#453

#453

Helix knows Mary Kay.

More importantly, we know your IBCs. In addition to traditional research methods, one of our team members became an IBC and got the inside scoop on who they are, how they think and what they do.

We went that extra mile in our target research, as well. While our in-depth interviews and surveys were helpful, they didn’t really capture emotion. So instead of traditional projective techniques, we used Pinterest to help us better understand how they felt about makeup.

From these methods, we tapped into a unique insight: Millennial women only spend a few minutes on their makeup each morning, but those few minutes impact their self-confidence for the rest of their day.

That insight, combined with the research from our personal IBC experience, lead us to our big idea: “The look you want in the time you have.” We’ll persuade our target that the makeup expertise an Independent Beauty Consultant provides will enable her to do the looks that make her feel most confident, in the most efficient amount of time possible.

The media we chose finds our target where she already is, and will let her know that Mary Kay understands her hectic, crazy lifestyle better than any other brand—and that she can get the look she wants in the time she has.

The details are on the following pages. By the time you reach the end, we’re confident that you’ll love this campaign as much as we do, and you’ll select Helix as your agency.

A LETTER FROM THE AGENCY

TABLE OF CONTENTSRESEARCH The ChallengeWhat We FoundOur IBC ExperienceThe TargetEmotions & MakeupKey Insights for Our FindingsThe BriefThe Big Idea

CREATIVEPhase 1Phase 2Phase 3Campaign Overview

MEDIAPaid/Earned/OwnedMedia PlanPaid SearchMeasurement

CONCLUSION

2

20

25

10

THE CHALLENGE

Primary

In-depth interviews36 womenaged 18-25

Survey649 Responses

Pinterest12 Participants

Social MediaCompetitrackSocial Radar

ForresterWhite Papers

Industry Publication

MRIOnline Magazines

Our personal

undercover IBC

Secon

dary

What is the Mary Kay brand

today & how does the target

perceive it?

Who is the IBC & how does she

interact with the target?

Who is the target & what

is her relationship with

makeup?

WHAT WE WANTED TO KNOW HOW WE INVESTIGATED

TAR

GET

IBC

MA

RY K

AY

WHAT WE FOUND

S t rengthsW

eakne

sses

ThreatsOpportun i t i es

IN AN OVERLY-CROWDED INDUSTRY, MARY KAY IS PRESENT IN THE MINDS OF OUR TARGET.

MARY KAY’S EXTENSIVE IBC NETWORK HAS THE OPPORTUNITY TO DELIVER A MUCH DESIRED CONVENIENCE TO THE TARGET.

43% of survey respondents purchase makeup primarily from drugstores.

28% of survey respondents purchase makeup primarily from specialty stores.

19% of survey respondents purchase makeup primarily from department stores.

-BOSTON CONSULTING GROUP

95% of the women in our target have an aided awareness of Mary Kay.

-PRIMARY RESEARCH

-SARAH RZASA, 22, IN-DEPTH INTERVIEWS

“I’d say she’s a 50ish year old woman with gray hair….or maybe she dyes…she definitely probably dyes it….but you can see some roots or some silver strands. She’s wearing mom jeans…She’s wearing what she thinks is trendy jewelry but in reality it’s supppper gawdy. Her makeup is put together but she’s wearing way too much, like older women often do....She’s that older woman that is trying to stay hip but just looks like she’s trying too hard.”

More than 3 million IBCs worldwide. -MK CASE STUDY

THE TARGET IS ACCUSTOMED TO PURCHASING MAKEUP IN STORES.

OUR TARGET PERCEIVES THE MARY KAY BRAND AS OUTDATED.

“Millennials put a premium on speed, ease, efficiency, and convenience in all their transactions.”

-PRIMARY RESEARCH

OUR TEAM AT THE MK PARTY

OUR IBC: ASHLEY TEMPLETON

TAR

GET

IBC

MA

RY K

AY

OUR IBC EXPERIENCEWORDS FROM OUR OWN IBC “The experience taught me so many things that informed our campaign. I became a truly functional member of a local group of women with their own Mary Kay businesses. The weekly lessons in sales and makeup application, call-in hotline devotionals, and goal and reward program showed me that this is more than just a business – it’s a support group.”

