Mary Kay: Every Woman, Every Story by brookebaty

Every Woman, Every Story

TABLE OF CONTENTS & EXECUTIVE SUMMARY

R E S E A RC H & I N S I G HT S 1 2 3 4 6

EXECUTIVE SUMMARY RESEARCH OVERVIEW & OBJECTIVES RESEARCH DESCRIPTIONS RESEARCH BREAKDOWN OUTCOME

S T R AT E GY 7

AUDIENCE

8 9

MARY KAY HISTORY & CAMPAIGN STRATEGY BRAND MESSAGE

C R E AT I V E E X E C U T I O N S 10 12 13

NEW YORK FASHION WEEK

14 15

COFFEE SLEEVES, GYMS, & PANDORA

16 17

MALL KIOSKS

18 19 20

BUZZFEED & VICTORIA’S SECRET FASHION SHOW

PINK INSTALLATIONS PHILANTHROPY

E X E C U T I V E S U M M A RY Fifty-one years ago, Mary Kay was founded to create a community of women by empowering them with an opportunity to succeed in the workforce. However, Mary Kay’s founding message of empowerment fails to resonate with millennial women. Mary Kay has become the brand for mothers and grandmothers. Now, Mary Kay has an opportunity to evolve its idea of empowerment by aligning itself with the ideals of today’s women. Every day, millennial women are bombarded with advertisements telling them who they should be and how they should look. But these women are individuals who live their lives not bound by the way others think they should live. Mary Kay has the opportunity to connect with the current ideals of millennial women by challenging the way women are shown in the media. We will not tell women how to be. Our messaging will show women in roles, activities, and places they occupy every day.

ROTATING DISPLAY BOARDS & HULU

SOCIAL MEDIA & MARYKAY.COM

GOOGLE ADWORDS, SEO, & BLOGGERS EMAIL & INDEPENDENT BEAUTY CONSULTANT MATERIALS

MEDIA BUDGET 21 22 23 24 25

MEDIA STRATEGY

CREDITS & SOURCES

MEDIA TIMELINE MEDIA BUDGET MEDIA EVALUATIONS CAMPAIGN WRAP-UP & CONCEPT TESTING

RESEARCH OVERVIEW & OBJECTIVES

INTERVIEWS

DAY-IN-THE-LIFE INTERVIEWS

COMPLETED QUALTRICS SURVEYS

202

PERCEPTION SURVEYS

IN-DEPTH BEAUTY CONSULTANT INTERVIEWS CONSUMER INTERVIEWS

SURVEYS

2 AT PLAY™ FOCUS GROUPS

10 MARY KAY PARTIES 16

545

260

315 SECONDARY ARTICLES

COMPLETED EMPOWERMENT SURVEYS COMPLETED BEAUTY CONSULTANT PHONE SURVEYS IN 50 STATES

THE CHALLENGE:

2. THE BRAND

Develop a fully integrated national campaign that increases Mary Kay’s market share among 18-25 year-old females. The campaign must increase awareness, positive perception, consideration for product purchase and raise beauty consultant recruitment while staying true to the brand’s identity. To begin the process we looked at our audience, Mary Kay as a brand, and the direct selling model.

The average age of a Mary Kay Independent Beauty Consultant is 42. Now, Mary Kay wants to extend their marketing to reach millennial women. We needed to find out how millennial women perceive the brand, why they are not buying Mary Kay currently, and what product lines they use most.

3. THE SALES MODEL 1. THE AUDIENCE We needed to get a better understanding of millennial women: who they are, what they do, why and when they wear makeup, how they shop for makeup, and what they look for in makeup brands.

In the U.S., Mary Kay’s direct selling method is composed of 500,000 Independent Beauty Consultants. They run their businesses to fit their needs and the needs of their customers. We aimed to analyze the sales model to see if it offers advantages to our audience, and if so how can Mary Kay capitalize on those advantages.

RESEARCH DESCRIPTIONS

AT P L AY ™ F O C U S G R O U P S

EMPOWERMENT WEBSITE

We organized two focus groups to find out how our audience responded to Mary Kay’s At Play™ line. First, we showed four makeup brand commercials, including one from At Play™, and asked the participants to discuss them. After discussing all four commercials, we presented the At Play™ makeup and had them comment on the packaging, color, and quality of the product.

