Professional Documents
Culture Documents
INDEX 1 2 3 5 6 8
EXECUTIVE SUMMARY THE TARGET RESEARCH OVERVIEW THE BIG IDEA TRADITIONAL SOCIAL MEDIA & NON-TRADITIONAL
16 17 20 20 23
REBRANDING MARY KAY AT PLAY MEDIA STRATEGY CAMPAIGN EVALUATION APPENDICES REFERENCES
EXECUTIVE SUMMARY
THE SITUATION
Mary Kay is a globally recognized, highly competitive cosmetic company that sells its core values as much as it does its quality products. When challenged with the task of targeting 18-25 year-old women, research revealed that our target views the Mary Kay brand as one of great quality and value. However, these women feel the brand projects an image that they cannot identify with. Due to misunderstanding or lack of knowledge about the brand, our target audience currently holds a perception that Mary Kay is the makeup their mothers would wear.
KEY INSIGHTS
A key insight from our research is that Millennials want their makeup to help them feel sophisticated, confident and powerful. Millennials are going through transitions in life such as getting married and starting new careers. In order to cater to these transitions, Mary Kay must position itself as a classic brand that has been helping women gain strength, poise and elegance for 50 years.
BIG IDEA
The Redefine Classic, Rediscover Mary Kay campaign takes the perceived motherly image of Mary Kay and transforms it into an image of classic sophistication. The campaign builds upon the classic looks of the last five decades to showcase what women have in common: a desire to have great skin and be the very best version of themselves.
THE SOLUTION
Our fully integrated and targeted advertising campaign increases brand awareness, positive perception and purchase consideration by communicating to the target audience that Mary Kay wants every woman to have a classic look that is unique to her lifestyle and beliefs. Our campaign will utilize social media, digital billboards, television commercials, various IMC events and promotions to communicate that Mary Kay stands for classic beauty, friendship and better lives for women.
THE CHALLENGE
Create a marketing campaign for the Mary Kay brand that utilizes a unique and efficient non-traditional approach to target females 18-to-25-year-old women in order to increase awareness of Mary Kay, positive perception of Mary Kay products, and consideration for product purchase and the Mary Kay business opportunity.
THE TARGET
We discovered that, even with a six-year age gap between our oldest and youngest audience members, each woman was looking for the same thing in her cosmetic products. She wants to feel sophisticated, put together and ready to tackle the day. She prefers a natural look on a daily basis but will intensify her makeup for evenings out. Our target is transitioning into adulthood, but theyre still adventurous, curious and takes risks by trying new things. They find self-worth through social interactions, and they are tech savvy with social media as a means of product research and customer support. They are wary of being marketed to and prefers to communicate with a brand. They prefer to conduct their own online research before trying new products to find the best products for their money. They are interested in fashion, love to shop and continuously search for the best options and latest trends. They have been wearing makeup for years, but they have less knowledge about good skin care. Recommendations from friends and family are important when it comes to making decisions.
RESEARCH OVERVIEW
SURVEYS COMPLETED STATES REACHED WITH SURVEY FOCUS GROUPS
707
COMPETITORS STORES VISITED
37
QUAD INTERCEPTS
10
MARY KAY PARTIES ATTENDED
11
COMPETITOR SHOPPER OBSERVATIONS / INTERVIEWS
17
IBC INTERVIEWS
5
TOTAL RESEARCH IMPRESSIONS
60
24
871
FOCUS GROUPS
We conducted 10 focus groups in order to better understand the target audiences attitude and perception of Mary Kay. Each of the focus groups comprised a different segment of our target audience, such as young professionals and cosmetics enthusiasts. Projective techniques were included in the focus groups to allow us to more fully and deeply understand consumers relationship with the brand. Projective techniques included: Mary Kay Collage: Before discussing the brand, we asked participants to create a collage using magazine cutouts that represented their view of Mary Kay. With this, we concluded that our target audience associates Mary Kay with images that appear more mature, sophisticated, American, reliable and, most notably, classic. Word Associations: Participants were given a list of relevant adjectives and were told to circle three words that they associated with Mary Kay. The majority of participants circled the word mature when associating Mary Kay, signifying the brand was for a more mature audience. Quote Bubble: After viewing the Mary Kay at Play products and design via the Mary Kay brochure, participants filled in a conversation bubble. In the first bubble, the character asked what the participant thought of the Mary Kay at Play Line. In a blank bubble, the participants filled in their response. We learned that our target finds the line to be way too young for them. Deprivation Study: In one of the focus groups, we requested that the participants refrain from using any makeup for three days. Each day, they wrote a reflective journal entry based on their experience. We were able to determine the deeper effect that makeup had on these women. In nearly every journal entry, the participants noted that they depended on their makeup for confidence and felt uncomfortably exposed during the deprivation.
