Mary Kay NSAC 2013-2014

2. Contents
Research Methods
Category Overview
Consumer Trends
Competitive Landscape
Mary Kay & SWOT Analysis
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3
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5
8
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10
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12
13
14
15
16
17
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24
25
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Introducing MK
MK & Mary Kay
Campaign Objectives
Positioning
Problems & Opportunities
Campaign Strategy
Creative Strategy
Out-of-Home
Mobile App
Social Media
Partnerships & PR
Package Redesign
Media Phase Breakdown
Media Spencing
Evaluation
Conclusion & Sources
Background
Target Audience
Strategy
Creative & Media
Evaluation
Executive Summary
Since its founding in 1963, Mary Kay has been one of the world’s leading cosmetic direct sales brands, however Mary Kay’s share of female millennial consumers in the United States is not on par with their competitors such as Avon and CoverGirl.
Reposition Mary Kay as a contemporary and rrelevant brand to feemale millennials.
The “Your Connection to Confidence” campaign will:
To best reach the female millennial market and maximize campaign dollars, we will employ a three-part media strategy. We will conduct a baseline campaign targeting 18-25 year-old females through non-traditional, mobile media, social media, and supplemental Independent Beauty Consultant marketing outreaces and promotional efforts. Media spending will be spread accross the year-long campaign.
Increase Mary Kay brand awareness
Acheive a 8% growth in Mary Kay’s market share in the core target through new young fmale product line and initiatives
The average IBC’s client base will increase by 300% within the core segment
200% increase in core segment enrollment to become an IBC
Agency 419 introduces the “Your Connection to Confidence” campaign to build awareness and lasting favorability among 18-25 year-old female consumers in the United States as the go-to cosmetic brand.1 Our strategy changes female millennials’ perceptions of Mary Kay and its Independent Beauty Consultants by addressing the target’s desire for accessible and quality produces that give them confidence in their professional and personal lives and emphasizing the benefits of having an Independent Beauty Consultant to guide them through the cosmetic buying experience. Female Millennials are receptive to “Your Connection to Confidence” because the campaign is relevant, entertaining and involves them in the cosmetics conversation.
Challenge
Solution
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3. Research Methods
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2
1
Research Objectives
Gain insights into the ce cultural influences, buying behaviors, and lifestyles of the Gen Y target audience.
Evaluate consumer awareness of the Mary Kay Brand within the beauty community.
Identify the strengths and weaknesses of Mary Kay and its competitors through consumer perceptions and opinions.
Primary Research
We surveyed, interviewed, and held focus groups with Mary Kay’s current and desired target audiences.
Secondary Research
We collected, reviewed, and analyzezed articles, websites, and social media reactions regarding Mary Kay and its competitors.
We Tracked industry and buying trends within the beauty community
903 surveys
32 focus group participants total
4 Separate Focus Groups
3 in-depth target interviews
6 competitor campaigns *
Followed twitter, pintrest, facebook, instagram, and blog mentions
Monitored a variety of consumer reports and news articles
*Avon, Olay, CoverGirl, Neutrogena, Sephora and urban Decay
2 in-depth Independent Beauty Consultant Interviews
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4. In the US: the purchase of beauty products online increases every year.
“Consumers are becoming more connected, the convenience and time-saving aspects of Internet shopping makes online shopping a real competitor to brick and mortar retailers as well as Direct Sales. Beauty consumers are using internet to shop but are also seeking information by reading consumer reviews, engaging with brands and retailers via social media and viewing how-to tutorials”
1
Mary Kay’s Digital IQ went up 30% from 2011-2012 (revamped site, enhanced navigation, popular e-catalog download for tablets)
“the expansion of specialty store, home shopping clubs and drugstore retail further into the beauty segment increase the threat on the strength of the direct selling model, offering intimate, personalized service to the end consumer.”
Industry Overview
Tech-savvy Consumers
Retail Invasion of the Beauty Segment
Ecommerce- 4.7% of sales
Direct selling- 11%
Mary Kay’s top three categories of skin care, color cosmetics and fragrance, direct selling represents over 15% of sales in these categories.
Expected to see highest growth in
next 5 years.
