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We were challenged to create a campaign that connects Mary Kay with 18- to 25-year-old women. We created a campaign rooted in consumer insights and backed by research. Our campaign looks good, but more importantly it will appeal to what this target desires. Our research revealed: • Mary Kay is perceived by young women to be “mom’s makeup brand,” so

they don’t think the brand is relevant to them.• These women want a brand that looks like them, sounds like them and gets

them.• And 18- to 25-year-old women want a brand that has a deeper story they

can connect to and engage with online and incorporate into their own stories.

Our campaign leverages these findings to create a brand story that makes Mary Kay relevant, personal and ownable with women ages 18 to 25.

Our campaign shows young women the value of personalized service from having an encouraging beauty coach. Our campaign does this through the power of four women, four stories and four parties.

These core elements will show young women that with Mary Kay they can

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execuTive suMMaRy

The bRand

The coMpeTiToRs

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Mary Kay Cosmetics has always been aboutthe power of what one woman can do.

In 1963, its founder, Mary Kay Ash, spent her life savings of $5,000 on a skin softening formula to start her own skincare line. In the first year alone, she made $186,000 in sales with only nine employees. Over 50 years later, Mary Kay is the third largest direct seller in the beauty products industry and boasts a sales force of over three million Independent Beauty Consultants (IBCs) worldwide.

From direct sellers like Avon to specialty stores like Ulta, Mary Kay competes with a vast number of beauty and cosmetics brands.

Most young Millennial women turn to mass merchandisers like Target and Walmart when purchasing beauty products due to convenience and low in-store pressure experience. In recent years though, Sephora has risen in the ranks as a key competitor due to in-store sampling and a variety of high quality, trusted brands.

Situation AnalysisReseaRch

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The indusTRy The color cosmetics industry accounted for more than 25 percent of total sales, making it have the largest share of the beauty market.

The color cosmetics industry is seen as overwhelming and difficult for consumers to navigate due to product saturation of the market. There were 5,200 product launches in 2012 alone. Total retail sales of beauty products in 2013 reached $37 million.

sTRengThs Well established reputation of quality products Unique business modelStrong market position with significant global presenceWide variety of products to fulfill the needs of women in any life stage

Older brand perception Lack of awareness among target Lack of training of IBCs

Target’s desire for trustworthy recommendationStronger social media presence Projected growth in color cosmetics and facial skin care industriesOverall positive reception of beauty product advertising

Barriers to experimentationProduct category saturation Intense brand competition

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weaknesses

oppoRTuniTies

ThReaTs

SWOT

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ReseaRch

ReseaRch objecTive To learn more about the role of makeup in the livesof young Millennial women and how Mary Kay can fit these needs

key quesTions Describe your look on a day when you feel your best.How important is makeup to you? What’s the most important factor determining where you buy your makeup? How important are the opinions of others when it comes to buying and using makeup products?What type of people do you see using Mary Kay?

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“It makes me feel better if I have the right makeup on—more confidence. It’s more of a mindset.”

“I don’t feel ready for the day if I am not wearing makeup.”

pRiMaRy quoTes

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participants in 6 focus groups

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observational Mary Kay parties with real IBCs, ages 19 and 20 interviews with participants who attended the Mary Kay parties

young women total

The nuMbeRs

insighTseveryday enhancementI don’t put on makeup to look like a different person. It’s me that is going to nail that interview or get asked on a second date, but makeup can give me the confidence to get there. When I don’t have to worry if my foundation matches my skin tone or if my mascara is running, I can be myself, and that’s when I feel my best.

more than materialI want the brands I buy to mean more than just some material thing. A brand should have a purpose bigger than itself or a story that inspires me. I can tell when a brand is just trying to sell stuff to me. That’s why I connect with interesting, authentic brands—brands with products I can trust and stories I can believe in.

Depending on the occasion, young Millennial women turn to other products and more extensive makeup techniques outside of their daily routine.

finding

pRiMaRy quoTe

secondaRy suppoRT

“I’m not reliant on makeup, but I put more on when I’m going somewhere special or with someone special.”

37 percent of female Internet users 18 and older say that they wear more makeup for special occasions.

Findings/insights

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Findings

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FindingYoung Millennial women think the best way to try new products is by sampling or friend recommendation.

pRiMaRy quoTe“I started trying new things because I’m looking for a brand I really want to stick with.”

secondaRy suppoRT 44 percent of 18- to 24-year-old makeup users like to try a sample prior to purchasing a new makeup product.

FindingYoung women perceive Mary Kay to be their mom’s brand of make-up and that it is not meant for them.

pRiMaRy quoTe“Mary Kay is for suburban moms who order from catalogues, not for me.”

secondaRy suppoRTOf the 600,000 IBCs in the U.S., approximately 92 percent of them are over the age of 25.

