MK
your world
TABLE OF CONTENTS
EXECUTIVE SUMMARY
2
RESEARCH INSIGHT
3
CREATIVE
8 13
MEDIA
19
HEAD& HEART 1
25
EXECUTIVE SUMMARY The nature of relationship building and communication among Millennials has come a long way from the traditional forms of prior generations. Today, you won’t catch a Millennial girl without her mobile device in-hand connecting to hundreds of friends through her portal to the world. Mary Kay recognizes the need to connect with the target group of women aged 18-25 in a way that speaks to her Head&Heart. The current communication challenge is to be able to connect with our target groups on their terms – and on their preferred platforms. This exciting group of women, born into the age of technology, coming to full bloom in an exponentially globalizing world, is an untapped goldmine of confident consumers ready to boast about the brands they can’t live without to their networks. Our team has gone inside the Millennial girl’s Head&Heart to understand how to best grow the relationship between her and Mary Kay. Inspired by the colorful women of our world, Mary Kay’s expansive product line caters to and reflects the unique beauty that lies within each woman. However, our younger target market is not fully aware of all that Mary Kay has to offer them. They are not as familiar with the brand as they are with competitive beauty care companies. When they do have an impression of the brand, the 18-25 target market believes Mary Kay is for older women.
Our target relies heavily on the recommendations of trusted friends when trying new beauty products. The Millennial girl has a friendship network larger than any group of women in the past. This means that once Mary Kay has earned the loyalty of this sharecrazy target, the buzz will spread to their friends for a domino effect of awareness. In this book, we present a plan for Mary Kay to tap into this demographic with a fresh and youthful makeover that mirrors the Millennial's lifestyle and aspirations. From lipgloss to skincare and foundation, we have the products and the vision to tell Millennials: Make new friends. Make positive change. “MK Your World.” The creative components of our campaign highlight how Mary Kay can best reach their young target through a variety of media, but most importantly, on the devices they can’t live without and through the social media they love. We also outline approaches to inspire a new generation of Mary Kay business women, offering them ways to earn their first paycheck and engage with their first mentor. Through our research, experience and social interaction with our peers, we have created unique approaches for fully engaging the 18-25 female market, Head&Heart.
RESEARCH
PUBLIC RELATIONS
#MKyourworld
2
562 55 15 6
QUANTITATIVE SURVEYS GIRLS INTERVIEWED CONSULTANT INTERVIEWS FOCUS GROUPS
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Qualtrics surveys were distributed via team members through social media contacts between, November 12 and November 22, 2013 (semester one) and between January 28 and March 10, 2014 (semester two). The instrument had an 83% completion rate and yielded 562 qualified surveys (females, 18-25). The racial composition of the respondents was 74% Non-Hispanic White, 12% Hispanic, 5% African American, 4% Asian and 5% Other. For this campaign, we do not focus specifically on Asian women, because they have an inordinately low interest in Mary Kay cosmetics.
STRENGTHS • Empowering, encouraging and inspirational messages for women. • Allows consumers to try products and learn how to use them before purchasing. • Gives women an entrepreneurial opportunity to start their own business. • Demonstrates social responsibility with campaigns (ie. Beauty that Counts). • Top-10 skin care brand.
WEAKNESSES • Low brand awareness among women aged 18-25. • Brand appeals mainly to an older demographic. • Mary Kay at Play is perceived by many in our focus groups to be for teens younger than the target. • Personal selling is not favored by our target.
African-American Women OPPORTUNITIES • Social media is not yet optimized by the brand. • Youth market offers opportunities to increase brand loyalty and build sales force through school-affiliated, entrepreneurial programs. • Young women often lack makeup application skills. • Mary Kay products are formulated to appeal to women with a wide range of skin tones.
THREATS • Targeted consumers primarily establish makeup brand preference at drug stores or convenient stores. • According to a recent Pew Report, Market Millennials identify less with traditional values than preceding generations. • Mary Kay’s online reputation is at risk due to blogs and posts from former dissatisfied reps.
