To Print- Kwerkworks 422 NSAC 2014 Plans Book

MK
Mary Kay Ash
So confident, in fact,
was confident.
she founded her own
makeup brand with just
$5,000 in her pocket.
From a tiny store in
worldwide brand
Dallas in 1963 to a
instilled confidence
in women for more
than 50 years.
in 2014, Mary Kay has
MK
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9
research methods
10 20-22
26
11
12
18-19
3
13-17
23
24
2
254-8 key findings creative execution
swot
production budget
strategy
creative rationale
media flow chart
banner ads
media
cwp
campaign evaluation
agency personnel
executive summary
MaryKay
1
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executive summary
Women love cosmetics; it’s not a secret.
However, what they love isn’t a
particular brand, mascara bottle or
non-oily facial crème. They love the
after-application effect of trendiness,
sex appeal, blemish control and overall
beauty. So our campaign doesn’t just sell
cosmetics, it sells confidence.
Women ages 18 to 25 don’t know Mary
Kay products. They all know the brand,
but generally they think Mary Kay is for
their mothers or even their
grandmothers. And that’s the problem.
For Mary Kay to thrive in the Millennial
market, it needs to change its
advertising approach. Mary Kay doesn’t
need to change its products, corporate
culture or distribution system.
The company just needs to make its
brand more appealing. That means
addressing the voiced perception of
“creepiness” associated with makeup
parties by emphasizing the
individualized attention and cosmetic
trial opportunities. Our research showed
that Millennials want individualized
attention; they’re just hesitant to attend
a party where they feel forced to buy.
Our media plan will provide clear access
to our potential consumer. When these
millions of women pick up their copies
of Cosmopolitan Magazine, they will
see the gift of a Mary Kay cosmetic
sample. When college students search
LinkedIn for job postings, they will find
an incentivized invitation to join with
Mary Kay and become eligible for
educational grants. And when ladies
listen to Spotify, they will hear an
inspiring and lightly amusing message
about Mary Kay.
Paid media are not the complete answer.
Therefore, Mary Kay will launch Beauty
and the Bus, a mobile Mary Kay party
to take the brand to Millennial
consumers. At national cheerleading
competitions, Mary Kay will be at the
top of the pyramid.
Mary Kay Ash was the paradigm of the
confident, modern and indepen
woman. She built an empire by
honoring women. This campaign will
bring that attitude to a new generation,
helping these young women look and
feel confident in their skin. And there’s
nothing sexier than that.
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‘‘‘‘‘‘‘‘
research methods
The first step in researching a brand or
product is to talk informally, like
chatting with friends over coffee. This
step isn’t scientific, but it’s a good way
to mold the direction of a
multi-pronged research program.
The anecdotal conversations served as
a base from which we created a survey
to measure consumer attitudes toward
various brands and, at the same time,
explore the adaptability of the Mary
Kay sales model to this different world
of contemporary consumers.
We approached data gathering from
two different yet complementary
channels. We used the direct intercept
model to build up a base of completed
responses. Simultaneously, we launched
a snowball effort on the internet. From
the thousands of surveys dispersed,
we received a statistically valid 430
responses completed by women within
our target parameters. In the surveys,
we asked respondents their makeup and
skin care purchasing habits, cosmetic
brand perceptions, thoughts on
unconventional purchase points, and
factors influencing consumer behavior.
Twitter proved to be a fascinating
source of information on cosmetic
brand perceptions and produced an
unexpected result in terms of customer
Drug store shopping is
taking a shot in the dark.”
It’s worth the wait to
order through an IBC.”
My all-time favorite
makeup product is Mary
Kay foundation.”
I learn better with
the help of an IBC.”
engagement. We researched several
Twitter posts and hashtags, including
#Ew, #Grandma and #Love, to
identify the positive and negative
chatter associated with the Mary Kay
brand and other cosmetic companies.
We staged focus groups to gather
qualitative data about Mary Kay and its
competitors. The groups expressed
interest in Mary Kay’s products, but
they were hesitant about the sales
model. In the end, the qualitative data
supported the quantitative data; nothing
in the qualitative feedback contradicted
the hard data from the surveys. Quite
the contrary, the focus groups
reinforced the learning.
To be certain that we could understand
the company and the brand, agency
planners interviewed more than a dozen
current and former IBCs. These
interviews gave us a deeper
understanding of the IBC process and
the Mary Kay sales model as a whole,
not to mention insights into Mary Kay’s
corporate culture.
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key findings
Awareness of the Mary Kay brand is not the problem; the problem is
how the well-known brand is perceived. In fact, 97 percent of
participants in our surveys and focus groups know the Mary Kay
brand. But only 17 percent of young women referred to Mary Kay
as my kind of brand, while 50 percent referred to Mary Kay as more
my mother’s kind of brand and 33 percent as more my grandmother’s
kind of brand. That is the perception and that is the problem.
The Absolute:
brand
Avon				 53	 229	 135
Benefit	 	 	 	       144	 	    150	        102
Cover Girl	 	 	       349	 	    57		        13
Lancome	 	 	       105	 	    216	        77
Maybelline	 	 	       332	 	    75		 	 9
M.A.C.	 	 	 	       334	 	    56		        19
Mary Kay	 	 	       81	           210	        126
Urban Decay		 	       348	 	    48		        12
who uses what cosmetic brand?
perception –
4
more
my kind
of brand
more my
grandmother’s
kind of brand
more my
mom’s
kind of
brand
MK
key findings (cont’d)
Ninety-two percent of
Millennials would consider
purchasing cosmetics through a
makeup party at a friend’s home,
yet only 5 percent of them use
this purchasing method. Herein
lies a disconnect.
A few focus group participants
had attended Mary Kay parties
and loved them. However, the
majority had never attended a
Mary Kay party and had
developed a firm perception of
the party being a “creepy”
gathering, which shames party
goers into buying something
out of guilt. The resistance to a
makeup party is high and strong.
If we cannot get this generation
to come to the party, perhaps
Mary Kay should bring the party
to them.
Finding 1:
Finding 2:
Finding 3:
Seventy-nine percent of the
women surveyed agreed that
having their own individual beauty
consultant who knows their
preferences, style and budget
would be appealing.
Trial is key. Eighty-nine percent
of respondents try before they
buy.
89%
79%
92%
5%
n/r
21%
11%
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Consumers are not loyal to
a brand. They are loyal to a
product. So Millennials do
not love – and stick to – one
brand of makeup. Instead
they shop à la carte to find
their favorite products. The
brand’s perception of being
“old” has inhibited
Millennials from even
considering products from
Mary Kay.
Finding 4:
Finding 5:
Finding 6:
Eighty-eight percent of
women want to connect with
their IBC through digital
communication, like email or
text. Face-to-face interactions
are not appealing to these
young women.
Ninety-four percent of
women would consider
purchasing makeup and skin
care products from the same
company. Skin care products
account for 44 percent of
Mary Kay’s product mix.
Finding 7:
Women research products
more than men do before
they buy. So Mary Kay needs
to have a strong advertising
presence, engaging
consumers on social media,
TV, audio and print.
