#SHINEON
TABLE OF CONTENTS
1 Executive Summary
11 Campaign Cycles
2 Research
12 Cycle 1: Illuminate
4 Target Markets
14 Cycle 2: Transform
5 Barriers and Rompe
18 Cycle 3: Motivate
6 Campaign Strategy
19 Cycle 4: Shine
7 Foundations, Brand &
20 Social Media Guidelines
8 Big Idea
21 Media Plan
9 External Strategy
22 Budget & Additional Budget
Beauty Consultant Positioning
10 Media Strategy
& PR Pitch Plan
23 Pitch, Post Testing & Evaluation
24 Team & Sponsors
EXECUTIVE SUMMARY
For us at Circle Advertising, it started with one quote. One sentence that perfectly communicated the reality of millions of women:
“Well behaved women rarely make history.”
With that in mind, we crafted a message and a campaign that will attract Millennials without alienating your existing core of loyal customers.
It only took a second for it all to click. Although Mary Kay Ash was a woman of character, vision, strength, and ethics, she had to first break free from society to then impact the lives of many. Sitting at home, waiting, wasn’t enough for her. So she didn’t.
As Account Executives at Circle Ad, we understand that to effectively communicate with our target market we must first fall head-over-heels in love with the brand. In doing so, we had an idea: “We should designate a brand ambassador to guide you through our campaign, someone who stands for all things Mary Kay and Circle Ad.”
At Circle Ad it was clear to us that Ms. Ash, even now, is a female figure to whom nearly every woman can relate. Through her actions she inspired millions of women to advance by helping others succeed, creating an older generation of loyal customers. However, we’ve discovered that Millennials don’t have your company on their radar just yet.
Just like Beauty Consultants provide a personal touch for Mary Kay customers, our Brand Ambassador is our way of giving you a personalized treatment. With that in mind, we realized that one of our team members was not only similar to one of our target audiences, but was also especially fond of Ms. Ash and everything she stood for.
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Our Brand Ambassador’s relationship with Mary Kay started when she was 11 years old and her aunt, then a beauty consultant, took her to one of Mary Kay’s events. Since then, Deryn Russell, has grown to align herself with what your company holds dearest: Ms. Ash’s values. We have carried Ms. Ash’s values from our research to our executions, empowering female Millennials to shine through society’s standards. So let Deryn and us show you how to truly hit home with this generation and build a lasting friendship that can withstand the test of time.
RESEARCH OBJECTIVES Our first step was to set specific objectives that guide our campaign and help us learn how to break out of the standards of the makeup industry.
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SWOT ANALYSIS Strengths: 1. Dermatologists recognize Mary Kay products as high quality 2. Strong corporate social responsibility efforts connect with Millennials 3. The company continues to embody Ms. Ash’s strong, core values and mission 4. Well-established traditions resulted in long-lasting relationship with older demographic
Weaknesses: 1. Inconvenient sales channel 2. Disconnect between brand and Millennials 3. Inability to effectively communicate through social media 4. Core messaging convoluted by inconsistency of product lines such as At Play versus other Mary Kay product lines 5. Inconsistently trained Beauty Consultants result in unpredictable brand experience
We sought to:
Opportunities:
1. Analyze the makeup industry and competitive landscape to identify where your brand
1. Capitalize on personalized experience a Beauty Consultant can offer
currently stands and what segment of Gen Y females 18-25 has the most potential for
2. Incorporate Beauty Consultants with brand in Millennial-friendly way
purchase consideration
3. Target Millennials as Beauty Consultants to diversify sales force
2. Learn how to reach this younger demographic, without alienating the current consumer base
4. Increase in demand for makeup color palettes and customization options
3. Evaluate Mary Kay’s current brand voice
5. Embrace current trend to be “naturally beautiful”
Then we went more into demographics. We found we needed to:
Threats:
1. Understand Her current perception of the Mary Kay brand and direct selling channel
1. Millennials desire instant gratification, which the sales channel prohibits
2. Determine how makeup fits into Her day-to-day lifestyle
2. Highly saturated market
3. Evaluate how and why She purchases the makeup She does
3. Skeptical perception of multilevel marketing
We discovered, by using the pronouns “She/Her,” rather than “our demographic,” we could focus more on what She cares about and what She values most in a brand.
RESEARCH
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Primary and secondary research was only the beginning of a long journey to decipher the ins and outs of Her habits. Here’s what we learned about Her: Shopping Shadows IBC Impressions
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37
IBC Interviews
Focus Groups
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She values recommendations from friends and
Pay more for essential products such as lipstick, mascara,
family—word of mouth is extremely important.
and foundation
The packaging is attractive, clean, and simple—
Prefer a store brand over an established brand (e.g. She
especially black, which is seen as sophisticated.
would pick Sephora brand over Bobbi Brown)
She is influenced by beauty vloggers.
Use loyalty programs (e.g. Sephora Beauty Insider Program)
e ys
Primary Research
She tends to:
She buys makeup because:
OTS 6W
40
Purchasing:
Su
rv
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30% have not What She Thinks of Mary Kay:
Social Media:
Purchasing History:
Millennials said they would buy Mary Kay if:
72% of those Millennials that have heardShe ofconsistently checks Her social media during the day. 28% have used it Mary Kay have not used it It were recommended by Her friends Instagram is the platform She checks the most. Its image were refreshed
61% that have heard of Mary Kay AND have It was easiernot to purchase used it say that they would not use it
Facebook is her39% second choice.
She most commonly buys: Mascara Lipstick
would And Twitter is the third use it most checked platform.
Foundation
She buys because: 58% of women purchase because they need a refill 42% of women purchase just because (impulse buy)
When interviewed about Mary Kay,
70%
of millennials have heard of Mary Kay.
