Mary Kay Campaign Book

CREDITS 26

FLOWCHART 25

EVALUATIONS & CONCLUSION 24

RECOMMENDATIONS 23

MEDIA & PROMOTIONS 12-22

CATALYST 11

CREATIVE 8-10

RESEARCH 3-7

EXECUTIVE SUMMARY 2

TABLE OF CONTENTS

BULLET is a student-based advertising agency specializing in integrated communications to

increase brand engagement. With a fresh perspective and constant exchange of new ideas,

BULLET aims to be on-target – delivering results every time.B LLET

1 TABLE OF CONTENTS

Mary Kay’s commitment to enriching women’s lives

has set them apart for over 50 years. A brand focused

on delivering high-quality cosmetics, Mary Kay has a

dedicated sales force of over 3 million Independent

Beauty Consultants. Their virtuous brand heritage has

earned them a place in the hearts of women across

the globe. The brand is poised to make an impactful

appearance in the lives of females 18-25.

BULLET spoke to the Gen Y Woman and found that she

currently perceives the Mary Kay brand as “outdated

and unapproachable.” These young women thrive on

technology and lead lives in a continuously connected

social network. Acquiring their trust and breaking

through the clutter is key, so simply utilizing non-

traditional media is not enough. Campaign messages

must leverage the target’s affinity for word-of-mouth

recommendations to form meaningful relationships.

Armed with this knowledge, BULLET has developed

a 360-degree marketing plan that engages her in a

modern and authentic manner. Mary Kay must become

a trusted friend.

BULLET will introduce Mary Kay to young women in a

way that is current and genuine while staying true to

the brand’s empowering identity. This message strategy,

with integrated media and promotional executions,

will increase brand awareness and drive the targeted

consumers to embrace Mary Kay as both a relevant

cosmetic company and business opportunity.

EXECUTIVE SUMMARY

2EXECUTIVE SUMMARY

Quick Facts

According to BULLET’s secondary research of the competitive landscape, a

fundamental contrast exists between direct selling and traditional models.

Awareness of this distinction is crucial for the development of a relevant campaign

strategy for the cosmetic industry.

In order to better understand the current business climate and the relationship between Mary Kay and the Gen Y Woman, BULLET sought to:

• employ qualitative and quantitative research methods to understand the target’s perception of Mary Kay and their business model

• assess the advantages of Mary Kay’s unique position in the cosmetic industry

• segment the market in a way that is exclusively relevant to Mary Kay

• investigate which media platforms leave optimal lasting impressions among the desired target audience

• unearth insights that lay the foundation for a strategic campaign that will engage the Gen Y Woman

STANDARD BUSINESS MODEL DIRECT SELLING BUSINESS MODEL

purchase centers around the brand & its product purchase centers around the salesperson

multiple distribution channels offer convenience salesperson offers personalized shopping experience

products exist in a competitve retail environment offers consumer a business opportunity

consumer is anonymous consumer is recognized & remembered

1250 surveys

personal interviews

beauty consultant interviews

mystery shops

focus groups

mary kay parties

concept tests

20

15

13

5

3

2

BULLET’s brand matrix identifies where Mary Kay sits in relation to their competitors in terms of consumer perception and interaction.

SECONDARY RESEARCH

YOUTHFUL

OUTDATED

PE

RS

ON

ALI

ZE

D IMP

ER

SO

NA

L

3 RESEARCH

RESEARCH

Secondary research revealed that the Gen Y Woman is empowered and connected. She is

ambitious, independent and passionate about brands she believes in. She is “plugged-in”

and relies on technology to stay connected. Research indicates that the Gen Y Woman is

increasingly skeptical of traditional media and tends to be more attracted to brands that

communicate sincere messages. She is socially conscious and sensitive to the advice of her

peers, both online and off. For a brand to be seen as authentic in her eyes, it needs to have

currency within her network.

THE GEN Y WOMAN

SWOT ANALYSIS

ST

RE

NG

TH

SO

PP

OR

TU

NIT

IES

WE

AK

NE

SS

ES

TH

RE

AT

S

• high-quality cosmetics

• innovative products that correspond with trends

• dedicated sales force

• direct sales model is inconvenient

• current customer base predominantly older than the target market

• independent nature of salesforce creates brand inconsistency

• growing preference for a personal shopping experience

• homogenized environment allows Mwary Kay to stand out

• tech-savvy target’s use of non-traditional media

• saturated cosmetic market

• competitors utilize multiple distribution channels

• traditional retailers offer innovative in-store experiences

find themselves compulsively checking for

SOCIAL MEDIA updates

consider themselves BRAND LOYAL

agree they are the generation of TRENDSETTERS

SHAREa product they are passionate about to friends in “real life”

say they DISAGREE

that they should return to their

“traditional” place in society

4RESEARCH

RESEARCH

I didn’t like feeling

SO PRESSURED to buy something.