(However still a small portion of total beauty & personal care sales)
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5. Consumer Trends
- A majority of millennials have reported to use or have used tutorial and how to videos in their day to day activities
- Consumers are very likely to buy the brands of products used in these videos because they believe it will give them the same result.
- Millennial women use these videos, for make up especially, for more of a special occasion, or ‘night out’ look.
- Cosmetics tutorial videos are the most popularly viewed on the internet.
-71% of Millennials agree that getting the most value for their money is important when purchasing a product for themselves. 5
- Millennials are 52% likelier than any other generation to make unplanned purchases to pamper themselves. 6
- Millennials expect companies to communicate electronically with them and have a presence on social media. 43% of Millennials are receptive to emails from companies if they offer “a discount, an invitation to a special sale, or some other compelling offer.” 7
- 43% of Millennials intentionally purchase from a company that “either supports an issue they believe in, takes an active role in their community, or donates to charities and nonprofit organizations.” 8
- Searching for a deal has become a “fun and social pursuit”. Companies who make shopping exciting are encouraging both visits to stores and customer loyalty. 2
- Women don’t want to just see the product, they want to sample it and interact with sales associates who are knowledgeable and can help them improve their shopping experience. 3
- 42% of millenials (more than any other age group) say that the store’s selection of beauty products has an impact on choosing a certain retailer 4
Shopping Behavior of Millennials
Experiencing
Social Media
-More time is being invested in mobile
-60% of Millennials “would like to see more online initiatives from companies aimed at informing consumers about how they are behaving responsibly”
-Social listening is no longer something just the marketers do. Consumers listen to social media and it can be used to educate through the right content - improve customer experiences with social care and building and maintaining customer relationships to create and maintain good brand image.
How To / Tutorial Video
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6. Competitors
.
Typical Consumer
Typical Consumer
Slogan
Slogan
25-50 9
25-50 10
“The Company for Women”
“Easy, Breezy, Beautiful.”
Avon is the world’s largest direct selling company with a variety of products specializing in anti- aging, fragrance, and color cosmetics. They target a large range of women, emphasizing economic opportunities available through their Independent Sales Reps, but they lack a strong millennial attraction.
Universal
Celebrity Endorsements
What the brand says
What the brand says
What millennials say
What millennials say
General
General
For Older Women
Unaware
Poor Customer Service
Affordable
Everyday Makeup
Colorful
Solid/ Dependable
Personable
Economic engine
Innovative
Socially Responsible
Confident
Imaginative
Energetic
Typical Consumer
Slogan
Broad target because there is such a wide range of products. The common thread among Neutrogena users is that they have an average income, and spend their money frugally. Women start using Neutrogena skin care products at about age 15 and use it until they die.
“#1 Dermatologist
Recommended
skincare”
Neutrogena provides no-nonsense skin care and beauty products that are effective, safe, and simple though, sometimes so strong that they harm the skin. Neutrogena is concerned with providing scientifically backed products that are stylish.
What the brand says
What millennials say
General
Plain/ Basic
Clean
Not Universal/ Not For Everyone
Strong/ Effective
Clean
Clinically Approved
Healthy/ Safe
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7. Competitors
Typical Consumer
Typical Consumer
Gen Y and Gen X females 11 who are looking for makeup that is higher quality
than what they find at the drugstore, but for more reasonable prices than department store brands.
Women ages 15-40 looking to experiment with their makeup, they show interest in makeup and beauty as well as in the trends associated
Sephora Collection doesn’t have a brand identity and doesn’t advertise. However, Sephora itself is all about the experience. Management emphasizes the “Scinece of Sephora” - a program that makes sure the team is knowledgeable and personable - a sort of in-store IBC.
For the woamn looking to be outside of the conventional makeup pallet. Constantly pushing the limits with bold, bright and unique colors and products while remaining “vegan” not allowing any kind of animal testing.
What the brand says
What the brand says
What millennials say
What millennials say
Current Campaigns
General
General
modernknowledgeablecomparable
Original
Edgy
Innovative
helpful
generic/ substitute
overwhelming
modern
Bold
Trendy
Innovative
“Skin Energy”
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8. Focused on healthy, energized skin renewal. Rejuvenate.
