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EXECUTIVE
SUMMARY
Mary Kay has a rich history embedded in its unique brand positioning and selling model. With personalized
service through its Independent Beauty Consultants (IBCs) resulting in very loyal brand users, Mary Kay
has experienced considerable success. However, the rise in technology and changing demographics pose
a unique challenge. The Millennial market of 18-25 year old females does not consider Mary Kay as a top-
of-mind beauty brand and perceives the direct selling model as outdated.
Good Bull Advertising conducted extensive research into the minds and behaviors of Millennials to develop
solutions that address the changing beauty market. Our deep understanding of the Millennial segment
led us to develop strategic recommendations that maximize the targets enjoyment of Mary Kay. We also
created a comprehensive, creative, and integrated campaign designed to revise Millennials perception of
the brand, driving interest and trial.
Emphasizing unique inner beauty, personality, and confidence within each individual along with Mary Kays
quality products, convenience, and career opportunities, we will convince the target market Mary Kay is a
relevant brand for her.
Here is how we will do it.
TABLE OF
CONTENTS
CONCLUSIONS
MEDIA
CAMPAIGN STRATEGY
CREATIVE
PRE-CAMPAIGN STRATEGY
RESEARCH
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Bear in mind that beauty is individual and personal, that
the look and feeling youre after is one with which you can
be comfortable each and every day of your life.
-Mary Kay Ash
Mary Kay challenged Good Bull Advertising to develop a fully integrated
marketing campaign to build market share among female Millennial consumers
ages 18-25. Our campaign is designed to increase awareness and trial among the
target segment and attract new Independent Beauty Consultants by focusing on
Mary Kays most Millennial-relevant product lines: Mary Kay at Play, Botanical
Effects, and Clear Proof.
In addition to extensive secondary research into the beauty industry, competitors,
and target segment, Good Bull Advertising conducted primary research into
18-25 year old women, 12-17 year old girls, and Mary Kay IBCs and Sales
Directors. We gained key insights into the role of beauty products in the targets
life, how she purchases and consumes them, and her general motivations.
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Surveys across 32 states
In-person product demonstrations
Conversations in 15 focus groups
Digital audits of 9 key beauty brands across 6 platforms
Observations at Mary Kay home parties
ZMET Personal Interviews
In-depth observation of Mary Kay College Tour
THE CHALLENGE PRIMARY RESEARCH
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Use the $10 million budget to reach Millennial women through a
creative and targeted marketing strategy to increase awareness,
positive perceptions, and consideration
Engage the target segment through innovative promotions,
messages, events, and sponsorships
Increase appeal of the IBC career to Millennials
OUR OBJECTIVES ARE TO... WE CONDUCTED...
KEY FINDINGS
Good Bull Advertising found Millennials to be time constrained and digitally plugged in, using technology to research and connect with brands and influence others. Passionate
about life and about being authentic, they value environmentally friendly products and companies who give back to the community. We also found that Hispanics are the
fastest growing minority in the U.S. Because they have strong brand loyalty and are heavy cosmetics users, we include Hispanic females as a key segment of the Millennial
market. Our research findings are consistent across all Millennials except where indicated as specific to Hispanics.
(Sources: Generation: Millennials in the United States 2013, Univision Communications February 2012)
The beauty is in her confidence.
-Kelly R., age 21
BEAUTY PRODUCT INSIGHTS
MARY KAY INSIGHTS
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Wear cosmetics to feel confident and enhance their natural beauty
Are more engaged than average in the beauty category and like to
experiment with colors
Are loyal to beauty brands, yet are influenced by friends, samples and
discounts
Feel most beauty ads portray an unrealistic, unattainable beauty through
supermodels and celebrities
(Sources: Primary Research, Beauty Retailing Executive Summary April 2011,
Appearance Improvement Seekers 2013)
MILLENNIALS... MILLENNIALS...
BUT ONCE MILLENNIALS TRY MARY KAY...
Have strong brand awareness but do not view Mary Kay as top-of-mind
Perceive Mary Kay customers as mothers, mature, and dated
Associate Mary Kay with the adjectives expensive and pink
Positive perceptions increase significantly
They develop strong brand loyalty
They respond very positively to the Mary Kay at Play $10 price point
(Sources: Primary Research)
KEY FINDINGS
SWOT
PURCHASING INSIGHTS
DIRECT SELLING INSIGHTS
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MILLENNIALS...
MILLENNIALS...
BUT THEY...
HISPANIC MILLENNIALS...
WHILE HISPANIC MILLENNIALS...
