BOUNDLESS by
BOUNDLESS by MARY KAY Carlos Aguirre
PROJECT MANAGER/ GRAPHIC DESIGNER
CREATIVE Tessa Davis • DEPT. HEAD Chelsea Chavez David DeLeon Matt Villegas PR & ENGAGEMENT Jordan Oursbourn • DEPT. HEAD Rachel King Payton Maxfield Lauren Shelton
MEDIA
Gustavo Barraza • DEPT. HEAD DeLesa Perez Maghan Rodecap Prof. Lori Westermann FACULTY ADVISOR
Dr. Sarah Vartabedian PRESENTATION COACH
EXECUTIVE SUMMARY
INDEX 2 Research 10 Positioning 11 Engagement 16 Media 19 Creative 23 Recruitment 24 Calendar & Budget 26 Evaluation
We hear you, girlfriend! Every woman wants to be listened to. And, we knew we had to get under the skin and into the heart of our Gen Y market to create a relevant campaign. • So we listened to what they had to say about their beauty routine, how they fall in love with products, and what makes them want to share it with their social circles. • We also listened to Indepent Beauty Consultants to understand what the Mary Kay “sisterhood” is all about, as well as pinpoint some areas for improvement. • We listened to what research said. We analyzed the market’s demographic and psychographic profile, and dug deep into their unique media consumption patterns. • Finally, we listened to our hearts. And that’s what helped us create this campaign that systematically addresses the following brand challenges and creates fresh, tactical ways to engage the market.
“Mary Kay is outdated, expensive and I don’t want to wait for product.” Interactive technology and a relevant creative strategy will change
perception.
Strategic messaging elements and brand interactions will increase
awareness.
Mobile technologies and innovative inventory solutions will increase likelihood to purchase and provide IBC support.
“I don’t like the party concept and IB Cs are too pushy.” Experiential marketing concepts and enhanced IBC tools will replace traditional parties, changing perception, likelihood to purchase
and IBC support. New technologies and loyalty plans will increase sales potential and eliminate aggressive sales tactics that will change perception,
increase likelihood to purchase and IBC support.
“I hate ending up with a drawer full of cosmetics I don’t use.” Messaging strategies will emphasize Mary Kay’s try-before-you-buy and 100% satisfaction guarantee that eliminates the makeup graveyard forever, helping Mary Kay become an authentic lovemark brand for which Gen Y’s will enthusiastically advocate.
25
RESEARCH OVERVIEW
163
IN-DEPTH INTERVIEWS
657
TOTAL SURVEYS
MAKE OVERS & ETHNOGRAPHIC STUDY PARTICIPANTS
This campaign will specifically: Increase awareness by 80% Increase positive perception by 50% Increase likelihood to purchase by 25% Increase recruitment of GenY IBCs by 10%
THE RESEARCH From Mary Kay makeovers to IBC interviews, our primary research gave us important insight that directed the focus of our entire campaign.
295 SECONDARY RESEARCH ARTICLES
31
MARY KAY PARTY IMPRESSIONS
THE CHALLENGE Develop a fully-integrated marketing campaign to increase market share among a core segment of Gen Y (Millennial) consumers, females 18-25 years old.
83
SECRET SHOPPING VISITS
197
51
INTERCEPT INTERVIEWS
13
BLIND TEST PARTICIPANTS
63
PRODUCT TESTS
FOCUS GROUP PARTICIPANTS
1438 TOTAL IMPRESSIONS
PG02
RESEARCH
MORE THAN
SKIN DEEP
PRIMARY RESEARCH ANALYSIS
PRODUCT & BRAND PERCEPTION MOS INTERVIEWS THE GOAL: Understand Gen Y’s current perception of Mary Kay. We conducted MOS intercept interviews with 18 to 25-yearold women in a variety of settings. Although their makeup usage differed, their perception of the Mary Kay brand was largely the same: “It’s pretty expensive.” - Shaina, 20
MARY KAY MAKEOVER EVENT THE GOAL: Determine if these perceptions were valid. We coordinated a Mary Kay Makeover Event on campus featuring both older and younger, IBCs.
“When I think of Mary Kay I think of old people.” - Cara, 18
Overall findings: · Sampling Mary Kay cosmetics dramatically improved perception; Gen Ys liked the products more than they thought they would.
“I don’t like having to wait for my makeup.” - Taylor, 24
·Young participants felt more comfortable interacting with the Gen Y IBCs.
BLIND PRODUCT TEST THE GOAL: Analyze product perception vs. reality. Five Millennial females were given an “anonymous” makeover by a Mary Kay IBC. In order to receive unbiased responses, they were not told until the end that the cosmetic brand was Mary Kay. Overall findings: · All participants had positive reactions to the eye shadow, with particular affinity for the mascara. · Most (4 out of 5) loved their new makeover look. · Most (4 out of 5) had a positive perception of Mary Kay after using the products.
PG03
RESEARCH
CONSUMER BEHAVIOR ETHNOGRAPHIC STUDY THE GOAL: Analyze Gen Y’s skin care routine. Gen Y females agreed to allow their beauty regimen to be videotaped. They walked us through the products they used, the process they employed, and what products were their favorites. Overall findings: • All participants started their skin care process with a cleanser. • Their must-have product was mascara. • They are not brand loyal, but rather loyal to whatever product works, regardless of brand.
DIRECT SELLING MODEL MARY KAY PARTIES THE GOAL: Understand Gen Y’s preferred shopping experience.
Participants attended 13 separate Mary Kay parties, ranging from a Bridal Makeover Party to general skin care classes. They then completed surveys and interviews about their party experience. General feedback included:
“The IBCs are pretty pushy.” - Lluvia, 22
“I’m not a fan of the “make up” party – I’m not 14.”