Five Millennial women from our group attended a party at the local Mary Kay studio to learn more about the party experience. They weren’t engaged by the stuffy script and generic application process, and felt dissuaded to purchase by the pushy (though smiley) sales pitch that concluded the party. They did, however, appreciate the customization of products to their skin types, the social aspect of the party, and the friendliness of the IBC.

-ASHLEY, IBC

OUR TEAM EXPERIENCE

KEY TAKEAWAYS

#1#2

#3“I can see how the party may appeal to some people, but it just turned me off.”

The current Mary Kay selling strategy seemed aggressive and outdated to women in our group.

The Mary Kay IBC reacts positively to incentives from directors and nationals.

Our campaign needs to be more than just a business solution- it needs to be something the IBCs can connect with and benefit from. -MOLLY, TEAM MEMBER

RESEARCH & STRATEGY PRIMARY RESEARCHTHE TARGET

TAR

GET

IBC

MA

RY K

AY

THE TARGET, AS A MILLENNIAL AND A WOMAN, KNOWS WHAT SHE WANTS AND DOESN’T HAVE A LOT OF TIME TO SEARCH FOR IT. BELOW ARE THE TARGET’S VALUES, MEDIA HABITS, AND MAKEUP HABITS.

VALUES:

MAKEUP HABITS:

MEDIA HABITS:

ConvenienceCustomizationPeer recommendations

It takes less than 10 minutes for her to put on makeup on an average day.It takes a bit longer for her to put on makeup for special occassions.She wears makeup almost every day of the week.

Digital media/appsSocial mediaMagazines

PRIMARYRESEARCHEMOTIONS AND MAKEUP

We asked 12 women to pin to a private Pinterest board with pictures that best matched how they feel while wearing makeup, and how they feel without wearing makeup. The girls chose from a group of over 200 randomly selected images, and this is what we found:

Makeup is directly related to confidence.

Women feel naked or “like a shaved bear” without makeup.#1 #2

-PINTEREST INTERVIEW-PINTEREST INTERVIEW

KEY INSIGHTS OURFINDINGS

Simply put, our target perceives Mary Kay as old and outdated. This is because Mary Kay doesn’t have a solid brand identity, and its messaging gets lost amongst the clutter of other brands.

MARY KAYOur target doesn’t understand the Mary Kay selling structure or how it’s relevant in their daily lives. As such, it doesn’t appeal to them. The scripts and parties seemed stiff and the purchasing process is daunting and time consuming, which is a huge turn-off to our target.

IBCSThey love personalization and convenience, and they’re always on the go. And while they don’t spend a lot of time on makeup, it’s an integral part of their day; even if they’re running late, there’s always time for a swipe of mascara.

TARGET

AS A GENERATION THAT NOT ONLY WANTS, BUT EXPECTS CUSTOMIZATION AND CONVENIENCE FROM THE BRANDS THEY BUY FROM, MILLENNIALS SEE MARY KAY AS AN OUTDATED BRAND WHOSE SELLING STRATEGY IS TOO TEDIOUS AND COMPLICATED TO BE RELEVANT IN THEIR DAILY LIFE.

-IN-DEPTH INTERVIEW

-ASHLEY, IBC-QUALTRICS SURVEY

BRIEFWHO ARE WE TRYING TO REACH?This is the girl you’re always excited to introduce to your friends because she’s well spoken, confident and authentic. She cares about her appearance without obsessing over it. She’s busy with all the goings-on in her life but makes sure to fit in those extra few minutes in the morning to look put-together. She doesn’t know everything there is to know about makeup but she knows she doesn’t feel her best without it. She has her quick daily makeup routine down, but doesn’t miss a chance to experiment with different techniques and products for those special nights out. She manages to pull off being poised and badass at the same time and you would probably hate her if you didn’t like her so much.

WHAT IS GETTING IN THE WAY?Mary Kay’s current messaging is difficult to distinguish from other makeup brands and doesn’t reflect the strengths of its brand. Their IBC’s outdated approach is unappealing to the target.

MANDATORIES:Social and digital executions are a must. The campaign cannot exclude current customers from messaging. Always keep IBC’s in mind when concepting the big picture.