Actually, I think

my mascara is

Mary Kay.

I LOVE IT!

Mary Kay isOLD.

I wouldn’t

even begin to

KNOW HOW to purchase

Mary Kay.

It’s just EASIER

to buy my makeup at the

store.

I don’t remember

EVER seeing a Mary Kay

ad.

PRIMARY INSIGHTSBULLET sought out females 18-25 and asked them about

Mary Kay and their business model:

The target doesn’t like being “SOLD TO,” butBULLET asked:

“What would most likely

influence you to purchase a

new cosmetic product?”

said, “I would buy Mary

Kay if my friend were

an Independent Beauty

Consultant.”70%Referral/Recommendation

Brand Reputation

Advertisement

Other

5 RESEARCH

RESEARCH

87%

89% 69%56%

57%

PRIMARY INSIGHTSBULLET assessed the target’s media use, perception of cosmetic

advertising and how it affects their purchasing decisions:

BULLET found that inspirational copy and tone resonated with the

target market. Respondents also identified with the realistic look of the

“girl next door,” describing their makeup style as:

The cosmetic market is inundated with shallow messages that

perpetuate one-dimensional beauty. In order to manage these

messages, consumers create a “barrier” around themselves to

sort the relevant from the irrelevant. Mary Kay currently resides

outside this barrier for a variety of reasons. Primary research

revealed a lack of trust in the Mary Kay brand due to their

aggressive sales approach, uptight persona and outdated image.

This led BULLET to identify Mary Kay’s most substantial problem

in appealing to females 18-25. Mary Kay is perceived as

THE PROBLEM

value qualityover price

said the typical cosmetic ad gave them unrealistic

expectations

said the typical ad would not affect

their purchase decisions

use facebook as their primary

social network

describe their makeup style as “simple” or

“natural”

UNAPPROACHABLE.

NATURAL

S I M P L E

MINIMAL L I G H T

CLASSICC L E A NNEUTRAL

F R E S H

EASY CASUAL BOLD

D R A M A T I CG L A M O R O U ST R E N DY FA B U L O U S

MODERN S E X Y S O P H I S T I C AT E D

6RESEARCH

RESEARCH

TARGET SEGMENTS

All-Nighter Nine-to-Fiver

In talking with the target market, BULLET found that they naturally divided

themselves into two cliques based on their stages in life. Research revealed

that females 18-25 have similar media preferences but that their lifestyles

(college or career) make them distinct. BULLET will primarily target the All-

Nighter because of her increased social influence, concentrated community

and likelihood to explore new business opportunities. The Nine-to-Fiver will

remain a secondary focus in the campaign.

• college student

• social & trendy

• works hard, plays hard

• enjoys discovering her potential

• wears makeup to boost confidence

• young professional

• independent & stylish

• healthy work/life balance

• actualizes her potential

• wears makeup to show confidence

POSITIONINGRECOMMENDATION

All-Nighter & Mary Kay

The All-Nighter values personal connections, whether networking on campus or

keeping up with people, news and trends online. Her schedule is full of studying,

staying involved and going out with friends when she can. She’s investing a lot of

time and money in her future and finds herself daydreaming about what she can

achieve. With such a hectic schedule, makeup helps her feel like she’s got it all

together.

In a market saturated with superficial messages, Mary Kay is a forward-thinking

brand who knows your name. Other brands talk, Mary Kay listens. They idolize

women, she embodies them. Sincerity beats superficiality in her book any day,

because enabling insecurities makes no sense. Empowering women does.

Despite this position, research revealed that Mary Kay is still perceived as

unapproachable. To overcome this, BULLET will leverage relationships and

introduce the target market to a contemporary Mary Kay — an advocate for

holistic beauty.

The Nine-to-Fiver works to make a name for herself. She is mindful of what her

purchasing decisions say about her. She loves her work and knows how to get the

job done in time to meet her friends for happy hour. She’s aware of her capabilities

and faces new challenges head-on. Her makeup shows the world how she sees

herself, as a tenacious and empowered woman.

Nine-to-Fiver & Mary Kay

7 RESEARCH

RESEARCH

• introduce Mary Kay to the target by engaging them in a concept that challenges their

misconceptions of the brand

• ensure the concept incorporates the role of the Independent Beauty Consultant, both

in person and online, to avoid message confusion and promote the business model

• emphasize the features of Mary Kay that are attractive to the target in a way that

does not change the brand or alienate older consumers and Independent Beauty

Consultants

• incorporate executions that speak to the Gen Y Woman and recognize her tastes in

order to stimulate positive word-of-mouth

In creating a national creative campaign, BULLET sought to:

Research proved that young women see more informal relationships with brands

that are based on trust and sincerity as desirable and relevant.