IBC INSIGHT IN-DEPTH INTERVIEWS THE GOAL: Understand what the most successful young IBCs are doing right. After talking to IBCs from every state in the nation, some key findings started to rise to the surface: · IBCs are drawn to the “sisterhood” culture of Mary Kay. · They are enthusiastic fans of the product and the brand. · All IBCs had earned some sort of incentive. · Success is tied directly to motivation. · They are only as educated about the available Mary Kay resources as they choose to be.
- Katherine, 20
FOCUS GROUPS THE GOAL: Compare Gen Y’s cosmetic expectations to the IBC’s. Multiple focus groups were conducted; some with the Gen Y target and some with IBCs. Overall findings: • Price is extremely important to Gen Y females. • They’re drawn to brands that seem “trendy”. • Their biggest frustration is buyer’s regret over product that doesn’t meet their expectations.
PG04
RESEARCH
STRENGTHS
THE MARY KAY BRAND The Mary Kay brand is inseparable from the largerthan-life personality of the founder herself. We learned that first-hand when we toured the Mary Kay museum at the corporate headquarters in Addison, TX. Mary Kay Ash understood what it felt like to be passed over for a promotion because she was a woman. So she took matters into her own hands.
And, since 1963, the Mary Kay company has been empowering women to achieve personal and financial success. Relying on the one-onone beauty consultant experience, the Mary Kay brand makes women feel important with not only custom skin care solutions but also a sense of community often referred to as a “sisterhood.”
“Everyone has an invisible sign hanging from their neck saying, ‘Make me feel important.’” - Mary Kay Ash
• Satisfaction guarantee on all product purchases • Ability to “try before you buy” • Personalized service from IBCs • Competitive price point • High quality products • Wide product line allowing for life-long loyalty • One of top 10 skin care and color brands in the US • Strong history that connects with women • Relevant social responsibility • One of the highest commissions in direct sales • Motivating IBC incentives and rewards
OPPORTUNITIES • The current “real beauty” movement that reflects the real women of Mary Kay • A Gen Y audience primed for mobile commerce • A Millennial audience ready for online engagement • “Pop Up” store possibilities • Content creation and viral opportunities • Young women’s entrepreneurial spirit • Mary Kay’s meaningful philanthropies
SWOT ANALYSIS WEAKNESSES
• Outdated brand perception • No retail outlets • Limited national advertising • Misperception of product prices • Cumbersome initial online buying process • Overbearing (pushy) sales mentality • Brand inconsistency on the local level • Inconsistent IBC knowledge and skill level
THREATS • Drug store sales competition • Specialty store competition • Online and custom product competition • Negative publicity of the Mary Kay direct selling model • Strong celebrity endorsements of competing brands
PG05
RESEARCH
COMPETITIVE
& MARKET ANALYSIS
The US cosmetic industry expects to see a 33% growth by 2015.1 That translates into more product, more price points, and more places. In short, Gen Y women have more choices than ever before when it comes to skin care options. And, even though the “no makeup” and “real beauty” trends are impacting how Gen Y wears makeup, they are still consuming cosmetic products.
RETAIL OUTLETS DRUGSTORE VENUES 80% of Millennials buy their cosmetics at “drugstore” locations like Walmart.2 These venues offer the convenience, variety and price that Gen Y likes. However, they also result in frequent buyer remorse.
SPECIALTY STORES
DIRECT SALES
Serious competition - have to push the convenience of Mary Kay!
Perfect growth area for Mary Kay!!
Offering a nice blend between customer service and a wide price range, these speciality stores are posing a serious threat to traditional purchase options.
Specialty stores include: • ULTA • Sephora
MAKEUP COUNTERS
“It’s cheap and easy, but I get mad when it doesn’t work.” -
Makeup counters, usually found in mid to high-end department stores, offer Gen Y the most exclusive products and service, but at a price that can exceed their budget.
Kenya, 21
Good thing Mary Kay offers unlimited sampling and satisfaction guarantee! Go-to brands include: • CoverGirl • Maybelline • Estée Lauder • L’Oréal • Neutrogena
Secret shopping visits combined with secondary research gave us these insights.
Increase awareness of the inexpensive Mary Kay at Play line - affordable customization! Brands of desire include: • MAC • Clinique • Urban Decay
11% of cosmetic purchases are currently made through a direct sales channel.2
ONLINE
Online cosmetic sales is a small, but fastgrowing segment of this industry. 5% of the Gen Y market already shops for skin care products online and that number is expected to see the highest growth over the next five years.2
Mary Kay’s current online presence is poised to take advantage of this trend! Top Online Cosmetic Retailers are: • Amazon • Ebay Most Engaging Digital Footprints: • NARS • Smashbox • MAC • Bobbi Brown PG06
RESEARCH
GENNY’S MAKEUP TARGET MARKET ANALYSIS The female Gen Y audience is comprised of over 37 million young women across the U.S. But to understand her as a person, not just a cohort, we call her “Genny.” Genny is as unique and dimensional as the mix-matched products in her makeup drawer. 3% Other 4% Asian 61% White
13% African American 19% Hispanic
EDUCATED & INDEPENDENT 90% plan on attending college 68% are single 56% don’t have kids 51% make an average of $39K 47% want to be their own boss
OPTIMISTIC & SOCIALLY CONSCIOUS 56% would take a pay cut to work somewhere that is positively changing the world 47% have inclusive attitides towards other races 44% say they practice being green in their daily life 41% are more upbeat than other generations
DIGITALLY CONNECTED 89% use their smartphones while shopping 83% sleep with their smartphone 71% value digital customization 53% watch most of their video content online * All stats from the Intelligence Group, Ad-ology and Pew Research.
PG07
RESEARCH
LOVEMARK FUNNEL GEN Y FEMALE CONSUMER BEHAVIOR
Most females start wearing makeup between 13-15 years of age. Their primary influencer at this point is their mother.
Around 16, they begin buying their own makeup. Their influencers are media, friends and online recommendations.
79% go online for inspiration before they purchase cosmetics.
