kamp the
TEAM 348
WHAT’S IN THIS THING? SUMMARY OF RESEARCH PROCESS
2 Summary of Research Process 3 Research 10 Understanding the Target 11 Strategy CREATIVE EXECUTIONS...13
15 Takeover 17 Captivate 19 Influence 20 Benefit MEDIA RATIONALE...21
22 Rationale 23 Measurement 24 Citations
1
EXECUTIVE SUMMARY
Mary Kay started in 1963 with 5 beauty products being sold in Dallas, Texas. Since then, the company has expanded to over 200 products being sold in more than 35 countries. Even though Mary Kay is among the top beauty brands in the United States, it’s referred to by Gen Y women as “my mother’s makeup” and with the average age of IBCs being 42, it’s easy to see why.
WE WERE GIVEN A CHALLENGE: To market Mary Kay’s At Play cosmetics, Botanical Effects, Clear Proof Acne products, and core line to 18-25 year old women — as well as encourage the IBC career path. Our efforts must complement the lives of our target in an entertaining and memorable way to boost awareness, positive perception, purchase, and recruitment.
RESEARCH OUTLINE To understand our target, we conducted ample secondary research and then took to the streets to chat directly with Gen Y women. We reached these ladies through the following tactics:
1
facebook group
604 surveys
73
interactive surveys
5
where fifteen Gen Y IBCs discussed the good, the bad, and the lovely concerning a Mary Kay career. Plus, we interviewed two of the IBCs from the group for more in-depth perspectives.
journal experiences
2
delivered online and at shopping malls to gather initial insight from our target about beauty products and Mary Kay.
mary kay parties
12
held at separate locations to investigate how women respond to beauty advertisements.
shop -alongs
2
over six days to test the quality of the three Mary Kay product lines by women in our target market.
hosted with a total of fourteen girls, who gave feedback on their expectations and perceptions of the party environment.
to a variety of stores to observe how our target buys beauty products.
IBC INTERVIEWS
Before we could talk to our target about Mary Kay, we decided to understand the company’s point of view, through their Independent Beauty Consultants (IBCs).
We conducted personal interviews with two IBCs from opposites sides of the country:
A Facebook group was created and 18-25 year old IBCs were invited to join our conversation. Here’s what they said:
TOP REASONS TO JOIN MARY KAY LAURYN
1/
Being your own boss
2/
Controlling your hours
3/
Sister-hood
4/
Discounts on makeup
1/ FAVORITE THINGS ABOUT MARY KAY?
5/
Self-promotion
I like the flexibility and the fact that you can choose where you wanna go, you don’t have a boss, I have a director that teaches me, but I can still pass her position at any point.
virgina beach, va
ISSUES WHEN SELLING TO GEN Y? “They’re always interested in the free pampering session but never buy!”
“They enjoy the experience of going to the mall.”
It’s not like you’re stuck on a totem pole and can only go so far. I’m planning a family in the near future, and wanting to be a stay-athome mom, this provides me with a source of income.
WHAT WOULD THEY CHANGE ABOUT MK? “I WISH THEY HAD A MORE ADVANCED WEBSITE CHECK OUT PROCESS.”
“I would like if they gave us more training when you are a new consultant.”
2/ ANYTHING YOU’D CHANGE?
SECONDARY SUPPORT:
66% of Gen Y women would be more likely to seek employment with a company that supports a cause they care about (GALLOWAY, SCOTT). She doesn’t just want salaries and benefits from a job; she wants a stimulating, engaging and meaningful work environment (SUJANSKY, JOANNE).
I have a lot of faith, but I don’t necessarily consider myself a Christian. Mary Kay’s motto is “God first, family second, and career third”, I would just change it to “faith first.”
RACHAEL
dunsmuir, ca
Gen Y women want greater control and the ability to be self-directed. She places a huge emphasis on workplace flexibility. “Society isn’t 9 a.m. to 5 p.m.” (BARRETT, KARA N.)
1/ FAVORITE THINGS ABOUT MARY KAY?
Free samples are the easiest way to get her to try a new product. (POPSUGAR MEDIA). One-in-four are unaffiliated with any religion, but they still have faith: Gen Y women pray about as often as elders did in their youth (PEW RESEARCH CENTER).
I like the company, they give a lot to the Mary Kay cancer foundation, they provide critical funding for domestic violence and education and prevention programs, which is really important I think. Our directors are really amazing women, they are empowering, they encourage everyone to go to the top. I know if I have questions, and [the directors] can’t answer directly, they’ll go ahead and call the contact center for me, so it’s more like a sister-hood.
WHY THIS IS IMPORTANT Mary Kay’s IBCs already offer Gen Y women a meaningful, self-directed career that allows them to enjoy a contemporary work/life balance.
3
0
SURVEYS
7
11
QUALITY
PRICE
19
17
EASE
BRAND
HOW MUCH MONEY DO YOU SPEND ON BEAUTY PRODUCTS PER MONTH? 100
PERCENTAGE
The Gen Y IBCs repeatedly told us they love their job, but they are having problems selling to their31%peers. In PHARMACY order to find out why, we asked Gen Y ladies directly.
25% SUPER STORE
Our survey addressed purchase behavior regarding beauty 18% MAKEUP SUPERSTORE products, as well as the perceptions of Mary Kay.