72%
of those that have heard of Mary Kay haven’t used it.
61%
of those that have not heard of Mary Kay and have not used it say that they would not use it.
30% have not
28% have used it
39% would
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TARGET MARKETS In our journey, we became friends with three girls named Zoe, Emma, and Sofia, the three young women who embody our target audience. They each have different passions, personalities, and are at very different parts of their lives, but what they do have in common is that they can all gain something from Mary Kay.
ZOE, 18 Our Bold Eyeshadow Primary Outgoing, multicultural Zoe is ready to embrace her new
EMMA, 21 Our Natural Foundation Secondary Emma is Caucasian and in her last year at Pepperdine
SOFIA, 24 Our Classic Lipstick Tertiary Sofia is a Texas-based Latin American with strong
independence in her freshman year at Fordham University
University in California. She has a lot ahead of her in what
spiritual and family values. Her days are usually spent
in New York. Zoe considers herself an early adopter of new
might be the biggest transition of her life: graduating from
balanced between attending Richland Community College
ideas, from wearing bold makeup looks to going to indie
college and entering the "real world." Her compassionate
for Business, working as a barista at a local coffee shop,
concerts, but as far as products, her loyalties are as solid
and hard working character, however, leaves her well
and playing acoustic guitar for her Catholic church. While
as quicksand. She loves when brands have out-of-the-
prepared for what is to come. Since she was young, Emma
she is passionate in everything she does, Sofia wishes for
box promotions that look more like art than advertising,
has been devoted to soccer and volunteering in her
a breakthrough opportunity to shake up her day-to-day
and would be quick to Instagram any unique finds to
community. Her passions have only grown, spreading to
life, and realizes that Mary Kay can be a great platform
interact with the brand. Before developing a connection
a love for the environment, her sorority's philanthropy,
to challenge herself. She is drawn to Mary Kay's social
to Mary Kay, she needs to first tangibly see its benefit and
and living a healthy lifestyle. With the upcoming changes,
responsibility, as she has volunteered at homeless shelters
convenience, and if she does, she’ll be an ambassador of
Emma is looking for a makeup brand she can rely on. Emma
since she was 18. With her drive to make a difference and
the brand for the rest of her life.
would be attracted to Mary Kay's natural products as well
help her community, Sofia would be eager to work her way
as the personal connection of a Beauty Consultant, and she
up the Mary Kay Beauty Consultant ladder.
Media Usage: E! Online, Buzzfeed, Spotify, Instagram, Tumblr and YouTube
would love to spread her valued opinions to her friends. Media Usage: Shape.com, Instagram, Facebook, Pinterest and Cosmopolitan
Media Usage: Hulu, Food Network, Cosmopolitan, Yahoo, Facebook and Pandora
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BARRIERS & ROMPE Barriers: After getting to know Zoe, Emma and Sofia, we realized it was essential we understood what currently barred them from interacting with the brand. In doing so, we determined three barriers that best exemplify the disconnect between Her and Mary Kay: Weak Brand Recognition: The target lacks awareness and positive perception of the brand. Accessibility: Restrictions within the sales channel deter customers from making purchases. Inconsistent Brand Experience: Inability to regulate customer interaction with Beauty Consultants results in a lack of trust in the brand.
Rompe: And there they stood: three ominous walls barring Zoe, Emma, and Sofia from identifying Mary Kay as a top-ofmind brand. For Mary Kay to properly reach and build trust within these audiences, it was imperative we understood how to break through our barriers. We had just the solution: Rompe. Rompe (pronounced rome-peh), from the Spanish “to break,� is our unique, intensive research, brainstorming session. We barricade ourselves in a conference room and dive head first into a weekend filled with industry analysis, current trends, and primary and secondary research. We then analyzed how our barriers were blocking us from achieving our campaign objectives, which were to increase (1) awareness, (2) positive perception of your brand, and (3) consideration for product purchase within female Millennials. From this, our cmpaign strategy was born.
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CAMPAIGN STRATEGY To connect Mary Kay with Zoe, Emma and Sofia, and break through the standards of the makeup industry, we developed a slew of strategies that directly address the campaign objectives: Develop a Relatable Brand Message:
Create an overarching message that connects Mary Kay’s core values with its products and Her in a relatable and authentic manner.
Reposition the Beauty Consultants:
Adapt the Beauty Consultant recruiting and training process so that every customer receives the quality personalized treatment Mary Kay has the ability to offer.
Spotlight Mary Kay’s Corporate Social Responsibility:
Through our research, we found the vast majority of Millennials believe companies can make an impact through social responsibility. We will showcase and expand upon Mary Kay’s current philanthropic efforts, to more tangibly align your values with Her.
Utilize Social and Digital Media to Bridge Gap: Incorporate Rewards Program to Increase Loyalty:
Create a Distinct and Approachable Visual Style:
Connect Mary Kay to Her through a strong and relevant social media presence and innovative digital efforts, such as phone applications and a revamped online experience. Create a rewards and loyalty program to revitalize the Beauty Consultant experience, while increasing brand loyalty and the number of second and third time customers.
Adjust Mary Kay’s visual executions to communicate the new relatable brand message crafted by Circle Ad.