60% of Millennials use their phones to research product while shopping.
Free samples are the #1 way to get women to try a new brand.
She is 33% more likely to purchase from a brand with which she has created an emotional connection.
80% of Gen Y females shop for cosmetics at traditional retail stores, 11% prefer a direct sales channel, and only 5% purchase products online.
Women buy 2 to 3 times more beauty products than they need and continue buying products until they are satisified with their selection.
Genny uses an average of 5 cosmetics daily. While she’s loyal to specific products, like mascara, she’s not loyal to a specific brand.
She embraces products as her favorite when she has the ability to try before she buys and when her product expectations are met.
Once loyal, Gen Ys express the love for thier favorite brands through social media platforms.
75% of millennials take pictures to create social content. 80% constantly use social media to interact with their world.
* All stats from the Lab42, Nielsen, CMO by Adobe & MK Case Study. PG08
RESEARCH
TARGET MARKET SEGMENTS SIMPLIFIERS Simplifiers love the way they look and embrace their natural beauty. You’ll find them on the Dean’s List and climbing the ladder to success. Although they’re not really into makeup, they take care of their face because they’re educated about skin care. They never worry about unexpected blemishes thanks to the Mary Kay Clear Proof products they use everyday. Especially during those stressful all-nighter study sessions and final exams. Simplifiers are proof that smart girls deserve to look as good as their grades.
To better focus our campaign strategy, we further segmented Genny into specific product benefit circles that recognize the unique life stage and environmental influences that impact her consumer behavior and connect those consumer needs to a specific Mary Kay product.
ENHANCERS Enhancers are confident of their looks and enjoy wearing makeup on special occasions. You’ll probably find them and their laptop in a locallysourced coffee shop. They’re concerned about the environment and love the natural ingredients and sustainable packaging of the Mary Kay Botanical Effects line. They hydrate their sensitive skin with Botanical Effects moisturizer, apply a layer of mascara, a swipe of lip gloss, and they’re ready for anything the day brings. Especially if it involves an Indie band and a pair of cute boots. Enhancers are proof you can love your skin and the environment at the same time.
INTENSIFIERS You always know when an Intensifier is in the room. They’re risk-taking fashionistas, not afraid to glam it up with color in fresh and unexpected ways. Whether in the corner office or the local club, they command attention and pull off the latest look with confidence. Go hard or go home is their motto and Mary Kay at Play is always in their bag. Especially when it’s time to make a bold first impression. Intensifiers are proof that every day should have a little play in it.
SO WHICH ONE IS GENNY?
She doesn’t have to be just one! This strategy recognizes the fact that she‘s a Simplifier in the morning at the gym; an Enhancer at the internship in the afternoon; and by the weekend, her Intensifier side is likely to come out.
MOMs
Although not a primary segment, since mothers are Gennys first influencer, a portion of this campaign will speak directly to her. PG09
RESEARCH
CREATIVE POSITIONING This campaign positions Mary Kay as the truly BOUNDLESS beauty brand that connects with the equally BOUNDLESS aspirations of our audience. It positions Mary Kay as the only beauty brand (USP) that offers anytime authenticity that goes the distance.
Anytime:
Creative will position the Mary Kay IBC as a “beauty super-hero,” “bestie,” and “confidence coach” all in one. Her availability, advice and creative solutions make her Genny’s skin care expert. And with 500,000 IBCs across the nation, Genny’s sure to find her perfect match.
Authenticity:
Mary Kay’s IBCs are real people offering real solutions, so it only makes sense to feature real women in all creative. IBCs won’t make Genny look like Beyonce - but rather like her best self - whatever that looks like. This approach allows us to emphasize the diversity of looks Genny displays, as well as the Mary Kay sampling opportunities. Genny’s IBC will help her try on the 17th eye shadow until she find just the right one; and even then, she’ll back it up with a 100% satisfaction guarantee. That’s because Genny’s IBC is not some big faceless company in a city she can’t pronounce. She’s a real woman - just like Genny.
That Goes The Distance:
All creative emphasises the fact that the Mary Kay brand not only comes to you, online or face-to-face, it also goes with you. From college to career, and beyond, Mary Kay stays with Genny through an extensive product line and a supportive IBC relationship. This campaign will help Genny fall in love with Mary Kay in her 20s and share it with her daughter in her 40s. This creative theme creates a problem-solving USP for Mary Kay that differentiates the brand from its competitors, addresses the #1 frustration of buyer’s remorse, and turns the IBC into Genny’s “go-to-girl.”
A boundless strategy with boundless opportunities. PG10
ENGAGEMENT
This Boundless campaign kicks off the February pink-filled “month of love” with support of Mary Kay’s Love is Respect initiative and the world’s largest selfie. On Feb. 1st, iconic locations in the top 20 DMAs will go “Pink for a Purpose” with environmentally-friendly pink gel lights. Participants will take a selfie in front of the pink landmarks and tag the photos #MKboundless. On Valentines Day, all images will be combined into the world’s largest digital mosaic selfie displayed for one day in Times Square. To ensure online exposure, participants will be encouraged to turn their social media profile pic pink for the month of February in support of the cause. 84% of Millennials say they will switch brands to support an important cause.3 Since Mary Kay will donate $1 to Love is Respect for every tagged selfie, this event will generate valuable earned media, consumer engagement and kick off the campaign in a brand-relevant fashion.
PG11
ENGAGEMENT
THE BOUNDLESS TOUR This event will also introduce the Mary Kay brand experience tour bus. The Boundless Bus will reinforce the campaign message that Mary Kay “comes to you” by going to the top 20 colleges and urban centers populated by our audience. The bus will literally roll out the pink carpet, treating Genny to the MK Satin Hands treatment, pink mocktails and the opportunity to meet local Gen Y IBCs. Each stop will highlight MK’s Pink Doing Green initiative by encouraging participants to bring their makeup containers. Leftover makeup will be used to create a traveling mural and empty containers will, of course, be recycled. In order to emphasize the trendy nature of the brand and reinforce the message that “Mary Kay comes to you,” we’re introducing a custom MK Boundless Drone. This publicity tactic will make an appearance at each stop to deliver a box of Mary Kay products to one lucky participant who Instagrams an event pic #MKboundless.