IBC RESEARCH
Our research involving Independent Beauty Consultants (IBCs) Mary Kay Parties, in-depth interviews with IBCs and a marketing call showed that IBCs do not just sell the products. They inform women of the company values while sharing stories of success and failure in hopes of providing a comforting environment to which all women can relate. Mary Kay wants to help enrich womens lives, not necessarily transform them. This holds true not only in the natural makeup they provide but also in the process of becoming a Mary Kay consultant. The company truly aims to enhance the lives that women already live.
OBSERVATIONS
Observational research took place in 11 different stores: Macys, Dillards, JCPenney, Ulta, Sephora, MAC, Bare Minerals, Target, Wal-Mart, Walgreens and CVS. We found the target is attracted to makeup brands with distinguished reputations. In our one-on-one interviews, we saw our targets shopping preferences were based on convenience to purchase, assistance and brand perception. There were active seekers of product information through store assistance, advice from personal relationships and online reviews. Few consumers in these stores were familiar with the direct selling model. However, they had heard of Mary Kay.
KEY INSIGHTS
Our qualitative research and surveys revealed that our target audience did not often use Mary Kay, but most had a perception of Mary Kay being a quality brand that older women usually used. Participants in our research described the typical Mary Kay user as a white, middle-aged woman of middle to upper-middle socioeconomic status who drinks martinis, lives in the suburbs, is a mom and, of course, drives a Cadillac. Hillary Clinton, Meryl Streep and Carrie Underwood were examples of celebrities that embodied the brand. While the target found it hard to connect with a brand that did not reflect their youthfulness, they did identify with the maturity that the brand exemplifies. Our target is proud of their youth, but they want to be taken more seriously. Makeup, as a tool, can help accomplish this for them.
Current Thought:
Desired Thought:
Rationale:
CREATIVE SUMMARY
REDEFINE CLASSIC, REDISCOVER
In order to realize the Timeless Beauty concept, we developed the Redefine Classic, Rediscover Mary Kay campaign, which takes our audience on a journey through time. The concept focuses on two specific elements of Mary Kay and womens lives that have stayed consistent over the past 50 years. The first deals with makeup and Mary Kays portfolio itself. While trends have come and gone, some beauty essentials have remained. For instance, a woman in the 60s was just as concerned with clear skin as a woman today. Lipstick and mascara are still staples. The second element deals with the friendships women make throughout life. Relying on a best friend or a confidant is a human trait that is not exclusive to one time period, and Mary Kay offers this through its reliable IBCs. The campaign touches on vintage and period-based looks from the 60s and onward, and our concept encourages consumers to be forward-thinking in beauty and to use the glamour of past decades as inspiration when they choose their makeup. This ensures that each woman has a classic look that is unique to her lifestyle and beliefs. This campaign allows us to take the perceived motherly image of Mary Kay and transform it into an image of everlasting sophistication. In keeping with Mary Kays primary objective of increasing brand awareness, positive perception and purchase consideration among women 18-25, our creative team came up with a number of viable options to be utilized through non-traditional and traditional media as well as revitalized packaging for the Mary Kay at Play line that will promote the brand to our target audience.
TRADITIONAL
OUTDOOR
As part of our traditional campaign, we will utilize digital billboards to promote Mary Kays brand and messaging to our target audience. The digital billboards will use consumer Instagram feeds of people tagging and hashtagging #redefineclassic. The posts will appear on the billboards next to the persons profile picture.
6
Digital Billboard Example
TELEVISION
A primary medium to maximize awareness for this campaign is television. The commercials will focus on the idea that Mary Kay is a brand that helps its users redefine classic because its products have stood the test of time despite fads and trends.
The first commercial shows friends from the 60s through present day sharing Mary Kays products with each other. Each woman looks elegant and timeless with Mary Kay makeup and, most importantly, she shares the experience of makeup with a friend. The commercial ends when an IBC saves a woman in need from a makeup fiasco, hinting at a future friendship.
60s friends
70s friends
80s friends
Todays girls
Slogan
The second commercial shows a young Millenial making herself over. She shuffles through various hairstyles and trends from the 60s and onward, but her makeup remains the same as she transforms herself.