Primarily purchase beauty products from grocery and discount
stores based on convenience and price
(Source: Primary Research)
Are almost twice as likely as general market women to seek
counsel from brand representatives
Rank quality and price highest when buying beauty products
(Sources: Univision Communications February 2012)
Prefer the instant gratification from shopping in a store over ordering from an IBC
Feel pressured to buy when one-on-one with an IBC
Perceive the home party sales method as outdated
Do not consider becoming an IBC as a potential career path
Want to learn about skin care and how to use cosmetics most effectively for them
See being an IBC as an opportunity for supplemental income
Value independence and entrepreneurship in a career
View direct selling as friendly, helpful, and more personal
(Sources: Primary Research, Univision Communications February 2012)
STRENGTHS &
OPPORTUNITIES
WEAKNESSES &
THREATS
Loyal customer base
Loyal and enthusiastic IBCs
can offer customization and
personal service to a greater
degree than many other
brands
Philanthropic efforts clearly
communicate Mary Kays core
values
Younger segments do not
identify with mature brand
image
Younger segments view
direct selling model as
outdated
Specialty and department
store formats can offer
personal service and greater
selection
Formalize and revise current IBC training and reward systems to more directly motivate (1) IBCs to complete higher levels of training
and (2) sales directors to mentor and provide more in-person training for IBCs
Update the IBC portal to be more user-friendly and effective by reorganizing topics to avoid overlap, streamlining to provide each topic
its own homepage, showcasing the most important information, and optimizing content to better engage the IBC
STRATEGIC RECOMMENDATIONS
Good Bulls research uncovered a few significant areas where Mary Kay could
expand or update to enhance both the customers experience and the IBCs
effectiveness. We recommend these changes be implemented before the start of
the campaign to maximize consumer enjoyment of the total Mary Kay experience.
DIRECT SELLING
The current direct selling model may not fit the needs of future
generations of Mary Kay customers, including Millennials
The current IBC training and reward systems may not offer enough
incentives to best serve the customer
(Source: Primary Research)
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WE RECOMMEND...
TRAINING SYSTEMS SHOULD...
Incorporate small, discrete training units IBCs can mix and
match to build expertise in areas that help them reach their
individual goals
Emphasize video clips and interactive materials over long text-
based materials
Include selling and communication techniques other than home
parties that appeal to Millennials such as
Digital, social media, and text-based communications
Virtual makeovers and mini product demonstrations

REWARD SYSTEMS SHOULD...
Reward incremental steps taken in training and personal
growth in addition to sales
Establish a badge system that allows IBCs and directors to
set goals, track training, and post personal milestones on
digital and social media
Motivate higher training levels by offering awards, prizes, or
recognition that increase with greater levels of achievement
Direct selling parties are for older women
who need an excuse to get together.
-Katie G., age 22
STRATEGIC RECOMMENDATIONS
A COMPREHENSIVE DIGITAL AUDIT SUGGESTS...
The Mary Kay website is filled with compelling content of interest to Millennials, however,
their experience could be enhanced by reorganizing to improve communication and make
content more readily accessible and visually coherent
Visitors to the website and mobile app may not know they need an IBC to purchase and can
become frustrated with the need to search for one while shopping
Mary Kays mobile apps allow little personalization, customization, and IBC interaction
Mary Kay averages 800 clicks per day on search engine ads compared to CoverGirls 5,400
REGARDING THE WEBSITE, WE RECOMMEND...
Enhancing navigation by
Eliminating content overlap between pages and navigation tabs
Reducing the number of main tabs
Providing only content relevant to each page
Enhancing visual appeal by creating a consistent format, including fonts, captions, quality
of images, and amount of content on all pages
Implementing a responsive web design to provide a better experience across all devices
Increasing communication by
Displaying content-specific banners for each product lines page
Directly linking to interesting corporate information such as company history,
product research, and social responsibility
Clarifying the importance and role of the IBC by creating an informational pop-up log-in
upon arrival to website and mobile app
Revising the IBC search function to
Include sortable search dimensions of importance to the customer, including
location, expertise/credentials, or experience
Rank IBCs who have completed certain levels of training higher in the search
REGARDING MOBILE, WE RECOMMEND...
Developing a My Mary Kay mobile app to connect users
with their IBCs to
Streamline communication and purchase
Allow users to store preferred products, click to
purchase, and share locations with the IBC
REGARDING SEARCH, WE RECOMMEND...
Expanding generic and probing key words
Improving appearance of search engine ads
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STRATEGIC RECOMMENDATIONS
A COMPREHENSIVE SOCIAL MEDIA AUDIT
SUGGESTS...