Spend 18% of their annual retail dollars on store brands. Their interest in beauty aids is nine times greater than other ethnicities (Nielsen). • Brand names and quality of product are key for purchasing decisions • Typically spends more on skin care products • Depend heavily on word of mouth advertising when purchasing makeup • Spend more than average at retail than other women
Hispanic Women Within the health and beauty category, Hispanic women are most likely to exhibit lifelong brand loyalty. They spend 10% more per purchase than average on name-brand products and are more likely to purchase name brands than the total market (Nielsen). • Believe that quality and impact on skin are the most important factors when purchasing makeup • Avid users of social media • Family needs are the most important when it comes to purchasing decisions
Non-Hispanic White Women These women are only likely to purchase cosmetics if they have had prior personal experience with the products. They are more likely than other groups to buy in a retail environment where they have the option to test products before they buy. • Believe that quality and impact of the skin are the most important factors when purchasing makeup • Use makeup and skin care products equally • Generally believe sales representatives are trustworthy • Respond well to print and social media for information about cosmetics and skin care
target audience Millennial Women 18-25 • Most racially diverse generation • Heaviest users of social media; heavily influences their purchasing decisions • Describe themselves as politically independent • Most likely to sacrifice on quality to save money • Avoid purchasing from companies whose values conflict with their beliefs • The most educated generation; a third of Millennials attend a four-year institution
Potential Independent Beauty Consultants 18-25 Potential independent beauty consultants are young women who want to build relationships with potential consumers. • Enjoys teaching people about skin care and cosmetic products • Looking to start their own business • Young women between the ages of 18-25
RESEARCH
RESEARCH
562 QUALIFIED SURVEYS
swot Analysis
5% African-American Women 12% Hispanic Women 74% Non-Hispanic White Women 4% Asian 5% Other
4
What Does she Know About Mary Kay?
focus groups summary
6 Groups/48 participants. All college females, 18-23.
Our survey research shows that the target market does not associate Mary Kay cosmetics with their age group but rather an older generation.
Over the course of two semesters, we ran focus groups and asked college women of different races about their cosmetics and skin care beliefs and purchasing decisions.
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Through our research, we found that most of our potential consumers have heard of the Mary Kay brand through their mom or another adult but are not aware of the brand’s current offerings. Mary Kay is viewed as a trustworthy brand with a variety of foundation shades to choose from. However, in terms of popularity with the target, the brand placed significantly behind MAC and Clinique.
“It’s a product my mom and all her friends used.”
TRIED 56% NEVER MARY KAY TRIED BUT 33% HAVE DON'T USE MARY KAY USERS 7% CURRENT OF MARY KAY HEARD 4% NEVER OF MARY KAY
56% of our respondents claimed they have never tried Mary Kay products
In one group, we had women try Mary Kay products disguised in generic packaging. Here’s what we found out: • Some participants thought the products “smelled” older. It reminded them of their mom’s or grandmother’s scent. • Many were reluctant to try the skincare items. Many of them have problem or sensitive skin and were unsure how a new product would work for them. • Almost all the women were impressed by the lipstick samples. They liked the consistency, light feel, and colors.
“I like being able to toss my lip gloss in my bag because I won’t always be able to get to a mirror [for lipstick].”
RESEARCH
RESEARCH
Brand Awareness
Results indicate that the Millennial girl seeks natural-looking cosmetics that fit in her busy lifestyle. They want “goof-proof” eyes and lips because they don’t have a lot of confidence about their application skills. They liked the idea of having a friend who can help them with this problem. African American women mentioned problems finding foundation that matched their skin tone. Hispanic women were the most positively predisposed to personal selling – many of them mentioned family members who were Mary Kay consultans.
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How Does the Millennial Girl Feel about Competitive Brands? To best understand our target audience, we needed to find out what role makeup and skin care play in their lives. When and where do women use these products and what brands do they already love?
“[Sephora] showed me all the different makeup they had that matched my skin tone.”
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72% 37% 24% 23% 20% 12%
In 1963, Mary Kay Ash started her business with a focus on “faith, family and career,” a lot of hard work, and just $5000. Today, Mary Kay is a $3 billion company with an independent sales force of over two million dollars (Forbes.com, 12/2013). Though Mary Kay has grown to number 163 on the list of America’s largest private companies, to this day, the core values of Mary Kay remain wholesome and traditional.