CONSUMER INSIGHT: MAKEUP IS A SMALL PART OF THE TARGET’S DAY IN TERMS OF TIME, BUT A LARGE PART IN TERMS OF IMPACT.

CURRENT DESIRED

THINK

FEEL

DO

The selling strategy is inconvenient and doesn’t fit into my busy lifestyle.

MK is a brand that speeds me up; it doesn’t slow me down.

MK understands my lifestyle and wants to make me feel great.

I found my IBC and she’s helping me pick makeup that is just for me, which I can keep ordering online.

My mom and her friends use MK because it’s made for older women who don’t care about good makeup.

I buy makeup in stores and watch beauty how-to’s online.

THE BIG IDEA

The look you want in the

time you have

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3PH

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2PH

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EDUCATEThrough the already-established system of IBC education, we will teach IBCs how to best approach Millennials to make a sale. An instructional ebook will be distributed to each IBC.

PHASE 1:INTERNAL PREPARATION FOR THE CAMPAIGN

UPDATEWe will take the traditional party and make it customizable and fun by reinterpreting it into seven themed parties that the consumer can choose from when planning a party:

Before we can start any marketing or advertising efforts, we have to fix the problem head-on: Women in this age group think that the Mary Kay brand is outdated because, in some ways, it is. So we want to work from the inside out:

MOTIVATEWe will start a contest among IBCs, challenging them to submit new and improved party scripts that successfully speak to 18-to-24 year-olds and that can be used in conjuction with the seven new party themes.

As an incentive, the first 100 IBCs to submit a themed-party script will receive a party package. This package will include supplies and products for hosting a themed party of their choice.

We will choose seven winners, one for each theme. These IBCs will win a paid trip across the country to participate in the biggest event of the campaign: The Pink Carpet.

Retro, Night Out, Business, On-the-Go, Natural, Experimental, MK Classic

t

[ ]

#1#2

#3

[ ]

SAMPLE EBOOK COVER

SAMPLE HOURGLASS IN TIMES SQUARE

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PHASE 2:THE HOURGLASS

Once we’ve chosen the IBCs, we’ll place seven giant hourglasses in selected cities one week before we roll out The Pink Carpet. The hashtag “#pinkcountdown” will be printed on the outside of the hourglasses to encourage passersby to tweet, Instagram and search the hashtag. The sand in the hourglass will fall for an entire week, ending when the IBCs arrive and The Pink Carpet event begins.

While the physical hourglasses are popping up in selected cities, digital hourglasses will simultaneously begin to appear online.

#pinkcarpet

SAMPLE BANNER AD

This hourglass will serve as the defining symbol of Mary Kay’s new branding, and will be used in all of our promotional efforts, even after the Pink Carpet events occur.

CREATIVE THE COUNTDOWN

THE SUSPENSE

THE SYMBOL

t

PHA

SE 3

PHA

SE 2

PHA

SE 1

PHASE 2:LOGISTICS

PINK CARPET LOGISTICSThe seven selected IBCs and a team of crew members will set up a runway, makeup station stocked with Mary Kay products, and a wardrobe station provided by a partnership with Rent the Runway. When the sand in the giant hourglass runs out, the race is on: each IBC will run to find a model off the street. Once they’re back, they have ten minutes to complete one of the seven new looks on their model and send her down the runway. When all seven looks have had their chance to shine, it’s time to pack up the Pink Carpet and head to the next city.

CREATIVE

t

PHA

SE 3

PHA

SE 2

PHA

SE 1

PHASE 2:PINK CARPET PROMOTIONCREATIVE

INSTAGRAMPAIDWe will use promoted photos from @PinkHourglass that will appear in targeted users’ feeds.

OWNEDWe will use the Mary Kay Instagram to generate buzz around the Pink Hourglass and encourage our audience to share their own photos of the hourglass both leading up to and during the launch event.

FACEBOOKPAIDWe will use social content promotions and banner ads to publicize the launch event and drive traffic to the Pink Hourglass Event page.

OWNEDWe will post content hinting at the hourglass’ purpose and the Pink Carpet launch to drive likes and spark consumer conversation.

TWITTERPAIDWe will use promoted tweets, a promoted Twitter trend (#pinkcountdown) and a promoted account (@PinkHourglass) to increase awareness.