Mary Kay has effective content for stimulating social media interaction but can
emphasize coordination and communication to maximize the total experience
A significant number of followers and postings in the Mary Kay space are from
IBCs, not customers
IBC-generated content may not reflect Mary Kays desired image or visual quality,
yet is associated by customers with Mary Kay
TO ADDRESS THESE ISSUES, WE RECOMMEND...
Enhancing content and visual appeal of platforms by
Increasing posts of quality and informative content
Consolidating the content and coordinating the timing of posts across
platforms
Responding with a personal message to each customer comment or
complaint within 24 hours
Updating platform content to a more streamlined appearance and voice
Establishing consistency in fonts, captions, and quality of images
Improving IBC social media skills through training and rewards
Enforcing the Mary Kay policy of IBCs identifying themselves when posting on
corporate platforms
Fostering customer interaction by instructing IBCs how to engage and motivate
their clients digitally
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BRAND PERSONALITY
Mary Kay is a beauty brand that uses its unique direct selling model to enrich womens
lives through quality products, career opportunities, and support for womens causes.
OPPORTUNITY
To connect with Millennial females who use beauty products in order to feel confident
and unique.
To connect with Millennials who want to feel empowered but whose confidence is eroded
by advertisements portraying unattainable beauty with supermodels and celebrities.

PROPOSITION
Through fresh and appealing products and personalized knowledge and service, Mary
Kay encourages the target to be remarkable in her own way.
JUSTIFICATION
Mary Kay offers the quality products, personalized service, and expert advice the
Millennial female desires at an entry price she can afford. Mary Kays long history of
enriching womens lives establishes its credibility in being there to support women.
CREATIVE BRIEF
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Millennials buy beauty products based on convenience, affordability, and
multi-functionality, but they also value beauty advice, personalization, and
experimenting with new styles and looks. Mass merchandise stores offer low
prices, department and specialty stores offer quality brands and knowledgeable
salespeople, but the Mary Kay IBCs more personal knowledge of her clients
enables her to offer customized advice and beauty products that encourage
Millennials to express their unique inner beauty, personality, and confidence.
We dont see enough of the average
woman.
-Sally F., age 20
Our strategy is to portray Millennial females in everyday, fun, and relatable
situations with models featuring a natural and attainable beauty that Mary Kay can
help every girl achieve. We want to inspire confidence in Millennials, not diminish
it with unrealistic expectations. With a light-hearted yet uplifting message, our
campaign encourages Millennials to be Remarkable in their everyday lives.
Our research shows the acculturated Hispanic Millennial prefers to receive
information in English and likes to see Latinas integrated into everyday
advertisements. Rather than developing an in-language campaign, our ads will
include Hispanics as well as other ethnic groups in everyday situations.
(Sources: Primary Research, Velasco 2014)
BIG IDEA
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Happiness is beautiful because its
becoming rarer.
-Kelsey R., age 20
IMPLEMENTATION
Before developing campaign executions, Good Bull considered our
research insights into the product, brands, and targets perceptions.
Our findings regarding the Mary Kay at Play brand suggest
Millennials primarily desire a natural or professional look when wearing
cosmetics, yet the line is focused on being bright, colorful, and playful
Although Millennials like the quality and price point, they perceive the brand,
the bright colors, and the specific products, such as lip jelly, as targeted to teens
Millennials most often use mascara, blush, and foundation powder, yet these
items are missing from the line
The line currently does not offer sample sizes, discouraging IBCs from
showcasing them
(Source: Primary Research, Beauty Retailing Executive Summary April 2012, Color
Cosmetics 2013)
REGARDING THE PRODUCT LINE, WE RECOMMEND...
Adding more muted or natural color choices to complement the colorful products
and allow the target to relate to the line everyday
Adding core products of mascara, blush, and foundation powder to provide the
target with a more complete assortment in the product line, discouraging her
from shopping elsewhere for essentials
Developing sample sizes so IBCs can demonstrate the product to clients
We further recommend rebranding the Mary Kay at Play line to be more
relevant to the target and how she uses it in various aspects of her life.
Building on insights from our creative brief, we propose:
85% of Millennials surveyed indicated preference for the Remarkable brand
product and packaging
REBRANDED PRODUCT LINE
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Makeup should look natural and enhance your current
qualities, not turn you into someone else.
-Macie B., age 24
IMPLEMENTATION
The Remarkable You campaign promotes awareness of the newly rebranded product line while also promoting Millennial-relevant lines
such as Botanical Effects and Clear Proof. These images portray Millennials in fun and relatable everyday situations and the message
encourages their unique remarkability.