Our goal is to stimulate awareness of the brand through updated media, highlighting the peer-to-peer mentoring, friendship and skill-sharing that Mary Kay facilitates. It is important to maintain Mary Kay’s core values while updating the company’s voice. We want to be recognized as the cosmetic and skin care brand that: • Offers women a trusted friend and peer with whom they can explore cosmetics and skin care. • Recognizes the diversity of women’s beauty by offering products appropriate for all shades of skin tone.
It needs to stay that way.
MAC CLINIQUE COVERGIRL LANCOME L'OREAL MARY KAY 0
*
our opportunity
10% 20% 30% 40% 50% 60% 70% 80%
Totals may equal more than 100% because respondents could choose multiple brands
45% of our target aged respondents heard about their current makeup brand in the store.
Mary Kay should be authentic, transparent and tell a story with its ads. We aren’t just pitching a product. We are becoming part of the young women’s culture. MK Your World! (or Make Your World!) encourages women to make their world better, brighter, prettier and more financially independent. It reflects a belief that they should depend on and support one another. That is the Mary Kay way.
brand personality Mary Kay is a fun, trusted and authentic friend that women can count on for cosmetics and skin care that empowers them to look and feel their best.
creative brief
creative
RESEARCH
favorite brands
our proposition
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mobile app
Pink Sync
"I would pretty much buy anything but foundation online."
magazine print
FOCUS ON PEER to PEER Mary Kay relies on the business relationship and personal bond that is established between customers and their Mary Kay consultant. For our print campaign, we emphasize the benefits of these relationship featuring girls who are engaged in a meaningful friendship. We instill the idea that building a relationship with a skillful Mary Kay consultant is more satisfactory than just purchasing the product itself. The photographs in the ads don’t just sell makeup products, they tell stories. They highlight the mutually satisfying experience of purchasing through a personal Mary Kay makeup consultant.
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The chat screen allows consultants and clients to communicate through the app. Why? Millennials told us they prefer being approached indirectly through the app rather than through their personal text message inbox.
Beauty consultants have the ability to track their sales, number of new clients, reviews from customers and more. This feature is tailored to appeal to younger IBCs who look to technology to help them achieve their business goals and better develop peer-to-peer relationships.
Mary Kay will post content from the catalogues, articles, links to Youtube video tutorials and other social media posts. App users can scroll through and access the content they enjoy while engaging with Mary Kay.
Clients and consultants can enter important dates such as Mary Kay meetings, parties and reminders.
creative
creative
With this approach, Mary Kay advertises its products to a new consumer audience while, at the same time, demonstrating the expertise and personal benefits that accrue to women who become Mary Kay makeup consultant. The audience sees the appeal of having a personal Mary Kay makeup consultant, but also becoming a consultant themselves.
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instagram video
11
Kateria messages her Mary Kay consultant “Help! First date tonight... I have class all day but I’m out of my Sizzling Red lipstick.”
A close up on the Mary Kay consultant's phone messaging back “I’ll be right there!“
Since 18-year-old high school girls are beginning to make lifestyle decisions about their makeup, why not allow them to start building a relationship with Mary Kay? As an integral part of the Mary Kay High School Beauty Ambassador Program, the MKit is a special treat that our target market can subscribe to and receive on a quarterly basis through their on-campus opinion leader peers. The MKit will come out every three months with samples of new products, such as the Summer Collection of lip color and fun accessories like sticky notes and hair ties. The MKit is the perfect way for our target audience to test out Mary Kay products in a fun and exciting way. The first subscription is free and we suggest an affordable $10 price point for subsequent boxes. Through our focus groups we discovered that girls become loyal to their cosmetics after high school trial-and-error experiences. Head&Heart believes that with the sample sizes of makeup provided in the MKit, girls will have the opportunity to try the most anticipated new products before anyone else.
mkit Both Kateria and the Mary Kay consultant sit in class, the camera zooms in on the consultant passing lipstick under the desk.
Kateria gets ready for her date and sends her Mary Kay consultant a picture of her wearing her favorite lipstick.
Our Mary Kay consultant slowly walks away.
"I dislike when they push things other than what you ask for."
creative
creative
Kateria looks through her bag for her favorite Mary Kay lipstick but realizes she is out.
The new trend of videos on Instagram has inspired Head&Heart to incorporate the Pink Sync App into Mary Kay’s social media platforms. We found that the most viewed Mary Kay videos are their quirky short clips that women on-the-go can watch in a matter of seconds. We want to show women how social media can foster a warm relationship with their Mary Kay consultant.