Through a content analysis we found that millennial women read and share articles about empowerment. To investigate this theme we built a website, which asked women from around the country to share their personal definitions of empowerment.

B E A U T Y C O N S U LTA N T PHONE SURVEYS We conducted phone interviews with Independent Beauty Consultants across the nation to learn about their experiences working with Mary Kay and their interactions with our audience. We wanted to know how frequently beauty consultants interacted with millennial women, how often our audience purchased product, and how our audience was introduced to Mary Kay. We called 715 beauty consultants and spoke to 202 of them across all 50 states.

PERCEPTION BOARDS We conducted perception surveys to learn how our audience perceives Mary Kay in relation to other top makeup brands. We took nine of the top ten makeup brands as well as a fictional brand, Moréau, and presented them to 73 millennial women. We asked them to rate the brands on a scale of one to ten (one being the highest) and explain the reasons for their placement of each brand.

MAKEUP YOUR MIND LOVE

HATE

3 2

5 4

7 6

9 8

BASED ON YOUR PERSONAL EXPERIENCE USING MAKEUP, PLEASE RANK THE FOLLOWING BRANDS DEPENDING ON YOUR PREFERENCE. IN THIS PARTICULAR CASE, MONEY/PRICES/COST SHOULD NOT BE A CONTRIBUTING FACTOR IN YOUR DECISIONS.

RESEARCH BREAKDOWN

Our first round of research was a quantitative survey aimed at gathering our audience’s awareness of Mary Kay. This would give us the groundwork to begin conducting interviews, focus groups, and brand perception surveys. Our research revealed that most millennial women who have used Mary Kay enjoy their core line of products. This allowed us to explore other potential problems with the brand. We found that our audience dislikes the Mary Kay At Play™line. They thought the packaging was immature and the colors were too bright. They were looking for makeup that is both “mature and fun” and allows them to share their personality.

83%

83% OF OUR RESPONDENTS HAVE HEARD OF MARY KAY AS A BRAND.

ONLY 5% OF THOSE SURVEYED HAVE USED MARY KAY BEFORE.

70%

“

— Kylie, 19

Once we were clear that the core product line was not a problem, we assembled a new survey that focused on the sales aspects of Mary Kay. This survey revealed that our audience is uncomfortable with Mary Kay’s sales format. When discussing the buying process, respondents frequently described it as “inconvenient.” This led us to the question: does the sales structure fit the needs of our audience? To answer this we conducted secondary research and in-depth interviews with our audience. These surveys revealed that women enjoy receiving product advice from makeup consultants and appreciate cosmetic delivery services, which are all pieces of Mary Kay’s direct sales model. However, once we associated Mary Kay with direct sales our audience’s perceptions turned negative. We found that women enjoy the elements that define the Mary Kay sales model, but have a negative perception of the brand itself.

70% OF THOSE 5% SAID THEY WOULD BUY AGAIN.

SOURCE: QUALTRICS SURVEY

“

I like to try samples of makeup before I make any purchases. Once I know I like the product I usually just buy online.

37%

20%

25%

37% OF 18-25 YEAROLD WOMEN WATCH HOW-TO VIDEOS. ONLINE

1 IN 5 WOMEN SAY THEY ARE LOOKING FOR MORE AFFORDABLE ATHOME OPTIONS.

25% OF MAKEUP WEARERS ARE NOT CONFIDENT IN THEIR ABILITY TO APPLY MAKEUP WELL..

The actual makeup is awful, it’s ugly. Turquoise eyeshadow? They’re trying too hard to be cool and bold.

— Brooklyn, 22

The packaging looks like a pregnancy test.

—Elora, 22 SOURCE: MILLWARD BROWN

SOURCE: MINTEL

RESEARCH BREAKDOWN

We conducted qualitative research involving the interactions between the salesforce and our audience to further investigate Independent Beauty Consultants and their interactions with customers. We attended Mary Kay parties, held in-depth interviews, and conducted online surveys. We concluded that beauty consultants who were knowledgeable about products and had strong relationships with their clients were able to increase sales while achieving a higher rate of returning buyers. However, our research also showed that uninformed beauty consultants deterred new Mary Kay customers.