Brand
“Energized skin is younger looking skin.”
Slogan
“Color Correction Cream” (Beauty Pros Love CC Cream).
Current Campaigns
“Challenge what’s possible.”
Slogan:
“The Fresh Life”
“Your #NoFilter Life”
Current Campaigns:
Younger, fresher, natural feel.
Brand
“Start fresh and finish sparkling from one adventure to the next.”
Slogan
The Brand is an older, corrective, anti-aging, skin rejuvenation line, “a great value in skincare,” and mainly produces skin treatments based off of scientific research
However recently Olay just introduced their “Fresh Effects” line which is aimed at targeting a younger generation. 13
Olay is one of the most recognizable beauty brands today and has been trusted by women for 60 years. The brand is mostly popular among older woman and is usually associated with anti-aging skincare. However, recently Olay introduced a new line called “Fresh Effects,” which is aimed at targeting a younger generation (millennials). According to Mintel, Olay is the second most used facial cleansing brand next to Neutrogena.
General
R
strictly skincare
mom recommended (not on our radar)
Reliable
affordable
What millennials say
Trusted
Reliable (well researched)
Scientific (detailed ingredients and advertising)
affordable value
What the brand says
33-55+12
Typical Consumers
“Love the skin you’re in”
Slogan
Competitors
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9. Strengths
Brands that are more conveniently available in-stores
Threats
Capitalize on Corporate Social Responsibility trend
Opportunities
Perceived as a brand for older women
Not accessible in stores
Years of experience as an established makeup brand
Strong corporate foundation based off of brand values
Weaknesses
SWOT
Easy to navigate website
Quality and customizable products
Outdated visuals across site and marketing efforts
Little to no recognition among younger women
Poor social media engagement across all platforms
Diversify Mary Kay’s marketing programs
IBCs available to guide consumers
Expand and improve social media component
Assimilate Mary Kay’s traditional culture with the younger generation
Position the IBC role as a valuable career experience and networking opportunity
College-Aged girls perceive themselves as too busy for part time job
Brands that are already well established among the younger set
Saturated cosmetics market
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10. Experiencers are a product of the Mary Kay equation. Their expressive and active tendencies allow them to be empowered millennial women with a look good, do good, feel good attitude.
Experiencers value their peer’s opinions but are not dependent on them. They are open to change and new experiences because they are still discovering their identity.
-not a homogenous cohort
- they want peer affirmations, they want to feel validated
-passive-explorers
-developmental stage in life (trying to find themselves)
- convenience
- nostalgic
- incentives
Introducing MK
MK
18-25 yr old Millenials
Trend setters/ followers
We call them...
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11. active (do good)
Our target audience strives to be active in their professional lives while staying involved with their charity work, hobbies, friends, and community. They hold themselves and others to high standards and are dedicated to making a difference.
-continue to seek challenges
-hold social responsibility important
-high standards
-go-getters/ambitious
Our target audience are content creators and sharers. They are digital natives, hooked on social media for communication, information, and entertainment. They take pride in their appearance and express themselves through the brands that they choose.
expressive (look good)
-hooked on social media
-share ideas
-”content creators”
- digital natives
-care about appearances
-brand names important
-innovative
-content creators
The confidence instilled in our target audience throughout their lives has transformed them into empowered consumers. These change leaders know they influence market trends with their purchases, so they demand high quality from the brands that they choose.
empowered (feel good)
-feel as though they can make a change in the world
- open to new ideas/technology
-successful and sophisticated
-change leaders
- confidence
-demand /influence
MK & Mary Kay
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12. Increase awareness among female consumers ages 18-25
Increase positive perception among female consumers ages 18-25
Increase consideration for product purchase and for the Mary Kay business opportunity among female consumers 18-25
Campaign Objective
3
2
1
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13. 3. Empowering and Dynamic Community
2. Personalized Experience
1. Confidence
To MK, the IBC and Mary Kay inspire confidence through a personalized experience and an
empowering and dynamic community that reflects their lifestyle.
Our focus groups have shown that confidence is key to MK. It determines when
she wears makeup, how she does her makeup, and where she buys her makeup.
Through our primary and secondary research we found that MK demands that
products be customized and interactive. Not only does she want personalized
products, she wants to build unique relationships with her brands.