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FOUNDATIONS, BRAND & IBC POSTIONING
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Just like Ms. Ash built her company on strong core values, we believe it is important to base our campaign on what her company already does best. Here are the foundations we laid out to build upon:
Once we established our campaign foundations, we then considered how to position your brand and unique selling channel to Her:
Legacy & Tradition:
positioned as a convenience. As a female Millennial always
Zoe: For our primary audience, the Beauty Consultant will be
Through our research, we realized that Ms. Ash’s
on the go, Zoe will see the benefit of the Beauty Consultant
history is your history. There is no way to separate the
catering to her exclusive needs and packed schedule. She
two, and who would want to? Her strong core values have
is always on trend, a habit that can prove to be expensive at
resulted in generations of loyal customers, celebrating and
times. Mary Kay At Play is at the right price range for Zoe,
empowering women throughout the world.
but for her to truly fall in love with your brand, she must first see a product line expansion and a more relatable brand
Direct Selling:
message.
While some see Mary Kay’s selling channel as a barrier, at Circle Ad, we see it as an opportunity to build a deeper connection with Her. The Beauty Consultant’s ability to
Emma: She loves helping others who haven’t had the same
pass on Ms. Ash’s values allows Her to relate to your brand
opportunities as she, and she’s deeply concerned with
on a personal, rather than professional, level.
creating a better and more sustainable future. She admires strong female figures that have defied standards. To
Corporate Social Responsibility: Mary Kay’s dedication to women empowerment and
Emma, we will align Ms. Ash and all that she represented to women, as well as your company’s philanthropic efforts.
community outreach has improved the lives of many. Through the creation of the Mary Kay Foundation, your
Sofia:
company has continuously made strides to end domestic
Between work, church and college, Sofia doesn’t have
violence and raise funds for women's cancer research. We
much free time. Her strong work ethic, however, has taught
found that female Millennials appreciate companies that use
her that she must create her own opportunities if she wants
their power and influence to create a better world for others.
to succeed in life. Sofia heard about Mary Kay from a friend and sees it as an interesting opportunity for personal and financial growth.
BIG IDEA
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Big Idea:
STANDARDS DON’T DEFINE YOU Here's what we realized about Mary Kay: nothing about Ms. Ash or her brand is average. It's all beyond that. From the unique selling channel centered around female advancement to Ms. Ash's zeal, Mary Kay breaks the standard of a normal makeup brand.
And here's what we realized about our Millennials. Whether it be celebrity magazines, models on Her favorite store's website, or even Her friends' highly edited profile pictures, today's women are suffocated by standards of unattainable perfection. She struggles with reaching this standard, and Her confidence breaks when She can't. Even Zoe, Emma, and Sofia can't help but be affected by it.
Our big idea? "Standards Don't Define You." It's a message that empowers Zoe, Emma, and Sofia by letting it click that being yourself, even if it means disregarding the norm, radiates confidence and beauty. It's all about rocking that red lipstick because you love the lips underneath. It's all about swiping on eyeliner to showcase how captivating your sometimes-blue, sometimes-green eyes are. It’s all about being you, loving you, and not letting society define you… because you define you.
Creative Vision:
AWAKEN BEAUTY
Brand Idea: Empowering women to advance by helping others succeed. Even on their best days, Zoe, Emma, and Sofia are bombarded by society's standards of perfection, and it has taken its toll. They are happy with who they are, yet they constantly compare themselves to other women. It's a paradox that our creative vision
Finding this spark, the powerfully similar thing that connects Her to you, lets us
solves: Awaken Beauty. We are taking the latent thoughts of confidence within Zoe,
completely reposition the brand from outdated and static to bold and empowering.
Emma, and Sofia and letting them shine through, uplifting Her into believing in Her own
And suddenly, we're aligned with Zoe, Emma, and Sofia, without alienating the pre-
exquisiteness. By carrying out this creative vision into all of our executions, we empower
existing generation of customers.
our Millennials to not only feel confident, but also be confident.
EXTERNAL STRATEGY
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Tagline:
Tone:
Something pretty amazing happens when you defy
Our tone will help reinforce our new brand voice, and
standards and awaken your inner beauty: you exude,
improve consistency on all communication fronts:
emanate, and absolutely radiate confidence. People take notice of this positive energy, and it spreads to everyone
Confident – Authentic – Relatable
you know and everyone you will meet. As for yourself, you feel confident enough to take on the world. Shine On is the tagline we created to capture these incredible feelings in a phrase for Her to see. Shine On is what She aspires to feel, and it’s what She will have the opportunity to experience once She makes the switch to Mary Kay.
Creative Wo-mandatories: To embody "Standards Don’t Define You" and share the #ShineOn spirit with Zoe, Emma, and Sofia, we developed creative wo-mandatories that unify the executions of our campaign under the Big Idea:
1
“Shine On” always appears with a hashtag for seamless social media tie in.
2
Shi-Neon Pink is the color of our campaign and will be used to illuminate moments of
3
Shi-Neon Pink and the rest of our color palette are taken directly from Mary Kay’s
true, confident beauty.
product line. Like our campaign, our color palette highlights something already beautiful about your brand: your colors.
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MEDIA STRATEGY
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P-O-E-M:
Media Markets:
We found the standard for media labeling didn’t define us. It was too outdated to call media
We determined our top 12 media markets by analyzing the percentage of
“traditional” and “non-traditional.” So to awaken the beauty within Zoe, Emma, and Sofia
female population in our demographic that lives there, and using Google
and connect with them in a more organic way, we utilized a more holistic approach to our
AdWords, such as "lipstick," "mascara," and "makeup trends."