OWNEDUsing a Mary Kay-endorsed and IBC-followed Twitter handle, @PinkHourglass, we will push out hints about the nature of our launch event to further engage curious consumers. We will use Twitter as a tool to engage IBCs with the event, encouraging them to Tweet pictures, questions, etc. @MaryKay, @RentTheRunway and @PinkCadillac will also push the @PinkHourglass account.

t

PHA

SE 3

PHASE 3: PHONE APPLICATION

Chat with your local IBC

How can I help?

I just got in some of the tuxedo shadow sets. Perfect for smoky eyes.

I can order for you.

Great! That was easy

Well I have a bit of acne on my forehead, but I’m really looking for something to make my eyes pop.

Check-In

by location

at a party

Check-in Playlist Chat Shop

PlaylistsPowered by

Night Out

Feeling Professional

Hitting the Road

Something New

Chill

Throwback

Classic Mary Kay

Place an Order

MARY KAY

CREATIVE

#1 #2 #3 #4 #5 #6Application loading screen. Application home screen. Check-in through location-

based technology, users at any of our out-of-home placements will be able to check-in at their location and download instructions for the looks featured on the poster directly to their phone. They can also check in at a Mary Kay party using a unique code given to them by the host IBC, and receive points that could go towards rewards like free or discounted products.

MK Playlists: Through a partnership with Spotify, users will be able to create themed playlists based on our seven new parties that they can play during a Mary Kay party, while getting ready in the morning, or just for fun.

IBChat: For convenience, the app will have a direct chat feature that allows consumers to connect with local IBCs to ask beauty and skincare questions.

Product ordering:Consumers will be able to scan products when they buy them, and when the app calculates that it’s about time to replenish your stock, the consumer will get a notification to re-order. They can choose which products to order more of, hit “submit,” and send their order directly to an IBC.

PHA

SE 1

PHA

SE 2

9

t

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PHASE 3:CONTINUED MESSAGING

To streamline the process of planning a Mary Kay party, users can go to marykay.com, select the theme that best suits their style and submit all of the information necessary to plan a party. When the information is received, an IBC will contact them to finalize details and prepare the party.

SAMPLE GIF BANNER AD

ZOOM OUT TO CUT TO

CREATIVE

Classic

Bu

siness

Ret

ro

Nigh

t Out

Natural

On-T

he-Go

Exper

imental

The look you want in the time you have.

Choose a theme to plan a Mary Kay party customized to fit your style. Give us an hour, and we promise we’ll totally transform the ten minutes you’ve got for makeup. Click one of our seven party options to get started.

SAMPLE WEBSITE MOCKUP

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PHASE 3:DIGITAL

We get it: You care about how you look, but your makeup routine isn’t your first priority. Our Mary Kay beauty consultants don’t tell you how to look, and they don’t slow you down. They teach you techniques; give you the tools you need to create a personal style in the few minutes you have, that will inspire confidence for the rest of the day. Think about it: with the help of Mary Kay, you could have gotten a fresh new look in the time you spent listening to the past three songs. Click the ad to visit the Mary Kay website and plan a party, so you can get the look you want in the time you have.

BUZZFEED & HERCAMPUSSPONSORED QUIZZES & STORIES

Buzzfeed- and HerCampus-sponsored quizzes and stories provide Mary Kay a fun, unique way to push out content related to its new messaging. These offerings are built to share, creating a great opportunity for earned media on social networks.

“

“SPOTIFYAUDIO ADS

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PHASE 3:SOCIAL

We will expand the idea of the new parties and the campaign promises into all forms of social media, such as Facebook, Pinter-est and Instagram so that they reflect the campaign.

 

Mary Kay helps women get the look they want in the time they have! Follow us to get inspiration for your makeup routine and contact a Mary Kay Independent Beauty Consultant to get advice on how to work a look into your morning minutes!

Much in the same way they do everything else: search. Our survey showed this, but it also proved that consumers don’t convert on these queries often with online purchasing. To bridge this gap, we will continuously run both Pay-Per-Click (PPC) and Cost-Per-Thousand (CPM) paid search campaigns. PPC keywords will come from product types, general makeup terms and situational looks (ie. mascara, smoky eyes, etc.). CPM keywords will be derived from beauty blogs, themes related to our campaign and competitive brands (ie. Lauren Conrad, time saving tips, etc.)