8 friend makeup
party
celebrity
endorsement 7
6 blogger reviews
Twitter/
Facebook 5
4 print ads
TV ads 3
2 mag articles
& reviews
friends 1
before buying products,
the most important
sources to check out
are, in ascending order:
key findings (cont’d)
preferred method of contact with IBC:
35%
email
31%
texting
12%
Xphone call no contact
12%
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Finding 8:
Of the top 10 cosmetic
companies on Twitter, Mary Kay
has the fewest number of
followers, yet it has the highest
interaction-to-follower ratio. This
Mary Kay site has relatively low
penetration and very high
engagement. Our Twitter chatter
analysis showed that females feel
strongly about Mary Kay, which
ranked in the top three for all
but one hashtag. The hashtags
we tabulated included: #Love,
#Fabulous, #Awesome, #Hot,
#Ugly, #Gross, #Grandma, #Ew
and #Ugh.
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
BenefitBeauty
Lancome
M.A.C.
CoverGirl
UrbanDecy
Maybelline
Avon
MaryKay
cosmetic brand
twitterfollowers
1.8
2.0
CoverGirl
Lancome
MaryKay
.2
.4
.6
.8
1.0
1.2
1.4
1.6
cosmetic brand
interactionranking
%
M.A.C.
Maybelline
UrbanDecy
Avon
BenefitBeauty
key findings (cont’d)
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#UGLY
#GROSS
#GRANDMA#EW
#UGH
#LOVE
#OBSESSED#FABULOUS#AWESOME#HOT
mary kay
maybelline
lancome
mary kay
maybelline
lancome
mary kay
lancome
avon
lancome
mary kay
maybelline
lancome
mary kay
maybelline
mary kay
lancome
cover girl
lancome
maybelline
cover girl/
avon
mary kay
lancome
cover girl/
avon
lancome
maybelline
mary kay
lancome
maybelline
mary kay
1
3
hashtags searched
rankingofbrand
2
key findings (cont’d)
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swot
lHigh brand awareness
lPerceived as high-quality
lIBC sales model allows for personalization,
	 trial and one-on-one interaction
lCompany values
lNo retail stores
lMisperception that orders cannot be
	 purchased online
lIBCs must pay for their products and samples
lInhibitions to trial: You either have to attend a
	 Mary Kay party or buy the product
	 without trial
lBrand perception of being for older women
lPrice
lExpand IBC footprint into 18-25 age
	demographic
lResearch suggests young adults favorably
	 disposed toward having their own IBC
lIBC model has the ability to create brand
	 loyalty in an unfaithful target market
lIncrease trial among target audience
lLower-priced makeup is sufficient for
	Millennials
lCompetition’s convenience of retail stores
lThere are a lot of competitors targeting
	 young adults
lLack of financial resources in this age group
strengths weaknesses
opportunities threats:
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strategy
To attract and build lasting relationships
with Millennials, we have to change the
“old” stigma associated with the Mary
Kay brand and put forward a positive,
youthful image.
Millennials are unique, and they want
you to know it. They don’t like
advertising, and they certainly don’t
trust companies. So it is essential to
build a straightforward campaign
focused on something which Millennials
will perceive as authentic.
The message should be about them, not
about the product.
When a woman is confident, she
radiates energy. This energy triggers a
chain reaction, touching everyone she
meets. That is what Mary Kay Ash was
all about – empowering women. The
Mary Kay brand continues to empower
women through its charity work and its
product line. Mary Kay instills
confidence and strength in women
around the globe.
Strong, confident women are sexy.
Strong, confident women wear Mary Kay.
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cwp as gps
Why are we advertising?
Mary Kay, Inc., has more than 3
million independent beauty
consultants, 200 products, and
generates $8 billion in global sales,
which positions it as one of the
largest direct sellers of skin care and
cosmetics in the world. But with
an aging consumer base and IBC
profile, Mary Kay must extend its
relevance to younger generations,
specifically ages 18 to 25.
To whom are we talking?
Women, ages 18 to 25, who are
independent and want to reinforce
their confidence in their natural
beauty.
What do they currently think?
Good top-of-mind brand awareness,
but think older women wear Mary
Kay. High price. Target audience
doesn’t understand IBC sales model.
What do we want them
to think?
Any look I want, any time I need it,
is just a text or an email away.
Most persuasive idea?
Confidence is sexy.
Why should they believe it?
If I know I look good, I feel good
– and that confidence is reflected in
everything I do.
Are there any creative guide-
lines or mandatories?
Mary Kay logo
Tone of voice?
Confident.
Bear in mind that beauty is
individual and personal, that
the look and feeling you’re
after is one with which you
can be comfortable each and
every day of your life”
‘‘ - Mary Kay Ash
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creative rationale
There is a pre-existing mindset that Millennials associate with
the Mary Kay brand: “My grandmother wears that makeup.”
The corollary to this perception is that Mary Kay is “not my
kind of brand” and perception becomes reality when
Millennials shy away from Mary Kay cosmetics.
Our creative strategy, then, becomes obvious: to alter that
perception.
When women look good, they feel good. Hence our most
persuasive idea: Confidence is sexy.
All our creative executions pivot from this thought. If you’re a
cosmetic consumer, you won’t purchase a dull brand. You are
what you wear. And, in this case, ladies wear confidence, with a
splash of Mary Kay products.
We’re talking to women ages 18 to 25. These trendy people
go out on the town, borrow makeup from friends, and ask for
professional opinion.
Confidence is your own personal choice, and you should wear
it like makeup.
We incorporate this message of confidence into print, digital,
TV and audio creative executions. While these executions vary
from educational grants to bold commercials to
inspirational radio, the Mary Kay message remains consistent.
Millennials want to make a statement. We want that
statement to be made with Mary Kay. Our creative executions
do just that.
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creative executions
To begin the work of transforming the perception of the
Mary Kay brand, we will create a series of :15 commercials
which reinforce the message that confidence is a choice for
all young women. Mary Kay will run the commercials on
Bravo TV and social media outlets. Three executions of
this concept are described below.
In “Wonder Woman” a young, presumably shy girl makes
the decision to put on her confidence and wow the world.
(See storyboard.) In “XOXOXO,” a sweet, kissy girl sets
her sights higher and opts to kiss the boy of her choice
rather than her teddy bear. In “Role Models,” we highlight
confident women who chose to change history’s narrative.
The promoted trend, #ConfidenceIsSexy, will flash at the
end of each commercial.
BLOW
LS of girl standing in limbo.
She’s dressed blandly,
posture of timidity. Big,
horn rim glasses.
Chewing gum.
CUT to female symbol with
smiley face in circle.
CUT to MS of girl blowing bubble. CUT to GRAPHIC: “BLOW”
CUT to TS of girl, bubble
getting bigger.
YOUR
CUT to GRAPHIC: “YOUR.” CUT to TS of girl, bubble
COVER
CUT to GRAPHIC: “COVER.”
1 2
5
3 4
6 7 8
storyboard continued on next page
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storyboard
MK
CUT to girl, spinning. CUT to clip of Wonder Woman
spinning.
CUT back to girl spinning, only
now she is stylishly dressed
and beautifully made up.
CONFIDENCE
CUT back to TS of girl’s face as she takes
off glasses seductively.
IS A CHOICE
CUT to GRAPHIC: “IS A CHOICE.”
WEAR IT
LIKE MAKEUP
CUT to FS of girl, posed confidently.
CUT to GRAPHIC:
“WEAR IT LIKE MAKEUP.”
CUT to GRAPHIC: Mary Kay logo with
hashtag underneath.
Fade to black.
FV/O: Wear it like makeup
storyboard (cont’d)
CUT to GRAPHIC:
“CONFIDENCE.”
9 10 11 12
13 14 15
16 17 18
#ConfidenceIsSexy
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sample-carrier insert
Trial is crucial. We’ll let 13,200,000 young women actually try Mary
Kay products by inserting sample-carrier inserts into Cosmopolitan
Magazine. Real products. Real consumers. Real trial.