Mary Kay Pop Up Shops will be located in key locations where the tour won’t reach. These cost-efficient sampling shops will offer an alternative to the party experience and create local IBC outreach opportunities. Every time Genny looks in the mirror, she sees the impact of an older woman who inspired her in some way. The Mary Kay “Mirror of Inspiration” recognizes this fact and gives Genny an exciting way to honor her mentor. Stepping on the interactive compact palette activates the fun. Visual recognition changes the makeup palette in relationship to the skin tone and outfit the user’s wearing. If they like the look, they can get the product list and a link to the tutorial texted to their phone. Before stepping off, users hear, “Mirror, mirror that I see. Who’s the woman who inspires me?” At this prompt, they can give a shout out to the one woman who made a big impact on their life and the wish they’d like to grant for her. Wishes could range from a vacation their mentor has always wanted to take, to financial support for a cause her mentor works on. All video submissions are uploaded to the campaign microsite and social media platforms where users will vote on their favorite story. This tactic creates emotionallypowerful branded content. (Just picture the videos of the wish granting. Cue the Kleenex, please.) All engagement tactics are designed to ensure publicity, social media interaction and brand engagement.
PG12
ENGAGEMENT
MARY KAY COLOR ME RAD
MK BIKE SHARE
A color run is the perfect contextual environment for Mary Kay to sponsor the color pink. And the top 10 DMAs of the “Color Me Rad” run ensure meaningful exposure to our Millennial audience. It’s also the perfect sampling opportunity. All swag bags will include a pink branded Mary Kay washcloth and a sample of Botanical Effects face wash. #MKboundless tagged photos will earn users Pink Points redeemable for product.
83% of Gennys support brands that are environmentally friendly.4 So we want them to know about Botanical Effects and Mary Kay’s environmental commitment. On April 22 (Earth Day), branded bikes will be introduced to the top Millennial cities that offer bike share programs. Mary Kay will donate a dollar from every bike rented to the Pink Doing Green effort, ensuring nation-wide media coverage on this normally-slow news day.
MK at PLAY CONCERT STAGE The MK Boundless Tour will make stops at the top Millennial concert venues, such as SXSW, Coachella and Lollapalooza. The Mary Kay at Play concert stage will feature inspiring female performers, such as Sara Bareilles and Tegan & Sara. Oh, and remember that world’s largest selfie? A digital version of the mosaic will provide the stage backdrop. Concert goers can add their real-time selfies to the interactive mosaic from their MK Boundless mobile app. All concert footage will be livestreamed to the campaign microsite and app. This tactic creates strong engagement with our valuable digital influencers.
MOTHER-DAUGHTER MONTH In May, IBCs will distribute Mary Kay Sleepover Kits to their customers with teenage daughters. Kits will include everything to host the perfect makeover party: product samples, links to tutorials and a Netflix code for a free movie. Girls will be encouraged to create a Vine video from their party and tag it #MKboundless. The video with the most likes wins each sleepover guest their Mary Kay wish list and the party host walks away with a year’s supply of Mary Kay. This tactic recognizes the important role mothers play in purchase behavior and positions Mary Kay as the beauty brand that brings generations together.
PG13
ENGAGEMENT
BIRCHBOX SAMPLING Birchbox is a service that provides monthly deliveries of beauty and lifestyle samples based upon specific consumer characteristics. This vetting process allows us to send samples of the featured Mary Kay products directly to Gennys interested in cosmetics. All samples will drive users to the campaign microsite to redeem their five free Pink Points. This tactic reinforces the theme that “Mary Kay comes to you,” and creates goodwill with our target audience.
BOUNDLESS BRIDAL EVENT More than a million Gennys get married each year.5 Which one wouldn’t want a little extra help picking out the perfect wedding dress? Utilizing the David’s Bridal partnership, Gennys will Instagram themselves wearing their top three bridal gowns accented by their favorite Mary Kay look and tagged #MKboundless. Their friends will then vote on their favorites. The top five vote-getters will win a free wedding gown, participants will have increased awareness and positive perception of the brand, and Mary Kay enjoys positive user-generated social content.
BOUNDLESS FUTURE CONTEST Since our most valuable Millennials are college graduates, we’re partnering with Herff Jones and Jostens, two of the top sources for graduation regalia, to put the Mary Kay brand in the center of one of Genny’s most exciting moments. On International Women’s Day, Mary Kay will announce the Boundless Future Contest. A Boundless Future gift bag will be included with all female cap and gown orders in the top DMAs. The bag will include a congratulations card, product samples, and a branded pink heart sticker offering a chance to win $5,000. Gennys will compete for the Boundless Future prize by Instagramming pictures of the Mary Kay heart somewhere on their regalia, along with why they deserve the award. The five graduates with the most likes receive a $5,000 college loan payment. But the real winner is Mary Kay, who receives powerful social media exposure and earned media coverage.
PG14
ENGAGEMENT
DIGITAL HANGOUT 63% of Gennys seek inspiration from blogs6 and 60% use online beauty tutorials.7 So each month of the campaign, the campaign microsite and app will promote a Google+ Hangout where the top Youtube beauty vloggers will conduct interactive tutorials on the latest makeup trends. This tactic ensures influencer outreach as each vlogger promotes these branded Hangouts with their followers and creates relevant content for Mary Kay’s Google+ presence.