WHERE DO PEOPLE FIND INFORMATION ABOUT MAKEUP?

CREATIVE PHASE 3:PAID SEARCH

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PHA

SE 2

PHA

SE 1

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TRADITIONALPHASE 3

In waiting areas like bus stops, posters will be placed featuring step-by-step instructions for creating one of Mary Kay’s themed looks. The posters will push consumers to download the mobile app and check in at their location to take instructions with them wherever they go.

DIGITAL OUT OF HOME SIGNAGE

Once a train leaves, a video of a woman applying makeup will play on the subway platform, and end when the next train arrives. Our tagline, “The look you want in the time you have,” will appear as a title card at the end of the video.

CREATIVE

CAMPAIGN OVERVIEW

“The look you want

in the time you have.”

PHASE 2Launch the campaign

PHASE 1Train and educate the IBCs

PHASE 3Drive the message

START HERE

Increased awareness

Positive perception

Intent to purchase

SEE THE RESULTS

SPENDING BY MONTH

MEDIA

Our media selections reflect the usage trends of the collegiate and young professional woman. These two segments are highly active in social and digital, where a significant portion of our spend is focused.

The campaign has three distinct phases. The first (February) involves creating excitement and activity amongst Mary Kay’s most valuable asset: its IBCs. The next step is the campaign rollout (March), which will face consumers and generate significant buzz about the relaunch and reimagining of the Mary Kay brand. Finally, we will maintain awareness and positive perception through low-cost, high-efficiency digital channels (April-EOY). Included in the third phase is a heavy-up centered during the back-to-school season, as many women are making a transition to a year of new experiences. Mary Kay hopes to be part of this transition.

We have also made some key geographic decisions. The seven cities featuring the Pink Carpet promotion were chosen to be geographically diverse while being in major, top-ten DMAs. The slight focus on southern cities reflects a trend from MRI showing higher indexes of Mary Kay usage in the region, and this southern heavy-up is also reflected in our college newspaper choices. For the most part, however, our distribution is intended to be even nationwide.

MEDIA OBJECTIVES REACH 80% OF OUR TARGET AUDIENCE

MAXIMIZE OUR LIMITED BUDGET THROUGH PLACEMENTS LEADING TO EARNED MEDIA

USE A MIX OF CONTINUOUS AND FLIGHTED SPENDING TO COST-EFFECTIVELY MAINTAIN AWARENESS YEAR- ROUND

We estimate that our cost-efficient paid media alone will generate over 900,000,000 total impressions. Because of the advanced targeting capabilities of digital advertising, where a significant portion of our spend is concentrated, these impressions will not be wasted on consumers outside our target segments. The newsworthiness of The Pink Carpet will also result in high levels of earned media, as relevant outlets will cover both the events themselves and the rebranding story of Mary Kay. Media kits will be distributed to these outlets in advance to ensure the likelihood of earned media. Additionally, our events lend themselves to the sort of social sharing that’s popular amongst our targets. Combine this with a newly social media-savvy group of IBCs, and we have a potent earned media concoction.

#1#2

#3

MEDIAPAIDIBC On-BoardingThe IBCs are the heart and soul of Mary Kay, and no campaign will succeed without their full support. Just .51% of the total budget goes towards on-boarding because of the robust existing IBC structure, but this belies its importance.

GuerillaMary Kay needs a large, buzzworthy stunt to break the stigma that it’s an old, stale brand. Our Pink Hourglass and Pink Carpet promotions achieve this goal. Because of its importance to the overall campaign, these events are allotted 23% of the budget.

SocialOur target segments are highly involved in social media, as they overindex greatly in the Technographic profiles of Joiners, Creators and Critics. Paid social primes the earned media pump, and 12% of the budget will go towards fostering online conversations.

College NewspapersCollege students comprise one of the main segments of the target audience. 5.5% of the budget will be in this medium, with publications slightly geographically focused in the South. MRI data shows marginally higher rates of heavy users in this region.

Out Of HomeSo much of our budget is concentrated in digital, but we also wanted to add a physical element to the campaign. Out-of-home installations represent just 4.5% of the budget, but they provide an important addition to consumer touchpoints.

