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team 360

Executive SummaryContents

2 SWOT & Situational Analysis3 Competitive Analysis4 Research Overview5 Perceptions of Beauty 6 Perceptions of Mary Kay7 Perceptions of IBCs8 Target Profile9 Big Idea

10 Creative and Brand Activation Timeline22 Media Strategy and Objectives23 Media Choices25 Schedule and Budget26 Evaluation and Measurement

TABLE OF

Mary Kay is based on the principle of inspiring women to take control of their lives. Spark understands the necessity to carry out this value for generations of beauty consumers to come. Our concept is aligned with Mary Kay’s mission of helping women achieve personal growth through honesty and integrity. Spark has developed this integrated marketing communications campaign to meet the needs of 18 to 25 year old beauty consumers who are evolving their style and looking to create their own personalized look. They are looking for guidance on how to highlight their best selves and how to exude confidence during this period of their lives. The campaign focuses on this need to help individuals find the products that achieve this goal. We deliver this message to our consumers through a variety of traditional and digital media outlets paired with exciting personalized brand activation. Spark is confident that the key insights that drove our creative strategy and brand activations will engage and capture our audience by building consumer awareness.

When it comes to telling your brand’s story, only passion can ignite a fire. We are a unique team of strategic creatives and artistic planners, drawn together to create powerful connections between your brand and the people you want to reach. After all, the best ideas start with a Spark.

Agency Mission

1

SWOTAnalysisStrengths

Opportunities

Weaknesses

Threats

• A top global brand with high-quality products• Customized, relationship-driven shopping experiences• Range of product lines to meet most skin tones,

budgets, and needs

• Some women are distrustful of salespeople and direct selling

• IBCs are free agents, giving Mary Kay less control over brand message

• In-store makeup salespeople offer similar services

• Mary Kay can position itself to a younger audience who have limited experience with the brand

• Increased use of social, mobile and digital technology can be leveraged to engage younger audiences

• Gen Y values relationship based experiences that lessen their FOMO (fear of missing out)

• New technology is constantly changing the way women buy beauty products

• The beauty industry is a saturated category, with many brands competing for attention

• Online shopping detracts from the personal selling experience

Situational Analysis Competitive Forces• Accessibility and affordability of drugstore beauty products • Department and specialty store beauty experts • Consumer fixation on value causes retailers to focus on price promotions and loyalty rewards programs

Economic Forces• Consumers will decrease spending but consumption will stay the same over the next few quarters• Beauty industry continues to have consistent annual growth despite downturned economy• Consumers expect instant gratification and immediate access to products

Legal Forces• Beauty companies that source ingredients from endangered environments are facing legal consequences• Beauty advertising is scrutinized for over-Photoshopped, unrealistic models• International regulations on direct selling are leading to lawsuits for brands such as Avon

Technological Forces• Online and mobile shopping quickly growing as a method for beauty purchases• Consumers engage with brands on social media• Retailers build brand identity and loyalty through online and mobile experiences

Socio-cultural Forces• Environmental impact of companies becoming more important in the purchase decision• Tween consumers are buying prestige products at an earlier and earlier age• By 2020, multicultural and mixed-race women will make up over 40% of the US population

2

CompetitiveAnalysis

To understand Mary Kay’s position in the marketplace, we looked

at six key competitors. We chose Mary Kay’s competition within

our target based on information from our research about market

share and similarities in messaging and product offering.

Neutrogena• Offers affordable skin care and makeup • #1 dermatologist recommended brand• Messaging focus on bringing out natural beauty, rather than altering• Use of models and celebrities set unrealistic expectations of beauty• Acne/skin cleansing product line is the most direct competitor in our target

Olay• Product line is solely unscented skin care known for sensitive skin• Emphasis on moisturizing and anti-aging• Fresh Effect product line shows young women embracing their natural, unenhanced selves and is Olay’s closest competitive line for our target

Clinique• High-quality allergen and fragrance-free products that nourish skin• Focus on adding to existing beauty; product rather than consumer-centric messaging• Diverse product offering, from makeup to skin care, matches that of Mary Kay most closely with our target

Bare Minerals• High quality, natural products with a higher price point than other competitors• Emphasis on mineral-based makeup, but also offers less popular skin care products• Makeup product line is a major competitor with a large share of our target’s wallet

CoverGirl• Highlights relatable celebrities with strong personalities and relevant partnerships• Product line consists of only makeup; widely available in a large variety of stores• Used by a large portion of our target because it’s considered good quality at a low price

Sephora• Although Sephora is not the “typical” competitor, it serves as a key resource for

consumers to purchase makeup and seek advice • Sephora’s knowledgeable Beauty Advisors increase our target’s confidence in

learning about, trying, and comparing products.