MK wants to become apart of a brand that she can contribute to and benefit from.
Through various media and social outlets, she is always able to stay connected.
Positioning Statement
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14. MK has little to no name recognition of Mary Kay. Those that are aware of the brand have misconceptions about Mary Kay branding, IBC services, and product range. They are not aware that Mary Kay has adapted to the changing consumer landscape.
By expanding Mary Kay’s existing social media presence, Mary Kay will position itself as a relatable, accessible cosmetics brand and increase awareness of branding, IBC services, and product range.
Uninformed
Identify
Problems
Opportunities
MK perceives Mary Kay as a cosmetics brand for older generations. They associate Mary Kay with the stylish older women in their life but do not see it as a brand intended for millennial use. They do not understand how IBCs function in a modern day world and think of them as intrusive, door-to-door saleswomen.
We will emphasize the ease that IBCs provide and the confidence that comes with this unique sales model. MK will see that Mary Kay is accessible and easier than buying online from other vendors because they are guided by their trusted, knowledgeable IBC and
Outdated
Emphasize
Inconvenient
Educate
MK is only available for purchase through an IBC or online- not in stores. Although millennials are becoming more comfortable with e-commerce, our research shows that they are still skeptical about purchasing makeup that they have not used before online. 14
Our campaign will clear up misconceptions MK has about Mary Kay. It will highlight the strong existing foundation/heritage of Mary Kay and its products while positioning it as a brand that can and will support her.
Problems & Opportunities
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15. In order to have an effective campaign, there must be a clear and concise message to the designated target audience. The major points must be focused on throughout the entirety of the campaign to keep the audience engaged with the brand.
Our campaign, “Your Connection to Confidence,” will transform Mary Kay into the go-to cosmetic company for customized, quality buying experiences in three ways:
It is a priority for MK to be able to find products and experience new things on their own time. MK is constantly on-the-go and wants to be able to interact with brands immediately and when she wants to. Mary Kay prides itself on it’s unique business model involving Independent Beauty Consultants that directly interact with consumers. Throughout the campaign, we will showcase the various different ways MK can interact and build a relationship with the Mary Kay at any moment in time.
Our campaign revolves around a central idea of “confidence”- confidence in yourself, confidence in your peers and above all, confidence in Mary Kay. We want MK to feel connected to the confidence that Mary Kay instills in her and that Mary Kay can be there for the most important moments of her life. The campaign will attract MK by bringing confidence to her everyday life and inspiring her to be her best self with Mary Kay by her side.
MK is at a point in her life where she is striving to find success in her career and personal life and needs brands that will grow with and understand her. The “Your Connection to Confidence” campaign will turn Mary Kay into a brand that is in-the-know, influential and dynamic like MK through innovative initiatives that will inspire her.
It will highlight the accessibility and dependability of Independent Beauty Consultants and the Mary Kay brand
It will capture the confidence MK feels wh en she is buying and wearing Mary Kay products
It will emphasize the relatability and relevance of Mary Kay to MK
Campaign Strategy
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16. Creative Strategy
In order to reach MK effectively, our creative strategy involves a breakdown of a positioning line we came up with: “Your connection to confidence.” This simple phrase portrays many key concepts that drove our creative.
We understood that it was important for MK to feel as relatable as possible, so we knew our campaign had to be both relatable and modern. Since MK views Mary Kay as an “older brand,” one of the most important things we sought to do was make the brand feel younger. For instance, MK wants a company that both uses and understands the same digital platforms they do. The more current Mary Kay feels, the more MK will be likely to positively associate with the brand, almost seeing the company as a companion they could grow with.
We found through our research that MK feels uncomfortable starting a business relationship with IBCs. But once she talks to an IBC and has a chance to relate to her, the likelihood of becoming a returning customer increases. So with that in mind, much of our campaign gives MK as many opportunities as possible to converse with IBCs directly, both in-person and through digital platforms.