media strategy: the P-O-E-M model. These determine the best way to engage Her:
New York City, NY Philadelphia, PA
Any vehicle Mary Kay pays for Google AdWords Commercials Online Ads Promoted Posts Homepage Takeovers
Las Vegas, NV
Oklahoma City, OK Chicago, IL
Denver, CO PAID
Any asset Mary Kay owns or controls Beauty consultants Website Branded blogs Videos Apps Owned social media
OWNED
EARNED
Media that utilizes two or more channels of paid, earned and owned media Mary’d Anything that empowers our audience to engage with us Word of mouth Social media PR initiatives Reviews
Salt Lake City, UT San Diego, CA Los Angeles, CA
Houston, TX Dallas, TX
Atlanta, GA
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CAMPAIGN CYCLES As a way to organize our communication strategy and messaging, we decided to separate our 12-month campaign into different cycles. Going hand in hand with our media strategy, our campaign cycles organize our media placements, promotions, partnerships, and
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Illuminate The Illuminate cycle runs from February to March 2015. In this cycle, we will increase Zoe, Emma and Sofia's awareness of Mary Kay. Through mainly Paid media we will illuminate your name and company in Her mind.
public relations activities into Illuminate, Transform, Motivate and Shine. In our cycles, we differentiate between external and internal changes by using a different color. External is the media She will see and interact with, while internal recommendations are our changes Mary Kay should make to refresh the brand in a relatable way. Our four media cycles: Illuminate, Transform, Motivate, and Shine, describe how our
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relationship with Her will flourish over our 12-month long campaign.
Transform In the Transform cycle, which runs from April to July 2015, Circle Ad will give Mary Kay a makeover. By positioning it as a confident, authentic, and relatable brand, Zoe, Emma and Sofia's perception of Mary Kay will be transformed.
3
Motivate Our Motivate cycle happens during the months of August, September, and October 2015. Now that She is more comfortable with your brand, our executions will be devoted to building trust and brand loyalty, motivating consideration for product purchase and the Beauty Consultant business opportunity.
4
Shine Our Shine cycle will take place from November to January and it will focus on customer retention and reinforce the relationship we’ve built with Her. From this cycle, She will be empowered to #ShineOn beyond the duration of our campaign.
ILLUMINATE CYCLE
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Rent-The-Runway:
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Mary Kay Product of the Month:
To start our #ShineOn campaign strongly, Circle
Mary Kay will expand on the existing "Beauty That
Ad will connect Mary Kay to two things Zoe, Emma
Counts" initiative to further develop Zoe, Emma
Mary’d and Sofia love: fashion and awards shows. We
Mary’d and Sofia's loyalty to socially and ecologically
will partner with Rent The Runway to create a “Mary Kay
responsible brands. Every month, Mary Kay will donate 20
#ShineOn” dress collection. Customers who rent from the
percent of the sales of a spotlighted product to one of its
collection will receive Mary Kay swag bags, be automatically
partner shelters. Both the product and the non-profit will
entered to win a pair of tickets for either the GRAMMYs or
change monthly, and this initiative will carry on for all 12
the Oscars, and receive a Mary Kay makeover before the
months of our campaign.
event. This partnership will capitalize on Rent The Runway’s existing consumers, allowing them to interact with your products and #ShineOn with the brightest stars of the music and film industries.
Commercial Launch:
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To put Mary Kay directly in Her mind, we will launch our Illuminate cycle with a lifestyle and Paid
brand commercial. This 30-second spot will portray
a day in the life of a confident, standard-breaking Millennial who uses Mary Kay to complement Her everyday activities. The commercial will play on the Mary Kay YouTube page, Hulu and as a sponsored ad on YouTube before other videos. The ad will spotlight Mary Kay's At Play Eye Crayon, At Play Jelly Lip Gloss, and the Botanical Effects Hydrate Formula 1. The final call-to-action will be a narrator reading the words "Mary Kay, #ShineOn. Download the new phone app now."
#SHINEON
ILLUMINATE CYCLE Mary’d
Paid
Earned
Internal Internal Phone AppInternal Launch:
Owned Internal
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Internal
Paid
Owned
Internal Internal Internal Beauty Consultant Involvement Day:
To fix any inconvenience in the selling process, Mary Kay will launch an app to
To boost Zoe, Emma and Sofia’s positive perception of our Beauty Consultants,
provide Her with an effortless product ordering system. The app will feature a Earned Paid locator, Mary’d Owned Beauty Consultant a messaging platform between Her and the Beauty Owned
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Mary Kay will launch the Beauty Consultant Involvement Day. For this Earned
Paid Mary’d nationwide initiative, Beauty Consultants will dedicate a full day to improving
Consultant, party and event information, and an automatic order screen. In addition, it
their communities. Whether it be volunteering at a local soup kitchen, cleaning up a beach,
will include a ratings system, Beauty Consultant biographies, and makeup inspiration.
visiting hospital patients, or other services, these events will show how supportive Beauty Consultants are of communities around the country. This initiative will impact communities throughout all 12 months of our campaign.
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TRANSFORM CYCLE Earned
Internal
Internal
Western NY Flash: the National Women’s Soccer League’s Western Mary’d New York Flash (WNYF), a team filled with strong
The bus will stop for two days and two nights in New York,
pink flowers. A banner above the backdrop will read
and Los Angeles.
“Take a picture, change a life.” Prompting bystanders to inquire more, our crew will tell them about Mary
society's standards of women. This partnership with a group
Now you’re probably wondering what our #ShineOn crew
of nationally recognized athletes will put you directly in
will be doing in each of those cities…
the eyes of Emma and soccer lovers all over the country.
1. Day One will be all about exploring the city and visiting the
The Mary Kay logo will be printed on each player’s jersey,
non-profit we will fundraise for on day two. Our Beauty
giving us an added boost of impressions. Mary Kay will
Consultants and vloggers will interact with girls and fully
also sponsor a Quote Wall on the tunnel that leads players
immerse themselves in the city’s culture and history.
to the field, featuring quotes from inspirational women
impacting the local community. Our #ShineOn crew will
them. Fans will be able to submit their favorite quotes for
park the bus in high traffic places such as parks and city
the Quote Wall through Twitter. The 2015 season will run
squares, where we will:
for the FIFA Women’s World Cup in Vancouver, Canada. This partnership will allow your company to interact with a targeted niche market that has not been thoroughly tapped by the makeup industry. Earned
Owned Internal
#ShineOn Bus Tour: To increase awareness and start transforming Her perception, we will launch the #ShineOn Bus Tour.