15
cleanse
cleanse
cleanse
hydrate
hydrate
hydrate
ivory medium bronze
Care for the skin you are confident in.
Then apply the rest.
sample size
cleanse
cleanse
cleanse
hydrate
hydrate
hydrate
ivory medium bronze
sample sizesample size
sample sizesample sizesample sizesample sizesample sizesample size
Confidence is a choice. Wear it like makeup.
MK
creative executions (cont’d)
Spotify Advertisements
A little reminder goes a long way. This
Spotify ad will remind women of
their beauty, while listing Mary Kay as
a cosmetic option. Because, let’s face
it, everyone can use a little boost once
in a while.
Mary Kay Party on Wheels
The women in our target group are
hesitant to attend makeup parties. So
let’s take the party to them. Building on
last year’s brief college tour, the “Beauty
and the Bus” tour will be a year-long,
nationwide promotion with three
objectives: to generate direct contact
between IBCs and new customers, to
facilitate trial and to recruit new IBCs.
A bus based on the East Coast and
another based on the West Coast will
spend the year bringing Mary Kay to
concerts, college campuses, and athletic
events, capitalizing on the current
popularity of pop-ups and putting the
Mary Kay brand directly in front of
Millennial consumers. At each stop,
local IBCs will join the bus to meet
the young women who come aboard
to sample and get to know Mary Kay
products.
The “Beauty and the Bus” tour will be
promoted through Pinterest, a promot-
ed trend (#BeautyAndTheBus), Face-
book posts and the Bravo TV show,
Watch What Happens Live.
Women will post Twitter and Instagram pictures while in the bus using the
hashtag #BeautyandtheBus. Then, Mary Kay and consumers will pin those
pictures on Pinterest. The 10 pictures with the most re-pins will receive a prize
package. Another competition will also take place during the tour. Although Mary
Kay will have a set schedule, one college/university will be added on as the last
date of the tour. Throughout the tour, students from different educational
institutions will have the opportunity to battle on social media for the Mary Kay
bus to come to their campus. The campus with the most social media
engagement wins.
#BeautyandtheBus
MV/O: “Take a second to look
into the nearest mirror. Look at
those bold, beautiful eyes. Those
luscious lips that curve into a
smile that compliment your
cheekbones perfectly. Man, do
I love that confident smile. All
that’s missing is a little Mary Kay
to brighten up that already radiant
face. Click on the banner ad to
find your own Individual Beauty
Consultant. Remember, beautiful:
Confidence is a choice. Wear it
like makeup.”
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creative executions (cont’d)
eduKAYtion Grants
Building on the famous Mary Kay
system of rewards for its top
producers, we will establish a
program specifically for younger
IBCs. Instead of rewarding these
top young producers with a pink
Cadillac, Mary Kay will recognize
their success with educational grants
to the 15 top-selling IBCs between
the ages of 18 and 25. At the cost
equivalent of the traditional car
lease, these $10,000 grants may be
used for any form of education or
career advancement training: tuition,
reduction of student loans, advanced
professional training and graduate
school. Grants for IBCs promote
the advancement of women and
ultimately one of the core values of
Mary Kay.
The educational grants will be
promoted though banner ads, a
promoted trend on Twitter
(#eduKAYtion), Facebook posts,
and the Bravo TV show,
Watch What Happens Live.
Cheer/Dance Sponsorship
Mary Kay will become a sponsor
for CheerLTD. CheerLTD hosts
four events for college cheerleaders
throughout the year. The biggest event,
Nationals at Canam, presents Mary
Kay with a single, prime booth space
to promote trial, a full-page color ad
and a featured jumbo screen ad in two
arenas. The sponsorship also provides
ads that direct to MaryKay.com, social
media platforms and a link in eUpdates
to parents and coaches through www.
CheerLTD.com. At the other events,
Mary Kay receives two vending booths
for trial. Cheerleading remains a
popular event for our targeted audi
and partnering with CheerLTD will
help Mary Kay reach its target
consumer, women ages 18 to 25.
Mary Kay will parlay its sponsorship
involvement by posting pictures on
Instagram, Facebook and Pinterest.
Targeting Beauty Blogs
Four times a year, Mary Kay will send
a Beauty Box to the top 50 beauty
bloggers such as Blair and
Ellie Fowler, Jaclyn Hill and
missglamorazzi. Each Beauty Box will
feature a different set of Mary Kay
products based upon the season and
the blogger’s makeup preference. For
example, winter will feature skin care
products, while summer will feature
lip gloss. The bloggers will be invited
to review these products and post
their comments on various social
media sites with the hashtags listed in
the box.
Banner ads and the Bravo TV show,
Watch What Happens Live, will also
serve as promotional outlets for the
Beauty Box giving.
‘‘- Mary Kay Ash
I was told by everyone, it
couldn’t be done, but I didn’t
listen. And women around
the world today are basking
in the glory of Mary Kay, Inc.”
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ence
MK
banner ads
Put a little
pink in
your
purse.
Click here to
find out about
Mary Kay’s
educational
grants.
Confidence is a choice. Wear it like makeup.
120x600
Click on this
banner
if you like to
make
your mirror
look good.
Confidence is a choice. Wear it like makeup.
300x600
confident smile
confident look
confident you
Confidence is a choice. Wear it like makeup.
Click here
to find
out when
and where
GAJILLION
MAKEUP
SAMPLES
thE PinK
PoP-UP
bUS
Might bE
PASSing
yoUr wAy
with A
Confidence is a choice.
Wear it like makeup.
120x600
300x600
18
MK
banner ads
ONLY CONFIDENT WOMEN CLICK ON THIS BANNERONLY CONFIDENT WOMEN CLICK ON THIS BANNER
we’re surprised you haven’t yet.
Confidence is a choice. Wear it like makeup.
720x300
728x90
Click to see when
The Beauty and the Bus Tour
is coming to you
Confidence is a choice. Wear it like makeup.
Keep an eye on the Beauty and the Bus tour
Don’t miss the Beauty anD the Bus tour
Click here to find out when it’s coming to you.
Confidence is a choice. Wear it like makeup.
19
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media
Print Rationale
Cosmopolitan Magazine is the biggest
monthly women’s magazine. Its core
readership is 18-to-34-year-old women,
which nicely encompasses our target
audience. Research tells us that trial is
hugely important in attracting new
Millennial customers, so we will take
advantage of Cosmo’s pipeline to get
actual samples into — and onto —
the hands of our target demographic.
When these readers flip open the
magazine, the second page, a
sample-carrier insert, will reward them
with samples of Mary Kay products.
Inserts will run once each quarter with
samples of products appropriate to the
season, for example, foundation for a
summer glow and face wash to combat
dry skin in December. Each insert will
direct the reader to the Mary Kay
website tool to find and contact a local
IBC for purchase.
Cosmopolitan.com
Banner ads on Cosmopolitan.com will
reinforce the insert in Cosmopolitan
Magazine. Cosmo’s website
averages about 230 million page views
per month, with about 22 million
unique visitors.
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media (cont’d)
Social Media Rationale
Research showed us that Mary Kay
has a lower-than-optimum presence
on social media but, surprisingly, the
highest engagement among its young
consumers. Hence we focus on the best
place to find our target markets and to
engage with them: Twitter, Instagram
and Pinterest. Respectively, 27 percent,
28 percent and 19 percent of each sites’
users are between the ages of 18 to 29,
according to 2013 Pew Research Center
findings. We will tie in Twitter hashtags
and other key elements of our
campaign with these platforms to
integrate our campaign across all media.