7
The 90s classy jean jacket A young Millennial making herself over Slogan
IBC WEBSITE
In order to strengthen the IBC program, this campaign whill create discovermarykay.com. The introduction of the IBC website will encourage members of our target audience to become IBCs by promoting a positive image of the IBC experience. We found that some of the main problems consultants face include difficulty in selling products, finding clientele and being comfortable as an IBC. Through this new website, consultants have the ability to discuss the problems they are experiencing and receive help from any IBC in the network. Since any woman can become an IBC, discovermarykay.com will act as a vital learning tool for consultants. Training videos and online workshops will be available for topics like personal branding, social media strategy, sales techniques and makeup trends. Discovermarykay.com will also have a blog/open forum that will aid in increasing positive perception. The forum will allow people to ask questions about beauty and skin care, and anyone, including Mary Kay employees, can answer these questions. When an IBC answers a question, there will be an indication of that person being an IBC.
3 1. IBC profile page: where she can look at her stats and manage her sales, calendar, orders and connections 2. Customer profile, which helps the buyer manage orders and connect with IBCs 3. IBC matching visual quiz 1 4. IBC matching visual quiz 2 5. Matching results screenshot 6. Smartphone Mary Kay App icon
10
11
12
The soires will take place in high-traffic areas. Five venues will be rented for each soire to portray the 60smodern times. Each venue will be decorated in the style of a specific decade. There will be IBCs dressed in period outfits doing makeup tutorials in the respective classic style, and attendants will automatically receive a sample bag at the event Participants will get a chance to visit each venue and receive different samples of the new ICON line. Soires will also feature bands playing music of the times for each decade that enhance the themes of each venue. IBCs will also be there to interact with participants and make new connections/clients. A raffle for a chance to win BMWs will also take place.
THE PROMOTION
In order to promote these parties, an augmented reality board and a live billboard will be placed in each city a month before the parties. These boards will be in subway stations, bus shelters, malls, etc. and will be interactive digital screens. Once approached, the boards will recognize consumers standing in place. They will then see their outfit transformed on the screen into an iconic look from the 60s, 70s, 80s or 90s. Consumers can then share their photos on the Mary Kay Facebook page. Additionally, we will have actors portraying different decades inside clear semi-trucks a week before the events. #mkiscoming and #redefineclassic will be displayed on the corners of the trucks to prompt users to find out more about the event through social media. Throughout the whole two weeks of promotion, we will be updating our Instagram, Twitter and Pinterest with pictures of our promotional activities and hints leading up to the event.
13
Target female exploring the augmented reality board that plays off decades to show our target how they would look in beautiful outfits from the past
The Mary Kay live billboard showcasing a life size set portraying a specific decade 1. 60s 2. 70s 3. 80s
14
REVERSE GRAFFITI
Our guerilla-marketing concept involves an artwork form known as reverse graffiti, which involves power-washing images into dirty buildings to make them worth noticing again. We will power wash the faces of local women onto buildings in high-traffic areas. We will initiate a nomination process the month before mural placement that will require women to nominate women that inspire them. The form will ask for the womans name, a photo and 500 words of how she is inspirational. Three women will be voted upon over a one-week period. The winner will be asked to share her story in a video blog that Mary Kay will produce, and her face will be drawn into a wall in a prominent area in the city with a quote from her and a QR code that will open her video on Mary Kays YouTube page. The murals will be created in various cities during the spring and summer months of May, June, July and August, when foot traffic is higher and makeup sales increase; each city will have three murals created. Los Angeles and Chicago will take place in May, New York and Dallas in June, San Francisco and Detroit in July and Philadelphia and Washington in August.
15
Due to the negative response toward the Mary Kay at Play packaging, name and advertising in our primary research, we will rebrand the line. We believe a new name, ICON by Mary Kay, will resonate with the target audience and empower them to become their own beauty icons. The packaging will be sleek with clean typography on top of black casing, which is in line with the sophistication sought out by the target audience. The products in the ICON line will remain the same as Mary Kay at Play. In addition, the time element of this campaign will be used to the lines advantage. For example, an eye shadow trio that features three matte neutrals could be marketed as a 60s palette, while another trio that features more shimmer shades could be marketed as a 70s palette. While both of these palettes would be distinct in style, they would be applicable to modern, everyday looks. Our decade-specific products will also feature QR codes on the backs of their packaging. This will bring users to a Mary Kay YouTube tutorial that will use the product in a vintage-inspired, modern look. These codes will not only drive customers to Mary Kays social accounts but reward customers for their purchase as well.