63
7% DEPARTMENT STORE
20
5% STANDALONE MAKEUP STORE 0
4% GROCERY
WHAT STATE ARE YOU FROM?
<$25
15
$25–$50
>$50
4% OTHER
WHEN PURCHASING MAKEUP, HOW IMPORTANT ARE THE FOLLOWING?
3% BEAUTY REPRESENTATIVE 2% ONLINE
VERY IMPORTANT
100
NOT IMPORTANT
PERCENTAGE
52% NEVER BEEN INVITED
75
18% INVITED, BUT DIDN’T ATTEND
63
17% YES, AND I MADE A PURCHASE
0
YES
“It is hard to purchase these items without knowing someone who sells it.”
0
“WHO IS MARY KAY? ”
“PYRAMID SCHEME.”
>$50
7 QUALITY
63
20
5% STANDALONE MAKEUP STORE 4% GROCERY HAVE YOU EVER BEEN TO A KAYINVITED / AVON PARTY? 4% OTHER 52% MARY NEVER BEEN
0
<$25
$25–
52% BEEN INVITED 18% INVITED, BUT DIDN’T ATTEND 3%NEVER BEAUTY REPRESENTATIVE 17% YES, AND I MADE PURCHASE 18% BUT ADIDN’T ATTEND 2%INVITED, ONLINE 14% YES, BUTAND DIDN’T PURCHASE 17% YES, I MADE A PURCHASE 37%
14% YES, BUT DIDN’T PURCHASE
52% NEVER BEEN IN
YES
“SOUNDS LIKE A PARTY I DON’T WANT TO GO TO.”
1963
“For old people with the time/willingness to research products. Unnecessary intermediate step for getting the product to consumer.”
1963 4
0
7% ONLINE DEPARTMENT STORE 2%
2% ONLINE
1963
25% SUPER $25–$50 STORE 4% <$25 OTHER
18% MAKEUP REPRESENTATIVE SUPERSTORE 3% BEAUTY
3% BEAUTY REPRESENTATIVE
63% “Old ladies and pink Cadillacs.”
15
31% PHARMACY 4% GROCERY
75
100
7% DEPARTMENT STORE
20
4% OTHER “IT’S NOT MY STYLE.”
NO
BRAND
5% STANDALONE MAKEUP STORE STORE
4% GROCERY
“ASHLEY’S HOTTER.”
EASE
1963
18% MAKEUP “Went to a Mary Kay party at the reps house. Was SUPERSTORE a little weird to be in someone else’s house7% trying on DEPARTMENT STORE makeup. But I actually liked the makeup and bought 5% STANDALONE MAKEUP some. Found it hard to buy more when I ran out though.”
“Free samples from friends who do the business is the only reason I’d use the products.”
PRICE
17
PERCENTAGE
25% SUPER STORE
QUALITY
19
5 31% PHARMACY 63 25% SUPER 200STORE 18% MAKEUP SUPERSTORE 35
PERCENTAGE
WHAT ARE YOUR THOUGHTS ON MARY KAY?
11
WHERE DID YOU LAST PURCHASE YOUR BEAUTY PRODUCTS?
100
31% PHARMACY
7
PERCENTAGE
37%
1963
NOT
14% YES, BUT DIDN’T PURCHASE
63%
NO
VERY
100
50
49
HAVE YOU EVER BOUGHT FROM AN INDEPENDENT BEAUTY REP?
5 200NO 35
18% INVITED, BUT
17% YES, AND I MA
14% YES, BUT DIDN
63% 37% YES
5 200
INTERACTIVE VISUAL QUESTIONNAIRE Our survey let us in on a little secret: Gen Y women don’t think Mary Kay applies to them. Where did this misconstrued perception come from? To answer this, we needed to understand the influence of advertising on beauty purchasing habits. We showed Gen Y women unbranded examples of print, online, and TV ads to gauge reactions and conducted 1-on-1 interviews with the more talkative ladies.
WHICH ADS HAVE YOU SEEN? Neutrogena
53
Almay
41
Bobbi Brown
31
WHICH ADS HAVE YOU NOT SEEN? Mary Kay
69
Burt’s Bees
63
Urban Decay
53
ONE-WORD RESPONSES TO MARY KAY’S AT PLAY ADVERTISEMENT: #80s
#seventeen
#gaudy #colorful
WHICH LOOK WOULD YOU WANT TO WEAR? Loreal Paris
31
Estee Lauder
27
Loreal
25
#childish
26
Maybelline
26
Covergirl
26
#high school #funky #tacky
#teenager
#immature
#goofy #ugly
#neon
#excessive
DO YOU RELATE TO BEAUTY ADVERTISING?
“Real women don’t look like that & even the women in those ads don’t really look like that.”
WHICH LOOK WOULD YOU NEVER WANT TO WEAR? Mary Kay
#trashy
“PHOTOSHOP. THAT’S LITERALLY THE ONLY THING THAT COMES TO MIND.” “It’s stereotypical for women in general.”
“I DON’T APPRECIATE THE WAY THEY ARE PORTRAYING WOMEN LATELY.”