79% “

OF CONSUMERS REGARD INACCURATE INFORMATION AS INTOLERABLE

At this point we wanted to investigate the negative perceptions associated with Mary Kay. Our Qualtrics survey, in-depth interviews, perception boards, and focus groups showed that women who knew of Mary Kay felt its products were for an older generation. Through our perception boards we found that Mary Kay was one of the least popular brands among our audience. MAC Cosmetics scored the highest with a 3.38, while Mary Kay came in ninth, with a 6.39, only outranking our ficticious brand, Moréau. When we inquired further into our audience’s knowledge of Mary Kay, we learned that they knew very little about the brand. This research showed that women who did not know about Mary Kay still considered the brand outdated.

3 .38

4 .23

4 .83

5 .25

5 .31

MAC COSMETICS

CLINIQUE

COVERGIRL

MAYBELLINE

LANCÔME

5 .6 4

5 .73

5 .7 6

6 .3 9

8 .37

REVLON

LORÉAL

ESTÉE LAUDER

MARY KAY

MORÉAU

SOURCE: MINTEL

I’ve been to a party where the makeup techniques that the lady swore by seemed outdated.

— Beckie, 31

1 BEING THE BEST RATING AND 10 BEING THE WORST.

“

Mary Kay beauty consultants need to know about the makeup that they’re selling. They should be more professional.

— Shelbie, 23

“

The Mary Kay party was less about trying Mary Kay products, but more about the education of makeup itself. [I] would want to attend another Mary Kay party in the future.

“

— Natalie, 22

While they’re trying to branch out, the company still markets towards older ladies and seems to miss a lot of the younger market. — Lauren, 22

I imagine that Mary Kay targets an older audience focused on skin rejuvenation and timeless cosmetics.

— Greta, 20

RESEARCH BREAKDOWN & OUTCOME

We wanted to know why Mary Kay’s brand message was not connecting with our audience. Our first step was a content analysis of popular digital media among millennial women. Here we found the running theme of empowerment. Next we investigated the definition of empowerment for women. We built a website asking women what empowers them.

“ “ “

We received 260 answers across 29 states. Women ages 18-25 responded: “being educated,” “proving those who didn’t believe in me wrong,” and “finding my own path,” Older women responded: “my faith,” “being able to raise my family,” and “living out my dream.” While all of these messages are empowering, our research showed significant differences between the two groups. Mary Kay does an excellent job of sharing views of empowerment, but its current messaging resonates with an older demographic.

At a young age, my father told me, ‘going to college is a waste of time for a woman, she will only become a mother and cannot have a career and a family.’ So being told I cannot do something empowered me to show them I could.

Nine out of ten women say advertisers don’t understand them.

Real women empower me. Real women, with real ideas who share the same frustrations as me, empower me. But women are the ones who empower themselves.

Not being stronger than someone else, but stronger than the person I was before.

SOURCE: NEW MEDIA AND MARKETING

“

I am most empowered by being who I am, without having to tone it down to fit other people’s expectations.

OUTCOME Mary Kay began with the core message of empowering women, but along the way the message became outdated. Modern women are looking for a new message, one that shows the full spectrum of their lives and what they do every day.

QUOTES ARE FROM WOMEN AGES 18-25 ON THE EMPWOERMENT WEBSITE.

STR ATEGY: AUDIENCE

AUDIENCE Millennial women vary so greatly in cultural values, socioeconomic status, and moral ideals that trying to define our audience in a single pen portrait became too narrow. With this realization, we focused around four main psychographic attributes that are common among our audience.

C O N T E N T C U R AT O R S Millennial women constantly check social media.1 They watch and curate messaging that aligns with their views and identities. Their social presence creates a personal brand that represents how they want to be seen online and in the world.