Logo of the new Icon by Mary Kay, which replaces Mary Kay at PLAY Packaging example for foundation Packaging example for mascara
Example of palette representing the 70s Peace, love, and rock n roll... Inspired by the 1970s, two rich shades of brown allow for a darker crease or a perfectly blended smoky eye, and the light gold adds a distinct highlight. Reflective of a decade with fashion trends such as hippies, punk and glam.
16
Example of palette representing today While we always look to the past for trends in fashion and makeup, what is better than today? Our Now palette is inspired by the ever changing trends that are happening right now. Three neutral tones, including a rich black, were carefully chosen to allow for endless makeup possibilities.
MEDIA STRATEGY
MEDIA OBJECTIVES
This campaign will reach about 85 percent of the target audience with an average of three messages per month.
MEDIA SELECTION
The majority of our budget will go toward non-traditional advertising through promotional efforts involving integrated marketing communications (IMC). Interacting with consumers and convincing them to try the products is a crucial aspect of the campaign, due to the influence family and friends have on the information-gathering and decision-making processes of our target.
17
Promoted Posts Promoted Facebook posts will be utilized to increase target interaction with the site and awareness for the brand. Facebook is the most used social platform by our target, and the benefits of using promoted posts include increased engagement and brand awareness. Expected Impressions: 1,062,500 Specs 50 promoted posts Movie Theaters Advertising in movie theaters will utilize the television commercials as pre-show movie advertising. Numbers indicate that most of our target attended the movies at least three times, if not more, in the last 30 days; the target frequents the movie theater almost monthly. In addition, movie theater ads produce higher recall than other media, and Millennials remember and enjoy pre-show movie advertising. For specific locations of movie theaters, see Appendix C. Expected Impressions: 1,058,400 Specs 168 movie theaters across 28 cities
Outdoor Our target notices outdoor advertisements, which reaches three in four adults. Millennials also feel that billboards make long drives less boring, further increasing the mediums appeal. For specific locations of billboards, see Appendix D. Expected Impressions: 5,480,034 Specs 78 digital billboards across 24 cities
We will rely heavily on the target to seek out and share Mary Kays online content with other Millennials to maximize the reach potential of social media. Other platforms available for use in owned media include: Mary Kays blog, website, Virtual Makeover App and MK eCatalog App. Social Media Eighty-three percent of 18- to 29-year-olds who use the Internet also use social networking sites. 18- to 24-yearolds spend nearly two hours on social media during the average weekday. Each platform was chosen for its use by the target audience and their willingness to interact with brand content on these sites. Expected Impressions: 34,283,246 Specs Facebook, Twitter, Instagram, Pinterest, YouTube, Vine
18
OUTCOMES
Based on the combined use of paid and owned media, we expect to achieve about 54,101,900 impressions.
BUDGET ALLOCATION
0%
Movie Theaters $100,800 Contingency $75,000 Campaign Evaluation $50,000 Digital $344,580
10%
20%
30%
Non-Traditional
40%
$2,321,320
50%
60%
70%
80%
19
90%
CAMPAIGN EVALUATION
A combination of pre-testing, concurrent and post-testing will be employed to evaluate the success of the campaign. Testing will consist of distribution of surveys every three months to members of the target audience. The surveys will measure brand awareness, brand perception, purchase intention and interest in IBC opportunity. In addition, we will monitor the following activity to measure the effectiveness of the campaign: Makeup and skincare sales Total sales (online & offline) Icon by Mary Kay sales (online & offline) Attendance for the Mary Kay Iconic Soire Participation in Mary Kay Pinaway Contest Interaction with the Augmented Reality billboards Participation in the Mary Kay College Facebook Contest Twitter followers and retweets Instagram followers YouTube views and subscribers Vine followers and reposts Smartphone application downloads Website traffic IBC recruitment
APPENDICES