SECONDARY SUPPORT:
She’ll be a brand advocate as long as the brand remains authentic in her eyes and the eyes of her peers (Brunot, Trudy).
“No, I don’t wanna look like them.” Keith: What do you wanna look like? “Myself.”
“YOU CAN TELL THEY’RE TRYING TO MAKE IT MORE RELATABLE.”
The Gen Y woman wants to be addressed as an individual, not a stereotype (Popsugar Media).
KEY CONSIDERATION FOR OUR CAMPAIGN:
She’s grown up in a media driven, technologically saturated world, making it difficult to reach her through traditional marketing strategies (Pookulangara).
Mary Kay is perceived as an “older woman’s makeup brand,” but the At Play advertising skews too young for Gen Y women.
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BLIND JOURNAL EXPERIENCE
Looking back at our survey, we know that our target holds quality cosmetics as very important. To test the quality of Mary Kay’s At Play, Botanical Effects, and Clear Proof lines, women from around the country were sent samples of the products. The catch? They didn’t know they were using Mary Kay.
CLEAR PROOF QUALITY: “Some of the products felt sticky but it was worth it after they were rinsed off.”
“the moisturizer was very “MY SKIN FELT A LITTLE TIGHT AFTER.” light for an acne system.”
AT PLAY QUALITY: “It’s similar to the makeup I used in middle/high school.”
BOTANICAL EFFECTS LINE: “I JUST THINK THE COLORS WERE TOO BRIGHT.”
“my skin felt hydrated after use.”
“The moisturizer seemed to leave a shiny, oily layer on my skin.”
“it was too sparkly for me (I ended up with sparkles everywhere by the end of the day).” “the lip gloss is a little too sticky.”
“[MY SKIN] FEELS SOFT AND SMOOTH.”
“It lasted me the whole work day.”
WOULD YOU RECOMMEND THIS MAKEUP? “SURE.”
“I would… Not for every day use though.”
“I would rather tell them something that is easier, I would recommend the skin care.”
“They might like it more than me.”
THE MK BRAND REVEAL: “Because Mary Kay builds up its line as more high-end than others, I’d expect it to be a higher quality.”
“NO, DEFINITELY NOT.”
THE GIST OF IT:
These ladies gave us valuable insight to consider for our campaign’s messaging:
“5 OUT OF 10.”
AT PLAY ISN’T AS HIGH OF QUALITY AS THE REGULAR MK LINES —
“i feel like the makeup that was given was a bit different from the ones i buy at mary kay.”
If we market At Play for special occasions & still promote the regular makeup lines to Gen Y women.
“Pretty disappointed. I’ve heard so much about them and just didn’t expect this kind of quality. =(“
RESPONDED WELL TO THE SKIN CARE AND ACNE LINES —
These products conform to the existing perception of Mary Kay’s quality.
6
MARY KAY PARTY FIELD TEST After revealing the brand during our journal experience, one of our participants noted that she had been to a Mary Kay party before and, “naturally died of boredom since it’s for older women.”
PARTY ONE STANDARD:
Parties are the primary method of sales for Mary Kay, so we decided to host our own and note how Gen Y women responded. We let the IBC do all the work and interviewed participants after the party.
WHAT THEY HAD TO SAY:
“It was a little uncomfortable, when I hear the words ‘makeup party’ I think of a sleepover. It just seemed very regimented for a makeup party.”
“IT FELT MORE LIKE A CLASS.”
“i didn’t like the length of the party. it felt too long.”
“I don’t wear glittery stuff. The makeup was too glittery and the texture was too much.”
“it’s not my type of thing, putting on makeup in a room of people. women feel more special when all the attention is focused on them.”
“THEY COULD CLARIFY THEMSELVES A LOT MORE, LIKE WHAT THEY’RE PUTTING ON MY PALETTE, HOW I USE THAT, WHAT ORDER I PUT IT ON. …I THINK THEY’D BENEFIT FROM A VISUAL GUIDE.”
“They try to push the product on you. It’s their job to sell it, so they’re gonna say what they need to say to make you buy it.”
OBSERVATIONAL NOTES: Tense atmosphere Seemed confused at times about what they should be doing
RESULTS
0 1
purchases
Little to no talking amongst the girls Checked their phones a lot, not engaged
WHAT DO WE DO NOW?
We followed-up with the recruited IBC and this is what she told us:
Obviously, our target did not have fun. After analyzing the comments, our observations, and considering past research, we came up with ideas that might improve Gen Y’s impression of the party and overall purchasing behavior.
“I joined as an IBC because I saw the earning and entrepreneurial potential. After joining, I realized how involved it was to be a consultant, and I just didn’t have time for that with school. This was too much for me to dedicate.”
The only way to test these ideas was to throw another party!
ibc recruit 7
PARTY TWO MODIFIED:
We added iPads with the Mary Kay Visual Makeover app open and handed out guides of desired looks with step-by-step instructions. We played music in the background, decorated the room, and provided pink snacks for munching.
WHAT THEY HAD TO SAY: “I talked to [the IBC] like a friend, not someone trying to push a product.”
“THE PRODUCTS WERE TOO EXPENSIVE.”
“I liked it because I was able to look at other people and see what they were doing and get different opinions.” “The app was cool, we could pick what look we wanted and it’d show you how to do it.”