“After seeing how much I loved using the Mary Kay lipstick more than my own, it’s something I would consider purchasing!”
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Millennials told us no one’s opinion matters to them like that of a trusted peer. Therefore, H&H suggests executing a beauty ambassador program to target the 18-25 demographic. High school 18-year-old senior girls will be recruited to “MK Your First Paycheck” from Mary Kay. To earn it, they will host fashion events and provide MKit subscription information to their peers. College Beauty Ambassadors will field additional events, such as “Puckers for Paws,” to encourage college women to MK their world a better place. Women get to sample the product while making a donation to “kiss” their favorite shelter animal.
beauty ambassador
Corporate social responsibility Mary Kay Beauty Ambassadors will also be charged with running events that align with Mary Kay’s mission and non-profit causes. For example, in conjunction with Mary Kay’s work with dating abuse, college ambassadors will partner with local campus wellness centers to provide workshops on recognizing and preventing abuse.
Social media All Mary Kay Beauty Ambassadors will be required to host a live Twitter session with trending hash-tags. Tweets will focus on makeup tips, inspiring quotes and samples for students. Mary Kay Beauty Ambassadors will also write a blog that is visually appealing and showcases top Mary Kay products. These ambassadors will work as guest bloggers in the beauty section of Her Campus, an online magazine geared to the female college population. This magazine includes pages for specific campuses and receives over 100,000 hits daily.
Campus Beauty Ambassadors will not be involved in direct sales. Instead, they will use their strong social media networks to engage their peers in the Mary Kay brand while providing third party endorsement. The goals of the student ambassador programs are to mentor future Mary Kay businesswomen and give them opportunities to practice grassroots marketing techniques. One Mary Kay supervisor will serve as a liaison between Mary Kay Headquarters and the ambassadors.
Sorority representatives
What we're looking for Energetic and involved college girls who want real-world experience and have a passion for the Mary Kay brand. Entrepreneurial spirit and dedicated work ethic required. In addition, Mary Kay Beauty Ambassadors will have excellent communication and time management skills with an active presence on campus and social media platforms.
“In a college town, the problem is we seclude ourselves sometimes and we may not know people that personally [sell] but once you do know people that do [sell], it’s nice.”
Mary Kay Beauty Ambassadors will build positive Greek community involvement. They will also contribute to an energized social environment by coordinating personalized Mary Kay parties for their sisters and other chapter members, recognizing special events such as sorority recruitment and bridal showers. In addition, each sorority will have an Mary Kay Beauty Ambassador to serve as the liaison during chapter meetings, conduct social media efforts, execute a customized marketing plan and coordinate nationally with affiliated chapters.
public relations
public relations
About
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Download Mary Kay’s Pink Sync app for all of your MK needs. #MKyourworld
Summer Nights are sure to be a breeze with Mary Kay’s new Carefree Coral Lip
Campus Style “Foundation, eye liner and lipstick are my everyday [makeup].”
HOW DOES SHE GO FROM "INTERESTED" TO "INVESTED"?
Our Campus Reps cannot wait for Summer!
Mary Kay Beauty Ambassadors will distribute pamphlets that feature in-season collections as well as product samples. The back cover directs readers to Pink Sync, our mobile app, that shows them where they can get in touch with their campus ambassador to sample products. This will enhance Mary Kay’s reputation with the younger demographic by relieving the immediate pressure to buy products or get in face-to-face contact with a consultant.
BUYER rOUTE A marketing funnel charts the process by which a consumer moves from attention to purchase. The chart on this page illustrates that both sales representatives and customers begin at the same place, but ultimately, their paths split. The Millennial girl is at first unaware of Mary Kay, and then through a series of steps grows in confidence with the brand. The journey taken by the prospective Mary Kay Sales Representative or Beauty Ambassador is slightly different. The second flow chart illustrates the events that trigger a representative’s desire to affiliate with brand.
Spark! -Sees Mary Kay in magazines -Meets Beauty Ambassador
Curious…
-Can I afford it? -Do my friends use it? -Where can I get MK products?