BULLET took this to heart and created a campaign that breaks through the barrier

and invites consumers to connect with Mary: Mary the brand, Mary the Beauty

Consultant, Mary the more personal side of Mary Kay, Mary the quintessential

advocate of both inner and outer beauty. Have you met Mary?

THE BIG IDEA

grabs the audience’s attention. Consumers are typically

told things, not asked them. In a saturated market, this

line will spark curiosity.

implies the first stage

of a relationship - being

introduced.

puts the audience on a first name

basis with Mary Kay, making the

brand more personable.

is a call to action. It directly

questions the target’s

perception of the brand and

encourages reassessment.

{MARY} {?}{MET}{HAVE YOU}

Each part of this tagline addresses Mary Kay’s brand identity. In carrying

a natural and inspiring tone, BULLET portrays Mary Kay in a way that the

target audience can appreciate. Copy will be motivational and will seek

to identify with the target audience. All executions will be brand-centric,

emphasizing relationships with Mary Kay instead of just pushing product.

This style will stand out in a superficial, product-centric environment

and, with such a powerful message, will not be ignored. The images will

showcase females aged 18-25 in natural settings wearing Mary Kay makeup

– a soft sell.

Tagline

8CREATIVE

CREATIVE

ONLINE ADS VIDEO - “YOU”Research revealed that our target is most likely to describe their desired look as

“natural.” Additionally, BULLET’s concept tests divulged that the Gen Y Woman

is attracted to and is likely to share inspirational messages. With this in mind,

BULLET utilized an aesthetic that showcases real women with a message they

can feel good about.

BULLET’s video execution titled “You” embodies the inspiring tone of the Have

You Met Mary? campaign. In telling the short stories of multiple women as they

overcome their anxieties with beautiful, thought-provoking copy, this video

identifies with both target segments and casts Mary in a favorable light. BULLET

chose the song “Sun” by Sleeping at Last because it is current and inspirational.

9 CREATIVE

CREATIVE

(1) You are alive. Yes, you. Of skin, and lips, and hair,

and memories. (girl wakes up)

(7) ...Listen. Stop worrying. If the sky falls, you’ll be

surrounded in wonder. (girl finds clairity)

(4) You. Whose indecision keeps you cemented

because the fear of going in the wrong direction is

more risk than you can bear. (girl contemplating New

York trip)

(10) Have faith. Some will use your crayons to color

countless pages in your book. (friends have makeover)

(2) You. Who trusts like a child and shares her hopes

and fears with abandon like crayons from a box. (shot

of girl sitting alone)

(8) Choose a direction. Let your heart be your compass,

your mind your map, and go. (girl gets into taxi)

(5) You. With the anxious mind and the curious heart

who can’t take no for an answer or stop asking why.

(girl getting bad test score)

(11) Indulge in the things that bring you joy because

life is not a permanent condition. (girl studying hard)

(3) You. Who tells yourself every day that you are

strong, you are strong, you are strong, to get through

life’s messes and out of the holes you dig yourself into.

(girl lifting)

(9) Be brave, but not stupid. (hands spot the lifter)

(6) You. Whose insecurities weigh you down and keep

you from trying, flying... (girl getting flustered at work)

(12) And when it’s all swept away — the doubt, the fear,

the insecurity — all that remains is you. Look closely

and realize “you are beautiful.” (fade to black with

“Have You Met Mary?” and Mary Kay logo)

10CREATIVE

CREATIVE

Mary Kay must mobilize their Independent Beauty Consultants to become brand catalysts, forming relationships with young women in the target market in order to familiarize them with the direct selling experience and begin building trust in Mary Kay’s brand messages.

Independent Beauty Ambassador Program

Campaign Coordinators

Mary Kay Lodge

Instructional Materials

BULLET has created a way to bridge the gap between the Gen Y Woman and Mary

Kay by implementing a student ambassador program that:

In each spot market, Mary Kay will hire a Campaign Coordinator to oversee

campaign initiatives, involve current Beauty Consultants in the spots and

manage the Beauty Ambassadors. The position will begin in April and will be

salaried at $28,000.