“I’ve been washing my face wrong for the past 19 years!”
“The atmosphere is really contagious, energetic and exciting.”
“The guides were helpful because I don’t know how to apply makeup.”
“The makeup is a lot edgier than I usually wear, I’m usually all natural and as minimalistic as possible.”
OBSERVATIONAL NOTES: Girls were engaged with the IBC
Liked the app, but needed initial guidance
They gravitated towards the more natural looks from the style guides
Multiple cancellations before the party began
Chatted amongst themselves
RESULTS
1
purchase
0
ibc recruits
The girls had way more fun but the revamped party did NOT impact purchase behavior, as we predicted it would.
PARTIES DON’T WORK FOR GEN-Y WOMEN. Why not?
Gen Y women consider the party method time consuming and inconvenient. They’re used to purchasing beauty products alone or with a good friend, so it makes them uncomfortable trying on makeup in a room with other women. One of our participants stated before the party that she was interested in face wash because she needed more; she was the only woman to make a purchase. Unless a Gen Y woman is aware she needs a certain product, she
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isn’t interested in buying while at a party. She is interested in experimenting with the products and obtaining free samples. Gen Y women would rather be seen naked than without their makeup (Campbell, J), so it’s safe to say parties just don’t appeal to this target market.
SHOP-A-LONGS If Gen Y women don’t want to buy cosmetics at a party, then where and how is she purchasing? We conducted 12 shop-a-longs with girls in our target market to evaluate their habits and routines.
RETAILERS WE VISITED: 1/
Walgreens
4/
Macy’s
2/
Saks Fifth Avenue
5/
Walmart
3/
NY Beauty Salon
6/
Target
VERBATIMS:
“Sometimes you don’t know what you’re getting, that’s why you have to test everything first.”
“I just did not like having “LOREAL, CAUSE YOU’RE WORTH IT.” to return the product.”
“USUALLY I’LL CHOOSE ONE BRAND OVER THE “Sometimes it’s really hard to OTHER BECAUSE OF choose the right product, so I stick to what I know works.” PRICE OR BECAUSE I’VE ALREADY “I like when there are samples TRIED IT AND in magazines so I can try it.” KNOW IT WORKS.” “CoverGirl is on sale, so I’ll just get CoverGirl instead.”
SECONDARY SUPPORT:
Brand tends to matter more for skincare and hair products, but Gen Y women are more willing to experiment with new brands for products like mascara (Ferguson). 57% of Gen Y women would rather shop and research cosmetics/personal care items only in store (Brett & Lachman). Products from L’Oreal, Cover Girl, Revlon, and Maybelline continue to hold the top-selling spots in all color cosmetics categories (Brookman). Quality and price are the top factors that make Gen Y customers loyal to a brand (Ferguson).
WHY THIS MATTERED We noticed three distinct buying behaviors beginning to surface in our research. So, we diverged from the original intention of segmenting our target based on life stages and used our understanding of purchasing patterns to guide our campaign.
9
UNDERSTANDING OUR TARGET
“
PRICE HUNTER
More likely to be a college student Combines cosmetic shopping with grocery or convenience shopping May be loyal to a specific product, but if not, she goes for whatever’s cheapest Doesn’t want to be bothered by customer service May not wear makeup everyday
She’s pressed for time, digitally connected, confident, self-expressive, and places more emphasis on self.
QUALITY SEEKER
YOU HAVE TO TEST “ EVERYTHING FIRST
LET’S GO WITH “WHAT’S ON SALE. ”
Amanda is a grab n’ go cosmetic buyer. She stays on the look-out for deals and will try new products and brands if they’re affordable.
THE 18-25 Y/O FEMALE COSMETIC SHOPPERS
BEAUTY AFICIONADO
I AM A “ MAKEUP JUNKIE
”
Meredith makes time for makeup. She always checks the online reviews for products before buying because quality matters most, especially for her sensitive skin. More likely to be working professionals Doesn’t like being sold to Buys beauty products from makeup and department stores Makes specific shopping trips for beauty buys Has a daily beauty routine
Hannah is the beauty authority. She buys from high and low-end brands, usually writes reviews, blogs, and posts video tutorials on YouTube. Combination of both price hunters and quality seekers Some of these girls make a living off reviewing beauty products, blogging and offering tutorials She tend to skew younger Always on the hunt for a better, newer, more innovative product Beauty is her main hobby
DMA
HIGHEST POPULATED CITIES + HIGH DENSITY OF GEN Y COSMETIC BUYERS 1/
New York, NY
3/
Chicago, IL
5/
Washington, D.C.
2/
Los Angeles, CA
4/
Philadelphia, PA
6/
Dallas, TX
10
”
UNDERSTANDING THE SITUATION
Let’s face it: Mary Kay is perceived as an “older woman’s” brand. We heard this stigma over and over while conducting research. We used all of the “pink slamming” to find one common factor — the brand is outdated and inconvenient for most Gen Y women. Mary Kay feels different, and not in a good way.