SKIN CARE

MAKEUP

3

Research

THE CHALLENGE

OUR APPROACH

SECONDARY RESEARCH

We were tasked with introducing Mary Kay to a new

audience of women 18-25 by increasing awareness,

positive perceptions, and consideration for Mary Kay

products and the IBC opportunity. Our goal:

increase market share within this segment.

Our research is nested into three categories:

perceptions of beauty, Mary Kay, and IBCs. Working

from general to specific, we discovered insights using

a variety of inventive research techniques. The

following pages highlight the key insights that led us

to our target summary, creative strategy, and internal

suggestions.

TECHNIQUES INSIGHTS

In addition to creative primary techniques, secondary research

helped to guide our insights. Using keyword analysis, Simmons data,

research studies, and news sources we gained more knowledge

about the industry, our target, and our competition.

- Table Trials (343 People)

-Sentence Completion”I Feel Beautiful When...” (42 People)

- Focus Groups (24 People)

-Personal Journals (7 People, 5 Days)

- Interviews (20+ People)-Party and Event Observations (5 Parties / 2 Events)

Target Summary & Profiles

Creative Strategy& Big Idea

InternalRecommendations

Perceptions of Beauty

Perceptions of Mary Kay

Perceptions of IBCs

4

Perceptionsof Beauty

We conducted on-street interceptions with our target to discover how they feel about their own beauty and their relationship with the beauty industry. These insights were supported by secondary research findings.

1

2

Table Trials

“I Feel Most Beautiful When...”Sentence Completion

Over the span of three days, we intercepted 343 women in our target and asked how they relate to different beauty advertisements. Of the seven ads with branding removed, four featured celebrities, two used models, and one used a beauty blogger. Overwhelmingly, women said they relat-ed to an ad featuring Emma Stone, indicating they liked her down-to-earth persona over her physical appearance. Many women struggled to relate to celebrities or models at all.

We asked 42 women to finish a simple sentence: “I feel most beautiful when…”. Initially, many struggled to answer the prompt, but they eventually wrote down traits, events, or habits that had nothing to do with physical beauty. Some of their responses were:

“I’m not walking around like Ellen Degeneres or some model with eyelashes out to there.”

- Carissa, 22

INSIGHT #1Every woman experiences beauty as an individual, not as part of a homogeneous group.

5

Perceptionsof Mary KayFour focus groups allowed us to discover our target’s beauty habits, perceptions of the Mary Kay brand, its relation to competitors.. A five-day beauty journal tested seven women’s preconceived ideas of Mary Kay against their actual experiences using a set of Mary Kay samples we sent to them.

1 Focus Groups

COVERGIRL

MARY KAY

When asked to match photos of women with what brand they would use, Mary Kay was paired with an older woman. Covergirl was matched with a woman in our target.

We asked participants to fill out a bio of who they thought the Mary Kay brand was if it were a person...

Average age: 44 “Mid-40s but tells people she’s 39”Where she lives: “In a big house in a midwestern suburb with lots of corny decorations”What she does in her free time: “Drinks wine at her book club with the rest of the car pool moms” Words that describe her: “Conservative”, “proud”, “supportive”

2BeautyJournals

Before Trying Mary Kay...

After Trying...

“Old” “Sophisticated Housewife”“Simple” “Makeup Parties”

“Great & Reliable”“Amazing! Perfection!”“Makes me look beautiful!” All participants said they would want to buy Mary Kay and would recommend it to their friends without hesitation.

Mary Kay @ Play

“Younger girls play around with make up, but now that I’m a little older I’m more committed to what I put on my face and ` focus on what makes me look best.” - Lauryn, 24

Our research led us to conclude that our target is interested in using Mary Kay @ Play products but they don’t want to be limited to a single product line. They are potential customers for all Mary Kay products.

INSIGHT #2Our target doesn’t know Mary Kay, but after trying it, they love

the products and use them to highlight her best features.

6

Perceptionsof IBCs

We understand that IBCs are crucial to the success of Mary Kay. We attended five Mary Kay parties, and a regional bridal tradeshow. In additon to obvservations, we conducted interviews to understand the relationship between IBCs and our target. This also helped us to better understand what it means to be an IBC.