LinkedIn
LinkedIn banner advertising will
resonate with the young professional
demographic, especially since there
are more than 30 million students and
recent college graduates on LinkedIn.
This advertising will promote the Mary
Kay educational grant outlined in the
creative executions.
Digital Rationale
Ad space will be purchased through
banner ads on the sites where the young
women in our target audience spend
their time. We will be able to measure
click-through-rates (CTR) and other
statistics to adjust the campaign on a
monthly basis. Also, we will use
frequency capping to evenly
distribute our campaign throughout the
flight, which runs the entire year.
PerezHilton.com
Banner ads will also be put on
PerezHilton.com, a celebrity gossip site
with a 61 percent female readership.
Thirty-four percent of these readers are
females, ages 18 to 34, which
encompasses our target audience.
PerezHilton averages about 220 million
impressions per month, with 915,000
unique visitors.
Twitter
Mary Kay Twitter ad space will focus
entirely on promoted trends using our
campaign hashtags (#ConfidenceIsSexy,
#BeautyAndTheBus, #eduKAYtion,
#MaryKay, #MaryKayTakesOverBravo).
Promoted trends show up on Twitter
for iPhone and Android. Not only will
these promoted trends be essential for
tying our social media plan together,
but they’ll also create a unified message
throughout our campaign.
Instagram
A Mary Kay Instagram sponsored post
will mean joining an elite group of
only 10 current Instagram advertisers.
This will be perfect for a Mary Kay
product-centric post.
Pinterest
Mary Kay Pinterest will solely focus
on sharable, free content. This
content will be pictures focused
on two campaigns, promoting
the Beauty and the Bus tour and
targeting beauty bloggers. The
Pinterest campaigns are
highlighted in the creative executions.
21
MK
media (cont’d)
Online Audio and Video
Rationale
Online audio and video platforms are
efficient and effective for telling our
transformative story of confidence.
Spotify
Mary Kay audio and video ads will run
on Spotify mobile and online. These ads
will target our demographic through
music choices. With Spotify’s largest
demographic being 18 to 25 years old,
at 1.8 million users, there’s no place
more
efficient to
advertise.
These buys
will also be
frequency
capped so
we can span
the entire
campaign.
YouTube
YouTube
is a perfect
place to
reach our
demograph-
ic. The site
will target
consumers by their user information and
then tailor showing our ads to our target
demographic. At $5 pay-per-click (PPC),
Mary Kay will show up more often before
videos than competitors with a lesser PPC
rate. It is also vital that we use PPC; it
allows us to have many impressions, but
only pay for each click.
Cablecast Rationale
The Bravo network in general, and certain
programs in particular, index spectacularly
well against our target audience. Utilizing
this platform will connect Mary Kay to
their lifestyle.
#MaryKayTakesOverBravo, a promoted
trend, will run the last week of the Watch
What Happens Live sponsorship and the
week before The Real Housewives of
New York Reunion sponsorship.
Watch What Happens Live (WWHL)
is a hybrid talk show that relies heavily
on social media interaction. Mary Kay
will sponsor WWHL once a week for an
entire month. This means everything in
Andy’s clubhouse (the show’s set) will be
Mary Kay related and feature the Mary
Kay logo prominently. Andy will also
mention Mary Kay during the show, and
Mary Kay ads will play during commercial
breaks.
Mary Kay will also sponsor The Real
Housewives of New York Reunion Part
1 & 2 on Bravo TV. The show follows a
similar format to WWHL, but only
focuses on the previous season of the
Real Housewives. Mary Kay will be
highlighted as the official sponsor and will
run TV ads during the show’s commercial
break.
22
MK
MaryKay
MediaFlowchart2013Flowchart2015-2016
3171428411182541118251815222961320273101724181522295121926291623307142128411182529162330
Cosmopolitan(52ndPg)3,032,000$1,672,000.00
LinkedIn(500PPCat3$perclick)277,000,000$182,500.00
Cosmopolitan($15CPMfor230millionimp/month)230,000$1,000,000.00
PerezHilton(220millionimp/monthfor3,000perweek)220,000,000$87,000.00
Spotify($17CPM)24,000,000$510,000.00
Bravo(RealHousewivesofNYreunionPt.1&2)20,000,000$400,000.00
Bravo(WatchwhathappensLive100%Ownership4shows1month)20,000,000$300,000.00
Youtube($5PPCfor400,000clicks)200,000,000$2,000,000.00
Spotify($10CPM)24,000,000$500,000.00
Instagram(Pictureat$5CPM)1,000,000$200,000.00
Twitter(PromotedTrend)241,000,000$600,000.00
Pinterest(ContestGiveaway)35,000$0.00
CheerLTD(CollegeCheerSponsorship)EventSponsor$6,952.00
Print
Audio
SocialMedia
Sponsorships
TV
Video
Digital
JulyAuguestSpetemberOctober
February2015-2016
Media
2015-2016
Insertions/
Impressions
TotalCostFebruaryMarchAprilMayJuneJanuaryNovemberDecember
$7,458,452.00MediaTotal
$40,255.00
media flow chart
23
(4
($3PPCfor60,800clicks)
MK
production budget
3x :15 commercials @ $125,000 ea. — includes production, 	
	 music rights, image rights. Does not includes residuals.
Spotify audio
20 x banners @ $15,000 ea.
4 x 13.2 M sample carrier inserts @ $0.075 ea.
Buses — includes 2 new buses, custom paint and signage, interior
salesroom outfitting, 4 drivers, 730 days of gas and lodging, insur-
ance
10 x educational grants @ $10,000
10 x re-pin prizes $ 60
200 beauty boxes @ $50 Beauty Boxes
	 Production subtotal 	
Contingency at 10%
	 Production TOTAL	
			
	 Media TOTAL		
	 GRAND TOTAL	
$375,000
$7,500
$300,000
$990,000
$458,400
$150,000
$600
$10,000
$2,291,500
$230,000
$2,521,500
$7,458,000
$9,979,500
24
MK
campaign evaluation
Media Measurement
This campaign will be optimized based
on performance metrics for each
platform.
Print
We will survey a random sample of
Cosmopolitan readers to measure the
effectiveness of the insert for
promoting trial. We will also probe
for post-insert purchases.
Digital
To measure the effectiveness of the
digital components of the campaign, a
dart/double click or other third-party
ad server will be contracted to track
clicks, impressions, time spent
interacting with rich media ads and
post-click-on site activity. With this, we
can track what consumers are doing and
purchasing online.
Banners
Cosmopolitan, Perez Hilton, Spotify
and YouTube will be measured through
click-through rate. Additionally, with
click-through rate measurements,
LinkedIn and YouTube will be
measured through pay-per-click. This
allows advertisements to have
unlimited impressions and only pay
for each individual click.
Audio and Video
Utilizing Spotify, we can track
engagement with click-through rates,
whether it be visual or audio. Hence,
impressions will be frequency capped
to ensure each advertisement will run
throughout the year.
Television
Bravo will be measured by the number
of viewers through Watch What
Happens Live and The Real
Housewives of New York. Each show
has an average reach of 20 million
viewers per episode. With the Bravo
takeover, we can track any purchases
made through the Mary Kay website
that was initiated through Bravo.com.
‘‘- Mary Kay Ash
You see, life to me is no
brief candle. It’s a splendid
torch, and I want to burn it
brightly before I pass it on to
future generations.”