Pretesting results show 87% of
Millennials surveyed see the ads as
reflecting a realistic type of beauty
and they believe the ads stand out
compared to typical beauty ads.
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Its those little everyday moments that make you you. Your smile. Your laugh. Your
hug. Keep being your authentic self because we think its remarkable. Let us help you
feel that way every day by connecting with your Independent Beauty Consultant at
marykay.com.
ENJOY THE SWEETER
THINGS IN LIFE
To be remarkable is to be worth noticing. To be worth attention, applause, and love. Its
not about the grand gestures. Its about those everyday moments of pure, authentic joy.
Let us help you feel that way every day by connecting with your Independent Beauty
Consultant at marykay.com.
CELEBRATE THE
GOOD TIMES
LET LOOSE AND
HAVE FUN
Do something today that is good for your skin. Let the sunshine in and reveal your
radiance. We can help you feel that way every day by connecting you with an
Independent Beauty Consultant at marykay.com.
Beauty is fun and laughter and being
with friends.
-Taylor D., age 25
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VIDEO EXECUTION
Close-up hand off of Mary Kay
Botanical Effects product. (SFX:
Upbeat music)
Woman using product. Woman running on track, happy with
her run.
Woman using product. Friends enjoying party. Close-up hand off of Mary Kay
product. (SFX: tempo changes)
Friends using product.
Woman giving a successful
presentation. (SFX: music fades)
Montage of Mary Kay products.
VO: Mary Kay. Encouraging the
Remarkable You.
Close-up hand off of Mary Kay
Remarkable
tm
product. (SFX: tempo
changes)
Video executions feature a montage of three different, relatable Millennial women
being remarkable in every day ways after receiving a hand off of Mary Kay
products by their unseen IBC.
Good Bull Advertising has developed a campaign to engage the target segment
through innovative promotions, events, and sponsorships. The Remarkable
message will be used to generate interest and stimulate participation,
strengthening connections between the brand and target. To reach our target
market where she lives, works, and plays, Good Bull Advertising emphasizes a
digital campaign supported by concentrated traditional media and local-level
events where IBCs can shine.
IMPLEMENTATION
Although our campaign will have a heavy
digital component, targeting the top 10
DMAs and top 10 colleges in the U.S.
for promotions and events enables us
to target 4.8 million Millennial females
with a more concentrated message and
personal connections.
OUR GOALS ARE TO ACHIEVE...
75% reach in our top DMA and university locations with an average
frequency of 6
10% Increase in awareness of the Millennial-relevant brands
10% increase in consideration
20% increase in website traffic and social media participation
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New York
963,000
Los Angeles
817,100
Chicago
451,200
Philadelphia
401,600
Dallas - Ft. Worth
340,000
San Francisco - Oak - San Jose
296,500
Boston
320,800
Washington, D.C.
298,400
Atlanta
313,100
Houston
309,100
Arizona State University
36,977
University of Central Florida
32,897
Ohio State
University
27,349
Texas A&M University
25,335
UT - Austin
26,302
University of Minnesota
29,038
Florida International University
27,718
University of Florida
27,452
Pennsylvania State University
20,862
Michigan State University
25,431
Good Bull Advertising recommends continuing the Mary Kay college tour modified
to reflect both the campaign theme and Millennial input on past events. Attractions
are designed to encourage product trial and social media engagement. Continued
partnership with popular magazines will enhance the event and save costs.
Justification. Increased positive brand association in ten diverse and highly
populated college campuses plus social media buzz surrounding the branded
tour will bolster brand image with the target as well as increase awareness of and
connections with local IBCs. Contact information from participants can be used for
follow-up and guidance so she can find her own IBC.
REMARKABLE U COLLEGE TOUR ATTRACTIONS
A chalk wall invites visitors to write what Remarkable means to
them and take photos
A Remarkable Lives station encourages visitors to write a letter to
someone they think is remarkable and select samples to be sent to
them by Mary Kay
Food encourages visitors to linger at the event
Photo booths allow visitors to take professional LinkedIn photos or
use props to take fun photos
Visitors are invited to share photos with the hashtag #RemarkableU
or #RemarkableMoments
REMARKABLE U PROMOTION
Pre-screened and trained IBCs help host the event, increasing their
visibility with the target
Brand ambassadors at each school are hired to promote and assist at
the event
Yarn bombs and pink colored fountains generate interest
prior to the event
Flyers and social media postings provide details and build
interest
To build anticipation, a giant Mary Kay compact mirror vanity
is set up prior to the event which will allow people to take and
share photos
The tour is promoted both before and after on Mary Kays digital and
social media
PROMOTIONS
REMARKABLE U COLLEGE TOUR
Cost: $309,600 Impressions: 242,700
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PROMOTIONS
Mary Kay will sponsor the Remarkable Day fashion runway at the
Great Bridal Expo in our top ten DMAs. Makeup for the models will be
done by professional makeup artists using Mary Kay products. During
the expo, a booth will offer mini bridal makeovers complete with a
makeup blueprint for the bride to take home. Product information
and take-home samples encourage product trial. As a sponsor, Mary
Kay will offer a grand prize drawing of professional hair and makeup
for the bridal party the day of the wedding.