A house will be rented in each city to allow the target market to interact with

the Independent Beauty Consultants and Beauty Ambassadors in a comfortable

and official setting. This house will serve as a hub of communication and physical

address for both teams for the duration of the campaign. At its grand opening in

April, the Campaign Coordinator will be on hand to recruit the invited Beauty

Consultants to help roll out the new campaign. Consumers will be able to use

the Mary Kay Lodge to host parties and meet with Beauty Consultants.

In BULLET’s primary research, Independent Beauty Consultants expressed

their dependency on Mary Kay for promotional materials and business ideas.

New instructional materials will be distributed through directors, placed at

Mary Kay Lodges and made available online. These materials will focus on

social media and party etiquette, as well as provide information about the Gen

Y Woman to create more knowledgeable Beauty Consultants. All material will

be cohesive with the creative campaign’s approachable, inspiring message.

BULLET has set aside funds to hire 75 undergraduate brand ambassadors for the

Fall 2015 semester (5 per spot market). Beauty Ambassadors will attend training

conference in Addison, Texas. They will receive $1,000 stipend and will be given

a personal discount to promote the product portfolio. They will not be allowed

to sell product but will work alongside current Beauty Consultants to achieve

monthly brand-building objectives. Independent Beauty Ambassadors will be able

to transition into careers as Independent Beauty Consultants at the end of their

employment.

Reach: Spot

Total Cost: $115,000

• offers the target market real-life experience to help further their personal career goals

• selects opinion leaders to advocate Mary Kay to their peers, making the brand more

relatable and desirable to the target market

• makes other business opportunities with Mary Kay more accessible and desirable to the

program participants

Reach: Spot


Reach: Spot


11 CATALYST

CATALYST

BULLET developed an integrated national campaign that provides a connection with the target market, using tactics that intersect their lifestyle in meaningful ways. In developing a plan, BULLET sought to:

BULLET’s twelve month campaign will begin on February 1, 2015, and end

on January 31, 2016. The campaign plan will accomodate the target market’s

school and work schedules in order to effectively increase reach within the

target market. BULLET plans to reach the target audience on both national and

spot levels in order to maximize resources and maintain efficiency.

To begin choosing spot markets, BULLET looked at universities in regions

where Mary Kay was used most — the South and Midwest census regions.

From there, BULLET used the following factors to choose fifteen spot

markets for promotional events, guerilla marketing and targeted online and

social media advertisements:

Once these factors were considered, BULLET was able to narrow down to

the following fifteen spot markets:

• allocate the budget in a cost-effective way

• accentuate reach on both spot and national levels in order to raise target market

awareness of Mary Kay

• shape advertising and promotional schedules around the target segments’ routines

and lifestyles throughout the campaign

• use non-traditional media to avoid the oversaturation of traditional cosmetic

advertising and reinforce Mary Kay’s typical word-of-mouth strategy

• ensure that all tactics are cohesive with Mary Kay’s inspiring identity and embody

the brand as relatable and approachable

• population of female students at each university

• population of females 18-25 in surrounding city

• Mary Kay usage and Independent Beauty Consultant concentration by state

• DePaul University · Chicago, IL

• Florida State University · Tallahassee, FL

• Georgia State University · Atlanta, GA

• Indiana University - Purdue University

Indianapolis · Indianapolis, IN

• Ohio State University · Columbus, OH

• University of Alabama · Tuscaloosa, AL

• University of Florida · Gainesville, FL

• University of Houston · Houston, TX

• University of Michigan · Ann Arbor, MI

• University of North Carolina · Chapel Hill, NC

• University of Oklahoma · Norman, OK

• University of Tennessee · Knoxville, TN

• University of Texas · Austin, TX

• University of Virginia · Charlottesville, VA

• University of Wisconsin · Madison, WI

SCHEDULING

SPOT MARKETS

12MEDIA & PROMOTIONS

MEDIA & PROMOTIONS

In order to effectively communicate with the target market, BULLET will create

a microsite for all Have You Met Mary? campaign messaging. The site, www.

haveyoumetmary.com, will include information to streamline the search for an

Independent Beauty Consultant, campaign event information and a direct link

to the Mary Kay website. All campaign tactics will link back to this microsite.

Reach: National

Timing: Entire Campaign


Microsite

According to research, BULLET’s target audience watches videos online through

YouTube and online streaming sites due to their busy lives. In order to effectively

reach out to potential consumers and raise awareness of the Mary Kay brand,

BULLET will place its Have You Met Mary? “You” commercials on YouTube and

Hulu. These advertisements will be specifically geared toward females 18-25.

BULLET will target relevant interests and content keywords to create a more

refined focus on YouTube. Each ad that appears will be linked to the campaign

microsite.