The IBCs Our TargetExpertise:

Relatability:

IBCs are beauty experts.

“You focus on what their needs are. Maybe they come in and they need eye cream, or if their face is dry, you really talk about the product and how it’s going to help.”

- Marcia, 42

Successful IBCs recognize differences and tailor their selling strategies to them.

“If you’re looking at a large group of college students, you might do more makeup and lotions, and if you’re doing it for an older one you would focus on anti-aging and detox. When you know your audience you can tailor the products and presentation to them.”

- Cheryl, 38

Our target needs an expert to help her make decisions that are best for her.

“I’m really trying to find someone I trust completely. I’m jealous of relationships, like with hairstylists, where I can get advice on any beauty issue.”

- Jill, 22

She wants her individual needs to be addressed in an honest, personalized way.

“I tend to be a little wary of people who are trying to push a product in my face. I trust them if they’re honest with me and will say, ‘Oh, that color is not the best,’ or ‘that product probably isn’t great for your skin.’”

- Shawna, 19

INSIGHT #3IBCs’ struggle to relate and sell to our

target creates a disconnect.

7

the RedefinersMEETFemales 18-25

Her Mindset

She’s Redefining Beauty

Always being connected gives her life a sense of urgency where every minute matters.She doesn’t know what’s coming next, but is ready to take on the unexpected.Constant change drives her to achieve her goals as she enters a stage of self-discovery.

She’s not interested in covering up her flaws – instead, she highlights her features.Buying beauty products should be both simple and personal. She seeks advice from friends, family and digital personalities who understand her unique style. Her individuality, interests and passions define her.

In the grand scheme of beauty, our target falls somewhere between these two quotes...

The Seeker The Trusted

“I’ve found what works, but when I want something new I’ll go into Sephora, feel overwhelmed and leave.”

“People often ask me to do their makeup or for advice because I’m known as the beauty junkie in my group”

Beauty is an important part of her life, but how she looks is not her whole life

What she pins on Pinterest

LATINA MARKETThe Latina segment is an optimistic and driven sector of our target and is not to be overlooked. She spends more money to achieve the look she wants, and believes her appearance reflects her inner confidence. She seeks advice from people who speak her language and understand her community-driven lifestyle.

Casual & Comfortable Chic & TrendyEveryday looks

with a twist

8

I want a beauty expert

but I just don’t know it.”

THE SPARK

THE GUIDING INSIGHT

iBcs empower

women to find their

unique beauty by

matching them with

products that let

them embrace their

individuality.

“

“

Revolution of RealTHE BIG IDEA

Welcome to the

you seek authenticity. your Mary Kay iBc gets that. she helps you highlight what makes you unique, not hide it.

9

Start the Revolution

Our campaign will begin with a week of women sharing what makes them unique, ending with an event that will encourage them to sign up for the Revolution of Real through an interactive digital billboard in five key market areas (KMA). Each day, a street team will pass out postcards with stickers in mass transit locations and public spaces near our billboard. The postcards will encourage women to share the real things they do, whether it’s being a total gearhead, breaking into fits of laughter with friends, or taking improv classes after work, because it’s the little things that make them beautiful. The billboard will have a countdown to the event and aggregate social media posts with #RealWomenRealThings. On the day of the event, the digital billboard will become a virtual petition where women can sign up for the revolution. Street team members will pass out samples and encourage women to go to m.revolutionofreal.com, a mobile site that will allow them to digitally sign their name using their finger on their smart phone or at iPad stations. Each woman’s signature will appear on the billboard, then fade back into an image of #RevolutionofReal.

Every great movement starts with an uprising. Ours is powered by the distinctive traits and social media know-how of our target.

Follow the campaign through these 140 character tweet descriptions.

ShowcaSe Your Face

We will time the launch of our Tumblr, “Showcase Your Face,” to coincide with our kickoff event. Street team members will photograph the makeup stylings of women at the billboard and post them to our Tumblr. After the event, Mary Kay will create and post content, as well as encourage women to submit their best makeup looks.

The UnrestPhase 1

PhaSe 2: ThE UPRiSing PhaSe 3: ThE VicTORYPhaSe 1: ThE UnREST

Back

Front

10


Side a:A gatefold of translucent vellum paper allows the viewer to almost see the ad hiding underneath, which prompts her to open the ad and unveil the message.

Side B:Relatable models with

achievable looks are the focal point of this campaign.