DISRUPTION EMBRACERS Advertisers bombard our audience every day. The messages are so frequent that they often tune them out. Millennial women engage with brands that offer interesting and meaningful content relevant to their interests.2

F I N A N C I A L LY I N D E P E N D E N T For the first time in their lives, millennial women are managing their own finances. They are willing to spend more for a product or service that they believe in.3 When venturing into careers, they look for companies with ethical standards and social responsibilities over ones with higher wages.4

KNOWLEDGE CHASERS Our audience likes to research products before making purchases. Millennial women will often ask friends or family and read online reviews, before committing to a product. They find reliable information on-the-go and will often research on their phones while in-store before making a purchase.5

STR ATEGY: MARY K AY HISTORY & CAMPAIGN STR ATEGY

EMPOWERMENT Mary Kay Ash built a company devoted to women. Her goal was to inspire them with the hope that they would transform their lives and in turn, inspire others. Her company sought to achieve this goal by providing women with independent career opportunities. As outlined in Mary Kay’s philosophy, their success would depend on upholding values of morality, community, ownership, and self-motivation.

C O M M U N I C AT I O N S T R AT E GY Throughout this campaign, our messaging will speak to millennial women ages 18 to 25. Our campaign will tackle four goals: increase awareness, positive brand perception, and consideration for product purchase, and as a secondary objective, increase beauty consultant recruitment with millennial women. In order to accomplish these goals, we will divide our campaign into two phases. Phase one will work to increase brand awareness and positive brand perception. Once we have achieved these goals we will start phase two, focusing on product purchase and beauty consultant recruitment. The first seven months will be devoted to phase one and the final five months will be devoted to phase two.

Mary Kay Ash’s philosophy proved to be successful. As her company grew rapidly, it became clear that Mary Kay was not only providing women with a career but, it was also empowering women to change their lives. Mary Kay Ash achieved her dream. Today, Mary Kay empowers women with open-ended potential to achieve personal and financial success.

All of our tactics and media follow the structure of these two phases. Our media schedule will run consistently from February 2015 - February 2016.

“Don’t limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve.” - Mary Kay Ash

This book unfolds sequentially with our campaign.

C A M PA I G N S T R AT E GY Mary Kay is a brand rich in history, but it competes in a market that is centered on being young and unique. Mary Kay faces the challenge of carving out its own niche. We need to do something against the grain to make Mary Kay stand out in the crowd. At the core, Mary Kay shares the same values of

today’s young women. However, our audience does not associate Mary Kay with these values. Our campaign harnesses these values and aligns Mary Kay’s messaging to connect with millennial women. Mary Kay will be the first makeup brand to zoom out from Friday and Saturday nights, by

supporting the full spectrum of all the activities young women do, battles young women fight, and goals young women achieve every day Our messaging will not tell women how to be, but instead show that Mary Kay supports women to be themselves in all facets of life.

STR ATEGY: BR AND MESSAGE

BRAND MESSAGE Founded on the idea that women can do anything, Mary Kay has never denied a woman with a dream. When the company began, it empowered women to push the boundaries of their traditional roles in the home. Now, Mary Kay joins a conversation of todayâ&#x20AC;&#x2122;s women with a new calling of empowerment. While other brands tell women how to live and how to be beautiful, Mary Kay understands that women define their own beauty and are empowered by living out their own dreams. Mary Kay believes that women are so much more than the world makes them out to be. Women change things. They push culture forward. Challenging the stage in sports, Painting paths in the arts, Discovering new frontiers in science, And furthering humanity in both politics and business. Women live out new stories of empowerment every day. This is not a new idea. Women have always done this. And Mary Kay has embraced this from the beginning. No matter what dreams they chase or what stories they tell, Mary Kay supports them all.

Every Woman, Every Story 9A

CREATIVE EXECUTIONS: NEW YORK FASHION WEEK

T O TA L I M P R E S S I O N S 1 9 , 4 0 0,0 0 0 T O TA L C O S T S $ 4 10,0 8 5

N E W YO R K FA S H I O N W E E K & BRAND VIDEO Our campaign will kick off with a huge surprise right in the middle of one of New York’s biggest media events: Fashion Week. New York Fashion Week generates nearly 1.7 million “Facebook Likes” and over 671,000 Tweets in just seven days.6 Our goal is to expand the narrow portrayal of women surrounding Fashion Week by showing that fashion belongs to all kinds of women. To accomplish this goal, Mary Kay will host their own fashion show inspired by 30 diverse Independent Beauty Consultants and their personal stories. Our fashion show will be held in Sheep Meadow, Central Park, a fourminute walk from Fashion Week at Lincoln Center. (1) Leading up to our fashion show, we will install 30 mannequins between Lincoln Center and Sheep Meadow. Each mannequin will 1