BOUNDLESS LOYALTY PROGRAM Most Gennys we interviewed didn’t know that cosmetics, like mascara, should be replaced every two months. So we’ve created the Boundless Loyalty Program to ensure they’ll always have fresh product in an affordable manner. For $20 a month, they’ll receive a rotating array of Mary Kay products based on their personal cosmetic profile. They’ll also have the option to skip a month to put more money towards a product of desire - like the $50 Skinvigorate Brush set. This tactic introduces Gennys on a limited budget to the Mary Kay brand, while providing IBCs with a consistent monthly revenue flow.
FACEBOOK BIRTHDAY GIFT
PINK POINTS
71% of Gennys use Facebook to keep up with friends birthdays, and this campaign makes it better by offering a free birthday surprise.8 When prompted by Facebook to include a birthday gift with their message, Gennys will be given the chance to send a free Mary Kay sample. This no-risk incentive will generate goodwill and increase positive brand perception, not to mention exponentially expose the brand to new Millennials.
Every time Genny tags content with #MKboundless, she’ll earn Pink Points redeemable for Mary Kay products. The app and microsite keep track of her points, encouraging continued advocacy and likelihood to purchase.
PG15
ENGAGEMENT
What to wear? After connecting with
her friends on social media, Genny’s next stop is to check the weather.10 So our campaign app will offer pop-up cosmetic suggestions based on Genny’s local weather forecast.
Turn it up! Online radio sets the morning
routine groove for 80% of this market.11 Spycodemographic data lets us tailor our advertising message, featuring the product that best matches Genny’s cosmetic profile.
Time to shine! On her way to make a work/school presentation, Genny imagines the extra confidence boost that a darker shade of lip gloss would provide. The Boundless app’s geolocation option lets her connect with the closest IBC for her real-time beauty fix.
Rise and shine, beautiful!
Facebook & Twitter via a smartphone is Genny’s first check of the day.9 So interactive content has been created to offer fun and useful brand engagement on this platform.
GENNY’S 360° MEDIA TOUCHPOINTS
Ethnography studies supported by secondary research helped us create this 360° view of Genny’s media consumption. Our entire media strategy is built upon connecting with Genny at relevant times, on her favorite media platforms.
Treat time! After pulling off a killer
That’s a wrap! By the end of the day, it’s time to unwind. Genny’s favorite leisure activities are watching TV, streaming online video, reading magazines and mobile gaming.13 From interactive print ads to contextual gaming content, this campaign’s media strategy delivers authentic 360 brand engagement.
presentation, Genny rewards herself with some online browsing via her laptop. Social media and online shopping are her favorite activities.12 Clickable campaign content will connect with her on these sites, and the Facebook free birthday samples will create goodwill and brand favorability.
PG16
MEDIA
BOUNDLESS MICROSITE
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Contests Click on the Mary Kay drone to get in
on all the campaign contests, and check out the live map showing where the drone will be making a delivery next.
Boundless Future Campaign
Planning on walking the stage? Mary Kay wants to be with you on your big day. Check out the contestants in the Boundless Future Contest.
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This campaign microsite is a one-stop-shop for access to all of the campaign events, contests and social media. All users will sign in with Facebook or Twitter. This simple step provides user analytics, increases sharing options and lets us tailor content to the user’s profile. The fun starts when Genny customizes the page by selecting the female that best reflects her cosmetic style.
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Mary Kay Color Me Rad Check out
color run pics and see when the next run will take place.
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Boundless Tour is coming your way and submit a nomination for your most inspiring woman via the digital version of the “Mirror of Inspiration.”
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options to purchase product.)
• Live concert feeds and re-viewing options • Ticket booth to redeem Pink Points for concert tickets
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Boundless Bike Share Out of town for
the weekend? Click here to locate the nearest MK bike and support a good cause at the same time.
Google+ Hangouts Save the date for the
next Vlogger Hangout, watch existing tutorials, see what Mary Kay products are at the top of their must-have list, and purchase product all in one place.
Real-Time Mosaic Selfie Add your face to the online version of the “World’s Largest Selfie.” Just upload your best mug and see it join the constantly changing real-time mosaic. Options to download the image as a wallpaper or T-shirt printout ensures this tactic goes offline for additional exposure. 8
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Mary Kay at Play Concert Stage
Click here for access to all the backstage fun: • Cameos on featured performers • Tutorials on how to achieve their look (With direct
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Boundless Bus Tour Find out when the
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Pink Points Keep track of the Pink Points you’ve earned each time you interact with the brand. Then, click to see all the great Mary Kay products you can redeem with your points. This incentive ensures repeat visits and builds brand loyalty. 9
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10 Get Social!
No need to click out to your favorite social platform. Watch the live feed of #MKboundless campaign Instagram and Twitter content right here.
PG17
MEDIA
MOBILE APP Mobile users are demanding easier ways to interact with brands, and according to Nielsen, females are the leading users of branded apps.14 Because of this, particular attention has been given to creating a function-rich Boundless app that increases favorability and purchase behavior. Geolocation The “Find Your Girl” geolocation function lets Genny find the closest IBC in her real-time location. It’s also great for those out-of-town business trips. “Out of Lash Love mascara? No worries. Use the app to find the closest IB C wherever your travels take you!” Peer Reviews 90% of Gennys rely heavily on peer reviews.15 So this app provides product and IBC consumer reviews, that help Genny connect with the product and beauty consultant that’s right for her. Product Scanner A digital barcode reader makes brand switching easy. Say Genny has a favorite color of CoverGirl blush. By simply scanning the product barcode, the app will suggest the Mary Kay product that most closely matches, and let her order the Mary Kay equivalent directly from her phone. Customized Content Since checking the weather is the first thing 49% of Gennys do on their phone,15 this app offers push notifications that tie product to the local weather, such as: “Hey Beautiful, it’ll be 93 and sunny today. Perfect for the lightweight coverage of the Mary Kay CC Cream.” Opt-in notifications will be used throughout the campaign to announce contests and events, as well as offer seasonal skin care tips. Social Syndication A built-in upload platform lets Genny post tagged content to all of her multiple social media sites at one time.