The copy highlights specific Mary Kay products while speaking to our target’s unique beauty and the customized experience that can only be achieved with an independent Beauty consultant.

We invite the reader to join the revolution by going to the website to find an iBc.

Print Advertisements 11


Four girls share three different beauty-centric struggles: the desire to stand out, a longing for individuality, and the struggle to find a skincare regimen. Their stories intertwine and are all resolved with the help of a Mary Kay Independent Beauty Consultant. Together they create a long-form advertisement to be used for speciality buys and digital content, but can be utilized individually in smaller :30 second spots.

“People forget we’re not the same person.”

“I never wanted to blend in, but I did.”

“I could only see my flaws, so I tried to be invisible.”

All four girls begin to write a nondescript phrase with lipstick while elaborating on their desire to be individuals.

Slowly, one walks away revealing our call to action, “Join the Revolution.”

CommercialVellum overlay:“Don’t be afraid to sparkle. “

Vellum overlay:“Don’t battle your skin.”

12

FaceBook aPP: Digital BeautY conSultant

A trend that we found repeatedly in our research was our target’s strong desire to sample products before making a purchase. We combined this finding with our target’s heavy use of Facebook by creating an interactive quiz that gives them a personalized, one-time-use sample card. The quiz takes the user through her daily skincare and makeup routine and gives her tips that best fit her needs. An animated iBc will guide the user through the quiz, but real iBcs will curate the sample cards and advice. how iBcs can effectively follow up with users is outlined in the internal recommendations on page 21. Real-time data will allow us to create a truly personalized experience. For example, if a user lives in a cold climate and answers that she’s concerned about dry skin, her samples and advice would be different than if she took the quiz on a weekend night and mentioned that she’s preparing to go out with friends.

Finding the right beauty products can make facing the day a

little easier. Let Mary Kay send you your perfect look—it’s on us!

the SelFie Project

We will send 25 beauty influencers a 30-day supply of skincare products and challenge them to put their freshest face forward by using only Mary Kay for a month. iBcs will also be encouraged to participate. On the last day, we will ask them to take a makeup-free “fresh faced selfie”, and dare them to post it on their social media accounts. We will then open the challenge up to women in our target. The first 5,000 to post a photo on social media using #freshfacedselfie will receive skincare sample kits to complete the challenge.

Mary Kay + Pro Flowers join to offer Mother’s Day flowers in Mom’s favorite lip color to celebrate her real beauty influence in your life.


Mother’S DaY

Research showed that mothers serve as the first source of beauty advice for most girls, alongside their friends and sisters. Mary Kay will collaborate with ProFlowers.com for Mother’s Day 2015 so our target can recognize the important women in their lives. Mary Kay will create limited edition rose bouquets colored to match the True Dimensions collection lipsticks.

The challenge? Use Mary Kay’s skincare line for 30 days. The catch? Share a selfie at the end with no makeup on. #freshfacedselfie

13

ViDeo Banner aDVertiSeMent

Using our pre-existing video content, we created a banner advertisement that will break through the clutter. The viewer sees a model writing on her screen with lipstick. The shot zooms out to reveal the call to action “Join the Revolution.” The user is then directed to find out more about Mary Kay.

Digital

SkYScraPerS

These eye-catching

ads will feature

similar women to

print. Skyscraper

ads will invite

consumers to “Join

the Revolution.”

rectangle aDVertiSMentSThese advertisements present the sentence “my favorite feature to highlight with make up is _____.” Users then are able to type in the last word. The selected word will be used throughout the rest of the copy. The advertisement will direct the user to the Marykay.com to find an IBC.


14

Transit

BuS aDVertiSeMentS

King Kong bus advertisements in our KMAs and run on specific routes that our target frequents. The advertisement features three of the women who have “Joined the Revolution.” We then prompt the audience to join the conversation using the #RevolutionofReal.

BuS terMinal

aDVertiSeMentS

This bus shelter

advertisement will

work by using face

recognition technology.

As she approaches

and looks at the ad, the

watercolors move to the

side and the camera is

used to reveal a picture

of her in the ad.