represent one of the 30 beauty consultants by displaying her personal story. We will also print the date and time of Mary Kay’s fashion show. (2) During the week, the fashion show will be concealed by a massive pink tent. (3) We will print a message on the outside of the tent describing the upcoming show. The tent will garner media buzz and generate social media impressions. (4) On the final day of Fashion Week, the tent will open to the public and our fashion show will begin. This will not be a traditional fashion show. Models walking the runway will be the 30 everyday beauty consultants. Prior to the fashion show we will select six designers through Mary Kay’s existing partnership with “Project Runway.” The designers will create

outfits inspired by the personal stories of each beauty consultant. At our fashion show, the beauty consultants will model their outfits while their story is read to all attendees. In addition, attendees will receive samples of Mary Kay’s core makeup line. We will hire popular beauty bloggers to cover the fashion show and send press releases to media outlets covering New York Fashion Week. At the conclusion of our fashion show, we will play a brand video beginning the turning point for Mary Kay’s new message of empowerment. (5) The video will show a variety of women in roles, activities, and places they occupy every day. This entire event will show that Mary Kay supports “Every Woman, Every Story” and will then launch the extensions our campaign.

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CREATIVE EXECUTIONS: NEW YORK FASHION WEEK

MESSAGE ON TENT Runways.

They fit one size. Crowds come with cameras and phones and then the whole world sees that not all of us belong there. But runways are for the beautiful, for the brave, and for the ones who have stories to tell. We have come here not to vilify fashion, for it is a noble pursuit. We hope to speak with it, because fashion can be inspired by the women who wear it.

BRAND VIDEO SCRIPT We are so much more than the world makes us out to be. Our stories go further, beyond the spotlight. They are hidden in small towns. Buried in busy subways. And nestled in our homes. These are the stories untold. The gritty. The glamorous. The curvy. The cut. The stories we tell everyday. These are the ones that matter. Because we are a generation not bound by the way others think we should live. We tell our own stories. And we live our own lives.

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CREATIVE EXECUTIONS: PINK INSTALLATIONS

P I N K I N S TA L L AT I O N S As the fashion show closes, we will open the campaign to all women by inviting them to submit their own personal stories of empowerment. We will release a prompt through our brand video, social media, and a microsite. We will create this microsite to house various elements of our campaign. Mary Kayâ&#x20AC;&#x2122;s social media outlets and microsite will collect the submitted stories with the hashtag: #EveryWoman. We will produce one-minute films based on ten selected inspiring stories. These films will convey real and honest portrayals of womenâ&#x20AC;&#x2122;s everyday lives. We will use these films throughout our campaign.

(2) Finally, we will highlight the places mentioned in these stories by creating over 200 pink installations. (3) When passersby approach each installation, they will be able to read a corresponding story. They will also find a link leading them to the microsite, where they will watch the one-minute films. Mary Kay will pioneer the idea that a cosmetic brand can provide a platform that encourages women to be themselves and shares their own stories of empowerment.

T O TA L I M P R E S S I O N S 9 6,0 0 0,0 0 0 T O TA L C O S T S $ 6 7 7,0 9 8 12 A

CREATIVE EXECUTIONS: PHILANTHROPY

LOVEISRESPECT

MK EXPRESS

Starting in August, our campaign will focus on Mary Kay’s philanthropic efforts by fostering Mary Kay’s involvement with its largest existing philanthropy: Loveisrespect. We will create a play informing new students on how to cultivate healthy relationships. The play will be performed at university introduction sessions. Attending students will receive free samples of Mary Kay’s core line.

Through Mary Kay’s existing partnership with the Alpha Chi Omega sorority, we will connect 25 participating chapters with Loveisrespect. Using volunteers from Alpha Chi Omega, we will sponsor a free shuttle service for college students in need of a safe ride home in select university areas.