Native AdvertisingNative advertising is a growing slice of the digital pie, and our plan reflects this trend. Buzzfeed and HerCampus both receive a large portion of their traffic from females ages 18-25 while offering compelling advertising options. 13% of the budget will go towards native advertising.

EARNEDMedia KitsMedia kits will help ensure that our hourglass/Pink Carpet promotion gains coverage from the press. Major national publications, both print (ie. USA Today) and digital (ie. The Huffington Post) will receive kits in addition to newspapers local to the events (ie. The Dallas Morning News). Just .50% of our budget will go towards this cost-effective PR effort.

Social BuzzThe Pink Carpet promotions are built to encourage social sharing, with a set hashtag and visual oddity that will surely spur plenty of amateur photographers and commenters to action. Additionally, our partnerships with Buzzfeed and HerCampus allow for Mary Kay content to quickly be shared through our consumers’ vast social networks.

OWNEDPink Carpet Runway VideosThe Pink Carpet promotion will be filmed extensively for use as further promotional video to be distributed through our owned social channels on YouTube, Facebook, etc. 2.0% of our budget is set aside for the eventual creation of materials to be used on owned channels.

Party Planning PlatformThe new Mary Kay party planning platform will give users a streamlined and easy-to-use method of planning their next Mary Kay party. The themed parties will be based off of our seven signature looks but can also be customized by each individual. The cost of this platform is included in the owned material production budgeting.

Revamped Mary Kay AppThe new Mary Kay app will revitalize the brand’s mobile presence by putting the power of the IBC in our consumers’ pockets. Efficient production of this high quality, multi-feature app will cost $70,000, or .70% of our total spend.

Social ChannelsMary Kay’s existing social networking presence on Facebook, Twitter and Instagram will play an important role in getting the brand’s new messaging out to current and prospective customers.

Paid SearchSearch advertising is an area ripe to be capitalized. There is a discrepancy between the number of consumers searching for product info online and those who convert on those searches with purchases. 12% of the budget will go towards remedying this issue.

Digital Banner/TakeoverAccording to research from Kantar Ad$pender, approximately two-thirds of competitor spend in 2013 was in the form of traditional print. This is a backwards approach to reaching younger consumers, so we decided simply to translate any print concepts we had into digital placements. 15% of our spend will go towards placements on several high relevancy websites.

Digital RadioBecause our demographic favors online radio over traditional radio, digital ads will air on Spotify and Pandora year-round. These vehicles are particularly appealing because of the advanced targeting they offer based on demographics and musical interest. 8.0% of our budget will be in digital radio.

MEDIA PLANFebruary March1 8 15 22 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 4 11 1825 1 8 15 22 29 6 13 20 27 3 10 17 24

April May June July August September October November December January

IBC ON-BOARDINGTraining VideosSocial Media E-BookScript Contest

GUERILLAHourglassPink Carpet Event

PAID SOCIALFacebookTwitterInstagram

COLLEGE NEWSPAPERS40 South20 West20 North20 Mid West

OOHSubway AdsPosters

NATIVE ADVERTISINGBuzzfeedHerCampus

PAID SEARCHPPCCPM

DIGITAL RADIOSpotifyPandora

DIGITAL BANNER/TAKEOVERCosmoSeventeenTeenVogueMTVHerCampuscareerbuilderMosterHuf�ington Post

PRMedia Kits

Total Weeks Total $

914

11

121212

5555

510

2218

4848

4848

222222222222222222

1

$10,000$1,000

$40,000

$200,000$2,100,000

$300,000$500,000$300,000

$220,000$110,000$110,000$110,000

$350,000$100,000

$1,000,000$300,000

$583,334$583,334

$400,000$400,000

$175,000$175,000$175,000$175,000$100,000$230,000$230,000$230,000

$50,000

ADDITIONAL COSTSApp ProductionOwned Material Production

CONTINGENCYContingency

$70,000$200,000

$350,000

TOTAL $9,977,668

Percentage of Budget

0.10 0.01 0.4

2.0 21.0

3.5 5.0 3.5

2.2 1.1 1.1 1.1

3.5 1.0

10.0 3.0

5.8 5.8

4.0 4.0

1.81.81.81.81.02.32.32.3

0.5

0.72.0

3.5

100.0

MEASUREMENT

OBJECTIVES MEASUREMENT TECHNIQUES

POTENTIAL RESULTS

Increase Unaided Awareness

Increase Positive Perception

Increase Product Purchase Consideration

Social Media InteractionsWebsite TrafficSurveys

Social Media InteractionsSurveys

Website TrafficParty NumbersApp DownloadsSalesSurveys

Increased unaided brand awareness from 2% to 12% among target audience

Increased rating from 6 to 7.5% (ten-point scale) brand experience among target audience