Digital

PanDora Skin

We will utilize Pandora, one of the most popular music sites for

our demographic, by creating an engaging Pandora skin. We

feature a relatable model wearing Mary Kay makeup to attract

the listener’s attention. Through copy, we relate the unique

nature of music to the listener’s makeup routine, highlighting the

benefits of an independent Beauty consultant. The user is then

invited to click through to the website to Join the Revolution

and find an iBc.

her caMPuS Site takeoVer

her campus is a popular online and offline community written

entirely by motivated female college journalists. creating a site

takeover will draw in the collegiate sector of our target. We

will cleverly utilize the shapes of the products to help spell the

headline of the site. By clicking on our banner ad, users will

be directed to marykay.com to find an independent Beauty

consultant.


15

MarY kaY’S PoP-uP PartY

The Revolution is gaining traction and followers. Our target told us that she prefers to shop for beauty products in-store; our Pop-Up Party introduces Mary Kay in a familiar shopping environment. iBcs will help women design personalized sample boxes filled with the Mary Kay products best suited for them. To remove the pressure to buy, Mary Kay products will not be available for purchase at the Pop-Up Party. Through iPad stations set up throughout the store, women can easily connect to a local iBc and schedule a consultation. Women can also use iPads to send sample boxes, along with an inspiring message, to friends who could not make it to the party, all of which will be shared in real time on social media. For one weekend in May, pop-up shops staffed by local iBcs will be set up in five KMAs creating a fun and welcoming environment. At the party, visitors can snack on popcorn and sip pink lemonade, bob their heads to our DJ’s beats, and snap pictures in our themed photo booth.

grab some friends and spend your afternoon at Mary Kay’s Pop-Up Party. Build a sample box and get to know some of our iBcs.


The UprisingPhase 2

StickerS

BeautY Box MeSSage

PartY inVitation

PartY theMe

16

Pre-iBc PrograM

This program will introduce college-aged women to Mary Kay business opportunities. Women will be selected for the program based on leadership skills and experience. Ambassadors will work with local iBcs to host events and promotions with on-campus organizations, career services, and women-specific groups to introduce Mary Kay products to our target.

eDucate to eMPower the reVolution

Mary Kay is unique because it is an evolving brand that has always stayed true to its core values. The Revolution will further Mary Kay’s ability to liberate women through personal growth and financial success by giving academic scholarships to women across the country. 100 women who personify the values of Mary Kay will receive $2,500 to put toward starting college, finishing a degree, or continuing their education.

Share how you are a powerful and unique woman by applying for a scholarship from Mary Kay.

Mary Kay recruits college leaders to be the face of the Revolution of Real on campus across the nation.

hulu Pre-roll

consumers will answer one question that will choose the

Mary Kay commercials to match her personality. The user

can then select a long segment to bypass commercials

for her show or select to watch four separate commercials

throughout the stream.


Who’s your inner pop diva?

1. Rihanna - I love her bold style!

2. Beyonce, she’s flawless.

3. Taylor Swift, I feel like she’s my best friend!

Qualifying Questions

Where can you be found at a party?

1. In the middle of the dance floor, showing off my moves!

2. Chatting with friends and feeling confident.

3. Showing off my one-of-a-kind new outfit!

Print Advertisements will also be included in Phase 2 without the vellum page.

17

Come Sit and Sample:The main element of this partnership will be guerilla events where iBcs hold their famous parties in iKEA showrooms. This aligns with quirky events iKEA has done in the past and exposes consumers to Mary Kay in an entertaining, memorable way. Samples will be placed in iKEA’s showrooms, allowing shoppers to envision themselves using Mary Kay in their everyday lives. cross-promotional efforts will inlcude iKEA hosting Mary Kay banner ads on its home page, and vice versa, and both will promote each other’s upcoming events and promotions across social media.

ikea PartnerShiP

At first glance a partnership with iKEA seems unexpected, but dig a little deeper and it becomes clear they are the perfect pairing for this campaign. The iKEA brand resonates with our target, and their new product line, the PS collection, is designed especially for 20-somethings. in the same way that an iBc adapts to her clients’ needs, iKEA grows with its customers as their lives change. As uncovered in research, the target is constantly striving to express themselves.

inSPiRATiOn BOARD

Come sit with us!

Unique Faces in Unique spaces

This contest, which will run on instagram, will call on

women to share how a favorite room in their home

reflects their unique look. Women will post pictures or

short videos of themselves on instagram explaining

how they have made the space their own. The photo

with the most likes will win a personalized Mary Kay

beauty bundle and an iKEA gift card.