Reach: National


CPM: $12.5 (YouTube) & $35 (Hulu)

Total Cost: $1,274,000

Online Commercials

The Landing Page will feature the following copy:

Mary is a believer in big dreams and being brave enough to follow

them. She’s genuine, authentic and embraces what is unique. She

advocates happy smiles, drawing confidence from within and giving

sincere compliments. She aims to inspire and is inspired by you. She

knows that “pretty” is not found in the sum of the parts, but in the

beauty of the whole. Her job is to deliver the moment when the person

you are on the inside and the person you want to be on the outside

give each other a high-five.

13 MEDIA & PROMOTIONS

MEDIA & PROMOTIONS

Simmons data indicated that music streaming services are highly trafficked by our

target audience. With this in mind, BULLET will place advertisements on Spotify

and Pandora. Spotify will feature display ads and 30-second audio ads. Pandora

will feature display ads, branded skins and 30-second versions of the Have You Met

Mary? commercial. The advertisements will only appear on the devices of women

in the target audience and will be run on all available platforms offered by Spotify

and Pandora. Additionally, the ads will be linked to the campaign microsite.

Reach: National


Average CPM: $18 (Pandora) & $18 (Spotify)

Total Cost: $2,134,000

According to secondary research, 75% of all Buzzfeed content is shared via social

media. Because of this, BULLET will partner with Buzzfeed.com to create five

articles to increase awareness among the target market. BULLET will provide five

different topics for the articles that reflect the creative concept and are relevant

to the target. These articles will link to the Have You Met Mary? microsite.

Reach: National

Timing: February, April, July, October, January

CPM: $10


Radio Streaming Advertisements Native Advertising - Buzzfeed

31of the

faces on the web.sponsored by:


MEDIA & PROMOTIONS

BULLET will implement a strategic social media plan that will advance the

relationship between consumer and Mary Kay by focusing on benefits, values

and product portfolio using posts on the Mary Kay Facebook, Twitter and

Instagram accounts. Social media interaction during the campaign will feature

#HaveYouMetMary. Promoted posts will be featured on Facebook and Twitter

to target females 18-25 that have liked or followed pages associated with beauty

and cosmetics, keeping in mind BULLET’s spot markets. BULLET will also conduct

an interactive social media exchange with the target market through an array of

contests, promotions and guerilla marketing. The Mary Kay Pinterest account will

also receive a full “makeover” to reflect the campaign’s aesthetic and message.

Reach: National and Spot


CPM: $2

Total Cost: $40,000 (Owned Posts) & $206,000 (Promoted Posts)

Social Media

BULLET will utilize paid keyword search through Google AdWords to increase

traffic to the Have You Met Mary? microsite. Paid search will also be a way to

introduce the consumer to the Have You Met Mary? campaign and Mary Kay’s

product portfolio.

Reach: National


CPC: $4.50

Total Cost: $60,000

During the weeks leading up to recruitment, all campus sororities in spot markets

will receive a gift set of Mary Kay products along with an invitation to participate

in a contest that benefits their chapter. These gift sets will be hand delivered by

the Campaign Coordinator in each city. In order to win, each sorority will post a

picture of their greek letters made out of Mary Kay cosmetic products on their

sorority’s public Facebook page using #HaveYouMetMary. The contest will drive

friends to share and like the photos on Facebook. The chapter in each spot market

with the most activity will receive free makeup applications by experienced

Beauty Consultants for “Preference Night” and $5,000 for their philanthropy.

This will generate buzz for Mary Kay on social media while showcasing Mary

Kay’s dedication to Corporate Social Responsibility efforts.

Reach: Spot

Timing: August

Total Cost: $80,000

Search Engine Optimization

Mary Goes Greek

DELTADELTADELTA MARYKAYS


MEDIA & PROMOTIONS

BULLET will supply each spot market with a portable Beauty Booth resembling

the marykay at play™ eyeshadow trio palette. Each color will be a different

entryway. Campaign Coordinators in each city will manage Independent Beauty

Consultant participation. Each entrant will be able to touch up their makeup

with samples of the Mary Kay products. In return for tweeting about Mary Kay

using #HaveYouMetMary, participants will recieve free eco-bags containing

Mary Kay samples, #KayItForward cards and information on local Independent

Beauty Consultants, thus building awareness and positive interaction within

the target market. These booths will be placed at wedding expos, city centers

and tailgates in the spot markets as well as at Lollapalooza in Chicago, IL, and

Austin City Limits in Austin, TX, in order to engage them with the product

portfolio and introduce them to local Beauty Consultants.