Paid
2. Day Two will be fully dedicated to interacting and
throughout history who refused to let standards define
from April to October because of a two-month hiatus
Mary’d The bus tour will give us a substantial increase
in face-to-face customer interaction opportunities and organic content creation. Two Beauty Consultants, four beauty vloggers, one sound operator, two videographers and a driver will comprise the all female team that will travel through the United States while interacting with Her. The beauty vloggers and Beauty Consultants will document their adventures through YouTube videos and other social media platforms to connect with Her.
• Display our photography backdrop made out of several
Chicago, Atlanta, Dallas, Oklahoma City, Denver, Las Vegas,
female athletes who allow their talent to speak louder than
Internal
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Owned
To kick-off your makeover, we will partner with Paid
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Kay’s initiative to donate a dollar for every picture taken in front of our backdrop. All of the profits will go towards a chosen local non-profit organization or group that works with cancers that affect women. Participants will also receive Mary Kay swag bags. • Automatically upload pictures to Mary Kay’s homepage where they will spell out one of our chosen quotes. • Pass out pink flowers and encourage female Millennials to pay it forward and #ShineOn.
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TRANSFORM CYCLE Earned
Internal
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Owned Internal
#SHINEON EVENT: Through our research, we got to know Zoe, Emma and Sofia and how they interact with their favorite
Paid
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Mary’d brands. Their answers were: we love (1) Instagram
(2) free samples and (3) musical guests. So that’s exactly what we’re giving them, except we’re adding our “Standards Don’t Define You” flair to it.
And here’s what Zoe, Emma and Sofia will experience when they walk into the venue: 1. Art Display: To connect the quotes stunt with the event, the venue will be covered in modern decals of all the quoted women. The decals will be placed on the walls close to the entrance alongside a blurb explaining how these women refused to allow society to define them.
First, let us tell you how we are getting Her to your event: 1. Inspirational Quote Stunt: To increase awareness about
2. Interactive Installation: Through an interactive touchscreen panel on the wall of a separate room, She
the event, we will hit New York, Dallas and Los Angeles
will be encouraged to take glamour shots of herself and
with a slew of inspirational quotes. The quotes will
write a standard She would like to see changed on the
spotlight strong women through history who refused to
picture. It will then be sent to the opposite facing wall,
be tied down by society’s standards, and will feature the
spelling “#ShineOn.”
Mary Kay hashtag and the address to the #ShineOn tab on your website. Moments after the departure of the #ShineOn Bus, quotes will appear everywhere from bus shelters and building sides to sidewalks and stairwells. 2. Spotify Playlist: To further incorporate our Spotify initiative, we will create a playlist that features our musical guests and encompasses the general feelings and emotions of the #SHINEON event. 3. #ShineOn Bus: During our #ShineOn bus tour, our beauty vloggers and Beauty Consultants will spread the word about the event and give out invitations to Her. Users who interact with these initiatives through social media will also be automatically entered into a lottery to win three tickets to the event. If winners are from a different city than the event, Mary Kay will provide transportation and accommodation.
3. Musical Guests: Ellie Goulding (NY), Kacey Musgraves (Dallas), Sara Bareilles (LA) 4. #SHINEON Pink Lights: to further reinforce our creative wo-mandatories, She will see the #SHINEON pink lights illuminating our strong female figures. 5. Female Entrepreneurship: in the spirit of strong women figures, our dance floor will be commandeered by female DJs and the food and beverages will be provided by female-owned vendors 6. Mary Kay Swag Bags: At the end of the party, She will receive a bag full of product samples, makeup tutorials and business cards with special offers to meet with the best Beauty Consultants in the area.
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TRANSFORM CYCLE Mary’d
Internal
Paid
Internal
Spotify Playlists:
Earned
Internal
Mary’d
Owned
Internal
Internal
Owned Internal
the release of monthly Mary Kay Spotify playlists.
initiative and impact communities all over the
Owned
Earned
Paid Mary Mary’d country, Kay will host a service day to plant
executions that month. In April, for instance, the playlist will
trees and pink flowers to awaken the beauty in our top 12
be a curated soundtrack for a perfect road trip, emulating
media markets. This program will be executed on Earth Day
the feeling of our #ShineOn Bus. Each playlist will feature
(April 22), will be lead by top Beauty Consultants in each
female artists and tap into Zoe, Emma and Sofia’s love
community, and shared through the company’s various
for music, allowing them to interact with your company
social media platforms.
Owned Internal
Graduation Photo Giveaway: Taking advantage of graduation season in mid to late May, Mary Kay will give away a cash-prize
Paid
Earned
Internal
To expand the reach of your “Pink Doing Green”
through yet another non-traditional medium.
Earned
Paid
Internal
Pink Doing Green Initiative:
The launch of our Mary Kay road trip also marks Earned Mary’d by one of our Owned These playlistsPaid will be inspired
Internal
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Mary’d for winners to get their senior pictures taken and
printed. Participants will Instagram a #ShineOn moment from their time in school to win both the cash-prize and complimentary Mary Kay makeup to use in the photo shoot. A #ShineOn moment is a moment of confidence, where you define you.