25
MK
PLANNERS
Chief Planner Mike Iulianello
Kerri Linsenbigler, Jomoh Lewis, Carter Anderson
Megan Junker, Olivia Sorokes
MEDIA
Media Director Peter Brotea
Matt Tack, Kathryn O’Malley, Alexandra Salerno
PR/EVENTS/SPONSORSHIP/CHARITY
PR Director Joe Phelan
Matt Connolly, Matt Hoey, Bradley Wigsten, Justin Statia
CREATIVE TEAM
Creative Director/Secretary Makeda Loney
CW Sean O’Brien/ AD Tristan King
CW Sam Limata
CW Danielle Clark/ AD Allie Napoli
DESIGNERS
Chief Designer/Vice President Emily Steves
Kristie Schiefer, Paul Bartholomew, Haley Karl
FACULTY ADVISERS
Kristen Ryan, Kimberly DeSimone, Mike Jones-Kelley
Mark Belcher
Project Manager
Billy Morehouse
Broadcast Producer
Anna Ciesla
Assistant Account Executive
Madison Thieman
Account Executive/President
26
kwerkworks
MK
Kwerkworks is the student advertising agency of St. Bonaventure University.
27
MK
2014

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To Print- Kwerkworks 422 NSAC 2014 Plans Book

  • 1. MK Mary Kay Ash So confident, in fact, was confident. she founded her own makeup brand with just $5,000 in her pocket. From a tiny store in worldwide brand Dallas in 1963 to a instilled confidence in women for more than 50 years. in 2014, Mary Kay has
  • 2. MK
  • 3. MK 9 research methods 10 20-22 26 11 12 18-19 3 13-17 23 24 2 254-8 key findings creative execution swot production budget strategy creative rationale media flow chart banner ads media cwp campaign evaluation agency personnel executive summary MaryKay 1
  • 4. MK executive summary Women love cosmetics; it’s not a secret. However, what they love isn’t a particular brand, mascara bottle or non-oily facial crème. They love the after-application effect of trendiness, sex appeal, blemish control and overall beauty. So our campaign doesn’t just sell cosmetics, it sells confidence. Women ages 18 to 25 don’t know Mary Kay products. They all know the brand, but generally they think Mary Kay is for their mothers or even their grandmothers. And that’s the problem. For Mary Kay to thrive in the Millennial market, it needs to change its advertising approach. Mary Kay doesn’t need to change its products, corporate culture or distribution system. The company just needs to make its brand more appealing. That means addressing the voiced perception of “creepiness” associated with makeup parties by emphasizing the individualized attention and cosmetic trial opportunities. Our research showed that Millennials want individualized attention; they’re just hesitant to attend a party where they feel forced to buy. Our media plan will provide clear access to our potential consumer. When these millions of women pick up their copies of Cosmopolitan Magazine, they will see the gift of a Mary Kay cosmetic sample. When college students search LinkedIn for job postings, they will find an incentivized invitation to join with Mary Kay and become eligible for educational grants. And when ladies listen to Spotify, they will hear an inspiring and lightly amusing message about Mary Kay. Paid media are not the complete answer. Therefore, Mary Kay will launch Beauty and the Bus, a mobile Mary Kay party to take the brand to Millennial consumers. At national cheerleading competitions, Mary Kay will be at the top of the pyramid. Mary Kay Ash was the paradigm of the confident, modern and indepen woman. She built an empire by honoring women. This campaign will bring that attitude to a new generation, helping these young women look and feel confident in their skin. And there’s nothing sexier than that. 2 dent
  • 5. MK ‘‘‘‘‘‘‘‘ research methods The first step in researching a brand or product is to talk informally, like chatting with friends over coffee. This step isn’t scientific, but it’s a good way to mold the direction of a multi-pronged research program. The anecdotal conversations served as a base from which we created a survey to measure consumer attitudes toward various brands and, at the same time, explore the adaptability of the Mary Kay sales model to this different world of contemporary consumers. We approached data gathering from two different yet complementary channels. We used the direct intercept model to build up a base of completed responses. Simultaneously, we launched a snowball effort on the internet. From the thousands of surveys dispersed, we received a statistically valid 430 responses completed by women within our target parameters. In the surveys, we asked respondents their makeup and skin care purchasing habits, cosmetic brand perceptions, thoughts on unconventional purchase points, and factors influencing consumer behavior. Twitter proved to be a fascinating source of information on cosmetic brand perceptions and produced an unexpected result in terms of customer Drug store shopping is taking a shot in the dark.” It’s worth the wait to order through an IBC.” My all-time favorite makeup product is Mary Kay foundation.” I learn better with the help of an IBC.” engagement. We researched several Twitter posts and hashtags, including #Ew, #Grandma and #Love, to identify the positive and negative chatter associated with the Mary Kay brand and other cosmetic companies. We staged focus groups to gather qualitative data about Mary Kay and its competitors. The groups expressed interest in Mary Kay’s products, but they were hesitant about the sales model. In the end, the qualitative data supported the quantitative data; nothing in the qualitative feedback contradicted the hard data from the surveys. Quite the contrary, the focus groups reinforced the learning. To be certain that we could understand the company and the brand, agency planners interviewed more than a dozen current and former IBCs. These interviews gave us a deeper understanding of the IBC process and the Mary Kay sales model as a whole, not to mention insights into Mary Kay’s corporate culture. 3
  • 6. MK key findings Awareness of the Mary Kay brand is not the problem; the problem is how the well-known brand is perceived. In fact, 97 percent of participants in our surveys and focus groups know the Mary Kay brand. But only 17 percent of young women referred to Mary Kay as my kind of brand, while 50 percent referred to Mary Kay as more my mother’s kind of brand and 33 percent as more my grandmother’s kind of brand. That is the perception and that is the problem. The Absolute: brand Avon 53 229 135 Benefit 144 150 102 Cover Girl 349 57 13 Lancome 105 216 77 Maybelline 332 75 9 M.A.C. 334 56 19 Mary Kay 81 210 126 Urban Decay 348 48 12 who uses what cosmetic brand? perception – 4 more my kind of brand more my grandmother’s kind of brand more my mom’s kind of brand
  • 7. MK key findings (cont’d) Ninety-two percent of Millennials would consider purchasing cosmetics through a makeup party at a friend’s home, yet only 5 percent of them use this purchasing method. Herein lies a disconnect. A few focus group participants had attended Mary Kay parties and loved them. However, the majority had never attended a Mary Kay party and had developed a firm perception of the party being a “creepy” gathering, which shames party goers into buying something out of guilt. The resistance to a makeup party is high and strong. If we cannot get this generation to come to the party, perhaps Mary Kay should bring the party to them. Finding 1: Finding 2: Finding 3: Seventy-nine percent of the women surveyed agreed that having their own individual beauty consultant who knows their preferences, style and budget would be appealing. Trial is key. Eighty-nine percent of respondents try before they buy. 89% 79% 92% 5% n/r 21% 11% 5
  • 8. MK Consumers are not loyal to a brand. They are loyal to a product. So Millennials do not love – and stick to – one brand of makeup. Instead they shop à la carte to find their favorite products. The brand’s perception of being “old” has inhibited Millennials from even considering products from Mary Kay. Finding 4: Finding 5: Finding 6: Eighty-eight percent of women want to connect with their IBC through digital communication, like email or text. Face-to-face interactions are not appealing to these young women. Ninety-four percent of women would consider purchasing makeup and skin care products from the same company. Skin care products account for 44 percent of Mary Kay’s product mix. Finding 7: Women research products more than men do before they buy. So Mary Kay needs to have a strong advertising presence, engaging consumers on social media, TV, audio and print. 8 friend makeup party celebrity endorsement 7 6 blogger reviews Twitter/ Facebook 5 4 print ads TV ads 3 2 mag articles & reviews friends 1 before buying products, the most important sources to check out are, in ascending order: key findings (cont’d) preferred method of contact with IBC: 35% email 31% texting 12% Xphone call no contact 12% 6