The Hook
-Looks up Mary Kay online -Sees Beauty Ambassador for tips, pamphlet and samples to try
The Everyday MK Girl
-Loves the confidence of knowing how to use it -Fits her on-the-go lifestyle
Millennial Girl -Confident & Trendy -On-the-go -Social Media Savvy -Peer Aware
MK the CONNECTION Spark!
-Desire for income and flexibility -Knows and likes the Mary Kay brand
Occasion -Attends Mary Kay Campus Tour -Opportunities with the Ambassador Program
AMBASSADOR ROUTE
Mentoring -Absorbs the Mary Kay culture -Skills from Ambassador mentors
Continued Journey
-Immersed in the Ambassador Program -Seeks opportunity as a Mary Kay consultant
public relations
public relations
campus pamphlet
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17
Camila
Spotlight
Hispanic, 21 loves fitness/health and sports college junior advertising major active in her community beauty explorer loves Mary Kay products dreams of being an entrepreneur lives a very active lifestyle.
Camila's blog focuses on reviews of her favorite Mary Kay products in addition to discussions of popular beauty topics and lifestyle commentary. This blog portrays the voice of just one kind of Millennial girl and how this brand allows her to “MK her world.� Mary Kay will reward campus beauty ambassadors with discounted Mary Kay products and free samples for sharing with their peers. This will drive positive word-of-mouth, Millennial to Millennial, creating a favorable cost-to-benefit ratio for the Mary Kay brand.
blog Our research shows that friends are the most trusted source of information for beauty products among 18-25 year olds. The target market tends to share most content with their peers by wordof-mouth via social media, email and texting. Research shows that 26% of makeup users are not confident in their ability to apply makeup well. Online tutorials are one of the hottest trends for makeup and beauty brands. Twenty percent of makeup wearers have tried online tutorials and another 39% are interested in trying them (Mintel). Therefore, a vital piece of our campaign is the creation of interactive blogs by our college and 18 year-old high school senior Beauty Ambassadors. The blogs will feature ambassadors demonstrating how to use products and answering beauty questions from their peers.
public relations
public realtions
social media
College Ambassador
18
overview objectives strategies
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• Raise awareness in the target market and get women talking about Mary Kay through integration of digital marketing, campus marketing and traditional magazine advertising. • Recruit younger Mary Kay Ambassadors in order to attract younger consumers.
• Use a continuous media schedule to remain constantly engaged with the consumer • Target the top-3 consumer markets: Hispanic, African American and NonHispanic White.
Magazine
Total
18-24 Weighted (000)/Sample
Print allocation: $5,969,742 Main Race & Racial Index
Main Race & Racial Index
Cost for one ad/mo for 12 months
Seventeen
1,437,179
Weighted- N/A Sample- N/A
White- N/A Black- N/A Asian- N/A
$ 1,828,920
Reach- 140.78 Frequency14,371.72
Essence
1,060,774
Weighted- 611,000 Sample- 94,000
White- 7 Black- 746 Asian- 55
$ 1,371,600
Reach- 79.11 Frequency13,408.85
Glamour
1,002,368
Weighted- 1,802,000 Sample-405,000
White- 88 Black- 128 Asian- 188
$1,284,330 Every other month
Reach- 332.0 Frequency3,019.18
Weighted- 929,000 Sample- 230,000
White- 75 Black- 144 Asian- 250
$1,484,892
Reach- 193.02 Frequency5,283.66
Teen Vogue
1,019,853
Placing one ad per month in each of these magazines will increase awareness among the 18-25 year old women while stimulating word of mouth conversations.
“A premium product for a medium price.”
Four-color, full page ads, one ad in each magazine per month February 2015 February 2016. Place one ad per month in each of these magazines to increase awareness among the 18-25 year old women while stimulating word-ofmouth conversations.
rationalE Because of their strong MRI Indexes with the target market, we have chosen to run print advertising in Essence, Glamour, Seventeen and Teen Vogue. In addition, our research shows that 81% of African American women indicate that they are more favorably predisposed to products featured in black media (Nielsen). Advertising print ads in Essence will stimulate more brand awareness among members of this key demographic for Mary Kay.
media
media
The year long #MK Your World campaign, beginning February 2015, will use a mixture of nontraditional and traditional media that directly target Millennial women the way they want to be approached. This will maximize our reach to three target race segments as well as stimulate buzz and awareness of the Mary Kay brand.
media magazine
20
Campus Ambassador
Program
$2,193,428
rationale
Mary Kay will sponsor a mentorship program on large college campuses in strategic locations based on consumer markets. Trained, supervised students will act as Beauty Ambassadors for the Mary Kay lifestyle and serve as liaisons between female organizations and local Mary Kay Independent Beauty Consultants. A scholarship will be awarded each year to the Ambassador who demonstrates outstanding leadership, innovation and entrepreneurial skills. Each semester, a group of female students have the opportunity to become empowered through a real-world work experience.