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TRANSFORM CYCLE
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Mary Kay Newsletter:
Beauty Consultant Revamp Program:
To further break the barrier of inconsistent
To fix the inconsistent brand experience that so many customers
brand experience, we will implement a monthly Earned
Internal
Owned e-newsletter for Mary Kay to distribute to all Mary’d Paid Internal
Internal
Internal
Beauty Consultants. The newsletter will contain Mary Kay
encounter, Circle Ad recommends revamping the Beauty Consultant Earned
Internal
updates, showcase new trends in fashion and makeup, Paid
Mary’d
Internal
fee to begin training. During this time, the potential Beauty Consultant will have to shadow her area director to gain insight on what exactly being a Beauty
and give detailed tips in marketing, sales, and fashion, and Owned spotlight the "Beauty Consultant of the Month." Earned
Owned program. Aspiring Beauty Consultants will pay a nonrefundable $100
Paid
Consultant entails. Additionally, to get a feel for selling, Beauty Consultants will Mary’d
participate as an assistant in five of the area director's parties and attend at least four complimentary meetings. The director should use these opportunities to get to know the Beauty Consultant better and teach her sales strategies, party techniques, and Ms. Ash’s values. After completing this process, the Beauty Consultant will host her own party, demonstrating all that she has learned during her training period. Following the party demonstration, her director will approve her completion online and she then can register as an official Mary Kay Beauty Consultant. If at any moment she discovers that this process is not for her, she can easily step down from the position.
Earned
Internal
Owned Internal
World Cup Giveaway: Following our sponsorship of the WNYF soccer
Paid
Mary’d
team, we will continue to use the faces of our athletes during the month of June. Taking advantage of
the FIFA Women’s World Cup, Mary Kay will engage with followers to submit their World Cup-inspired makeup looks for the chance of winning a Mary Kay Swag Bag. Beauty Consultant Marie Fitch recieves her training completion certification
17
d
al
l
MOTIVATE CYCLE Paid
Internal
Earned
Internal
Owned Internal
Mary’d
Internal
Cosmopolitan Magazine Giveaways:
Paid
Internal
Circle Ad
Earned
Internal
To allow consumers to fall in love with Paid
Earned Mary’d Cosmopolitan Magazine Owned and sponsor a full
Owned Internal
Shelter Series: To truly communicate the #ShineOn feeling
your products, Mary Kay will partner with Earned
18
during the holiday season, Mary Kay will create Paid
Mary’d three webisodes highlighting women's shelters
month of daily giveaways from the At Play, Botanical
in three of our target markets. Each webisode will run for
Effects, and Clear Proof product lines. By giving away
approximately 10 to 15 minutes. This series will spotlight a
a product a day, Zoe, Emma and Sofia will have the
woman and shelter each episode, telling her empowering
opportunity to experience, free of charge, the quality
story of success during the harshest of times.
of your products.
Earned
Internal
Paid
Owned Internal
TEDx Talks:
Mary Kay College Program:
Capitalizing on the first month of school after
To encourage college girls like Zoe and Emma
summer break, Mary Kay will partner with TEDx
to become Beauty Consultants, Mary Kay will
Mary’d to hit Zoe with a bang. This partnership will
spotlight founder of non-profit “I Am That Girl” Alexis
Mary’d
Internal
Paid
Internal
Earned
Internal
Owned Internal
offer different rewards that cater to collegespecific needs. These prizes can include concert
Jones, “WNYF” athlete Carli Lloyd and Mary Kay’s Chief
tickets, gift cards that work on campus or at local grocery
Marketing Officer Sheryl Adkins-Green. These three
stores, and even a weekend getaway for Her and a friend.
women will be incorporated into a line-up of other
Owned
Earned
Paid
The main hook of this college program, however, will be Mary’d
exceptional female figures, provided by TEDx, and will
a $5,000 scholarship, which Beauty Consultants can use
communicate strong values, stories, advice and morals of
toward college tuition. Beauty Consultants still in college
women empowerment, encouraging Zoe to break through
will apply and get picked based on grades, community
society’s pre-established values. The talks will take place
service and sales. Additionally, Mary Kay will enlist campus
at the University of California San Diego, University of
representatives in colleges in our twelve markets. In
Pennsylvania, and University of Houston.
exchange for $100 a month and free monthly Mary Kay products, the campus reps will promote Mary Kay makeup and new products around their schools and to their friends. Mary Kay’s Chief Marketing Officer Sheryl Adkins-Green
SHINE CYCLE Christmas Bundles: For this promotional execution, Mary Kay will Owned
create several gift bundles to appeal to Zoe, Emma and Sofia. These special assortments will include
Mary Kay At Play, fragrance, and Satin Hands pamper kits.
Circle Ad
Fashion Show: To end our campaign on a high, Mary Kay will give fashion students Mary’d the chance of a lifetime. Students will
be encouraged to send in designs that incorporate the concept of “Standards Don’t Define You” and the feelings and emotions
Product Line Extension: Following the fashion show, we strongly recommend the premiere of the Mary Kay At Play Internal
Owned line extension. Zoe is already attracted to this Internal
product line's price range, and is more likely to give Mary Kay a chance if you give her what she wants. Through our research we discovered that Her favorite buys are mascara, foundation and lipstick, so it only seems fitting to add those to the Mary Kay At Play line.
Rewards and Loyalty Program: In the last month of our campaign, Circle Ad recommends the launch of a rewards and loyalty Internal
Owned program to give Her yet another reason to keep Internal
coming back. Members will receive birthday gifts, product rewards, seasonal promotions, and pre-sale access to the newest products. While directly addressing the brand loyalty and customer retention strategy, the rewards program will also create significant increase in positive word-of-mouth that will last beyond our campaign.
behind #ShineOn. The best looks will be featured in the Mary Kay fashion show in January 2016, in Atlanta, Georgia. Other designs by students from the Savannah College of Art and Design also will be showcased in the venue. The designs will then be auctioned and all the money will be donated to the MK Foundation.