TIME TO BREAK IT DOWN WITH A SWOT ANALYSIS: STRENGTHS:
WEAKNESSES:
High-quality beauty products and 50 years of experience
High level of purchase involvement No store/retail location
Outstanding, personalized customer-service from IBCs
At Play advertising and glittery product skews too young
Notable philanthropic involvement
Expensive
Flexible career path and sweet perks
OPPORTUNITY:
THREATS:
Gen Y women are attracted to nontraditional careers
Retail stores (Sephora, Macy’s, Target, CVS, etc.) Increased cost of raw materials
Creating a sub-brand could attract younger audiences (Like Victoria’s Secret and Pink, or Toyota and Scion)
Pyramid scheme perception Other direct sellers Competitors’ accessibility and price
Gen Y women operate in the screen world, digitally engaged
KEY FACTORS OF MARY KAY 1/
PERSONALIZATION:
STRATEGY
We looked back at the strengths of the brand and realized that Mary Kay does some serious catering to customers, something that other cosmetic brands lack. Through parties, personal consultations, and direct follow-ups, Mary Kay focuses on the individual and her needs. Even when a consumer becomes an IBC, she’s focused on growing her business and is able to work at a pace that fits her lifestyle.
Pick your IBC, have the option of a partner-in-crime for any beauty decision 2/
PURCHASING EXPERIENCE:
Catalog, MK parties, delivered to you, Satisfaction Guarantee, not sold in stores 3/
PRODUCT KNOWLEDGE:
Customer service is what sets the company apart in such a saturated industry and through our campaign we will promote Mary Kay’s unique and tailored business model.
50 years of experience, known for quality beauty products 4/
FLEXIBLE CAREER PATH:
This mindset blossomed into our strategy:
IBCs choose their involvement and they work as their own boss
YOU COME FIRST WITH MARY KAY.
11
We began to see patterns when we started to concept. Initially revolving around the idea of “true beauty”, all of our ideas started to mesh together: See Your Beauty, Claim Beauty, Define Beauty, Your Beauty is Showing, Beautifully Honest, Evolve Beauty, BeYOUtiful, and so on. It all sounded the same and it had all been done before.
MARY KAY IS NOT THE SAME.
THAT’S WHEN WE REALIZED:
#
MKDIFF THE BIG IDEA
In fact, it stands out in an industry of too many similarities. So, we decided to emphasize this fact throughout our entire campaign. No more promoting stereotypical examples of beautiful women or fighting to prove we have the best products. We’ve created a yearlong branded experience that will break down negative perceptions and increase purchase consideration through educating, empowering, and engaging every type of Gen Y woman.
THAT’S THE MARY KAY DIFFERENCE. 12
THE CAMPAIGN/ CREATIVE EXECUTIONS
Selling to a new audience requires a new way to purchase. 18-25 year old IBCs told us the website’s current checkout process is cumbersome and confusing. Gen Y women told us they won’t purchase beauty products from a party.
INTRODUCING...
THE LITTLE PINK BOX WHAT’S THE DIFF?
The personalized customer support of IBCs + the simplicity and familiarity of a subscription service.
SUBSCRIPTION SERVICES ARE POPULAR AMONG OUR TECH-SAVVY TARGET, ESPECIALLY THOSE WITH REWARDS OR LOYALTY PROGRAMS. The contents of each box will be focused on the At Play, Clear Proof, and Botanical Effects lines, all while including the core Mary Kay products. There will be two variations of the Little Pink Box. The “steal box,” loaded with pre-selected beauty products. They’ll be receiving $40.00 of cosmetics for $19.99. Gen Y Price Hunters will love the value and the surprise in each box. The second option is a customizable subscription box that puts the power of choice into the customer’s hands, allowing Gen Y women to pick $60.00 of beauty essentials for $29.99. This method is an attractive alternative the Quality Seekers will adore. Once a quarter, they will receive a Little Pink Box that’s themed around becoming an IBC. Ultimately increasing awareness that Mary Kay is always hiring.
Subscriptions are popular among our tech-savvy target, especially those services rewards or loyalty programs (Ferguson). Well, the Little Pink Box has some big perks. For starters, it’s filled with beauty products that match her distinct personality. Urban Chic, or classic Vintage Vixen— all the messaging and product recommendations will be unique. We’ve created a personality quiz to quickly and easily match consumers with a local IBC who shares similar traits, creating a stronger bond between the two. The longer she stays a subscriber, the more intuitive and personalized her box becomes, a unique feature not offered by competitors. Subscribing to the Little Pink Box automatically enters women in a drawing to win the BIG Pink Box: a crate filled with $300 worth of Mary Kay goodies. Winners will be selected at random each month.
GEN Y WOMEN ON THE LITTLE PINK BOX:
“Really fun, I might think about signing up for the subscription.” “I love subscriptions and if I went to my mailbox and I get that pink box I would be super excited!” 13
SUB-BRAND
Other companies have effectively used sub-branding as a promotional strategy to enter new target markets. Weâ&#x20AC;&#x2122;re implementing the #MKdiff site to act as a hub during the yearlong campaign, introducing Gen Y women to a more relevant side of Mary Kay.
SUB-BRAND SITE
Weâ&#x20AC;&#x2122;ve streamlined the process of matching IBCs to customers through an informative personality quiz, creating relationships and suggesting products immediately. This quiz encourages users to create an account and sign up for the subscription service by offering a specialty first box.
FYI
This element is the digital home base, so the content will change depending on our media during the campaign.