MOBILE GAMING 65% of U.S. consumers report a digital experience changing their perception about a brand.16 What better place to immerse the Mary Kay at Play line than in the mobile games that 48% of our market play on a daily basis?17 In games like Candy Crush Saga, users will see the banner below:
COPY: Take it up a notch! Click for a free Mary Kay color bomb now.
Upon click, they’ll get a free color bomb that looks like a Mary Kay at Play Baked Eye Trio. (Color bombs are an existing in-game “power up” option.) Instead of just another ad, this banner actually creates goodwill and ensures activation. Brand interaction options are endless and will be customized to the most popular games in 2015.
SEARCH ENGINE OPTIMIZATION 62% of Gennys conduct online research before making a purchase,18 and when they do, they’ll encounter sponsored Mary Kay content. Since Google is the #1 search engine used by Millennials,19 this SEO strategy will purchase Google Adwords like “smokey eye look” or “interview makeup.” When Genny uses such terms she’ll find relevant Mary Kay tutorials and click-to-buy options. This tactic enhances brand perception and likelihood to purchase.
PG18
MEDIA
VIDEO INTERSTITIALS Most cosmetic advertising is just one pretty face after another, but our executions set Mary Kay apart from the drugstore competitors with unexpected visuals and problem-solving propositions. Since 81% of Gennys prefer to stream content via their computers, these interstitials will appear in their favorite shows on Hulu.
“Find Your Match” Online Interstitial
“Find What Works” Everyone’s had a bad haircut they regret. This spot emphasizes that you never have to have buyer’s remorse with Mary Kay. VO reads: “Too bad everything doesn’t come with Mary Kay’s satisfaction guarantee. Tell us your hairstyle horror story and we’ll console you with a soothing tube of Botanical Effects face cleanser. Because with Mary Kay Boundless, you only keep what you love.”
Upbeat music sets the mood as Gennys gather for an obvious speed dating event.
“Find What Fits” This quick-cut video shows Genny trying on countless outfits with matching makeup styles. Finally, she finds the perfect combination. Last scene shows an IBC looking through a “director’s viewfinder” and handing her the finishing touch lip gloss. VO reads: “It’s not easy finding the right look. We get it. That’s why Mary Kay offers try before you buy satisfaction on everything from lip gloss to liner, cleanser to concealer. Because with Mary Kay Boundless, we’re not happy till you fall in love.”
As the buzzer sounds, instead of men, the table rotates with IBCs.
Finally, Genny finds the IBC with whom she really connects.
Instead of exchanging numbers, the IBC shares the Boundless Mary Kay app.
{
VO reads: “It’s not easy finding Mr. Right, but we’ve made it easy to find a Mary Kay consultant that’s just your style. Take the 60-second Mary Kay quiz to find your match. Because with Mary Kay Boundless, you never have to be without your girl.”
}
PG19
CREATIVE
PRINT, MOBILE, TABLET 93% of Gennys read print magazines each month20 and 41% read a digital version.21 These ads will appear in regional editions of popular beauty mags, supported with mobile and tablet platforms. All creative can be adjusted for Spanish language platforms were warranted. -This concept extends the “Find sampling opportunities.
What Fits” commercial and features
Copy reads: “You wouldn’t buy this dress without trying it on first. Why do the same with your makeup? With Mary Kay’s try-before-you-buy satisfaction guarantee, you’ll never take home the wrong makeup again. Use your smartphone to see what’s in the Mary Kay bag and find your perfect fit.” Upon activation, the phone screen reveals a variety of Mary Kay product embedded in the existing Virtual Makeover app. Here users will get to “try” the products on their own face and find the closest IBC in their area. Tablet versions feature additional interaction. Users click to open the dressing room door to find several outfits on a rack. Clicking through the outfits reveals the Mary Kay makeup and skin care options that complete the look. Once logged in through Facebook or Twitter, users can purchase “get the look” products directly from this digital ad.
This ad extends the “Find reinforces a valuable USP.
What Works” spot and
Copy reads: “Say goodbye to the makeup graveyard and hello to regret-free happiness. With Mary Kay’s try-before-you-buy satisfaction guarantee, you’ll never take home the wrong product again. Use your smartphone to see what your makeup drawer could look like with a little help from Mary Kay.” By hovering over the drawer, the phone reveals an uncluttered arrangement of Mary Kay products. Addtional copy directs users to the microsite to find an IBC nearest them. The tablet version lets users click to open the drawers and explore the Mary Kay products, view tutorials, and click for options to buy. PG20
CREATIVE
FACEBOOK Facebook is the top site that Millennial females use for inspiration on fashion and cosmetics and 81% of them spend an average of 1.69 hours a day here.22 That’s why we’ll use Facebook’s behavioral targeting to make sure our in-news feed interactive videos are seen by Gennys most interested in beauty products. All ads follow established storylines and intriguing visuals encourage activation.
Clicking on this image opens an interactive experience where users click/ tap to find the IBC and products that most fits their style. Free sample offer increases activation.
Similar to the digital tablet ad, users will open the dressing room door to cycle through different outfits, associated products, and select their favorites. Curiosity over what’s behind the door increases clickthroughs.
Clicking on this image reveals a “Where’s Waldo-like” scene in which users have 30 seconds to find the bottle of Clear Proof. This incentive-based challenge ensures activation while emphasizing the funloving nature of Mary Kay.
ONLINE RADIO Since 80% of our market listens to online radio,23 Mary Kay will have a presence on Genny’s top three stations: Pandora, Spotify and iHeart Radio. And since most online radio ads are heard, not viewed, special attention is given to fun, attentiongetting audio content.