19
SOCIAL MEDIA GUIDELINES
Circle Ad
20
Our promotional executions and partnerships reinforced the "Standards Don't Define You" and #ShineOn message. However, to create a truly cohesive campaign, we also needed to account for your social media presence. With that in mind, we developed social media guidelines: Facebook & Twitter: Engage with Her by
Instagram: Seeing as Instagram is one of Her
Snapchat: To stay one step ahead of competitors,
favorite social media platforms, we will use it to capitalize
informing Her of new products, causes, and events. The
we also suggest that Mary Kay creates interactive content
on sharing and embodying #ShineOn. Additionally, to
main focus is to sell your brand to Zoe, Emma and Sofia.
through Snapchat. Content for this phone app could
increase trust in the brand, we recommend that makeup
include a morning makeup ritual video, and photos of the
Pinterest: This platform will allow your brand
artists and YouTube beauty gurus take over the Mary Kay
Mary Kay staff testing and teasing new products.
to interact with Her through tutorial videos, a variety of
account for a week.
boards, and lifestyle photography to show your products.
PR PITCH PLAN Event Earth Day, Pink Doing Green
Pitch Date April 22, 2015
Publication Business Insider
Description Mary Kay celebrates Earth Day with Pink Doing Green
Martha Stewart BH&G Huffington Post Green Shine On Bus Tour
March 30, 2015
Buzzfeed
10 Resons why the Mary Kay Bus Tour makes Mary Kay cool again
USA Today (online)
Mary Kay campaign takes cross-county bus tour
New York Times (print)
Mary Kay campaign takes cross-county bus tour
Glamour
Mary Kay campaign hits the road on their cross-county bus tour
TEDx Talks
Sept, 20th, 2015
Local newspaper
Mary Kay to sponsor TEDx Talks in college towns
IBC Involvement Day (BCID)
1 weekend per month
Local newspaper
Mary Kay sponsors organized local community involvement weekend
Fashion Show
January 2016
MTV news
Mary Kay to host Fashion Show, but breaks all the standards
E! Online / E! News LA/NY Times People Magazine Video Shelter Series
Upworthy Buzzfeed Huffington Post
Mary Kay features inspiring women in upcoming video series
MEDIA PLAN WEEK OF (STARTING SUNDAYS)
Online Shape E! Online
1
8
ILLUMINATE 15
FEBRUARY
22
1
8
15
MARCH
22 29
Circle Ad 5
12
19
APRIL
26
3
10
TRANSFORM 17
MAY
24
31
7
14 JUNE
21
28
5
12 JULY
19
26
2
9
16 AUGUST
23
30
MOTIVATE 6
13
20 27
SEPTEMBER
4
11
18
OCTOBER
25
1
8
15 NOVEMBER
22 29
6
SHINE 13
20 27
DECEMBER
3
10
17
24
JANUARY
31
Cost
21 Impressions
$2,046,154.21
931,082,022
$78,600.15
57,263,718
$158,487.00
72,220,192
Cosmopolitan
$100,000.00
117,619,200
Buzzfeed Food Network
$184,000.00
624,497,088
$364,067.06
18,203,353
Yahoo Spotify Pandora
$400,000.00 $300,000.00
12,432,810 3,922,454
$396,000.00
20,350,224
$15,000.00
498,980 4,074,003
#ShineOn Site Tab Commercial Search
$50,000.00 $1,200,000.00 $500,000.00
458,526,667 450,000,000
$300,000.00
660,000
$400,000.00
7,866,667
$1,944,800.00
246,311,976
$112,500.00
4,690,998
$720,000.00 $869,800.00
18,000,000 7,392,578
$100,000.00
207,000,000
$112,500.00
250,000
$30,00.00
8,978,400
$2,607,029.00
14,666,554
$221,500.00
90,900
$48,000.00
17,200
$1,162,500.00
760,000
#SHINEON Event
$815,118.00
3,900,000
TEDx Talks
$18,000.00
103,200
$0
400,000
$56,400.00
68,800
$240,511.00
5,225,000
WNYF World Cup Giveaway Spotify Playlists PR #ShineOn Bus Shelter Series
$40,000.00
114,000
$5,000.00 $0
65,000 3,922,454
$874,957.14
19,427,742
$254,957.14
133,050
$600,000.00
9,692
Product of the Month IBC Involvement Pink doing Green
$0
2,380,000
$0
255,000
$20,000.00
16,650,000
Partnerships
$304,000.00
38,520,000
Shay Mitchell Vloggers MK Internal IBC Revamp
$196,000.00
36,000,000
$108,000.00
2,520,000
$327,375.00
3,671,600
$0
0
$0
3,400,000
$12,000.00
21,600
$234,375.00
187,500
$81,000.00
62,500
Google Ad Words Facebook Twitter
Apps/Mobile Pinterest YouTube Hulu Tumblr Instagram Phone App Promo Rent the Runway Grad Photo Giveaway Quotes
Christmas Bundles Fashion Show Cosmo Mag. Giveaway
MK Newsletter MK College Program Product Line Extension Rewards & Loyalty Production/Wages Contingency
TOTAL
$800,000.00 $223,059.65 $10,000,000.00
1,712,206,561
BUDGET & ADDITIONAL BUDGET
e/Applications
ations
Cycle 1:
26%
BUDGET
Phone App Launch 3% 72% IBC Involvement Day
$800,000 Production/Wages 8%
9%
2% 52%
E! Online, Cosmopolitan
Rent the Runway Spotify, Yahoo, Pandora $12,000 MaryBuzzfeed, Kay College Program Commercial Launch #ShineOn Site Tab, Commercial
$300,000 Partnerships
Google AdWords, Twitter, Facebook, Pinterest $234,375 Product Line Extension Youtube, Tumblr, Phone App
Cycle 2:
$200,000 Contingency $5,200,000 Online/Applications
25%
Western NY Flash INTERNAL & Shine On Bus ADDITIONAL Pink Doing Green BUDGET Graduation Photo Giveaway SHINEON Event
$900,000 Public Relations