To support the Bridal Expo promotion and reinforce the Remarkable
message with the target, 4-color, full page print ads and digital banner
ads are placed in key bridal magazines and websites seasonally.
Brochures used at the booths can also be distributed to IBCs to share
with clients getting married.
Justification. Wedding expos allow us to reach women on the
older end of the target demographic spectrum at a Remarkable time
in their lives, establishing a meaningful connection with the brand.
Cooperative advertising with the expo extends our reach.
GREAT BRIDAL EXPO FASHION SHOW
Cost: $442,700 Impressions: 26,200,000
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PROMOTIONS
Mary Kay will partner with Vera Bradley to create a Mary Kay pattern
to be exclusively distributed through Mary Kay. Vera Bradleys
product development team will use their knowledge of color and
fashion trends to design the new Remarkable pattern to be used on
various sizes of cosmetics bags. The branded bags will be used for
promotional efforts of all kinds, including the Remarkable U college
tour, and will be distributed to IBCs for them to use for their own
promotional purposes.
Justification. Vera Bradley successfully opened 20 new full-price
and outlet stores in 2013 and visitors to VeraBradley.com increased
45% to 62 million. Mary Kay will be viewed as a relevant and on-
trend brand for Millennials. The combination of the bag with Mary
Kay products will enhance the perception of multi-functionality
Millennials seek.
(Sources: Vera Bradley Inc.)
Mary Kay will partner with trending beauty and fashion bloggers Kandee
Johnson and Sincerely Jules to showcase products and create more
personal ties to the brand. Bloggers will review the launch of the new
Remarkable
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by Mary Kay brand as well as act as special guests on key
campus tours. An online video mini-series will be created to highlight the
bloggers Remarkable stories of starting a blog and becoming a sensation.
Followers will be able to submit their own Remarkable videos, and viewers
can vote on their favorite. The participant with the most likes will receive
an all-expense paid trip to visit the blogger and spend the day with them.
Justification. Women between the ages of 18-34 are more likely to
purchase beauty products they have learned about from blogs. Bloggers
will help boost Mary Kays image of being on-trend and product trial will
be strengthened by the encouragement of blogger reviews.
(Source: Shopping for Beauty Products December 2013)
Cost: $77,600 Impressions: 247,700
VERA BRADLEY PARTNERSHIP BLOGGER PARTNERSHIPS
Cost: $4,500 Impressions: 2,892,900
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PROMOTIONS
This pay it forward initiative provides Mary Kay sales directors or qualified
IBCs with a budget to go out into their communities and distribute goodwill
cards. Participating IBCs will be pre-screened and provided with training to
ensure the campaign is consistently and correctly implemented. The IBC will
choose multiple businesses with high Millennial patronage and will reach out
to the business owners to distribute the goodwill cards. The IBC will prepay
for a certain number of product orders (e.g., coffees in a coffee shop) which
store employees can give to targeted customers, telling them their order was
paid for. The free product will be accompanied by a business card that simply
states, Do Something Remarkable TodayMary Kay accompanied by the
hashtags, #RemarkableYou and #DoSomethingRemarkable. IBCs will be
reimbursed by Mary Kay for the amount of free product they distribute, up to
the budgeted amount.

Justification. The pay it forward concept fits with Mary Kays overall culture
of giving and enriching womens lives, and research shows givers are often
more successful in life. The happy surprise accompanying a small goodwill
gesture is positively received by 99% of survey respondents. Additionally, 69%
of survey respondents indicated they would tweet or post about the goodwill
card and 79% said they would be likely to do something remarkable for
someone else after receiving it. IBCs may be inspired to continue the goodwill
gestures on a smaller scale on their own after the campaign.
(Sources: Grant 2013, Solomon 2014, Primary Research)
Mary Kay will sponsor product demonstration booths at top cultural
events in select DMAs in venues such as the Houston Livestock Show
and Rodeo and the Hispanic Day Parade in New York.