This spot will catch Genny’s attention when she hears what sounds like channel changing through different stations. She hear clips of country, rap, techno, etc. (Banner visuals change to reflect the styles of music.) VO: “It shouldn’t be this hard to find something you like. With Mary Kay, it’s easy to find the look that fits your style. Take the 60-second beauty quiz and receive a free sample now.” All interactive newsfeed ads offer a free Mary Kay sample when users register on the campaign microsite.
PG21
CREATIVE
WEBSITES SECOND SCREEN
E-COMMERCE PRESENCE
72% of Millennials use their smartphone while watching TV24 and 46% of those are posting about TV content and commercials.25 So this second screen strategy puts the Mary Kay brand in the center of this valuable social space.
To leverage the growing trend of online cosmetic purchases, this campaign will have an advertising presence on Amazon.com, the most popular site for Millennial cosmetic purchases.26 Although we can’t sell Mary Kay on this site, we’ll promote the Boundless App for download, thereby maintaining brand presence in this important environment.
Here’s an example of the commercial VO: “Ever wonder how Alison, Spencer and the rest of the girls pull off their flawless looks? Use the Mary Kay Boundless app to find out! Simply hashtag #MKlook followed by the character or actress’ name. You’ll be connected to tips and tutorials to try the look yourself, receive a free sample, and find out what it means to live Boundless with Mary Kay.” This “find the look” strategy also creates opportunities for Mary Kay to have a presence in the most popular live TV events of the year without ever paying for a commercial. Say Genny really likes Pink’s Grammy look. She’ll hashtag #MKlookpink for instant access to Mary Kay product and tutorials to pull off the look herself. This tactic ensures strong social media exposure, while increasing positive perception and consumer engagement.
This interactive website ad is a continuation of the mobile gaming concept and will appear on the top websites visited by our market. Copy reads: “Feeling playful? Line up a row of Mary Kay at Play eye shadow to earn Pink Points for free product now!” This Candy Crush-like game exposes Genny to the Mary Kay at Play line, reinforces the fun, updated brand message, and drives users to the Boundless microsite to redeem Pink Points. And because 27% of Gennys will be on LinkedIn during the job search,28 ad content will be tweaked to read: “Feeling professional? Line up a row of Mary Kay Mineral Makeup for product credits and a link to interview-savvy makeup tips.”
YOUTUBE ADS & SUGGESTED LINKS Youtube is Genny’s go-to video site where she spends 50% of her online video minutes.27 So we’ll purchase suggested links and contextually relevant banner ads in this important online space. When Genny enters “smokey eyes,” for instance, the link and ad will feature Mary Kay tutorials and product to get the look she wants. This allows Mary Kay to connect with Genny at times when she’s most interested in beauty products and most likely to purchase.
SPOT CABLE Since television still provides great reach and Gennys watch an average of 26 hours of it every week,29 we’ve developed a cost-effective spot cable media buy (in the top 20 DMAs) to support the campaign’s earned media coverage. Commercial spots will run in the season debut of “Pretty Little Liars” and “Real Housewives of Atlanta.” According to Marketing Charts, these are the shows most tweeted about by our market.30 PG22
CREATIVE
IBC RECRUITMENT & SUPPORT EFFORTS IBC APP Of the 163 IBCs we interviewed, less than 20 knew about the Digital Party App. (However those who had used it, found it very helpful.). Many found the In-Touch resource site challenging to navigate and presented information overload. They didn’t like using their personal phone number for business. And, they wished there was a way to get product faster, without having to maintain an inventory or wait for product to ship. So, we’re proposing a revised mobile app that solves each problem. It would include an updated party app (with the option to purchase product, which the current version doesn’t offer), streamlined training resources, a product scanner, and a phone number redirect option (similar to Google Voice). To solve the inventory problem, the app would connect young IBCs to the closest sales director in their area with the product they need, thereby reducing wait time and enhancing sales team support.
46% of Millenials want to own their own business31 and the flexibility of a Mary Kay career appeals to them. So we went back to our nationwide interviews with GenY IBCs to determine what improvements would make recruitment efforts more successful.
INVENTORY OPTIONS We’re also recommending that instead of the existing starter kit, young IBCs receive a trendy shoulder bag stocked with the products proven to be top sellers with Millennial women. Inventory software will keep track of each product scanned before being sold and automatically ship replacement product. (In-bag inventory will be tailored to the IBC’s customer profile.) This creates a manageable inventory system and improves the likelihood that IBCs will have the product her customer wants right in her bag.
IBC INCENTIVES The #1 concern of college graduates is paying off their student loans.32 So we’ve created the MK Study incentive to increase recruitment of college IBCs. Similar to the work study program, this incentive rewards IBCs with monthly deposits into their MK Study account based on achieving monthly goals. We recommend unveiling this program at the start of the campaign to get valuable media coverage during the time of the year focused on taxes, FAFSA and other student loan issues.
PG23
RECRUITMENT
CALENDAR & BUDGET All campaign tactics have been designed and scheduled with respect to what we call the Clear Proof Planning Strategy. In the same way that the four-part Clear Proof system works together to ensure clear skin, the synergy of this planning strategy creates equally flawless results.
2.5% Evaluation
12% Contingency/Agency
THE CLEAR PROOF PLANNING STRATEGY Contextual Relevance Physical and digital destinations were selected based upon their ability to reinforce the fresh, fun and relevant nature of the Mary Kay brand.
2.9% Production 50% Media
Geographic Significance The location of all place-based tactics considered the DMAs with the most Gennys and the parts of the country where cosmetic usage is the highest. Media Consumption All media buys were driven not only by the programs and platforms Genny prefers, but also by the times of the year and external influences that impact her consumption levels.
32.6% PR/Engagement
Purchasing Cycle A strong media presence kicks off the campaign in February, but because December and March see the highest cosmetic sales,33 a heavier media and engagement push is evident during these seasons, as well.
