are more likely to purchase from a company that puts a purpose
first instead of profits. This is why “one-for-one” models, like Toms Shoes and
Warby Parker have been so successful. We want to give Everyday Aspirationals an
excuse and a reason to feel good about purchasing Mary Kay.
Fortunately, Mary Kay already has all the elements for cause-related marketing in
place. We want to leverage the Mary Kay Foundation in this themed party and the
Mary Kay At Play product line. In this themed party, for every Mary Kay at Play item
purchased, Mary Kay will make a donation and the customer will receive a bracelet.
The Make it Happen bracelet will be a trendy, unique piece of jewelry that is a
physical reminder to Everyday Aspirationals to make their goals happen every day.
It also is a reminder of the donation made to help the fight against breast cancer
and end domestic violence. This bracelet will be in style with young women, but
even more importantly, it will represent their personal contribution to the Mary Kay
Foundation.
These parties will launch in October, which is both Breast Cancer Awareness Month
and Domestic Violence Awareness Month. This party theme will carry through the
holiday season until January. That means we can take advantage of the time period
when Everyday Aspirationals are thinking about giving gifts and use it to encourage
purchase of feel-good products.
Buy One Give One Bracelet

20. Mary Kay Inc.
Mary Kay Inc. Lining all the way around the eye can make your eyes
appear bigger and brighter. #tip #MakeItHappen
creative
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Social Media Presence
#MakeItHappen
Make Dreams Happen is a Twitter campaign where we
make a lucky woman’s dream happen every month of the
campaign. At the beginning of each month, we will ask the
Twitter community to share with us the dreams that they
would like to make a reality. An ask might look like:
“What big #dream do you want to make happen? Share
with @MaryKay, and the most popular #dream will be made
a reality! #MakeitHappen”
The dreams can be anything our target wishes they had
or want to make happen in their lives. It could be a year
of college tuition, a skydiving trip or a chance to meet
Heidi Klum on the set of Project Runway All Stars. So,
how are the winners picked? Each month, the dream
tweet that gets the most engagement—whether from
favorites, retweets or positive responses—will be granted
by Mary Kay. There will be 12 different women chosen
and 12 dreams realized by the end of the campaign.
Granting these wishes will spur a reaction that could drive
unprecedented impressions and engagement.
make dreams happen
Social media is a critical way Everyday Aspiratonals interact
with brands. We will extend the Make It Happen campaign
into social media using Twitter, Facebook and Instagram
with the unifying #MakeItHappen. Each of these platforms
will be branded with the pink MK brackets. Content will be
created that inspires and motivates our target to act on their
dreams.

21. creative
20
Social Media User-Generated
#MakeItHappen #viral
When Mary Kay becomes an ownable brand with the target,
Everyday Aspirationals will naturally begin sharing on their
own social media sites, which include Twitter, Facebook and
Instagram. We recommend that Mary Kay adapt a social
media listening tool to monitor and participate in these
conversations.
Our campaign has many elements that lend themselves
to social posting and sharing. Our campaign inspires the
target to Make It Happen and once they do, they will talk
about it.
social media rebrand

22. Media
Facebook
Instagram
#MakeItHappen Contest
Twitter
Digital Banners
PPC
Hulu Pre-Roll
YouTube Pre-Roll
Digital Production
Cosmopolitan
Direct Mail
Direct Mail Materials
Email Campaign
Flight/Hotel
Media Plan
2015-2016
Contest Begins Story Promotion First Party Second Party Third Party Fourth Party
9,856,867
441,459,598
Monthly Cost
Monthly Impressions
112,612 10,000 705,511 1,659,186 394,400 394,400 2,079,186 394,400 1,659,186 394,400 1,659,186 394,400
650,000 600,000 46,762,933 47,414,933 40,762,986 40,762,986 47,417,933 40,762,986 47,420,933 40,765,986 47,382,933 40,766,986
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23. MEDIA
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media
Facebook Sponsored Posts
Facebook Sponsored Posts will allow the Mary Kay
brand to interact with a wide audience and position
itself as an active brand on the largest social media
platform.
Total Spending: $800,000
Total Impressions: 53,333,330
Instagram
Instagram allows Mary Kay to reach and expand a
large audience where the Millennial market is quickly
increasing, while not spending money.
Total Spending: $0
Total Impressions: 373,000
#MakeitHappen Contest
Monthly prize money will be set aside to make
everyday dreams come true and increase brand
awareness and engagement among Twitter followers.
Total Spending: $27,000
Total Impressions: 480,000
Twitter
By creating open conversations on Twitter, Mary Kay
can reach a large audience and remain cost-efficient.
Total Spending: $0
Total Impressions: 532,000
social media
Online Rectangle Ads
With one of the lowest category cost per
thousands (CPMs), the health and beauty
category offers a great opportunity for online ads
and the ability for Mary Kay to stand out among
competitors.
Total Spending: $1,000,000
Total Impressions: 200,000,000
Pay-per-click
By bidding on branded keywords and solidifying
the Make It Happen campaign in search rankings,
Mary Kay will become top of mind online among
its beauty and cosmetic competitors.
Total Spending: $54,000
Total Impressions: 3,533,200
Hulu Pre-Roll Ads
Investing in Hulu pre-roll ads will enable Mary
Kay to reach an incredibly wide yet targeted
audience and create buzz for the Make it Happen
campaign.
Total Spending: $1,300,000
Total Impressions: 43,333,333
YouTube Pre-Roll Ads
YouTube ads will place Mary Kay in the digital
space for when Everyday Aspirationals are
seeking help with their makeup in the form of
online tutorials, making Mary Kay a key resource.
Total Spending: $760,000
Total Impressions: 100,000,000
Digital Production
Total Spending: $25,000
Total Impressions: 0
digital
rationale
Flight/Hotel
For the selective interview process,
accommodating the IBCs to the best of our
ability is extremely important in empowering the
brand representatives and thanking them for their
contribution to the company.
Total Spending: $10,000
Total Impressions: 0
trip expenses
magazine partnership
mail
Direct Mail
Sending contest invitations and Party with a
Purpose kits to the U.S. IBCs will help rebrand
the Mary Kay brand as a whole and show the
IBCs how important they are in achieving a
younger, fresher image for Mary Kay.
Total Spending: $1,445,555
Total Impressions: 30,274,735
Direct Mail Materials
Total Spending: $1,676,306
Total Impressions: 0
Email Campaign
Total Spending: $0
Total Impressions: 7,200,000
Cosmopolitan
Further expanding upon the partnership with
Cosmopolitan will give Mary Kay visibility in both
traditional and digital spaces, while also creating
quality content that Everyday Aspirationals are
sharing and reading with their friends.
Total Spending: $1,445,555
Total Impressions: 30,274,735
total
Total Spending: $9,856,867
Total Impressions: 441,459,598