Justification. Attendance at cultural events will increase awareness
and trial of Mary Kay products and enable a one-on-one connection
with the brand. We will target venues with heavy Hispanic attendance
to reach the segment that responds best to direct selling.
LOCAL SPONSORSHIPS
DO SOMETHING REMARKABLE CAMPAIGN
Cost: $286,000 Impressions: 3,750,000
Cost: $500,000 Impressions: 1,750,500
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SOCIAL MEDIA
Sponsorships, promotions, and partnerships are all
supported with their own social media campaigns,
however, Good Bull also recommends supporting
the Remarkable You campaign itself with targeted,
mini social media activities. Mary Kay will retweet,
regram, or share relevant content posted by the
target and selected campaigns will offer prizes,
product samples, or a charitable donation. The
newly rebranded Remarkable line of cosmetics
will be featured across all platforms, especially at
launch.
Justification. Increased interaction with customers
offsets the heavy use of Mary Kay media by IBCs,
and increased awareness of the new Remarkable
brand. The campaign capitalizes on Millennials
heavy use of social media and the fact that women
overindex on photo and content sharing.
(Sources: Generation: Millennials in the United States,
Simmons One View 2013)
Remarkable Love Valentines Day campaign letting
women share stories of love.
International Womens Day campaign letting women
share what is Remarkable about their culture or home.
Mothers Day campaign letting participants explain
why their mom is Remarkable.
Back to School campaign letting participants describe
why their university is Remarkable with ten winning
schools receiving $1,000 scholarship donations.
Womens Equality Day letting participants post a
favorite quote from a Remarkable female leader.
Remarkable Giving campaign encouraging the
target to participate in the growing #givingtuesday
movement to celebrate and encourage charitable
giving on the Tuesday after Thanksgiving.
Remarkable Holidays campaign encouraging
participants to share what the holidays mean.
Remarkable Year campaign letting participants
set, track, and share goals for being a Remarkable
person.
ADDITIONAL CAMPAIGNS
Offer IBCs a chance to shine by
sharing their Remarkable Stories
Feature Remarkable Beauty Tips
Upload Remarkable stories, tutorials,
and ad executions to Mary Kay
branded YouTube channel
Cost: $26,500 Impressions: 1,685,000
MINI CAMPAIGNS
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SAMPLE OF SEASONAL MINI CAMPAIGNS
DIGITAL MEDIA
The newly redesigned website will feature Remarkable You banners timed
to various events such as the college tour and other promotional activities.
It will also include a banner launching the newly rebranded Remarkable line
and reinforcing the Remarkable message with other relevant product lines
such as Botanical Effects and Clear Proof.
Justification. Because our message can resonate with any target age group
and supports the Mary Kay brand image, we do not recommend a separate
campaign microsite. Print and digital ads in paid media drive the target to
the website where the Remarkable message will be featured, increasing
brand recognition and reinforcement of the message.
WEBSITE
The new My Mary Kay app will include a Do Something Remarkable
feature that provides the user with daily suggestions of kind acts she can
do, such as Tell a loved one you appreciate them or Pay for a strangers
coffee today. Users can set goals, track, and share their daily challenges.
Justification. This feature embodies the Encouraging the Remarkable
You message by providing motivation and ideas the target can relate to
and increasing brand connection and perceptions.
MOBILE APP
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Good Bull Advertising applauds Mary Kays long history of supporting womens
causes. Because the Remarkable message is consistent with these aims, we
recommend reinforcing key philanthropic efforts with the Remarkable message,
involving the target in those efforts, and adding additional grassroots activities
for the duration of the campaign.
Tying Mary Kays existing efforts to end domestic violence to the Valentines
Day Remarkable Love social media campaign increases awareness and
involves the target by sharing inspiring stories of women who have conquered
difficult situations. The target can elect through social media to support
specific organizations who helped these women and Mary Kay will match
their donations up to $100,000.
Encouraging IBCs to give free makeovers to womens collegiate athletic teams
before annual team photo shoots (for billboards, posters, university social
media, print ads, etc.) reinforces the Remarkable message and supports other
goodwill efforts promoted during the campaign. IBCs will receive training on
appropriate NCAA guidelines and rewards for participating.
To encourage IBCs to become more involved and visible in their communities,
we recommend Mary Kay match funds raised in any approved community
charitable activity sponsored or led by an IBC, such as a color run, with a cap
of $1,000 each and total limit of $200,000.
Ten $5,000 college scholarships will be awarded based on criteria such as
community service, need, and diversity.