Increased likelihood of target audience to purchase and recommend products from 2.8 to 5 (ten-point scale)

Surveys will be held in May and October following spending surges to gauge success and show how the big idea has resonated with the target audience. A post-test will be used as a primary measure to determine how successful the campaign accomplished its objectives. Data provided by digital media will allow us to directly track user interaction. For example, Social Radar can be used to analyze changes in online perceptions of the Mary Kay brand throughout the campaign. We hope to see marked increases in positive sentiment as well as overall mentions. Click-through rates from digital ads will provide further insights regarding the effectiveness of particular online vehicles. The flexibility of digital-heavy plan will allow us to phase out or relocate dollars of underperforming components.

OUR SUCCESS

Mary Kay

Target

Helix

IBC

WE’RE HELIX, AND WE GET MARY KAY.We understand your brand, inside and out. Our extensive, out-of-the-box research methods gave us a unique insight into not only the target market, but the IBCs as well. This led us to create a distinct, highly intuitive campaign that directly appeals to the mindset of our target.

Our campaign message, “The look you want in the time you have,” tells our target that Mary Kay is the only makeup brand that truly understands and appreciates their hectic, fast-paced lifestyle -- and that, with the help of an IBC, they can learn how to do the looks that make them feel most confident in the most effcient time possible.

The media we chose finds our target where she already lives, and relays our message effortlessly, further emphasizing how Mary Kay fits perfectly into her busy life.

We look forward to working with you to demonstrate how, with Mary Kay, a woman can get the look she wants in the time she has, and carry on conquering the world.

CONCLUSION

RESEARCHMEGAN CANJARRENEE MONTPETITTAYLOR BAIRDJANIE SIRCEYRUSS HOLLER

CREATIVEKARLY BROOKSJUSTINE BERGERSCOTT DOBBINASHLEY TEMPLETONMADDY BALDWINEMILY HALSTENBERG

STRATEGYLAURA VROOMBEKAH MEYERSSOPHIA WOLFMOLLY BALL

MEDIAJONATHAN UNGERALEX BRUSKOELYSE SCHAEFERJIMMY BRANLEY

MRI+ MediaMark. "Fall 2012 Product Report. Health & Beauty Aids" (Original). Retrieved March 1, 2014, from MRI+ MediaMark.

Forrester Research Inc. "Social Technographics Tool." Retrieved February 10, 2014.

Barton, Christine, Jeff Fromm, and Chris Egan. "The Millennial Consumer: Debunking Stereotypes." The Boston Consulting Group, n.d. Web. <http://www.brandchannel.com/images/papers/536_BCG_ The_Millennial_Consumer_Apr_2012%20(3)_tcm80-103894. pdf>.

In-Depth Interviews. 2014.

Pinterest study. 2014.

Qualtrics Survey. 2014.

PRIMARY RESEARCH

SECONDARY RESEARCH

WORKS CITED

"Know Your Audience: How the Digital Native Generation Consume Media." Know Your Audience: How the Digital Native Generation Consume Media. N.p., n.d. Web. 21 Mar. 2014. <http://www.themediabriefing.com/article/know-your-audi ence-how-digital-native-millennial-generation-consume-media>.

Walter, Ekaterina. "2014 Digital Trends And Predictions From Marketing Thought Leaders." Forbes. Forbes Magazine, 17 Dec. 2013. Web. 21 Mar. 2014. <http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digital-trends and-predictions-from-marketing-thought-leaders/>.

"Millennials Hate Traditional Media. Or Do They?" Edelman. N.p., n.d. Web. 21 Mar. 2014. <http://www.edelman.com/post/millennials-hate-traditional-media-or-do-they/>.