24. campaign evaluation
23
OBJECTIVES MEASURMENT POTENTIAL RESULTS
Engage and find four young brand
ambassadors from the IBCs that
represent the target of women 18 to 25
Increase awareness of Make It Happen
campaign and overall brand awareness of
Mary Kay among Everyday Aspirationals
Increase number of 18- to 25-year-old
women who attend parties
Increase engagement with 18- to
25-year-old women on Twitter, Instagram
and Facebook.
Measure number of IBCs
who submit videos
Measure click-through rate
for online outlets
Measure number of Parties
with a Purpose thrown and
number of women ages 18
to 25 who attend
Measure use of
#MakeItHappen
Increase excitement and company
loyalty among young ibcs and provides
format that can be repeated annually
or for other age groups
Everyday Aspirationals have a
heightened awareness of the Mary Kay
brand and become interested in trying
the products.
Increased sales in women under 25
Increased brand engagement from
Everyday Aspirationals
Contest
Story
Promotion
Parties with a
Purpose
Social Media
TACTICS
Concept Testing
We tested two important concepts in our campaign:
1. There are young IBCs with good stories out there, and they are excited to get involved in a competition like our
Make It Happen Contest. One was so excited to be a Fresh Face of Mary Kay that she participated in our campaign.
Thanks, Hannah!
2. IBCs are receptive to receiving kits to help them throw parties. We surveyed several IBCs about the idea of
Parties with a Purpose. All responses we received were very positive. One IBC even said, “if the themes were already
planned out and really easy to explain, it would be easier for the IBC to share it with the hostess and her guests.”

25. team
24
Creative Director
Caroline Bishop
Research Director
Casey Carpenter
Account Executive
Taylor Schumacher
Touchpoints Directors
Brendan Shaughnessy
Taylor Werthauser
Account Planners
Maria Lemakis
Courtney Schier
Art Director
Chelsea Chrisman
Copywriting Director
Kelsey Maffett
Presentation Copywriter
Drew Grier
Plans Book Designer
Allie Plantery
Assistant Plans Book Designer
Chloe Karavidas
Copy Editor
Bridget Brady
Junior Account Executives
Kyle Fitzpatrick
Devin Holland
Seinga Macauley
Brooke Schwab
Special Thanks:
To Stephanie Padgett, our mentor through this
whole campaign, and to all the professors in
Strategic Communication department for guiding
us through process.
A huge thanks to Steffie, Nicole, Ashley, and, of
course, Hannah for making our photoshoot so
wonderful!
Sources:
Direct Selling Association
Mintel: Shopping for Beauty Products - US -
December 2013
Mintel: Color Cosmetics - US - July 2013
Mintel: Marketing to Millennials - US - February
2014
Mintel: Facial Skincare - US - May 2013
Mintel: The Personal Care Consumer - US -
September 2012
Simmons OneView
State of the YAYA, University of Missouri MOJO Ad

26. 25
SHARE A ST0RY WITH US 0F A TIME IN Y0UR LIFE WHEN
Y0U 0VERCAME 0BSTACLES, SELF-D0UBT 0R HESITATI0N,
BUT IN THE END, You made it happen.
it
WILL Y0U BE THE NEXT
fresh face 0F MARY KAY?
There are
three types of people
in this world; TH0SE WH0 watch
THINGS HAPPEN,
& TH0SE WH0 wonder WHAT HAPPEN
it