PHILANTHROPY
ENDING DOMESTIC VIOLENCE
REMARKABLE TEAMS
IBC REMARKABLE EVENT MATCHING
REMARKABLE WOMEN SCHOLARSHIPS
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Cost: $100,000
Cost: $200,000
Cost: $50,000
Cost: N/A
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MEASURED MEDIA BUDGET ALLOCATION
Full page, 4-color ads run monthly in regional editions of magazines
most popular with female Millennials, including Hispanic Millennials.
Justification. 32% of Millennials trust print magazines as a source for
reliable information.
(Sources: Generation: Millennials in the United States)
MAGAZINE
Cost: $3,136,900 Impressions: 22,600,000
ONLINE ADVERTISING
Cost: $2,466,200 Impressions: 805,000,000
To support the promotions and digital activities and events, Good Bull
Advertising recommends print and online advertising.
Display ads and pre-rolls run on top internet sites popular with female
Millennials. Additionally, Mary Kay will develop a Remarkable Music
playlist on Spotify featuring popular songs that celebrate women and
Pandora audio spots will provide a Remarkable You message.
Justification. Millennials spend over 30 hours per week online visiting
social media, music, movie, and general sites. Hispanics overindex on
social media and in viewing the internet as a source of entertainment.
(Sources: Simmons One View 2013)
PRINT
INTERNET
PHILANTHROP Y
MISCELLANEOUS
PROMOTIONS &
SOCIAL MEDIA
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MEDIA SCHEDULE
(Sources for the media plan: Simmons One View 2013, Kantor Media 2014)
2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Costs Impressions
Paid Media
Print
Magazine $3,136,900 22,600,000
Internet
Pre-Roll $1,300,000 130,000,000
Pandora Audio $800,000 200,000,000
Display $356,200 475,000,000
Spotfy $10,000 --
Earned Media
Promotions
Remarkable U Campus Tour $309,600 242,700
Great Bridal Expo $442,700 26,200,000
Vera Bradley Partnership $77,600 247,700
Blogger Partnership $4,500 2,892,900
Do Something Remarkable $286,000 3,750,000
Local Sponsorships $500,000 1,750,500
Philanthropy
Ending Domestc Violence $100,000 --
Remarkable Teams N/A* --
Event Matching $200,000 --
Scholarships $50,000 --
Owned Media
Social Media Mini Campaigns $26,500 1,685,000
YouTube N/A* 39,000
Website N/A* --
Mobile App N/A* --
Miscellaneous
Agency Fee $1,000,000
Producton $1,000,000
Contngency $300,000
Research $100,000
Total $10,000,000 864,407,800
(Sources for the media plan: Simmons Choices 3, Nielsen, SRDS) *Costs included in producton or current Mary Kay operatng budget
2015 2016
August September October November December January February March April May June July
*costs included in production or current Mary Kay operating budget
2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Costs Impressions
Paid Media
Print
Magazine $3,136,900 22,600,000
Internet
Pre-Roll $1,300,000 130,000,000
Pandora Audio $800,000 200,000,000
Display $356,200 475,000,000
Spotfy $10,000 --
Earned Media
Promotions
Remarkable U Campus Tour $309,600 242,700
Great Bridal Expo $442,700 26,200,000
Vera Bradley Partnership $77,600 247,700
Blogger Partnership $4,500 2,892,900
Do Something Remarkable $286,000 3,750,000
Local Sponsorships $500,000 1,750,500
Philanthropy
Ending Domestc Violence $100,000 --
Remarkable Teams N/A* --
Event Matching $200,000 --
Scholarships $50,000 --
Owned Media
Social Media Mini Campaigns $26,500 1,685,000
YouTube N/A* 39,000
Website N/A* --
Mobile App N/A* --
Miscellaneous
Agency Fee $1,000,000
Producton $1,000,000
Contngency $300,000
Research $100,000
Total $10,000,000 864,407,800
(Sources for the media plan: Simmons Choices 3, Nielsen, SRDS) *Costs included in producton or current Mary Kay operatng budget
2015 2016
August September October November December January February March April May June July
2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Costs Impressions
Paid Media
Print
Magazine $3,136,900 22,600,000
Internet
Pre-Roll $1,300,000 130,000,000
Pandora Audio $800,000 200,000,000
Display $356,200 475,000,000
Spotfy $10,000 --
Earned Media
Promotions
Remarkable U Campus Tour $309,600 242,700
Great Bridal Expo $442,700 26,200,000
Vera Bradley Partnership $77,600 247,700
Blogger Partnership $4,500 2,892,900