T O TA L I M P R E S S I O N S 7 5 ,0 0 0 T O TA L C O S T $ 5 8 ,0 0 0

T O TA L I M P R E S S I O N S 1 3 , 5 3 6,0 0 0 T O TA L C O S T $ 4 8 6, 8 0 0

University presents...

Text “loveis” to 22522 -33 1-9474 Call 1 866

Love is Respect is an online and phone service for young adults to ask questions about thier relationships. It is a place where young adults can find information about what makes a realtionship healthy or unhealthy and what they can do to get out of unhealthy or abusive realtionships. Love is Respect strongly advocates that abuse is not only physical, but emotional.

LOVE IS RESPECT

The playbill will be placed on seats to explain the premise of Loveisrespect.

August 17th - 21st, 2015 Sponsored by

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CREATIVE EXECUTIONS: COFFEE SLEEVES, GYMS, & PANDOR A

COFFEE SLEEVES

GY M S

Every day 41% of 18-25 year-olds spend an average of 70 minutes drinking coffee.7][8 We will print empowering quotes on coffee sleeves. The first series of sleeves will run in March during Women’s History Month and will display quotes from influential women. The second series will run towards the end of our campaign, debuting quotes from stories previously submitted through the microsite.

Submissions from our empowerment website revealed that many 1825 year-old women feel empowered when they exercise. To support these women, we will install encouraging messages on posters and gym equipment.

T O TA L I M P R E S S I O N S 2 0,0 0 0,0 0 0 T O TA L C O S T $ 7 6 9 , 2 3 2

T O TA L I M P R E S S I O N S 1, 8 0 0,0 0 0 T O TA L C O S T $ 2 5 2 ,1 9 2

PA N D O R A With a population of 67 million, Pandora has the largest concentration of female listeners among all online radio platforms.9 We will create a Pandora campaign showcasing popular Mary Kay products while promoting the tagline: “Every Woman, Every Story.”

T O TA L I M P R E S S I O N S 2 , 8 6 0,0 0 0 T O TA L C O S T $ 1,11 3 , 2 4 3

PANDORA AUDIO “We’re always doing something and it’s never the same. Maybe we are flirting with new looks, embracing different charities, or starting our own businesses. It’s about every woman, every story. Mary Kay is here to support you. Our beauty consultants are ready to find a makeup collection that fits your story, your life.”

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CREATIVE EXECUTION: ROTATING DISPLAY BOARDS & HULU

R O TAT I N G D I S P L AY B O A R D S (1) We will install rotating display boards in public transit locations. Over 850,000 people will walk by our display boards in a three-month time span.10

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(2) On these boards, the first image will display an overdone female model replicating the look of a typical makeup advertisement. After a few seconds, the board will rotate into a mirror. (3) The rotating display board will show that Mary Kay supports all women, distinguishing Mary Kay from other cosmetic brands who have tried to define beauty.

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T O TA L I M P R E S S I O N S 2 2 7,0 2 5 , 4 0 0 T O TA L C O S T $ 8 8 5 ,0 0 0

HULU During the first three months of our campaign we will take advantage of the 72% of millennials who use video streaming websites.11 Our brand video will play on Hulu during every viewing of NBCâ&#x20AC;&#x2122;s â&#x20AC;&#x153;The Voice.â&#x20AC;? We chose Hulu because females between ages 18-35 are its fastest growing segment.11 Later in the campaign, we will run our one-minute films in December during repeats of the Victoriaâ&#x20AC;&#x2122;s Secret Fashion Show.

Brand X

Mary Kay

T O TA L I M P R E S S I O N S 3 2 ,7 7 7, 5 4 0 T O TA L C O S T $ 6 9 0, 8 8 6 15 A

CREATIVE EXECUTIONS: MALL KIOSK

MALL KIOSK T O TA L I M P R E S S I O N S 5 5 9 , 8 6 1,0 5 0 T O TA L C O S T S $ 1, 5 12 , 8 0 0 More than 1/3 of mall shoppers are 18-24 years-old.12 We will install Mary Kay kiosks inside of 50 different malls throughout the country.