World Cup Giveaway Beauty Consultant Revamp Program Mary Kay Newsletter
Shape Spotify, Pandora #ShineOn Site Tab Commercial Google AdWords Facebook, Pinterest Youtube Tumblr, Instagram Phone App
Cycle 3:
$81,000 Rewards and Loyalty Program
Cosmopolitan Magazine Giveaway TEDx Talks Shelter Series
$12,000 Mary Kay College Program
Mary Kay College Program
Shape Spotify, Pandora #ShineOn Site Tab Commercial Google AdWords Facebook, Pinterest
3% 72%
Wages
ency
Media Timeline: $81,000Executions Rewards andTimeline: Loyalty Program
$2,600,000 Promotions
3%
Circle Ad
Youtube, Tumblr
$234,375 Product Line Extension
Instagram, Phone App Cycle 4:
25%
INTERNAL & ADDITIONAL BUDGET
Christmas Bundles Fashion Show Product Line Extension Rewards and Loyalty Program
Shape, E!Online, Cosmopolitan Buzzfeed Food Network, Yahoo Spotify, Pandora #ShineOn Site Tab, Commercial Google AdWords, Facebook, Twitter Youtube Tumblr, Phone App
22
PITCH, POST-TESTING & EVALUATION
Circle Ad
23
To test the effectiveness of our campaign, we executed our Inspirational Quote Stunt and held focus groups with Her to assess the relatability of our creative messaging and promotions. Quote Stunt:
Campaign Evaluation:
Pitch:
Our Inspirational Quote Stunt generated over 5,000
To evaluate the success of the #ShineOn campaign we
Zoe, Emma, and Sofia long to feel special, to be distinct, to
impressions on Instagram, measured through
will measure 18-25 female awareness, perception and
define themselves—and they’ll revere the brand that helps
comments and likes:
product purchase consideration of Mary Kay. We will
them foster that individuality. They are developing habits
“Exactly what I needed to hear today :) thanks girl.”
do so by observing the usage rate of the Mary Kay App,
now that will reinforce their cosmetic purchasing decisions
party attendance and traffic on your website. We will also
for the rest of their lives. While She transitions into roles of
monitor the following:
responsibility, there’s a dwindling window of opportunity
- @audreyhigham
Focus Groups: When asked about our TEDx Talk execution: 10/10 female Millennials said they would attend the talk. “I think that would be awesome. Makeup companies usually proliferate stereotypes, so having one trying to be unique would be extremely refreshing.” - Elizabeth, Age 19 In response to our creative styling and messaging: “I like the way the photo styling and message promotes self love.” - Shayda, Age 19 “The models in the photos look so natural, it’s refreshing to see a makeup advertisement promoting makeup that enhances your natural beauty, not covering it up.” - Kylee, Age 20
• Aggregated sales through Beauty Consultants and App
for Mary Kay to reach Her before She invests Her loyalty in other makeup brands.
• Number of App downloads • Quantity of social media followers generated
Enter #ShineOn.
• Amount of new Beauty Consultants under the age of 25 • Use of #ShineOn across all platforms
While She feels the need to fit into society’s standards,
• Number of views from Shelter Series and #ShineOn Bus YouTube videos
#ShineOn repositions Mary Kay as relatable and authentic,
• Retention rate of Mary Kay customers after campaign launch • Social media usage during promotional events and public relations activities
we at Circle Ad believe She needs to define Her own. empowering Her to awaken Her inner confidence and beauty. She wants a brand that understands and relates to her. #ShineOn and its underlying big idea “Standards Don’t Define You” do just that. Women shouldn’t be manipulated into thinking they’re
*Over our 12-month long campaign, we predict we will
not good enough. Rather, they should be empowered to
generate over 1.7 billion media impressions.
embrace and express how beautiful they already are. We shaped #ShineOn around Ms. Ash’s dream of emboldening women to advance by helping others to succeed. In #ShineOn Circle Advertising does just that for Mary Kay.
TEAM & SPONSORS
Circle Ad
Special Thanks To: Bob Bassett
Cheril Hendry
Morgan Ryan
James Doti
Carissa McDevitt
Janell Shearer
Nate Grady-Reitan
Eric Otten
Daniele Struppa
Shelby Halela
Jerry Price
Richard Wang
Tanner R. Hall
Veston Rowe
Evan Woods
Faculty Advisor:
Account Planning:
Promotions:
Cory O'Connor
Jessica Butler, Director
Kayla Moe, Director
Elly Bannon
Luke Piscitello
Account Executives:
Alex Contreras
Haley Schlatter
Bogart Avila
Nick Echeverry
Nicole Shay
Mariana Netto
Lauren Mah
Hannah Darbourne
Media:
Public Relations:
Courtney Takeda
Creative:
Deryn Russell, Director
Lana Barendse, Director
Max Edison, Director
Dasha Dorlandt
Sommer Figone
Deena Edwards, Art Director
Rae Haskell
Raquel Fraticelli
Kiera Hoefle
Nikita Hegde
Jessica Goldman
Sophie Lerner
Jonathan Miller
Rebecca Haber
Emma Nylander
Lucy Provan
Lauren Wood
Taylor Peck Maneesh Sidhu Tammy Taller Victoria Wong
24