Beauty Rest

The best conversations happen on the couch. We will

place a living room setup with a comfy pink couch,

furnished by iKEA, in high traffic areas such as city parks

and other popular outdoor spaces to draw women in.

iBcs will encourage passersby to take a break from their

day and join them on the couch. While relaxing, women

will share beauty stories, ask questions, and receive

tips and recommendations from the iBc. Through this

personalized interaction, we will generate knowledge

and awareness of the iBc relationship.


UniqueFaces in UniqueSpaces

in an unexpected partnership, Mary Kay and iKEA join forces to give women a unique experience with products that change as they do.

18

reFreSh lounge

Women can relax and revive their look with Refresh Lounge, a pop-up makeup lounge where they can get beauty advice from IBCs. Set up in downtown KMAs near restaurants and shops, IBCs will staff the lounge and provide samples and personalized service. Friends can pop in after work, on their way to dinner, or during a long day of shopping. Since this event takes place in the winter, IBCs can provide samples and skincare tips specific to cold weather.

Relax, recharge and get free beauty advice and samples in one of Mary Kay’s

Refresh Lounge.


We will relaunch the Digital Beauty Consultation, print, and transit advertisement to round out our campaign.

hiStorY oF woMen The revolution is entering its final phase. To sum up our campaign, we want to honor incredible women like Mary Kay Ash and highlight Mary Kay’s long-running commitment to supporting female leaders. A short film posted on YouTube and social media sites will showcase powerful women, from politicians and innovators to businesswomen and celebrities. It will also include content women have submitted and posted on social media throughout our campaign.

Celebrate the important women in your life. Here’s to the next 50 years of Mary Kay and extraordinary women.

Phase 3 The Victory 19

FaceBook anD twitterFor this campaign, these assets will be used primarily to promote brand activations and share links to more content. Mary Kay should aim to constantly update and maintain these platforms, using different content for each.

iBc YoutuBe SerieS

Women in our target want expert beauty advice but would rather get it from someone they know and trust, which was the inspiration behind creating this series. In order to make IBCs more relatable to younger women, we’ll create a YouTube series that introduces individual IBCs. In addition to talking about Mary Kay, IBCs will relate their personal interests outside of beauty, truly allowing viewers to get to know them.

reVolution BeatS

This Mary Kay-branded Spotify playlist will be the soundtrack to our target’s life. The list of 60 songs will motivate young women as they get ready for the day, go out with friends, or hit the gym. With a focus on successful female artists including Beyoncé, Shakira, and P!nk, the playlist will inspire women to conquer their everyday lives.

inStagraMInstagram’s demographics more closely resemble our target’s than any other social media site. There is a huge opportunity to create high-quality, inspirational content and see strong levels of engagement as a result. We can use both images and short video clips on Instagram in the following ways:

• Teasing and introducing new products• Strategically timed posts based on when women are using beauty products; for

instance, skincare products would be shown on weekday mornings and going-out looks would be posted on Friday afternoons

• Tag names of products and individual shades in pictures so viewers can look them up or ask their IBC about them

• Give a look with instructions on how to achieve it

Social StrategiesThe goal of our social strategy is to strengthen

relationships with customers by providing

compelling content. Although social elements

are integrated throughout our campaign, the

following are standalone tactics.

iBc Social takeoVer

As part of our ongoing effort to familiarize the target with Mary Kay’s

selling model, we will select IBCs to lend their voices to Mary Kay’s

Twitter account. Chosen IBCs will take over @MaryKay for five days at

a time to tweet their beauty secrets, answer questions, and engage

with Mary Kay’s followers.

20

Internal StrategiesRecommendations

iBc ProFileS

Millennials spend an average of 14.2 minutes a day “stalking”

people on Facebook, Twitter, and instagram. Our target expresses

their personalities through social media and expects everyone to

do the same, so when they want to know more about someone

their first instinct is to start googling. Updating iBc pages on Mary

Kay’s website to resemble social media profiles, with more pictures,

multimedia content, and space for iBcs to share their interests will

allow our target to connect to iBcs in a way that’s familiar to them.

Switching to the new profile will be optional, but it will be an essential

tool for iBcs who want to take full advantage of our campaign.

FlaShDriVeS

We will involve iBcs from the start of our campaign by sending them a Revolution of Real branded flash drive. These will be pre-loaded with a campaign kick-off video and an overview of what’s to come, as well as materials to help iBcs best sell to our target. The flash drive will also allow iBcs to opt-in to receive sales leads generated from events, take part in activities like Pop-Up Party, or work with a pre-iBc college ambassador.