  • 9. MK Finding 8: Of the top 10 cosmetic companies on Twitter, Mary Kay has the fewest number of followers, yet it has the highest interaction-to-follower ratio. This Mary Kay site has relatively low penetration and very high engagement. Our Twitter chatter analysis showed that females feel strongly about Mary Kay, which ranked in the top three for all but one hashtag. The hashtags we tabulated included: #Love, #Fabulous, #Awesome, #Hot, #Ugly, #Gross, #Grandma, #Ew and #Ugh. 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 BenefitBeauty Lancome M.A.C. CoverGirl UrbanDecy Maybelline Avon MaryKay cosmetic brand twitterfollowers 1.8 2.0 CoverGirl Lancome MaryKay .2 .4 .6 .8 1.0 1.2 1.4 1.6 cosmetic brand interactionranking % M.A.C. Maybelline UrbanDecy Avon BenefitBeauty key findings (cont’d) 7
  • 10. MK #UGLY #GROSS #GRANDMA#EW #UGH #LOVE #OBSESSED#FABULOUS#AWESOME#HOT mary kay maybelline lancome mary kay maybelline lancome mary kay lancome avon lancome mary kay maybelline lancome mary kay maybelline mary kay lancome cover girl lancome maybelline cover girl/ avon mary kay lancome cover girl/ avon lancome maybelline mary kay lancome maybelline mary kay 1 3 hashtags searched rankingofbrand 2 key findings (cont’d) 8
  • 11. MK swot lHigh brand awareness lPerceived as high-quality lIBC sales model allows for personalization, trial and one-on-one interaction lCompany values lNo retail stores lMisperception that orders cannot be purchased online lIBCs must pay for their products and samples lInhibitions to trial: You either have to attend a Mary Kay party or buy the product without trial lBrand perception of being for older women lPrice lExpand IBC footprint into 18-25 age demographic lResearch suggests young adults favorably disposed toward having their own IBC lIBC model has the ability to create brand loyalty in an unfaithful target market lIncrease trial among target audience lLower-priced makeup is sufficient for Millennials lCompetition’s convenience of retail stores lThere are a lot of competitors targeting young adults lLack of financial resources in this age group strengths weaknesses opportunities threats: 9
  • 12. MK strategy To attract and build lasting relationships with Millennials, we have to change the “old” stigma associated with the Mary Kay brand and put forward a positive, youthful image. Millennials are unique, and they want you to know it. They don’t like advertising, and they certainly don’t trust companies. So it is essential to build a straightforward campaign focused on something which Millennials will perceive as authentic. The message should be about them, not about the product. When a woman is confident, she radiates energy. This energy triggers a chain reaction, touching everyone she meets. That is what Mary Kay Ash was all about – empowering women. The Mary Kay brand continues to empower women through its charity work and its product line. Mary Kay instills confidence and strength in women around the globe. Strong, confident women are sexy. Strong, confident women wear Mary Kay. 10
  • 13. MK cwp as gps Why are we advertising? Mary Kay, Inc., has more than 3 million independent beauty consultants, 200 products, and generates $8 billion in global sales, which positions it as one of the largest direct sellers of skin care and cosmetics in the world. But with an aging consumer base and IBC profile, Mary Kay must extend its relevance to younger generations, specifically ages 18 to 25. To whom are we talking? Women, ages 18 to 25, who are independent and want to reinforce their confidence in their natural beauty. What do they currently think? Good top-of-mind brand awareness, but think older women wear Mary Kay. High price. Target audience doesn’t understand IBC sales model. What do we want them to think? Any look I want, any time I need it, is just a text or an email away. Most persuasive idea? Confidence is sexy. Why should they believe it? If I know I look good, I feel good – and that confidence is reflected in everything I do. Are there any creative guide- lines or mandatories? Mary Kay logo Tone of voice? Confident. Bear in mind that beauty is individual and personal, that the look and feeling you’re after is one with which you can be comfortable each and every day of your life” ‘‘ - Mary Kay Ash 11
  • 14. MK creative rationale There is a pre-existing mindset that Millennials associate with the Mary Kay brand: “My grandmother wears that makeup.” The corollary to this perception is that Mary Kay is “not my kind of brand” and perception becomes reality when Millennials shy away from Mary Kay cosmetics. Our creative strategy, then, becomes obvious: to alter that perception. When women look good, they feel good. Hence our most persuasive idea: Confidence is sexy. All our creative executions pivot from this thought. If you’re a cosmetic consumer, you won’t purchase a dull brand. You are what you wear. And, in this case, ladies wear confidence, with a splash of Mary Kay products. We’re talking to women ages 18 to 25. These trendy people go out on the town, borrow makeup from friends, and ask for professional opinion. Confidence is your own personal choice, and you should wear it like makeup. We incorporate this message of confidence into print, digital, TV and audio creative executions. While these executions vary from educational grants to bold commercials to inspirational radio, the Mary Kay message remains consistent. Millennials want to make a statement. We want that statement to be made with Mary Kay. Our creative executions do just that. 12
  • 15. MK creative executions To begin the work of transforming the perception of the Mary Kay brand, we will create a series of :15 commercials which reinforce the message that confidence is a choice for all young women. Mary Kay will run the commercials on Bravo TV and social media outlets. Three executions of this concept are described below. In “Wonder Woman” a young, presumably shy girl makes the decision to put on her confidence and wow the world. (See storyboard.) In “XOXOXO,” a sweet, kissy girl sets her sights higher and opts to kiss the boy of her choice rather than her teddy bear. In “Role Models,” we highlight confident women who chose to change history’s narrative. The promoted trend, #ConfidenceIsSexy, will flash at the end of each commercial. BLOW LS of girl standing in limbo. She’s dressed blandly, posture of timidity. Big, horn rim glasses. Chewing gum. CUT to female symbol with smiley face in circle. CUT to MS of girl blowing bubble. CUT to GRAPHIC: “BLOW” CUT to TS of girl, bubble getting bigger. YOUR CUT to GRAPHIC: “YOUR.” CUT to TS of girl, bubble COVER CUT to GRAPHIC: “COVER.” 1 2 5 3 4 6 7 8 storyboard continued on next page 13 storyboard
  • 16. MK CUT to girl, spinning. CUT to clip of Wonder Woman spinning. CUT back to girl spinning, only now she is stylishly dressed and beautifully made up. CONFIDENCE CUT back to TS of girl’s face as she takes off glasses seductively. IS A CHOICE CUT to GRAPHIC: “IS A CHOICE.” WEAR IT LIKE MAKEUP CUT to FS of girl, posed confidently. CUT to GRAPHIC: “WEAR IT LIKE MAKEUP.” CUT to GRAPHIC: Mary Kay logo with hashtag underneath. Fade to black. FV/O: Wear it like makeup storyboard (cont’d) CUT to GRAPHIC: “CONFIDENCE.” 9 10 11 12 13 14 15 16 17 18 #ConfidenceIsSexy 14
  • 17. MK sample-carrier insert Trial is crucial. We’ll let 13,200,000 young women actually try Mary Kay products by inserting sample-carrier inserts into Cosmopolitan Magazine. Real products. Real consumers. Real trial. 15 cleanse cleanse cleanse hydrate hydrate hydrate ivory medium bronze Care for the skin you are confident in. Then apply the rest. sample size cleanse cleanse cleanse hydrate hydrate hydrate ivory medium bronze sample sizesample size sample sizesample sizesample sizesample sizesample sizesample size Confidence is a choice. Wear it like makeup.