Do Something Remarkable $286,000 3,750,000
Local Sponsorships $500,000 1,750,500
Philanthropy
Ending Domestc Violence $100,000 --
Remarkable Teams N/A* --
Event Matching $200,000 --
Scholarships $50,000 --
Owned Media
Social Media Mini Campaigns $26,500 1,685,000
YouTube N/A* 39,000
Website N/A* --
Mobile App N/A* --
Miscellaneous
Agency Fee $1,000,000
Producton $1,000,000
Contngency $300,000
Research $100,000
Total $10,000,000 864,407,800
(Sources for the media plan: Simmons Choices 3, Nielsen, SRDS) *Costs included in producton or current Mary Kay operatng budget
2015 2016
August September October November December January February March April May June July
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CAMPAIGN EVALUATION
FINAL THOUGHTS
Throughout the campaign, effectiveness measures will be monitored to ensure Mary
Kays resources are used in the most effective and efficient manner to achieve the
campaign objectives. We have budgeted $100,000 to conduct on-going research,
including additional primary research, to determine:
Increases in brand perceptions among Millennials
Increases in awareness and trial of Millennial-relevant brands
Increases in website traffic on MaryKay.com
Increases in social media engagement by the target market
Number of click-throughs on digital ads
Number of hashtags and buzz from the promotions
Attendance turnout at the Remarkable U campus tour
Greater interest in IBC careers
The challenge was to develop a fully integrated marketing campaign to build awareness
and consideration among Millennials while driving interest in an IBC career path.
With over 864 million impressions, Good Bull Advertisings campaign provides an
efficient and effective means of reaching the target market. The campaign messaging
reinforces Mary Kays mission of enriching womens lives by promoting confidence in
their everyday lives.
Mary Kay Encourages the Remarkable You.
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SOURCES
Appearance Improvement Seekers in the United States. (September 2013).
Audience Scan. Retrieved from Adology.
Beauty Retailing Executive Summary. (April 2011). Retrieved from Mintel.
Color Cosmetics Attitudes Toward Color Cosmetics. (2013). Retrieved from
Mintel.
Cosmetics/Skin Care Shops in the United States. (September 2013). Advertising
Smarter. Retrieved from Adology.
Generation: Millennials in the United States. (September 2013). Audience Scan.
Retrieved from Adology.
Grant, A. (2013). Give and Take. Viking Adult.
Kantar Media. (2014). Retrieved from SRDS.
Shopping for Beauty Products. (December 2013). Retrieved from Mintel.
Simmons One View (2013), Simmons Market Research Bureau, [computer
software] New York: Simmons Market Research Bureau.
Solomon, L. (2014). Ever wondered how many people see the tweets you send?:
2010. Retrieved from socialrabbit.net.
Univision Communications. (February 2012). Cometics Executive Women Agree:
Hispanic Consumers Must be a Priority.
Vera Bradley, Inc. (February 2014). Annual Reports. Retrieved from investors.
verabradley.com/annuals.cfm.
Velasco Trey (2014, February 13). Telephone Interview.
Adology
Ad$pender
Business Source Complete
Emarketer
Mintel
Simmons Choices 3
Spyfu
SRDS
Avon.com
Covergirl.com
Clinique.com
Esteelauder.com
Lancome.com
Lorealparisusa.com
Maccosmetics.com
Marykay.com
Maybelline.com
Meetmark.com
Neutrogena.com
Olay.com
Proactiv.com
Revlon.com
WORKS CITED DATABASES ACCESSED
KEY WEBSITES RESEARCHED
AGENCY INFORMATION
Will Albrecht, Blair Banker, Thelma Canelas, Nancy Contreras, Maggie Curtis, Shanna Daniel, Taylor
Depuma, Daniel Feller, Sally Franckowiak, Clara Froats, Stephen Ghedi, Grace Gibney, Katie Gibson, Erin
Ginsberg, Katie Hime, Callie Hoffman, Jordan Hudnall, Eric Hyde, Catherine Jones, Juliette Kibodeaux,
Kelli Krenek, Lindsay LaRosa, Cristal Long, Brian Mauricio, Bianca McNelis, Andrea Melde, Kelly Moses,
Chrysah Pederson, Jessica Reints, Kelly Richard, Gage Talbert, Vivian Villareal, Jeremy Zdunkewicz, Rosita
Zubieta
Faculty Advisor: Dr. Lisa Troy
Blue Bell Creameries
Branding Iron Management
Copy Corner
Krenek Law Offices
Otis Instruments
RMH Marketing and Media
SPONSORS
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