Many companies have successfully started giving college students the opportunity to gain experience with marketing and communications through campus ambassador internships. This relationship between Mary Kay and one or a team of college students will be mutually beneficial.
$300,000 Organize boards more efficiently, while adding more tips, tricks and tutorials. By using working links that direct users to a place of purchase, we believe that Pinterest usability will be easier to navigate and increase followers.
RATIONALE Seventy-nine percent of Pinterest users are female. Pinterest’s site traffic increased 5,124% from 2011 to 2012. Pinterest already controls 23% of referral traffic to e-commerce sites across the web. This is a very relevant website to our target and will help increase brand awareness. Later this year Pinterest will introduce promoted pins. Paying for placement will add your advertisement pin to relevant search results and category feeds in ways that connect with the consumer at a level of higher trust and belief.
$400,000
Use a cost-per-click strategy with a spending limit of $5,000 per day (Facebook’s maximum) using their maximum bid price of $0.84 per click.
RATIONALE
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$500,000 Cost for start up and follow up maintenance on Pink Sync.
Rationale The average number of apps owned by a smart phone user is 41, this is up 28% from the previous year. Apple has reported over 1 billion app downloads a month. 85% of users prefer mobile apps over mobile websites. 40% of users claim it made browsing easier. This will create a one-stop shop where loyal consumers can view products, send and receive messages their ambassadors, connect to videos on the YouTube channel and so much more. This application will directly engage the 18-25 year old market.
email marketing
$112,230
Create a national email marketing campaign through an email marketing platform such as Comm100. If Mary Kay already has the resources and technology they can skip outsourcing. Mary Kay will send a mass email campaign to IBCs to forward to their personal contact list throughout the year. Because 66% of Gmail is opened via mobile devices, compared to only 19% opened on a web browser, the marketing campaign will comply with all platforms including computer, phone and tablet.
RATIONALE Ninety-five percent of all online users use email. For every $1.00 invested in email marketing, average ROI is $44.25.
$124,600
Create 15 second video advertisements that will run on Pandora between songs for the younger consumers that are listening. Pandora’s personalized radio platform creates a special bond with consumers. Pandora charges per 1000 impressions, so the estimated cost of $24,600.00 covers 1 million impressions.
RATIONALE Seventy-four percent say Pandora has positively impacted the way they listen to music, a testament to how Pandora’s personalization makes a difference in how consumers experience and react to radio.
youtube
$200,000
Ten-second advertisements will play before beauty related YouTube videos. These ads will have a link directing them to the Mary Kay YouTube page and/ or the Mary Kay website. One hundred thousand dollars gets 500,000 views at 20 cents per view.
RATIONALE Fourty-three percent of all online videos watched per month are via YouTube. Millennials are 95% more likely than the average person to watch YouTube. Zappos reports that YouTube drove 250,000 visits to its website in 2012. 700 YouTube video links are shared on Twitter every minute. This gives us the opportunity to achieve multiple impressions across various media platforms.
$200,000
Costs include constantly updating Twitter with promoted tweets featuring interesting photos, videos and articles that will engage the target.
RATIONALE Over 400 million tweets are posted each day. Twitter is a place where external links can be integrated within the content.
$00.00
Use Instagram as a platform for informational and promotional videos. Create a buzz about gorgeous products and trends in cosmetics.
RATIONALE Nothing beats free publicity! It is imperative that users are engaged with photos and videos that will entertain them.
media
media
mobile app
Seventy-nine percent of social media log-ins by online retailers are with Facebook, compared to 12% for Google+. We only pay $0.84 when someone clicks the ad so we receive more impressions than we are paying for by the viewers who don’t decide to click.
pandora
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media schedule
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Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov Dec
Jan
Budget
MAGAZINE
$5,969,742
APP
$500,000
YOUTUBE
$200,000
$400,000
$300,000
$200,000
$112,230
$0.00
CAMPUS REP
$2,193,428
PANDORA
$124,600
* Based on our research of our target demographic, the schedule above shows the most effective media that will run from February 2015 to February 2016.