  • 18. MK creative executions (cont’d) Spotify Advertisements A little reminder goes a long way. This Spotify ad will remind women of their beauty, while listing Mary Kay as a cosmetic option. Because, let’s face it, everyone can use a little boost once in a while. Mary Kay Party on Wheels The women in our target group are hesitant to attend makeup parties. So let’s take the party to them. Building on last year’s brief college tour, the “Beauty and the Bus” tour will be a year-long, nationwide promotion with three objectives: to generate direct contact between IBCs and new customers, to facilitate trial and to recruit new IBCs. A bus based on the East Coast and another based on the West Coast will spend the year bringing Mary Kay to concerts, college campuses, and athletic events, capitalizing on the current popularity of pop-ups and putting the Mary Kay brand directly in front of Millennial consumers. At each stop, local IBCs will join the bus to meet the young women who come aboard to sample and get to know Mary Kay products. The “Beauty and the Bus” tour will be promoted through Pinterest, a promot- ed trend (#BeautyAndTheBus), Face- book posts and the Bravo TV show, Watch What Happens Live. Women will post Twitter and Instagram pictures while in the bus using the hashtag #BeautyandtheBus. Then, Mary Kay and consumers will pin those pictures on Pinterest. The 10 pictures with the most re-pins will receive a prize package. Another competition will also take place during the tour. Although Mary Kay will have a set schedule, one college/university will be added on as the last date of the tour. Throughout the tour, students from different educational institutions will have the opportunity to battle on social media for the Mary Kay bus to come to their campus. The campus with the most social media engagement wins. #BeautyandtheBus MV/O: “Take a second to look into the nearest mirror. Look at those bold, beautiful eyes. Those luscious lips that curve into a smile that compliment your cheekbones perfectly. Man, do I love that confident smile. All that’s missing is a little Mary Kay to brighten up that already radiant face. Click on the banner ad to find your own Individual Beauty Consultant. Remember, beautiful: Confidence is a choice. Wear it like makeup.” 16
  • 19. MK creative executions (cont’d) eduKAYtion Grants Building on the famous Mary Kay system of rewards for its top producers, we will establish a program specifically for younger IBCs. Instead of rewarding these top young producers with a pink Cadillac, Mary Kay will recognize their success with educational grants to the 15 top-selling IBCs between the ages of 18 and 25. At the cost equivalent of the traditional car lease, these $10,000 grants may be used for any form of education or career advancement training: tuition, reduction of student loans, advanced professional training and graduate school. Grants for IBCs promote the advancement of women and ultimately one of the core values of Mary Kay. The educational grants will be promoted though banner ads, a promoted trend on Twitter (#eduKAYtion), Facebook posts, and the Bravo TV show, Watch What Happens Live. Cheer/Dance Sponsorship Mary Kay will become a sponsor for CheerLTD. CheerLTD hosts four events for college cheerleaders throughout the year. The biggest event, Nationals at Canam, presents Mary Kay with a single, prime booth space to promote trial, a full-page color ad and a featured jumbo screen ad in two arenas. The sponsorship also provides ads that direct to MaryKay.com, social media platforms and a link in eUpdates to parents and coaches through www. CheerLTD.com. At the other events, Mary Kay receives two vending booths for trial. Cheerleading remains a popular event for our targeted audi and partnering with CheerLTD will help Mary Kay reach its target consumer, women ages 18 to 25. Mary Kay will parlay its sponsorship involvement by posting pictures on Instagram, Facebook and Pinterest. Targeting Beauty Blogs Four times a year, Mary Kay will send a Beauty Box to the top 50 beauty bloggers such as Blair and Ellie Fowler, Jaclyn Hill and missglamorazzi. Each Beauty Box will feature a different set of Mary Kay products based upon the season and the blogger’s makeup preference. For example, winter will feature skin care products, while summer will feature lip gloss. The bloggers will be invited to review these products and post their comments on various social media sites with the hashtags listed in the box. Banner ads and the Bravo TV show, Watch What Happens Live, will also serve as promotional outlets for the Beauty Box giving. ‘‘- Mary Kay Ash I was told by everyone, it couldn’t be done, but I didn’t listen. And women around the world today are basking in the glory of Mary Kay, Inc.” 17 ence
  • 20. MK banner ads Put a little pink in your purse. Click here to find out about Mary Kay’s educational grants. Confidence is a choice. Wear it like makeup. 120x600 Click on this banner if you like to make your mirror look good. Confidence is a choice. Wear it like makeup. 300x600 confident smile confident look confident you Confidence is a choice. Wear it like makeup. Click here to find out when and where GAJILLION MAKEUP SAMPLES thE PinK PoP-UP bUS Might bE PASSing yoUr wAy with A Confidence is a choice. Wear it like makeup. 120x600 300x600 18
  • 21. MK banner ads ONLY CONFIDENT WOMEN CLICK ON THIS BANNERONLY CONFIDENT WOMEN CLICK ON THIS BANNER we’re surprised you haven’t yet. Confidence is a choice. Wear it like makeup. 720x300 728x90 Click to see when The Beauty and the Bus Tour is coming to you Confidence is a choice. Wear it like makeup. Keep an eye on the Beauty and the Bus tour Don’t miss the Beauty anD the Bus tour Click here to find out when it’s coming to you. Confidence is a choice. Wear it like makeup. 19
  • 22. MK media Print Rationale Cosmopolitan Magazine is the biggest monthly women’s magazine. Its core readership is 18-to-34-year-old women, which nicely encompasses our target audience. Research tells us that trial is hugely important in attracting new Millennial customers, so we will take advantage of Cosmo’s pipeline to get actual samples into — and onto — the hands of our target demographic. When these readers flip open the magazine, the second page, a sample-carrier insert, will reward them with samples of Mary Kay products. Inserts will run once each quarter with samples of products appropriate to the season, for example, foundation for a summer glow and face wash to combat dry skin in December. Each insert will direct the reader to the Mary Kay website tool to find and contact a local IBC for purchase. Cosmopolitan.com Banner ads on Cosmopolitan.com will reinforce the insert in Cosmopolitan Magazine. Cosmo’s website averages about 230 million page views per month, with about 22 million unique visitors. 20