(1)We will also install floor decals to lead female shoppers to the kiosks. (2)These kiosks will be uniquely designed in the shape of a makeup bag. (3) We will install six iPads and one monitor in each kiosk. These digital displays will allow shoppers to watch interactive videos, sign-up with beauty consultants, and make online purchases. The iPads will encourage sales with our audience since millennial women are 216% more likely to be influenced by instore touchscreen displays. 13 (4) Each interactive video will convey moments in womenâ&#x20AC;&#x2122;s lives. (5) The iPads will also include makeup tips by the Mary Kay Global Makeup Artist Team, instructions to achieve certain looks, and a list of Mary Kay products used in the interactive videos.

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CREATIVE EXECUTIONS: SOCIAL MEDIA & MARYK AY.COM

M A RY K AY. C O M

SOCIAL MEDIA Instagram will be Mary Kay’s strongest branding outlet on social media. Millennial women believe if a picture is worth a thousand words, then an Instagram feed can become a novel. Mary Kay’s Instagram will feature a behind-the-scenes look at the brand and the stories of everyday women. The Mary Kay Pinterest page has the opportunity to engage consumers in conversations about makeup, style, and color. We will create Pinterest boards that provide consumers with makeup tips, howto videos, and new product features. This medium can procure the greatest amount of user-generated content and will lay groundwork for an online Mary Kay community. Twitter will become the main platform for spreading Mary Kay’s new empowerment message. We will also use Twitter to connect Mary Kay with current and topical events relating to the themes of our campaign. Facebook will host a collection of content created by our campaign. These videos, photos, and events will be shared through Mary Kay’s Facebook page to spread the new message of women empowerment.

We will redesign the Mary Kay website. The navigation will be simplified to ensure that the site drives product sales and encourages beauty consultant recruitment.

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CREATIVE EXECUTIONS: VICTORIA’S SECRET FASHION SHOW & BUZZFEED

V I C T O R I A’ S S E C R E T FA S H I O N S H O W

BUZZFEED BuzzFeed has over 80 million unique visitors a week. 24% of those viewers are within our audience.15 When visiting BuzzFeed, millennial women search for messages they want to share on social media outlets. Mary Kay will sponsor articles relating to topics about makeup and women empowerment.

Mary Kay Inc.

T O TA L I M P R E S S I O N S 112 , 8 9 6,0 0 0 T O TA L C O S T $ 2 0 0,0 0 0 (1) In 2012, the Victoria’s Secret Fashion Show drew 9.7 million viewers.14 (2)We will air our one-minute videos during the 2015 show on CBS. These videos will show viewers that Mary Kay celebrates women both on and off the runway. The video will draw comparisons between the expectations of women projected by the media and the reality of women’s lives, without denouncing either.

T O TA L I M P R E S S I O N S 1 9 , 4 0 0,0 0 0 T O TA L C O S T $ 7 2 5 ,0 0 0 18 A

CREATIVE EXECUTIONS: GOOGLE ADWORDS, SEO, & BLOGGERS

GOOGLE ADWORDS

BLOGGERS

Our Google AdWords campaign will focus on increasing consideration for product purchase and recruiting Independent Beauty Consultants within our audience. To do this, we will place links to Mary Kay within searches using keywords related to empowerment, makeup or careers in the beauty industry. We will use Google Analytics to measure the success of our Adwords campaign. This will enable us to adjust our keywords each month to attain a high return on investment.

Fashion blogs and message boards hold more influence with millennial women than Pinterest or Facebook across all fashion categories.17 We will sponsor 72 blog posts throughout the year and have popular beauty bloggers review Mary Kay products between the months of July and September.

SEO Current Google searches of Mary Kay present users with negative articles on the first search page. This is an issue because 75% of users never scroll past the first page of results.16 It is crucial that initial contact with the brand is a positive interaction and an accurate portrayal of Mary Kay. Monthly monitoring of the Mary Kay website will follow an initial SEO audit.

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CREATIVE EXECUTIONS: EMAIL & INDEPENDENT BEAUT Y CONSULTANTS

B E A U T Y C O N S U LTA N T M AT E R I A L S

We will continue using Mary Kay’s current email marketing throughout the duration of the campaign. The emails will be redesigned to encourage women to register with a beauty consultant, promote new products, and display empowering messages linking to our microsite.