Perhaps the most important aspect we wanted MK to be aware of us the power of Mary Kay to inspire confidence. The IBC business model (both full-time and part-time) among other business advantages, capitalize on the potential to use makeup as a way to bring out a woman’s favorite things about herself. With makeup on, we found, a woman feels better prepared to take on her social, professional, and personal challenges. Our campaign transitions from messages self- directed confidence directed toward MK to events harnessing confidence directed toward others in order to establish a pay-it-forward-like brand message (e.g. Mary Kay consumers becoming IBCs.)
YOUR
CONNECTION
CONFIDENCE
Considering how much of our campaign is based around one-on-one relationships, we also chose strategic partnerships and newsworthy executions to expand that relationship to larger audiences. That way, people who would not have the chance to interact with the phases’ executions directly will still be able to hear about them through the news and social media. Also, our partnerships promote the idea that Mary Kay can see beyond its product line to understand what else MK cares about as far as beauty is concerned.
Partnerships & PR
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17. Out-of-Home
MK Confidence Kit
MK University
The MK Confidence Kit is a sanitary dispensing unit that provides MK with the everyday beauty essentials that keep them confident. The pink, plastic unit — which will hang from a public restroom mirror — will dispense four primary products: Q-tips for makeup touch-ups, makeup removal wipes, hair ties and lip balm samples. Above these kits will be a plastic shelving unit intended for women’s purses and makeup bags. This will protect women’s belongings from restrooms’ waterlogged sink areas. This unit, in combination with a quote above the plastic shelving, will show women that Mary Kay understands their daily needs. Whether MK is sweating at the gym, or crying during a sappy Rom-Com, Mary Kay strives to bring confidence to women in situations where they often need a boost.
These kits will be placed in various public restrooms, including those in airports, LA fitness centers and AMC movie theatres. Each location will have a different sticker quote (Gym bathroom: “Who’s running harder: You or your mascara?” Movie theatre: “We saw that Rom-Com too, and we’ve got your back” Airport: “Long flight? We’ve got you.”)
Once MK has experienced the brand for herself she will have the opportunity to become a part of the brand and enroll in MK University. MK University is the training program geared towards 18 to 25 year old females who are passionate about inspiring others and wish to become an Independent Beauty Consultant. The women who choose to enroll will take part in an interactive and invigorating five-week training program. With busy lifestyles in mind, women have the option to take classes online or to complete the classes in person for part of the program. Once they have completed the program, they will graduate and begin their careers as Independent Beauty Consultants.
’s running
harder: You or
your mascara?
#MK
Who
#MK
Makeup Q-tips
Hair Ties Remover Lip Balm
Who’s running
harder: You or
your mascara?
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18. Out-of-Home
#MK WANTS TO KNOW. . . WHAT MAKES YOU CONFIDENT?
14’ 4’ 3’ 7 1/2 ‘
#
Beauty Bar Tour
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A journey across the land. A quest to bring beauty. Two trucks, one brand: MK’s BeautyBar Tour. We will release an original mini docu-series, which will follow our BeautyBars as they journey from city to city. Hired drivers will navigate the trucks, and IBCs from each city will eventually meet up with trucks to work the BeautyBars. We will create a 15-second video for each city that the truck hits, eventually compiling the videos into a larger 5-minute series. The videos will be available on Instagram, Facebook, and Twitter in order to keep our customers connected to MK after the trucks pass through their own city or college campus.
The video footage will include shots of various women who have approached the BeautyBars and participated in the IBCmini- parties. They will be seen sampling MK products, writing on the chalkboard, and scoring quick tips and fix-ups—all while jamming out to awesome music. A hand- held camera will also capture snippets of monuments and areas largely associated with each major city or college campus in order to show the connection between these unique women in these unique places.

19. Mobile App
MK Mobile
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One of the most important goals in our campaign was to forge a mobile relationship between MK and IBCs. Since Mary Kay has no retail outlets, the only way for current Mary Kay customers to contact an IBC is either through the IBC’s website or calling them.
Since the advent of third-party apps and GPS tracking, brands have had the ability to contact their customers more efficiently than through a standard website. As a result, we introduce Mary Kay Mobile, Mary Kay’s most efficient mobile platform.
Mary Kay mobile introduces several important features. First, MK can access any area IBC’s locations when she uses the map function. The map displays pins at IBCs locations. For privacy reasons, IBCs can disable their pin when they’re off the clock. While the beauty bar trucks are in route, users near the truck can see where it is located, too.