Selling StrategY uPDateS

We learned from talking with iBcs that they like to put their own twist on selling Mary Kay. Educating iBcs on how our target shops for beauty products will allow them to continue to do this in a relevant and informed way. The essence of the traditional Mary Kay party appeals to our target. The following suggested selling strategies will enhance the parties to continue to match their needs and lifestyle.

• Demonstrate how to highlight features or achieve a specific look versus applying a full-face of makeup

• Emphasize products that fit into a personalized plan instead of generic bundles of products

• host shorter parties to keep our targets attention

eMail caMPaign

Location information and email addresses will be collected from women in our target through several of our brand activations. Mary Kay will use this data to send an introductory email on behalf of a particular iBc. After the first email, the iBc will take over and does what she does best: sell Mary Kay. This will help to close the gap between sampling, consideration, and purchase. Mary Kay will maintain email lists to announce new products, share tips and tricks, and give company updates.

anD

weBSiteAll of our creative

executions and

brand activation

tactics drive our

audience to the

Mary Kay website.

We want to ensure

the website is

consistent with

the campaign

when they land

there so they can

find out more

information about

how to “Join the

Revolution” and

find an iBc.

21

Media

oBjectiVeS

Achieve marketing

goals with a $10

million budget

Gain an effective reach of 80% with an effective frequency of 6

Launch a one year

nationwide campaign

beginning in

February 2015

keY Market areaS

StrategieSUse a mix of print, television, digital and out-of-home media to reach 18-25 year-old women. There will be an emphasis on digital media planning to reach our target where they spend most of their time.

Place media in college towns and cities full of young professionals.

Select media that captures our audience during relevant times during their media consumption throughout the day.

Place media in outlets that enhance user experience rather than provide interruptions.

The key market areas were chosen to reflect populations with a higher number of college students, an emerging population of young professionals, and a strong hispanic market.

As large cities tend to be inundated with advertising, we chose areas in or near these cities that have a higher target base than the large cities themselves. Therefore, our campaign will be able to reach more of our target with a higher impact.

BuDget

$300,000

$191,500 $1,244,118

$2,769,967

$1,180,974

$4,312,326

22

Our target makes it a priority to tune into certain live television events for the purpose of participating in the conversation on social media. During select live shows, such as the finales of highly rated drama and reality TV shows, our target is watching while simultaneously being highly involved in a second screen conversation. Our placements are strategically chosen to reach our target when and where they are watching and participating.

Mary Kay can be a part of the conversation in real time, utilizing their social presence to reach people on their second screens.

To kick our campaign off strong, high impact print ads will be alternately placed in all eight magazines throughout the first two months. Throughout the rest of the campaign, select issues have been chosen to display regular print ads in specific issues that resonate with our brand messaging.

Television

oUT-oF-HoMe

MAgAzines

cinema:

The cinema has become a place for our target to escape their busy lives and provides a place to disconnect, focus, and yet still be entertained. Online viral video content will be the basis for these cinema ads, creating a captivating viewing experience. The content will be aligned with our brand activation tactics, ensuring a cohesive campaign. After the movie ends, Mary Kay iBc’s and ambassadors will be present outside the theater with samples and more information.

Mail sampling:

Throughout our campaign, we will pair samples with online purchase orders from select retailers, surprising our target with an unexpected sample. These samples will include brand messaging that ties in with a current Brand Activation tactic to ensure a cohesive campaign. Samples will include both makeup and skincare, timed to arrive during seasons when our target is more likely to purchase these respective cosmetic products.

Transit:

Our campaign features transit advertising in all 17 KMAs - including buses, subways, and shelters. These transit ads will be seen not only by those who utilize public transportation, but also by those who pass by buses and shelters throughout their day.

Media Choices 23

DigiTAl

sponsored content:

Our target is more likely to engage with advertising content when it is integrated in and relevant to what they are already reading. We will sponsor content on editorial sites that give users engaging content from Mary Kay in the style of their regular articles.

Website takeovers:

Website takeovers immediately capture our target’s attention and help to ensure that we will not get lost in the clutter of other display ads. These takeovers will be specifically targeted to our audience through web analytics and cookies.

Display advertising:

Examples: hello giggles, huffington Post, Fandango, Upworthy, Refinery 29in order to gain awareness, we will kick off our campaign with display ads on a wide variety of websites our target frequents. These websites are not necessarily beauty sites, as our target has a variety of interests. During our Educate to Empower the Revolution brand activation tactic, display advertising directing users to the scholarship landing page will appear on scholarship search websites.