By attending Mary Kay parties we found that Independent Beauty Consultants varied in degrees of product knowledge. Millennial women seek consultants who they can trust for makeup advice, but inconsistencies made their advice untrustworthy. 79% of millennial women regard “inaccurate information [as] intolerable.”18 We will improve the Mary Kay training materials to ensure that Independent Beauty Consultants are adequately informed. We will provide beauty consultants with emails and training videos that include information about the products and how they are best used. We want Mary Kay beauty consultants to have confidence in both their sales techniques and their knowledge of products. Updating our content will improve trust and confidence between millennial women and beauty consultants.

“

For our generation to be interested in buying makeup, consultants need to show what the makeup can do. Show the versatility. All of that comes from knowing the products you’re trying to sell.

— Shelby, beauty school student, 20

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MEDIA STR ATEGY

CHOSEN MARKETS

M E D I A S T R AT E GY

The campaign begins in our A market city, New York. The twenty-five B market cities are based on areas that have a high population of people ages 18-25. These cities were cross-referenced with other cities that have high-levels of mall traffic. The twenty-five C market cities are college campus communities with Alpha Chi Omega sorority chapters, highlevels of fitness activity, and philanthropy efforts surrounding domestic abuse.

Our media plan will reach millennial women by using the media they interact with the most. Digital and guerilla advertising will make up the majority of our budget. In addition, we will reach a large portion of our audience through philanthropic and traditional media. Once again, to achieve our goals the campaign will unfold in two sequential phases throughout the year.

SEATTLE, WA

A MARKET:

B MARKETS:

C MARKETS:

New York Fashion Week Rotating Display Boards

Mall Kiosks, Pink Installations, Rotating Display Boards, Pandora, Google AdWords

Mall Kiosks, Pink Installations, Rotating Display Boards, Pandora, Google AdWords, Coffee Sleeves, College Gym Promotion, Loveisrespect

PULLMAN, WA ANN ARBOR, MI

MARKET A NEW YORK CITY, NY

MARKET B

NEW YORK CITY, NY

COLLEGE PARK, MD

NASHVILLE, TN

DENVER, CO SALT LAKE CITY, UT SEATTLE, WA NASHVILLE, TN KANSAS CITY, KS MIAMI, FL SACRAMENTO, CA RENO, NV SIOUX FALLS, SD FARGO, ND ATLANTA, GA PORTLAND, ME BILLINGS, MT

LOUISVILLE, KY OKLAHOMA CITY, OK ANAHEIM, CA TUCSON, AZ DALLAS, TX BLOOMINGTON, MN LITTLE ROCK, AR INDIANAPOLIS, IN PHILADELPHIA, PA RICHMOND, VA CHARLOTTE, NC MEMPHIS, TN

MARKET C

SALT LAKE CITY, UT

MIAMI, FL TEMPE, AZ KANSAS CITY, KS DALLAS, TX TALLAHASSEE, FL

TEMPE, AZ PULLMAN, WA ANN ARBOR, MI COLLEGE PARK, MD TALLAHASSEE, FL AUSTIN, TX COLUMBUS, OH BOSTON, MA ATHENS, GA PITTSBURGH, PA ALBUQUERQUE, NM BOSSIER CITY, LA MADISON, WI

NORMAN, OK COLUMBIA, SC BLOOMINGTON, IN CORVALLIS, OR GRAND FORKS, ND SANTA BARBARA, CA LINCOLN, NE LARAMIE, WY BOULDER, CO AUBURN, AL BOISE, ID CHAPEL HILL, NC

21 A

MEDIA TIMELINE

PHASE ONE FEBRUARY

MARCH

APRIL

MAY

PHASE TWO JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

IN-STORE Mall Kiosks DIGITAL Sponsored Blog Posts Ad Words BuzzFeed Pandora Hulu Social Media MK Website Redesign Email SEO Microsite Beauty Consultant Materials GUERILLA Fashion Week Show College Gym Promotions Coffee Sleeves PHILANTHROPY Loveisrespect MK Express TRADITIONAL Victoria’s Secret Fashion Show Brand Video OUT-OF-HOME Pink Installations Rotating Display Boards

22 A

MEDIA BUDGET

0.6%

15.6%

IN-STORE

Mall Kiosks

$ 1,512,800

DIGITAL