Second, we’ve developed a point system as an incentive to connecting MK to IBCs. Users would gain points based on the amount of contact they have with IBCs, such as starting in-app conversations, looking at IBC profiles, and scheduling IBC parties. IBC’s profiles will also feature a ratings system based on users’ reviews of their personability and skills. Users can then cash in the points for discounts on products.

20. Social Media
Social Media coverage
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21. the digital ibcINSIGHTSOLUTIONMEDIAThis gives MK 2 options to receive info: corporate (YouTube) and personalized (Helpouts). MK does not feel comfortable inviting IBCs into her home and desires convenience in her busy lives. Make IBCs accessible via video platforms YouTube and Google Helpouts. MK will join Mary Kay once she feels connected to IBCs, who seem trustworthy due to their expertise and open personality.
Partnerships & PR
Youtube Vlogging
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22. Package Redesign
Package Redesign
In the beginning of the campaign we will phase out the Mary Kay at Play line and introduce the new Muse by Mary Kay line. The Muse line will feature new packaging that will attract MK and visually convey the voice behind the new Mary Kay. The design of the packaging uses real makeup to write out each product and gives MK a preview of the the product inside.
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TO
TAL POIDS NET WT. .51oz. / 14.7 g 0.25 fl. oz. / 7.5 ml15.0 mL / 0.5 fl. oz. 0.016 fl. oz / 0.5 mL BY

23. To successfully execute the “Your Connection to Confidence” campaign, we have strategically broken up the non-traditional, digital, and out-of-home advertising into three media phases. Melanie will be introduced to the brand through various media outlets at various times throughout the year-long campaign.
Phase 2: How can I get in touch?
Phase 1: Who is MK ?
Phase 3: How can I get involved?
(What makes you confident?)
(How can I become confident?)
(How can I help others become confident?)
During the first phase (February 1, 2015 - June 6, 2015), we will focus on generating buzz about the Mary Kay’s new image and Muse by Mary Kay line. The Muse by Mary Kay line will feature new, sustainable packaging and a sleek design. We will launch our Nationwide Mobile Beauty Bar Tour, which will be a resource for video content that will last throughout the entire campaign. The Beauty Bar Tour will travel across the country to visit universities and city hot spots to connect with young women interested in both personal makeup and career opportunities . The Independent Beauty Consultants (IBCs) will be handing out Confidence-To-Go boxes packed with promotions and product samples. The Confidence-To-Go boxes will supplement the Confidence Kits that will be installed in various gym, theatre, and airport bathrooms throughout the twenty tour cities. Content from the tour (stories/videos) will ripple out into the digital space, taking form of promoted social media posts, search campaigns, banner ads, and custom posts on beauty/style blog sites.
During the second phase (June 7, 2015 - October 3, 2015), we are going harness all the new Phase 1 connections and drive that audience to a digital space to learn more about the new Mary Kay. Although the Mobile App will already exist in Phase 1, Phase 2 is committed to spreading awareness of the app and encouraging young women to download it. In Phase 2, IBCs will be creating a series of 15 high-quality videos to share on YouTube and other media properties regarding Beauty Basics, Trend Makeup, and Occasion Tutorials. During this time, Mary Kay will also be in a brand partnership with Drybar, a premier blow dry bar. This collaboration will allow for promotions and joint events that will encourage women to get their hair and makeup done together.
During the third phase (October 4, 2015 - February 6, 2016), the campaign will focus on Mary Kay’s partnerships with Value for Women, Young Female Entrepreneurs, and Drybar. Mary Kay will connect with Value for Women and Young Female Entrepreneur with a monetary donation to each cause, a donation of all remaining makeup with outdated packaging, and volunteer hours from IBCs and IBCs-in-training to help young women prepare for the careers of their dreams (professional makeup tutorials, outfit workshops, mock interviews, etc). These volunteer hours will be mandatory for the young women enrolled in MK University, a hands on training program available to prospective IBCs in target cities. Current IBCs will be compensated to lead workshops for MK University. With the help of partnerships, Mary Kay will have young women looking and feeling great from head to toe.