The savviest institutions are realizing that a single, supreme brand lacks nuance. If the company has decades of history and name recognition, the sub-brand typically has a head start in leveraging itself (Shanks, Shane).
14
PHASE ONE:
TAKEOVER
Since you come first with Mary Kay, who better to represent our brand than you — our target market? The launch introduces a competition to find women with the most character from across the U.S. to become fresh faces featured in our campaign. The five winners, picked by MK officials, will receive $5,000, a BIG Pink Box full of MK goodies, and a year’s subscription to the Little Pink Box. They will also be featured in the #MKdiff campaign.
GIF BOMB BOOTH
BOOTH INTERFACE
Booths in our top DMAs invite ladies to show off their look for a chance to rep MK.
Inside the booth, an iPad will take GIFs and distribute in real time to the billboard.
PINK PICK-UPS
Driven by women, for women. A mirror and tray insert allows riders to doll up on the go. She can also GIF from the cab to enter the competition.
GIF BOMB BILLBOARD
Located in areas with heavy foot traffic, the billboard changes every few minutes with new gifs from the booths and online.
WHAT’S THE DIFF?
This goes against the model saturated beauty world to identify with the everyday, gorgeous woman.
15
PHASE ONE:
TAKEOVER
Our outdoor splash directs back to the digital space on the #MKdiff sub-brand hub site, which reinforces and leads users to the Little Pink Box.
GIF GALLERY MAIN PAGE
Women who canâ&#x20AC;&#x2122;t make it to the booths can check out the live-stream billboard and submit their own. The GIFs are saved in a gallery where ladies can fave looks to their personal style guide.
HULU
The 30 second Hulu spot drives women to the sub-brand site for a chance at becoming one of the new faces representing Mary Kay.
16
PHASE TWO:
CAPTIVATE
An Augmented Reality (AR) app will guide the campaign into Phase Two, which is centered on engaging users with interactive print ads, a virtual IBC, and interactive smart mirrors.
COSMO AR APP
Scanning the ad shows a short clip of an IBC giving you inspiration for the latest looks.
CATALOG AR APP
Scanning the existing catalog brings current MK media into the 21st century.
BOX AR APP
Scanning the inside of the subscription box shows a personal message from your specific IBC
WHAT’S THE DIFF
We’re bringing the outstanding Mary Kay customer into the 21st century with the virtual IBC.
17
PHASE TWO:
CAPTIVATE MAGIC MIRROR
The Magic Mirror recommends MK products based on your unique facial features. Malls in top DMAs will feature the interactive smart mirrors.
Sponsored LinkedIn posts reinforce the fact that Mary Kay is always recruiting.
PANDORA
Leads viewers to the sub-brand site where they can sign up to become an IBC and enjoy a flexible, self-driven career.
18
PHASE THREE:
INFLUENCE
To generate word-of-mouth among our beauty aficionados, we will sponsor the Mercedes Benz New York Fashion Week. Staying true to our strategy, we will hold a Facebook contest to find a fashion show correspondent to rep MK. Women can vote on their fave submissions and MK officials will judge the top 10 entries to find the one. Five runner-ups will be awarded free tickets to fashion week and will live post to social media from the event.
PINK CARPET
FASHION BOX
SUB-BRAND GALLERY
FACEBOOK CONTEST
Attendees will roll up in MK Pink Pickups to step out on the pink carpet.
Everyone who attends the fashion show receives swag bags from MK.
Video entries from the FB competition are hosted on the site.
Provides more information on the contest and encourages viewers to enter.
YOUTUBE
Reinforces involvement with Fashion Week and leads viewers to the FB contest.
WHATâ&#x20AC;&#x2122;S THE DIFF
Reinforces the influence of real women with a hands-on trip to Fashion Week.
19
PHASE FOUR:
BENEFIT
Mary Kay already partners with multiple organizations to give back through their charity, Pink Changing Lives. Gen Y women also want to give back. We are partnering with a foundation relevant to 18-25 year olds. Stupid Cancer is an organization that empowers young adults affected by cancer. We can give our target a way to benefit others, while benefiting themselves through FB offer claims. An all around win-win situation.
FACEBOOK CAUSE MARKETING
BUZZFEED
When offer is claimed, $2 is donated to Stupid Cancer and a $2 coupon for any MK purchase is rewarded.
Article explains MK’s involvement with StupidCancer.org and leads to the FB offer.
SPOTIFY
Leads to the FB offer and supports Mary Kay’s partnership with Stupid Cancer.
20
MEDIA PLAN CAMPAIGN PROJECTIONS:
TOTAL IMPRESSIONS
Throughout the year, 88% of the target demographic will be exposed to the Mary Kay Difference campaign. Gen Y women will encounter #MKdiff an average of 19 times. From the partnership with Stupid Cancer we can anticipate over $360,750 earned media through different outlets including New York Times, Huffington Post, Wall Street Journal, LA Times, and Chicago Sun-Times.