Reach: Spot

Timing: May, June, July, August, September, October, November

CPM: $40


Beauty Booth

MARYKAY


MEDIA & PROMOTIONS

Research has shown that collegiate spirit squads are perceived as trendsetters

in the target market. In each spot market, BULLET will sponsor cheer and

dance teams to increase awareness and engagement. In exchange for Mary Kay

products in a branded makeup bag, the teams will be encouraged to promote

Mary Kay via social media with #HaveYouMetMary. Twice during the semester,

spirit squads will distribute t-shirts with inspirational messages from “Mary”

and other promotional materials directing consumers to the microsite for more

information.

Reach: Spot

Timing: August, September, October, November


Go-Give Spirit Squad Sponsorships

Females 18-25 view the Mary Kay party model as intimidating and are quickly

turned off by the hard sell. BULLET created soft sell party tips that are more

focused on building relationships and will implement these parties in on-

campus dorms. Campaign Coordinators will organize local Independent Beauty

Consultants to host parties with the help of available Beauty Ambassadors. These

parties will connect students in a central location, allow them to try the products

and help foster initial friendships with Independent Beauty Consultants. Once

trust is established, these relationships can grow to include business interactions.

Reach: Spot

Timing: August, September, October, November, December


Dorm Parties

DO’S DON’TSUse social media check-ins to encourage party engagement and referrals.

Use profile card that is simplified with a playful narrative.

Structure party as a natural conversation.

Friends first, sales later.

Follow up with clients using their preferred contact method.

Force consumers to list names of unsuspecting friends for referrals.

Use a profile card that is overly intrusive and tedious to fill out.

Structure party like a scripted presentation.

Deliver overbearing sales pitch without genuine consumer interest.

Pester consumers by contacting them excessively with no response.


MEDIA & PROMOTIONS

BULLET will distribute reusable welcome bags to incoming students in our

target audience moving into the dorms at universities in the spot markets.

These branded bags will include samples of Mary Kay products, including the

at play™, Clear Proof™ and Botanical Effects™ lines, and marketing material

for the new campaign. The bag will also have the dorm party schedule, inviting

them to join the events each month to meet friends and Independent Beauty

Consultants.

Reach: Spot

Timing: August & January


Welcome Bags

Research indicates that females 18-25 have a financial need for a professional

wardrobe. BULLET will address this need by promoting a New York City

shopping spree contest for one winner and two of her friends. Promoted

social media posts will invite the target market to visit the Have You Met Mary?

microsite to enter. Entrants must post a picture with two of their friends and

complete the caption “Have you met ______? They inspire me by_____.” They will

then use social media to encourage friends to vote daily for their entry on the

microsite. The winning trio with the most votes will receive a trip to New York

City and $15,000 to create professional wardrobes, as well as a variety of

Mary Kay products. Video from their experiences will be featured on the Have

You Met Mary? microsite.

Reach: National

Timing: November, December

Total Cost: $21,000

Mary Suits You! (Contest)


MEDIA & PROMOTIONS

To reach the secondary target market, Nine-To-Fivers, BULLET will gift wrap

color-changing coffee mugs filled with sample sized products of the at play™, Clear

Proof™ and Botanical Effects™ skin care lines and other promotional materials to

young professionals at popular lunch locations in the spot cities. Each mug will

feature inspirational messages signed by “Mary” as well as information on how to

find an Independent Beauty Consultant. The Campaign Coordinator for each city

will work with Beauty Consultants to distribute these gifts.

Reach: Spot

Timing: April, May, June

Total Cost: $45,000

Mary Mugs

BULLET will place life-size Instagram squares branded by Mary Kay throughout

the fifteen spot markets in high traffic areas. At the bottom of the Instagram

square, there will be instructions to post your pink-filtered photo on social media

using #HaveYouMetMary.

Reach: Spot

Timing: May, June, July

Total Cost: $10,000

Marygram


MEDIA & PROMOTIONS

Freestanding lotion dispensers will be placed in selected high-traffic areas

citywide and on campuses in each of the fifteen chosen spot markets to increase

brand awareness. These dispensers will be pearlized pink, the signature Mary

Kay color, and will contain Mary Kay Satin Hands™ hydrating hand lotion,

allowing potential consumers to try the product directly. An inspirational

message signed by “Mary” will be shown on the front followed by the microsite

as a call to action.

Reach: Spot


Total Cost: $23,000

Satin Hands

BULLET will utilize urban areas and college campuses in each spot market to

power wash messages onto sidewalks. These messages, all signed by “Mary,”

will communicate the inspirational campaign messages and drive people to the

Have You Met Mary? microsite. This is a cost-effective way to reach the target

market, with impressions lasting up to six weeks.