Examples: Lonely Planet, Uber, The Weather channel, candy crushSince our target spends so much time on mobile devices and in apps, mobile display advertising will ensure a high reach and frequency for our campaign. These rich media display ads such as adhesion banners, pushes, sliders, full-page flexes, and filmstrips will be placed in apps our target is already using and will lead users to our mobile site.

MoBile

video Pre-roll:

Our target consumes online video more than any other age bracket. Therefore, will place video pre-roll advertisements in front of YouTube and hulu content our target is likely to watch. This content will provide an interactive ad experience that engages our target, and will promise an ad free hulu experience after their participation. We will leverage google’s demographic information to ensure that ads are placed before content that features women and that our viewers can relate to.

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Media Schedule

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Website visits. Using cookies to track website visits and searches on marykay.com by our target will demonstrate if more people are moving closer to making a purchase.

Requests to find an iBc. Looking at the number of women in our target who look for an iBc in their area will show the effectiveness of our call to actions and campaign in general.

Evaluating brand activation participation. By tracking the amount of people that engage with our brand activation tactics, we will have concrete numbers that represent our audience’s awareness.

Monitoring earned media coverage. Any coverage that we have will prove the virality of our content and awareness of our message. By estimating the impressions of these media channels, we will continue to see the reach of our campaign.

Local iBc surveys. Working with sales directors, we will en-courage iBcs to periodically gauge the interest level of their customers in becoming an iBc. Tracking interest level will help directors tailor recruiting tactics.

Online business opportunity requests. While becoming an iBc through a current iBc is the most common way of recruitment, we will continue to track online requests for information through marykay.com.

SaleS PreDiction $3.6 billion (14% percent increase)

aVerage SaleS increaSe 10%

BuYing Power oF target auDience $144 a year

conVert 5% of target to purchase Mary Kay (954,200)

caMPaign increaSeS SaleS BY $137,404,800

* Based on past numbers given in case study.

Tracking online sentiment. Seeing how Mary Kay is talked about in the social space is a strong indicator of overall perceptions, especially in our target.

net Promoter Scores. These demonstrate the value of positive perceptions by showing how likely a person is to recommend Mary Kay to a friend, which is crucial in continuing to boost consideration in our target.

we will gauge increases in awareness by...

we will gauge consideration for the Mary kay business opportunity by...

sales growth from campaign(18-25)

organic sales growth

oBjectiVeS

reFerenceS

we will monitor increases in positive perception through…

we will track consideration for product purchase by analyzing…

Evaluation4%

10%

ToTAl sAles gRoWTH14% oveR one yeAR

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Beauty Online - US, December 2012. (2012, December). chicago, iL: Mintel group Ltd.

Shopping for Beauty Products - US, December 2013. (2013, December). chicago, iL: Mintel group Ltd.

SRDS Simmons

Filiaci, P. (2011, november 29). Pretty Revenue Picture Ahead for Beauty Brands That Target Latinas. Retrieved February 20, 2014, from gci website: http://www.gcimagazine.com/ business/ marketing/134679633.html?page=1

Eleta, g. (2012, February 8). cosmetics Executive Women Agree: hispanic consumers Must Be a Priority. Retrieved February 20, 2014, from Univision communications website: http://corporate.univision.com/ 2012/hispanic- research/beauty-personal-care/cosmetics-executive- women-agree-hispanic-consumers-must-be-a-priority/# UyxJD61dVYF

US census

collins, J. (2010, December 20). Beauty is in the Eye of the Blog holder. Retrieved February 10, 2014, from Blogher website: http://www.blogher.com/beauty-eye-blog-holder-0

Think insights: in the Eye of the Beholder: Digital Behaviors of Beauty Shoppers. (2013, October). Mountain View, cA: google.

Total Beauty Media group. (n.d.). What Women Watch.

Bazilian, E. (2012, August 23). Study: Millennials Engage With Magazines Via Social Media, Retrieved February 15, 2014, from AdWeek website http://www.adweek.com/news/press/study- millennials-engage-magazines-social-media-143075

Offerpop, (2014, January 6). 5 Marketing Predictions for 2014. Retrieved February 6, 2014, from Offerpop website http://www. offerpop.com/resources/blog/5-marketing-predictions-2014- infographic/

neubauer S., Pont P., and Strutynski O. (2013, January), iconsumers: Life Online. McKinsey & company.

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