20
APPENDIX A
APPENDIX B
APPENDIX C&D
21
FLOWCHART
Medium Television Vehicle Jan-15 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan-16 Feb Total Cost
Digital
Non-Traditional $970,320
22
REFERENCES
1. Ad-ology Research, A Division of Sales Development Services, Inc. (2013). Generation: Millennials in the United States. Retrieved from http://www.ad-ology.com/. 2. Ad-ology Research, A Division of Sales Development Services, Inc. (2013). National account intelligence report: Mary Kay Inc. Retrieved from http://www.ad-ology.com/. 3. Ad-ology Research, A Division of Sales Development Services, Inc. (2014). Cosmetics/skin care shops in the United States. Retrieved from http://www.ad-ology.com/. 4. Ad-ology Research, A Division of Sales Development Services, Inc. (2014). US DMA market comparison of cosmetics, perfume, bath preparation. Retrieved from http://www.ad-ology.com/. 5. Bibel, Sara (2013). ABCs winter finale of Greys Anatomy is up by double digits & Scandal hits 2-month highs. Retrieved from http://tvbythenumbers.zap2it.com/2013/12/13/abcs-winter-finale-of-greys-anatomy- is-up-by-double-digits-scandal-hits-2-month-highs/222439/. 6. Drell, Lauren (2013). Can promoted posts help your business?. Retrieved from http://mashable. com/2013/07/08/facebook-promoted-posts-business/. 7. Fox, Zoe (2013). Netflix is almost as popular as cable among young adults. Retrieved from http://mashable. com/2013/12/05/netflix-cable-users/. 8. Fuller, Bonnie (2013). Baby-boomer marketers are misreading Millenials media behavior. Retrieved from httw:// www.adage.com//marketers-losing-money/2411407/. 9. Jekishan, Kapil (2013). Facebook ads vs. promoted posts: a side-by-side comparison. Retrieved from http:// socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts/. 10. Kantar Media SRDS (2014). SRDS. Retrieved from http://next.srds.com/home. 11. Learmonth, Michael (2008). Hulu ads a bargain compared to nbc.com. Retrieved from http://www.businessin sider.com/2008/6/hulu-ad-bargain. 12. MarketingCharts (2013). Out-of-home ads reach 3 in 4 American adults, spur various responses. Retrieved from http://www.marketingcharts.com/wp/television/out-of-home-ads-reach-3-in-4-american-adults-spur- various-responses-29833/. 13. MarketingProfs LLC (2012). Age, not gender, drives most social media use. Retrieved from http://www.market ingprofs.com/charts/2012/7704/age-not-gender-drives-most-social-media-use. 14. Marshall, Jack (2013). What online ads really cost. Retrieved from http://digiday.com/publishers/what-online- ads-really-cost/. 15. Media Life Magazine (2013). Modern Family gains in syndication. Retrieved from http://www.medialifemaga zine.com/modern-family-gains-syndication/. 16. National TV Spots (2013). Network demographics. Retrieved from http://www.nationaltvspots.com/ntvs-net works. 17. The Nielsen Company (2013). The teen transition: adolescents of today, adults of tomorrow. Retrieved from http://www.nielsen.com/us/en/newswire/2013/the-teen-transition--adolescents-of-today--adults-of-to morrow.html. 18. Pew Research Center (2013). The demographics of social media users 2012. Retrieved from http://www. pewinternet.org/files/old-media/Files/Reports/2013/PIP_SocialMediaUsers.pdf. 19. Politylo, Nick (2010). AMC Cinema Advertising 2010. Retrieved from http://www.slideshare.net/nick_politylo/ amc-cinema-advertising-2010. 20. Pomerantz, Dorothy (2010). Movie theater advertising is here to stay. Retrieved from http://www.forbes.com/ sites/dorothypomerantz/2010/11/30/movie-theater-advertising-is-here-to-stay/. 21. Simmons Market Research Bureau (2012). Simmons OneView (Spring, 2010) [Computer software]. New York: Simmons Market Research Bureau. 22. Syndicated Network Television Association (2012). Syndicated television: engaging women daily. Retrieved from http://snta.com/content/presentation/SNTA_Engaging_Women_Daily_1.24.12.pdf. 23. Tv-aholics TV Blog (2012). Complete Nielsen ratings: week of November 18-24, 2013. Retrieved from http:// tvaholics.blogspot.com/2013/11/complete-nielsen-ratings-week-of_27.html. 24. U.S. Census Bureau (2012). 1132 - Utilization and number of selected media. Retrieved from https://www. census.gov/compendia/statab/2012/tables/12s1132.pdf. 25. Weber Shandwick (2012). Digital women influencer study: the women of social media. Retrieved from http:// www.webershandwick.com/uploads/news/files/WomenofSocialMedia.pdf.
23
ADVE RTISI NG