Reach: Spot

Timing: March, April, May, June, July, August, September

Total Cost: $6,000

Em-power Washing


MEDIA & PROMOTIONS

BULLET will cater to the target’s desire to make a positive difference by

implementing the #KayItForward movement. This tactic is in alignment with Mary

Kay’s go-give spirit and demonstrates that even the simplest kindness can make a

difference. Participation will be encouraged by the distribution of #KayItForward

cards in the spot markets. They will be available at the Beauty Booths, at Beauty

Speaks tour and at the Mary Kay Lodge in each spot market. The cards, passed from

person to person through acts of kindness, will have a unique serial number that

can be tracked online at the campaign microsite so the positivity can be followed.

The cards will contain directions for sharing one’s experience online before passing

it on again. Additionally, a mobile application will be introduced that allows users

to view a feed of positive actions in real-time. Users will be able to order cards to

get involved, log their card information and track its history. Push notifications will

also be available.

Reach (Cards): Spot

Reach (App): National

Timing: April, May, June, July, August, September,

October, November, December, January


#KayItForward

9:25 AM


MEDIA & PROMOTIONS

BULLET will continue to generate inspiration through a partnership with

Project RE:NEW, a philanthropic handbag company that provides opportunities

to refugee women in America. RE:NEW will be featured on the microsite and

bags will be given away to collegiate cheerleading squads, influential beauty

bloggers and the top ten social media influencers (who are determined by

interaction with positive posts and feedback about the products and the

brand). Each bag will feature the marykay at play™, Clear Proof ™ and Botanical

Effects™ lines in order to simultaneously promote values and product.

Reach: National


Cost: $24,000

Influencer Outreach - RE:NEW Partnership

According to secondary research, Gen Y would likely make a donation to

crowdfunding-based ventures. BULLET will promote the Mary Kay philosophy

of “enriching women’s lives” by sponsoring young women’s projects on the

Kickstarter website. Chosen projects will feature an inspirational woman

from the target market who embodies Mary Kay’s core values. $10,000 will

be donated to each project, which will be promoted using the microsite, social

media and PR efforts.

Reach: National



BULLET will hold motivational seminars in each spot market that will further

the #KayItForward message. The Independent Beauty Ambassadors will act

as a street team to promote each event and offer information via their social

media. They will work in coordination with each event center, using campus

marketing resources. Each seminar will feature a panel of inspirational women

that will uplift the audience by touching on topics about beauty, kindness and

self-empowerment. #KayItForward cards will be distributed at these events

along with fully-stocked eco-bags in order to inspire involvement with the Have

You Met Mary? campaign.

Reach: Spot

Timing: September, October, November, December


Kickstart Your Dreams

Beauty Speaks


MEDIA & PROMOTIONS

23 RECOMMENDATIONS

BULLET’s campaign strategy will engage the target market in a specific and

relevant way without alienating other key targets and current Mary Kay

consumers. Educational material and support will be offered to Mary Kay’s

salesforce to help them appeal to females 18-25, allowing them to leverage

this campaign for years to come. This concept’s longevity stems from its simple

platform that challenges the perception of an outdated brand and is highly focused

on appealing to the target in a strategic way. Many of the tactics showcased in the

spot markets can be expanded to a national scale. The #KayItForward movement

is a manifestation of Mary Kay’s core values and can easily become a signature

part of their brand identity.

BULLET’s Have You Met Mary? campaign introduces the target market to Mary

Kay in a way that is personal and sincere. The inspirational undertones resonate

perfectly with the Mary Kay brand and will continue to do so for years to come.

Once the target has “met” Mary, the creative concept can evolve to represent

the next stages in their relationship. Young women will always appreciate the

support and encouragement offered by Mary Kay.

BULLET recommends that Mary Kay develop time-saving products for the All-

Nighter and Nine-To-Fiver. After asking women what is most attractive when

considering a new product, the benefit of saving time is very appealing and

would heighten product consideration. BULLET also recommends adding a hair-

product line to condition brand loyalty. The following products are suggested:

• dual-end liquid and pencil eyeliner

• eye-makeup removing wipes

• brush- or wipe-on concealer

• tinted eyebrow gel

• colored satin lips

• firming self-tanner

• shampoo

• conditioner

• dry shampoo

• hairspray

Concept Longevity Product Portfolio Enhancements

RECOMMENDATIONS

10%

5%

15%

5%

8%

42%

11%3%

Throughout the Have You Met Mary? campaign, BULLET will implement consumer

focus groups and surveys to monitor brand awareness, positive perception and

consideration of Mary Kay. Independent Beauty Consultants and Ambassadors

will also be queried for their feedback. In auditing the campaign’s media

effectiveness each quarter, under-delivery and make-good schedules will be

managed as needed. BULLET has a contingency of $347,000 to adapt executions

as they are needed. Post-campaign, BULLET will showcase how they achieved the

client’s goals.