  • 23. MK media (cont’d) Social Media Rationale Research showed us that Mary Kay has a lower-than-optimum presence on social media but, surprisingly, the highest engagement among its young consumers. Hence we focus on the best place to find our target markets and to engage with them: Twitter, Instagram and Pinterest. Respectively, 27 percent, 28 percent and 19 percent of each sites’ users are between the ages of 18 to 29, according to 2013 Pew Research Center findings. We will tie in Twitter hashtags and other key elements of our campaign with these platforms to integrate our campaign across all media. LinkedIn LinkedIn banner advertising will resonate with the young professional demographic, especially since there are more than 30 million students and recent college graduates on LinkedIn. This advertising will promote the Mary Kay educational grant outlined in the creative executions. Digital Rationale Ad space will be purchased through banner ads on the sites where the young women in our target audience spend their time. We will be able to measure click-through-rates (CTR) and other statistics to adjust the campaign on a monthly basis. Also, we will use frequency capping to evenly distribute our campaign throughout the flight, which runs the entire year. PerezHilton.com Banner ads will also be put on PerezHilton.com, a celebrity gossip site with a 61 percent female readership. Thirty-four percent of these readers are females, ages 18 to 34, which encompasses our target audience. PerezHilton averages about 220 million impressions per month, with 915,000 unique visitors. Twitter Mary Kay Twitter ad space will focus entirely on promoted trends using our campaign hashtags (#ConfidenceIsSexy, #BeautyAndTheBus, #eduKAYtion, #MaryKay, #MaryKayTakesOverBravo). Promoted trends show up on Twitter for iPhone and Android. Not only will these promoted trends be essential for tying our social media plan together, but they’ll also create a unified message throughout our campaign. Instagram A Mary Kay Instagram sponsored post will mean joining an elite group of only 10 current Instagram advertisers. This will be perfect for a Mary Kay product-centric post. Pinterest Mary Kay Pinterest will solely focus on sharable, free content. This content will be pictures focused on two campaigns, promoting the Beauty and the Bus tour and targeting beauty bloggers. The Pinterest campaigns are highlighted in the creative executions. 21
  • 24. MK media (cont’d) Online Audio and Video Rationale Online audio and video platforms are efficient and effective for telling our transformative story of confidence. Spotify Mary Kay audio and video ads will run on Spotify mobile and online. These ads will target our demographic through music choices. With Spotify’s largest demographic being 18 to 25 years old, at 1.8 million users, there’s no place more efficient to advertise. These buys will also be frequency capped so we can span the entire campaign. YouTube YouTube is a perfect place to reach our demograph- ic. The site will target consumers by their user information and then tailor showing our ads to our target demographic. At $5 pay-per-click (PPC), Mary Kay will show up more often before videos than competitors with a lesser PPC rate. It is also vital that we use PPC; it allows us to have many impressions, but only pay for each click. Cablecast Rationale The Bravo network in general, and certain programs in particular, index spectacularly well against our target audience. Utilizing this platform will connect Mary Kay to their lifestyle. #MaryKayTakesOverBravo, a promoted trend, will run the last week of the Watch What Happens Live sponsorship and the week before The Real Housewives of New York Reunion sponsorship. Watch What Happens Live (WWHL) is a hybrid talk show that relies heavily on social media interaction. Mary Kay will sponsor WWHL once a week for an entire month. This means everything in Andy’s clubhouse (the show’s set) will be Mary Kay related and feature the Mary Kay logo prominently. Andy will also mention Mary Kay during the show, and Mary Kay ads will play during commercial breaks. Mary Kay will also sponsor The Real Housewives of New York Reunion Part 1 & 2 on Bravo TV. The show follows a similar format to WWHL, but only focuses on the previous season of the Real Housewives. Mary Kay will be highlighted as the official sponsor and will run TV ads during the show’s commercial break. 22
  • 25. MK MaryKay MediaFlowchart2013Flowchart2015-2016 3171428411182541118251815222961320273101724181522295121926291623307142128411182529162330 Cosmopolitan(52ndPg)3,032,000$1,672,000.00 LinkedIn(500PPCat3$perclick)277,000,000$182,500.00 Cosmopolitan($15CPMfor230millionimp/month)230,000$1,000,000.00 PerezHilton(220millionimp/monthfor3,000perweek)220,000,000$87,000.00 Spotify($17CPM)24,000,000$510,000.00 Bravo(RealHousewivesofNYreunionPt.1&2)20,000,000$400,000.00 Bravo(WatchwhathappensLive100%Ownership4shows1month)20,000,000$300,000.00 Youtube($5PPCfor400,000clicks)200,000,000$2,000,000.00 Spotify($10CPM)24,000,000$500,000.00 Instagram(Pictureat$5CPM)1,000,000$200,000.00 Twitter(PromotedTrend)241,000,000$600,000.00 Pinterest(ContestGiveaway)35,000$0.00 CheerLTD(CollegeCheerSponsorship)EventSponsor$6,952.00 Print Audio SocialMedia Sponsorships TV Video Digital JulyAuguestSpetemberOctober February2015-2016 Media 2015-2016 Insertions/ Impressions TotalCostFebruaryMarchAprilMayJuneJanuaryNovemberDecember $7,458,452.00MediaTotal $40,255.00 media flow chart 23 (4 ($3PPCfor60,800clicks)
  • 26. MK production budget 3x :15 commercials @ $125,000 ea. — includes production, music rights, image rights. Does not includes residuals. Spotify audio 20 x banners @ $15,000 ea. 4 x 13.2 M sample carrier inserts @ $0.075 ea. Buses — includes 2 new buses, custom paint and signage, interior salesroom outfitting, 4 drivers, 730 days of gas and lodging, insur- ance 10 x educational grants @ $10,000 10 x re-pin prizes $ 60 200 beauty boxes @ $50 Beauty Boxes Production subtotal Contingency at 10% Production TOTAL Media TOTAL GRAND TOTAL $375,000 $7,500 $300,000 $990,000 $458,400 $150,000 $600 $10,000 $2,291,500 $230,000 $2,521,500 $7,458,000 $9,979,500 24
  • 27. MK campaign evaluation Media Measurement This campaign will be optimized based on performance metrics for each platform. Print We will survey a random sample of Cosmopolitan readers to measure the effectiveness of the insert for promoting trial. We will also probe for post-insert purchases. Digital To measure the effectiveness of the digital components of the campaign, a dart/double click or other third-party ad server will be contracted to track clicks, impressions, time spent interacting with rich media ads and post-click-on site activity. With this, we can track what consumers are doing and purchasing online. Banners Cosmopolitan, Perez Hilton, Spotify and YouTube will be measured through click-through rate. Additionally, with click-through rate measurements, LinkedIn and YouTube will be measured through pay-per-click. This allows advertisements to have unlimited impressions and only pay for each individual click. Audio and Video Utilizing Spotify, we can track engagement with click-through rates, whether it be visual or audio. Hence, impressions will be frequency capped to ensure each advertisement will run throughout the year. Television Bravo will be measured by the number of viewers through Watch What Happens Live and The Real Housewives of New York. Each show has an average reach of 20 million viewers per episode. With the Bravo takeover, we can track any purchases made through the Mary Kay website that was initiated through Bravo.com. ‘‘- Mary Kay Ash You see, life to me is no brief candle. It’s a splendid torch, and I want to burn it brightly before I pass it on to future generations.” 25
  • 28. MK PLANNERS Chief Planner Mike Iulianello Kerri Linsenbigler, Jomoh Lewis, Carter Anderson Megan Junker, Olivia Sorokes MEDIA Media Director Peter Brotea Matt Tack, Kathryn O’Malley, Alexandra Salerno PR/EVENTS/SPONSORSHIP/CHARITY PR Director Joe Phelan Matt Connolly, Matt Hoey, Bradley Wigsten, Justin Statia CREATIVE TEAM Creative Director/Secretary Makeda Loney CW Sean O’Brien/ AD Tristan King CW Sam Limata CW Danielle Clark/ AD Allie Napoli DESIGNERS Chief Designer/Vice President Emily Steves Kristie Schiefer, Paul Bartholomew, Haley Karl FACULTY ADVISERS Kristen Ryan, Kimberly DeSimone, Mike Jones-Kelley Mark Belcher Project Manager Billy Morehouse Broadcast Producer Anna Ciesla Assistant Account Executive Madison Thieman Account Executive/President 26 kwerkworks
  • 29. MK Kwerkworks is the student advertising agency of St. Bonaventure University. 27