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Mary Kay Shifts Brand Perception by

Influencing the Influencers

Marti Zehr-BreedloveManager, Advertising, PR, and Integrated Marketing,

Mary Kay Inc.

Jenny CampbellRegional Vice President,

Vizu Corporation

Building Brand with Social Media


Brand Advertising Effectiveness Platform

"Half the money I spend on advertising is wasted; the trouble is I don't know which half."

John Wanamaker, the “father of modern advertising”

Leading brand advertisers, media agencies, and media sellers use Vizu to tell “which half”

And do something about it before its too late


Excerpt: The Online Brand Advertising Outlook for 2012Brands’ Excitement Around Social Media

Brands: How will your spending in the following channels change relative to 2011?

17%

20%

29%

57%

63%

69%

37%

60%

57%

34%

34%

26%

0% 20% 40% 60% 80% 100%

Connected TV/IPTV

Standard Display Advertising

Rich Media Advertising

Video Advertising

Social Media Advertising

Mobile Advertising

Increase

Stay about the same

Decrease

Don't Use


But when asked about their Biggest Headaches…

The Online Brand Advertising Outlook for 2012From IBM CMO Report


Commenting on the amount of data bandied around in the online ecosystem, 34% of Media buyers stated:

“I’m drowning in data; I would prefer to focus on a few meaningful metrics to evaluate the performance of my

campaign”

And when asked which metric they believed most appropriate to use to determine the effectiveness of

online brand advertising:

Excerpt: The Online Brand Advertising Outlook for 2012 Drowning in Data, but Lacking in Insight

“80% said Brand Lift”


• Mary Kay challenged T2 Media to help re-position Mary Kay brand among beauty-conscious consumers not easily reached by traditional media.

• Among this beauty-conscious consumer, Mary Kay was often overlooked and not perceived as contemporary.

Mary Kay Campaign


Approach:•Ignite interest in the brand among social influencers in the blogosphere•Generate buzz among the influencers’ social network

Objectives:•Generate awareness of Mary Kay's contemporary products•Improve brand perception / favorability•Primary: Increase purchase intent

Approach and Objectives


• Performed a full analysis of many blogger, social media and word-of-mouth companies before choosing BlogHer– BlogHer presented a diverse list of influential bloggers covering many genres:

mommy bloggers, beauty/fashion bloggers, lifestyle bloggers, foodies, etc

• Represented a cross-section of the “every day woman” that we were targeting– Balanced, comprehensive program that included: blogger reviews, supporting

co-branded media that drove additional traffic to the blog posts and a central hub to aggregate posts

– BlogHer allowed Mary Kay to have full control over the blogger selection process and gave us the ability to preview posts BEFORE they went live, which was hugely important in gaining client approval

– BlogHer’s ability to provide Vizu metrics to gauge lift in brand perception and purchase intent was critical

Campaign Design


LEVERAGE INFLUENCE

Selected 40 highly influential bloggers to review Mary Kay products and act as brand ambassadors

Campaign Design and Execution


AMPLIFY THE CONTENTUsed paid media to amplify the content generated by bloggers




EXPAND THE BASE OF INFLUENCERS In addition to the contracted 40 bloggers, BlogHer enrolled 185 additional bloggers, giving them the opportunity to try Mary Kay’s innovative line of products


EXPAND THE SOCIAL FOOTPRINTAdded incentives so that digital influencers would spread the campaign across Facebook and Twitter

Page ViewsCommentsTweetsShares



Exposed

Control

ExposedControl


MEASURE CAMPAIGN EFFECTIVENESS WITH VIZU


QUALITATIVE ENGAGEMENT

“”

Love this! I haven’t tried Mary Kay but am so eager to after your review. I am loving the Lip Balm!!

“ Whoa, Mary Kay, really?? I have the same 80s-mom association with this brand, but you just proved me wrong, so…….I’d love to try the blue-eye mineral bundle eyeshadow set.”

-Tanya

-Teri

“I love love love Mary Kay mascara and the Time Wise set. As 29.5 years old (and holding for the next few years) I was starting to see a difference in my skin. Not breakouts, not wrinkles, just blah. Instantly, the Time Wise set perked my face up! I love it :)

- Wilcoxes

Campaign Results


QUANTITATIVE RESULTS: BRAND LIFT•Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market

Campaign Results

• For example, found that only one exposure to a branded blog post drove maximum lift, capped exposure and increased reach


QUANTITATIVE RESULTS: BRAND LIFT•Leveraged Vizu’s real-time Ad Catalyst solution to measure and optimize Brand Lift in purchase intent while campaign in market

Campaign Results

• With creative, found that blog posts greatly outperformed all other campaign creative, allowing optimization toward such


QUANTITATIVE RESULTS: BRAND LIFT

Campaign Results

• Drive an overall 49.1% lift in purchase intent

• Materially outperformed Vizu market norms for both the Beauty category and purchase intent campaigns


• #1 key learning was that activating digital influencers can be an effective tactic for impacting brand perception and intent to purchase.

• Bloggers can authentically challenge brand myths that we as the brand can’t do itself.

• Learned that bloggers like to offer their readers gift baskets or sweepstakes and that component greatly enhances participation.

• For the future, try to connect Mary Kay contests, Facebook sweepstakes, and product promotions to blogger outreach.

• Branding efforts, such as driving Purchase Intent, must be measured against appropriate Brand Lift metrics.

Key Learnings and Impact


Mary Kay and T2 will: •Continue these type of paid programs such as what we did with BlogHer

•Increase blogger outreach through our PR efforts including continuing to outreach to some of the bloggers from this program

•Leverage Vizu to measure not only these type of blogger/social programs, but all of our major online efforts to continue to gauge the influence of programs

This pilot program helped “comfort” those in legal and regulatory departments within Mary Kay who were resistant to letting go of control of the brand message; this program’s success will allow us to move forward in

this space

Impact on Future


Vizu recently launched a new initiative to benchmark the relative effectiveness of different social media tactics and

partners, in order to maximize Brand Lift

Download current case studies at http://brandlift.vizu.com/knowledge-resources/case-studies/

Industry Benchmarks Available in Q3 2012

Download 2012 Industry Outlook Whitepaper at http://brandlift.vizu.com/knowledge-resources/research/2012-industry-outlook/

Benchmarking Social Media Effectiveness


THANK YOU

Business

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