Increase brand awareness

Increase positive perception for target

Increase consideration for product and business opportunity

Market Share

Online-experience traffic

Wholesale purchase growth

Independent Beauty Consultant employment growth

Unique visits to the microsite

Mobile app downloads

Social media engagements

Event participation

New blogger conversations

Reach of media

Click-through rates of online ads

#KayItForward cards reach/traffic

The Catalysts $1,135,000 - 11%

Digital $4,214,000 - 42%

Promotions/Guerilla $839,000 - 8%

Public Relations $452,000 - 5%

Agency Fee $1,500,000 - 15%

Evaluation $500,000 - 5%

Contingency $347,000 - 3%

Production $1,000,000 - 10%

The Have You Met Mary? campaign will be successful because it translates solid

research into a meaningful strategy. BULLET spoke to the target market and

discovered a significant barrier: females 18-25 find Mary Kay unapproachable

and lack the brand trust necessary to develop a loyal relationship. The Have

You Met Mary? campaign breaks down this barrier and introduces Mary Kay as a

modern and sincere cosmetic brand that is an advocate of genuine beauty. Media

and promotional experiences were selected to meet the target where they are

and speak to them the way they want to be spoken to, encouraging goodwill and

mutual respect among women.

BULLET is confident that the Have You Met Mary? campaign will deliver results

that are right on target. We are passionate about the Mary Kay brand and its

vision, and would be proud to earn your business.

24EVALUATIONS & CONCLUSION

Goals

Metrics

CONCLUSION

Budget

EVALUATIONS & CONCLUSION

25 FLOWCHART

Cost Impressions1 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 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31

The Catalysts $1,135,000 11%Mary Kay Lodge $600,000Independent Beauty Ambassadors $115,000Campaign Coordinators $420,000

Digital $4,214,000 42%Microsite $400,000YouTube $819,000 65,520,000 Hulu $455,000 12,990,000 Spotify $1,468,000 122,304,000 Pandora $666,000 36,000,000 Buzzfeed $100,000 9,900,000 Pinterest $10,000 27,827 Facebook Owned Posts $10,000 1,580,862 Twitter Owned Posts $10,000 51,100 Instagram $10,000 36,076 Facebook Promoted Posts $104,000 52,000,000 Twitter Promoted Posts $102,000 50,765,000 SEO $60,000 809,716

Promotions/Guerilla $839,000 8%Beauty Booth $108,000Mary Goes Greek $80,000Go-Give Spirit Squads $150,000Dorm Parties $180,000Welcome Bags $192,000Mary Suits You! Contest $21,000Mary Mugs $45,000Eco-Bags $24,000Satin Hands $23,000Em-Power Washing $6,000Marygram $10,000

Public Relations $452,000 5%#KayItForward Cards $8,000#KayItForward App $150,000Influencer Outreach $24,000Kickstart Your Dreams $120,000Beauty Speaks $150,000

Total Cost $6,640,000$1,000,000 10%$1,500,000 15%

$500,000 5%$360,000 4%

JanuaryFebruary March April May June July August September October November December

FLOWCHART

Account Executive

Steven Pence

Account Planning

Ryan Russell - Secondary Research Director

Megan Anderson - Primary Research Director

Katelyn Hogan

Eddie Vargas

Media/Promotions

Brittany Long - Media Director

Ryan Dunavant - Promotions Director

Brady Gorman

Haley Ostrander

Morgan Priddy

Olivia Utley

Creative

Camille Haider - Strategy Director

Stephany Bradford - Creative Director

Bailey Baethge

Conner Drew

Christina Gutierrez

Molly Jacobs

Nicholas Kidd

Jessica Thompson

Faculty Advisor

Shannon Bichard

26CREDITS

MarketLine Industry Profile: Skincare in the United States, 2013. marketresearch.com

Passport: Skincare in the US Euromonitor International, 2013. euromonitor.com

IBISWorld: Beauty, Cosmetic & Fragrance Stores in the US, 2013. ibisworld.com

Experian Simmons OneView, 2011. oneview.experian.com

Experian Hitwise. 2013. experian.com/hitwise

Kantar Media, Standard Rate and Data Service, 2014. next.srds.com

The Nielsen Company, 2013.

Ad-ology Research, 2013

Ben Jarvis

Copy Craft

Judy Jacobs

Robbie Rollins

Sleeping At Last

The Price Group

United Supermarkets

Special Thanks To

Sources BULLET ADVERTISING

CREDITS

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Documents

Mary Kay Campaign Book