We want to know whether #MKyourworld is reaching the target market, changing its mind and moving it to action. We are also interested in determining what media is sparking consumer interest who wish to inquire about the brand.
objectives • Increase brand awareness among women 18-25 living in middleincome households from 3.96% to 10% • Change perception of Mary Kay as a dated, inconvenient brand for older women. Instead, Millennial women will identify the brand as a quality choice that is “peer approved” and easy to try/access • Change perception of the Mary Kay personal selling experience as uncomfortable and over-complicated to one that is pleasurable and helpful. • Build trial and purchase of Mary Kay products among high school girls and college women. • Increase the number of Millennial Women in the Mary Kay sales force by 25%. • Increase use of Mary Kay foundation and skin care products by 20% among African American women (18-25), raising the already high index for use of Mary Kay foundation from 124 to 129. • Build sales and trial by developing subscription base to the new MKit business.
Evaluation Techniques • Benchmark then track target market’s unaided awareness of the Mary Kay brand after each quarter of the campaign • Measure monthly online posts/visits via #MKyourworld and downloads/orders/access to sites through the Pink Sync mobile app • Pre- and post-test surveys of target audience magazine subscribers on unaided recall, appeal and believability/persuasion of print ads • Audit of Mary Kay’s database throughout the campaign, tracking number of 18-25 year-old sales consultants that join the organization, number of campus ambassadors registered and sales of featured products.
meida
media
TYPE
TOTAL EXPENDITURE: $10,000,000
evaluation
24
head&heart
Head&Heart Advertising: Emotionally intelligent marketing communication.
sources page 3
• Millennials a portrait of generation next In (2010). S. Keeter & P. Taylor (Eds.), Pew Research Center. Retrieved from http://www.pewsocialtrends.org/files/2010/10/ millennials-confident-connected-open-to-change.pdf
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research team
• Kay, M. (2013). Mary Kay 2013-2014 case study. Retrieved from http://www.aaf.org/ images/public/aaf_content/images/nsac14/MK_NSAC_FINAL.pdf • Whiting, S., Campbell, C., & Pearson-Mcneil, C. (2013). The african-american consumer 2013 report. Retrieved from http://nnpa.org/wp-content/uploads/2013/06/AfricanAmerican-Consumer-Report-2013.pdf
media team
page 5
• Crosett, K. (2013). Generation millennials in the United States. Retrieved from https:// ssl.ad-ology.com/pro/aii_report.cfm?rpt=AIA&AmpCatID=EXP12&x=77&y=13 • Hitwise United States In (2014). Summary of visitors to Mary Kay 4 rolling weeks ending in March 8, 2014. United States: Experian Marketing Services. Retrieved from http://clients.us.hitwise.com/report
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• Shannon, R. (2013). Issues and insights In R. Shannon (Ed.), Color Cosmetics . Mintel Group Ltd. doi:www.mintel.com
head&Heart
Haley Bell
Natalie Fischer
Kateria Wynn
Creative team
Dayna Lazarowitz
public relations team
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• Hasker, S. (2013, 06 04). Using big data to engage with the new customer. Retrieved from http://www.nielsen.com/us/en/newswire/2013/using-big-data-to-engagewith-the-new-consumer.html • Latinas are a driving force behind Hispanic purchasing power in the U.S. (2013, 08 01). Retrieved from http://www.nielsen.com/us/en/newswire/2013/latinas-are-adriving-force-behind-hispanic-purchasing-power-in-.html • (n.d.). Retrieved from www.mriplus.com • Vogue. (2014, 2 1). Retrieved from http://www.condenast.com/brands/vogue/ media-kit/print
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• Mobile apps: what consumers really need and want. (n.d.). Retrieved from http:// offers2.compuware.com/rs/compuware/images/Mobile_App_Survey_Report.pdf
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Dena Manos
Tori Bryan
Aura M Franco
Brooke Patricia Schwartzman Butler
H H
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Diamia Foster
Special thanks to Dr. Lisa Duke and Dr. Lu Zheng for your support and guidance.
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