Phases of Media
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24. Media Spending
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Reference:
Media Breakdown Phase
Blog Ads/Content $727,000 1
Social Media: Promoted, Search $1,043,250 1
CSR Partnerships $250,000 3
Drybar - Brand Partnership $750,000 3
Confidence Kit $5,092,947 1
Mobile App $40,000 2
Professional Video Series $300,000 2
Confidence-To-Go Box $42,131 1
Beauty Bar Tour $187,000 1
New Packaging $3,000 1
MK University $161,000 3
Total Media Spend $8,596,328

25. Agency 419 will conduct a comprehensive evaluation to measure the effectiveness of the “Your Connection to Confidence” campaign with MK. These measures will provide us with valyable feedback in order to adjust our campaign to be more impactful.
Objectives
Tactics
Evaluation
Increase Mary Kay brand awareness
By creating executions that will directly interact with MK in her everyday life.
We will track the number of visits to the beauty bar, the number of views on Beauty Bar video content, likes on Facebook, followers on Instagram and Twitter and the number of views on YouTube content.
Achieve an 8% growth in Mary Kay’s market share in the core target through new young female product line and initiatives
By strategically advertising in locations that are heavily populated by 18 to 25 year old females we will reach MK in various aspects of her life.
We will track sales on Mary Kay products based on the consumer’s demographic.
Increase the average IBC’s client base by 300% within the core segment
By showing MK that IBCs are accessible through Mary Kay Mobile, Helpouts by Google, by phone and online as well as creating more inviting and personalized ways to get to know IBCS.
We will track the number of clients in the core segment of 18 to 25 year old females that IBCs gain.
200% increase in core segment enrollment to become an IBC
By creating a training program, MK University, that is geared towards the target segment that offers monetary, social and professional incentives.
We will monitor the number of consumers in the core segment that enroll in MK University.
Evaluation
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26. We at Agency 419 believe that the “Your Connection to Confidence” campaign is based on a strong and unique strategy that accomplished both our advertising objectives and Mary Kay’s long-term business objectives.
In order to reach the 18 to 25 year old female, or as we call her MK, our campaign’s three phases introduce and reinforce Mary Kay’s new and existing customer to the accessibility and quality of Mary Kay.
The “Your Connection to Confidence” platform will garner a sense of confidence in MK and encourage her to share her memorable experiences with the Mary Kay brand with her friends and through social media outlets. Our campaign appeals to MK’s need to stay connected and experience opportunities firsthand. As a result, we believe this campaign will increase Mary Kay brand awareness, increase Mary Kay’s core segment market share, increase IBC’s client base within the core segment and expand
Sources
1. Case Study
2. Mintel
3. Mintel
4. Mintel
5. Mintel
6. Business Time
7. Mintel
8. Mintel
9. MRI+
10. MRI+
11. MRI+
12. Mintel
13. Mintel
14. Survey
15. Boston, New York City, Washington DC, Austin, San Fransisco, Seattle, Minneapolis, Atlanta, Long Beach, Denver, Phoenix, Los Angeles, Miami, Philadelphia, Memphis, Chicago, Dallas, Arizona, San Diego, and Columbus
Conclusion
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27. Katelyn Burns
Executive Director
Shara Ogg
Media Director
Andrew Caplan
Creative Director
Dara DeMatteo
Account Director
Spring
Adriana Casteneda
Media
Annie Pullen
Media
Zarah Mohamed
Account
Mario Caballero Ayalsse
Creative
Jessica Munoz- Torres
Media
Evan Xiner Hong
Media
Connor Cahill
Account
Oghogho Tasha Odemwingie
Creative
Kathryn Schneider
Media
Ben Masters
Account
Elizabeth Emmert
Creative
OIivia DelVecchio
Creative
Marcela Cantú
Media
Zoë Lupo
Account
Jamie Lin
Creative
Truman Boyes
Creative
Nadine Mansour
Media
Danni McGovern
Account
Lucy Ye
Creative
Christina Janansky
Creative
Yanquitian Huang
Media
Paige Hakim
Account
Madison François
Creative
Rachel Vazquez
Account
Jaqui Malis
Account Director
Fall
Mark Flitsch
Technical Director
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