FEB
BIG MEDIA BUYS
MAR
APR
MAY
JUN
713,716,744 JUL
AUG
SEPT
OCT
NOV
DEC
PANDORA
TOTAL
$63,504 $63,504 $762,048 $41,667 $41,667 $500,004
$63,504 $63,504 $63,504 $63,504 $63,504 $63,504 $63,504 $63,504 $63,504 $63,504 $41,667 $41,667 $41,667 $41,667 $41,667 $41,667 $41,667 $41,667 $41,667 $41,667
SPOTIFY
JAN
$164,640 $27,440 $27,440 $27,440 $27,440 $27,440 $27,440 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $150,000 $1,800,000
HULU YOUTUBE
FACEBOOK: CLICKS TO WEBSITE $50,000 FACEBOOK: POST ENGAGEMENT BUZZFEED
$50,000 $50,000
$17,211 $17,211 $60,000
LINKEDIN SUBSCRIPTION BOX DRAWING
$300
PHASE 1 TAKEOVER
$300
FEB
$50,000 $50,000
$50,000 $50,000
$50,000 $50,000
$50,000 $600,000
$17,211 $17,211
$17,211
$17,211
$17,211 $17,211 $28,700 $28,700 $60,000 $40,000
$28,700 $240,998 $160,000
$11,000
$11,000
$11,000 $11,000 $300 $300
$50,000
$17,211
$50,000
$11,000 $300
$300
$300
MAR
$300
APR
$11,000 $300
$11,000 $300
JUN
JUL
$95,300 -
$95,300 -
NOV
DEC
JAN
AUGMENTED REALITY APP
$95,300 -
$95,300 -
$95,300 -
STUPID CANCER.ORG DONATION
$333,333 $333,333 $333,333
MK GIRL COMPETITION GIF BOOTH
$338,250
AUGMENTED REALITY APP
$95,300 $4,000
DIGITAL BILLBOARDS
$1,700,000
MALLSCAPE SMART MIRRORS
$154,000
PINK CABS
$1,066,860
PHASE 3 INFLUENCE
AUG
SEP
FASHION WEEK: PARTNERSHIP FASHION WEEK: CONTEST GIF BOOTH PINK CABS
SUMMARY BY QUARTER:
-
PHASE 4 BENEFIT
$95,300
PRINT-COSMO AD AUGMENTED REALITY APP
PRINT-COSMO AD
OCT
-
PRINT-COSMO AD
-
$251,080 $10,598 -
$11,000 $99,000 $300 $3,600
MAY
PHASE 2 CAPTIVATE
$26,500
$11,000 $300
SAVE TO SAVE OFFER CLAIMS
$41,667
$41,667
$41,667
$290,000
Q1
Q2
Q3
Q4
$4,209,536
$1,472,386
$1,770,344
$2,506,413
CONTINGENCY $36,322
TOTAL: $10,000,000
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MEDIA RATIONALE BIG MEDIA BUYS: All big media buys will run the entire length of the campaign and each execution will change in relation to the phase they are in.
PANDOR A :
#IMPRESSIONS = 25,000,200 Represents a whopping 70% of the personalized radio market. Analytics allow for highly targeted placement among our demographic.
SP OTIF Y:
YOUTUBE :
FACEBOOK:
#IMPRESSIONS = 127,008,000 67% of Gen Y women listen to personalized radio. Targeting based on specific taste profiles can be done to personalize content for each listener.
#IMPRESSIONS = 240,000,000 We can focus content specifically to Gen Y women on YouTube, which is the 3rd most visited website for this target. On average, YouTube helps businesses drive 20% more traffic to their websites.
BUZ ZFEED :
#IMPRESSIONS = 16,000,000 1/3 of users are Gen Y women and Buzzfeed exceeds the industry standard for click-through rates by 20 times. On average, weâ&#x20AC;&#x2122;d also gain 30% earned engagement.
LINKEDIN :
#IMPRESSIONS = 1,292,835 35% of Gen Y women already use LinkedIn for job hunting. By targeting posts for entry-level positions, we will raise awareness of the unique career opportunity Mary Kay provides.
PHASE 1
#IMPRESSIONS = 10,395,049 Gen Y women spend over 7 hours per month on Facebook, making it the most popular social media website for this market. With 94% campaign accuracy, these ads will allow us to drive users to the sub-brand site and increase post engagement.
HULU :
#IMPRESSIONS = 5,145,000 60% of Gen Y women interact with online video and with Hulu we have the ability to nationally target ads based on user profiles. Ad tailoring also allows us to make sure every ad is relevant to the viewer. Hulu will be specific to the first and third phases to increase digital and social awareness.
PHASE 2
GIF BOOTH : #IMPRESSIONS = 165,200,000 Placed in the six major DMAs, the booths are the initial drive to the sub-brand site. Purchasing the booths allows us to reuse them at no additional cost. Content streams to the digital billboard and we are able to directly measure engagement with the booth while increasing brand engagement and digital relevancy.
PRINT COSMO AD : #IMPRESSIONS = 8,299,000 Over 39% of Cosmoâ&#x20AC;&#x2122;s readers are Gen Y women and Mary Kay already purchases media space with the magazine. We are upgrading the traditional print ad with our Augmented Reality (AR) app for more personalized content and potential earned media. MALL SCAPE SMART #IMPRESSIONS = 24,615,244 Mirrors: On average, Gen Y women frequent malls three times a month and spend over an hour per trip making this the ideal location for exposure to Mary Kay while they are thinking about cosmetics. 80% say mallscape ads reminds them about products they might purchase even after their visit.