PG24
BUDGET
MEDIA SCHEDULE & BUDGET
higher frequency
basic frequency
PG25
CALENDAR
EVALUATION The following qualitative and quantitative methods will measure the stated campaign objectives: To determine the 80% awareness increase, we will measure: • The reach of all paid and earned media exposure • The attendance at all events • Impressions and click-throughs on all digital media • The number of views on social media • The results of a post-campaign awareness survey To determine the 50% increase in positive perception, we will monitor: • The number of consumer-generated posts and content • The number of campaign app downloads • The number of contest participants • The number of Google+ Hangout guests • The number of Boundless Bike rentals • The results from a post-campaign online focus group To determine the 25% increase in likelihood to purchase, we will access: • The number of samples distributed • The number of Pink Point participants • The number of Pop-Up Shop makeovers • The number of loyalty program participants • The number of app-driven purchases To determine the 10% increase in GenY IBC recruits, we will calculate: • The number of actual recruits • The results of a new-recruit survey
CITATIONS 1 Lopaciuk, A. (2013, June 21). Global beauty industry trends in the 21st century. Retrieved from http://goo.gl/ MG1iNi
from http://goo.gl/ ZYXyXb
2 Mary Kay Case Study (2013)
12 Bazaarvoice. (2012, January). Talking to strangers: Millennials trust people over brands. Retrieved from http:// goo.gl/UEPyrR
3, 8,19, 24, 25 Crosett, K. (2014, January 1). Generation: Millennials in the United States. Retrieved from www.ad-ology.com/
13 Marketing Charts (2013, May 23). What do millennials like to do with their free time? Retrieved from http://goo.gl/ ki7eaq
4 (2005, Feb. 10). The echo boom statistics. Retrieved from http:// goo.gl/Lw3tID
14 Lee, D. (2012, July 18). Courting today’s mobile consumer. Retrieved from www. nielsen.com
5 Jayson, S. (2013, June 17). Marriage rate may be low, but more weddings predicted. Retrieved from http:// goo.gl/uKmFQ4 6 Hoffman , G. (2013, November 18). Where fashion-focused millennials find inspiration. Retrieved from http:// www.cmo.com/ 7 Marshall , C. (2013, January 24). How and why women watch online video [report]. Retrieved from http://goo.gl/ VS5Hg7 9 nielsen (2012). The social media report. Retrieved from www. nielsen.com 10, 15, 17, 21 Reinold, J. (2013, July 18). Millennials & mobile. Retrieved from http:// www.rosetta.com/ 11, 23 Rosin, L. (2014, February 12). Eight in ten millennials listen to internet radio. Retrieved
16 Schmitt, G. (2009, Nov. 10). The last campaign: how experiences are becoming the new advertising. http://www. adage.com/ 18 Bazaarvoice. (2013). Social reports trend 2013. Retrieved from http://goo.gl/j85utF 20 Bazilian, E. (2010, August 23). Study: Millennials engage with magazines via social media but they want something out of it. Retrieved from http:// goo.gl/ag0jTY 22 Wasserman, T. (2010, December 16). 81% of gen yers use facebook daily [study]. Retrieved from http:// mashable.com/ 26 ATKearney. (2012). Beauty and the e-commerce beast. Retrieved from http:// www.atkearney.com/
27 Turrill, D. (2012, october 23). Who is viewing what where and for how long?. Retrieved from www.nielsen.com 28 Bednarski, P. (2014, February 13). Just how much do millennials drive the online engine?. Retrieved from http:// www.mediapost.com/ 29 nielsen (2011). State of the media: U.S. digital consumer report. Retrieved from www. nielsen.com/ 30 MarketingCharts. (2014, February). Top 10 cable tv engagement & top 10 twitter tv programs. Retrieved from http://www. marketingcharts.com/ 31 Schawbel, D. (2012, June 26). 5 Gen-y corporate refugee entrepreneurs. Retrieved from http://goo.gl/ c4iX6D 32 Pew Research. (2014, March 7). Millennials in adulthood. Retrieved from http:// www.pewsocialtrends. org/ 33 Crosett, K. (2014, March 01). Cosmetics/ skin care shops in the United States. Retrieved from www.ad-ology.com/ 33 SRDS. (2014). Audience metrics. Retrieved from http:// next.srds.com/ 33 Quantcast. (2014). Web rankings. Retrieved from https://www. quantcast.com/
PG26
EVALUATION
AES & SUPPORTERS Institutional Advancement
Agustin & Aurelia Perez
John Luciano
Caytie Martin
WEST TEXAS A&M UNIVERSITY STREET VOLSKWAGEN
MASTER GRAPHICS
NORTHWEST TEXAS HOSPITAL
AAF AMARILLO
Dawn Davis
JOHANSSON & ASSOC.
Benny Stallings
Dr. Trudy Hanson
KFDA NEWSCHANNEL 10
COMM. DEPT. HEAD
LaVisa Matthews
Kenny Dean
IMPACT FUTURES
STATE FARM
Jim Shelton
Wilson Lemieux
SECURITY ABSTRACT
FORMER NSAC MEMBER
Samuel B. Lovelady
LOVELADY, CHRISTY & ASSOC.
Stephanie Price
PANHANDLE-PLAINS MUSEUM TTU HEALTH SCIENCES CENTER AMARILLO TAXES & MORE
Megan Reed FORMER NSAC MEMBER
Stacy Saultz
FORMER NSAC MEMBER
Mateo Pinzon
David & Palmira De Leon
FORMER NSAC MEMBER
Jill Maxfield
Mike Smith
SPECIAL THANKS AAF 10th District AAF Amarillo Cathy Welch, IBC Dr. Butler Cain & the Prairie Staff
Dr. Nick Gerlich Dr. Trudy Hanson Joe Bill Sherrod WTAMU Student Support Services
We are the 2014 Buffalo Advertising team. We represent West Texas A&M University with hard work and originality. We are part of a legacy that constantly seeks to innovate the advertising world with talent and distinct ideas. WE ARE BOUNDLESS.