BILLBOARD : #IMPRESSIONS = 29,124,792 Placed within ten city blocks of the booth, the digital billboards will increase overall impression rates and drive viewers to the sub-brand site. Content will be linked to a live stream, generating buzz through social media. We also project a considerable amount of earned media coverage.
AUGMENTED RE ALIT Y APP:
This component will bring existing Mary Kay media into the 21st century and simultaneously reach the Gen Y market. Compliments the subscription box, print ads, and current catalog with customized content.
PINK CABS : #IMPRESSIONS = 1,335,146 During the first appearance, our cabs will be placed in all six of our DMAs. During Fashion week, targeted within those areas. Earned impressions from visual of pink cabs.
PHASE 4
PHASE 3
PARTNERSHIP: #IMPRESSIONS = 11,625,035 69% of Gen Y will engage with brands that support causes they care about. Stupid Cancer is a leading cancer research organization for young adults with almost 20k Twitter followers, over 120k Facebook likes, and have been featured in GLAMOUR Magazine, Huffington Post, MTV, and CBS News. Our target can contribute to this organization by redeeming Facebook offer claims, which benefit them and the cause at the same time.
FASHION WEEK SP ONSORSHIP: #IMPRESSIONS = 6,100,000 Mercedes Benz New York Fashion Week offers a highly influential audience. 70% of attendees are Gen Y female trendsetters and industry influencers, who will help raise awareness of Mary Kay and gain earned media. MK FASHION CORRE SP ONDENT FB CONTE S T:
#IMPRESSIONS = 2,758,620 Average 30% increase in Facebook page likes after a contest has taken place. Allowing women to vote for the correspondent will increase earned media potential. The winner and runner-ups will be on livestream video and posting to social media for added digital presence.
22
MEASUREMENTS GOAL
1
Engagement & Awareness
2
Customer Acquisition & Loyalty
3
Increase IBC Recruitment
METHODOLOGY
PROJECTED OUTCOMES
Downloads of AR App, GIF usage rates per demo, social media engagement, unique visitors to mkdifference.com, bi-quarterly surveys
Awareness at a macro level for the #MKdiff among our target, pushing customer service, and personalization
Redemption of coupon offers, analyze subscription purchases, monitoring new user account acquisitions, review smart mirror interactions, examine click-through rates
Increase in purchase â&#x20AC;&#x201D; specifically of entry-level products such as At Play, Botanical Effects, and Clear Proof
Monitor LinkedIn click-through analytics, evaluate IBC recruitment for 18-25, reporting new digital IBC account acquisitions, assess IBC retention rate
Increase awareness of IBC as a job opportunity with flexibility to fit with the Gen Y lifestyle
SUGGESTIONS FOR CONTINUED PERFORMANCE The largest source of quality assurance throughout the campaign is our sub-brand site. Since the majority of executions drive traffic to the hub, it allows us to track progression through our strategically planned touch points. The site becomes a fully integrated source of datamining for featured styles, consumer trends, acceptance of media, and user engagement. As the amount of information grows so does the
opportunity for Mary Kay to learn about Gen Y women, as well as offer follow-up suggestions and curated personalized content. The data collected can drive insights for future campaigns and potential product line extensions directed towards this target. In order to allocate for any necessary adjustments to the digital bids or other monitored media, weâ&#x20AC;&#x2122;ve set aside $36,322 out of the budget.
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Galloway, Scott. (May 3, 2010). “Gen Y Prestige Brand Ranking.”
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Pew Research Center. (2010). “Millennials: A Portrait of Generation Next.”
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smallbusiness.chron.com/generation-y-female-consumer
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your-strategy/
Sujansky, Joanne, and Jan Ferri-Reed. (2009). “Keeping the Millennials.”
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2, 2014 from: http://www.ijsrm.com/IJSRM/Current_%26_Past_Issues
Ferguson, R. (2011). “Born This Way: The US Millennial Loyalty Survey.”
Influence on Apparel Purchase Decisions.” Retrieved February
Popsugar Media. (2009). “Why Y Women?” Retrieved February 2, 2014 from:
Campbell, J. (September 2010). “Do Women Have the Confidence to Really
Retrieved Februrary 2, 2014
Retrieved 9 September 9, 2013 from: http://ascendislearning.
com/sites/default/files/keeping-the-millennials-sujansky-e.pdf
CREDITS: Research & Strategy Team Andrew Angstadt Shashwat Bista Meghan Cole Jack Dess Christian Dyer Kamal Hakim Jessica Kuykendall Meg Linen Keith Nielsen Frank Pellegrini Lauren Schroeter
Design Team
Alex Sanchez – Design Director Paige Caruso Shawn Dennis Christian Dyer Amalia Fredericksen Frank Pellegrini Lauren Schroeter
Media Team
Andrew Angstadt – Account Supervisor Meghan Cole Keith Nielsen
24
Copy Team
Meg Linen – Copy Director Jack Dess Jessica Kuykendall
Faculty Advisors Allen Harrison Vivian Owen
Special Thanks
Jen Awe Sarah Carter Sam Davidson David Foote Jennifer Friedman Lisa Moody Lindsey Nickel-de La O