Finding

She is a 22-year-old college student at a pivotal point in her life. She is determined to make the most out of her years as a young adult so she can be sure she has a happy, successful life ahead. She is an Everyday Aspirational.

Whether they are big life moments like getting her first job or smaller ones like finally planning that girls night out, she always has things on her list that she wants to do—but time, money, and self-doubt sometimes keep her from actually doing them. She thrives on relationships, not only in real life with her friends but also with brands on social media. She’s not a social media maniac, but she

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Target profile

eveRyday aspiRaTionals11.38 million in the U.S.Ages 18 to 25Light to medium makeup usersHeavy social media usersComfortable but not overly confident in makeup skillsWilling to experiment and try new productsValue quality makeupUse makeup to enhance her best features and boost confidenceInformation gathered from Simmons data

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Meet the Everyday Aspirational

posts regularly and stays up to date with Twitter and Instagram.

She is active, passionate and strives to be the best version of herself every day. Striving to look her best is no exception. Although she is not defined by her makeup, she aspires to achieve a natural-looking glow—makeup that enhances her natural beauty without appearing caked-on. She doesn’t always have the time, products or confidence in her skills to perfect her ideal look, so she sticks with a routine that she is comfortable with until a good reason comes up to change or add to it.

Everyday Aspirationals are ambitious. From high school graduation to summer internships and first apartments, they are at a time in their lives that is full of important moments. While they are excited to take on the future, they might be hesitant at first when they encounter these important life events. But once they do overcome that hesitation, they are proud of their acheivements and actively share them. Below are a few examples of these important impact moments.

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Professional

Personal

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In order to reach Everyday Aspirationals during these moments and make a real change both in their lives and in their attitudes toward Mary Kay, we have to first let Everyday Aspirationals know Mary Kay gets them. Our strategy reaches Everyday Aspirationals at moments in their lives when they need someone who gets them best—someone who knows to give them that boost of confidence and helps them do the things they want to do. In order for young Millennials to accept a brand on this level, the brand must first prove that it is relevant, personal and ownable to them.

Relevant Personal Ownable

Mary Kay inspires young women to go from hesitation to realization, from thinking about the things they want to do to actually doing them in their everyday life.

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• Makes Mary Kay relevant to Everyday Aspirationals• By leveraging IBCs that share things in common with our target market, Mary

Kay will become a more trusted and top-of-mind beauty brand• Develops personal connections between IBCs and consumers• Millennials love to share stories, and IBCs have stories to share as well• Make up products are inherently personal, and now, Mary Kay will be too• Transforms Mary Kay into a brand Everyday Aspirationals will be excited to

own• Sharing in person and online will strengthen relationships and build positive

conversation around the Mary Kay brand and product array

Each aspect of our campaign will reinforce this strategy and make Mary Kay relevant, personal and ownable for Every Aspirationals. These attributes will help consumers feel more confident in themselves and in Mary Kay.

why we aRe adveRTising

who we aRe Talking To

whaT we know abouT

Takeaway

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TonaliTy

Mary Kay is the personal beauty brand that takes Everyday Aspirationals from hesitation to realization.

Everyday Aspirationals are women ages 18 to 25. These women are active, passionate and constantly on the go. They are inspired by little things in their everyday lives and are always striving to achieve both their short- and long-term goals. They even have aspirations for the makeup looks they want to achieve, but they don’t let their makeup define them. Instead, they prefer to be defined by the things they have accomplished and the stories they can share.

To increase awareness and positive perception of Mary Kay among Millennial women.

I don’t put on makeup to look like a different person. It’s me that is going to nail that interview or get asked on a second date, but makeup can give me the confidence to get there. When I don’t have to worry if my foundation matches my skin tone or if my mascara is running, I can be myself, and that’s when I feel my best.

• Mary Kay has three million IBCs worldwide, allowing them to provide individualized makeup advice to Everyday Aspirationals.

• Mary Kay has a vast breadth and depth of products that allow customers to find products for them at any life stage.

Fresh, encouraging, confident

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In 1963, Mary Kay went where no beauty brand had gone before. Now, we’re going to do it again. We’re going to make Mary Kay a relevant, personal and ownable brand for young Millennial women.

Plenty of brands like Starbucks, Apple and Nike have done this and made it big with young Millennials, but no cosmetics brand has.

We’re going to do this by showing Everyday Aspirationals a Mary Kay that’s not just about quality beauty products and personal service from IBCs—it’s about them and the things they dream about doing with their lives. It’s about Mary Kay being an inspiring voice of confidence that tells them they can do it and helps them get there. It’s about being there with them in their moments of doubt and saying you’ve got this, what are you waiting for?—

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big idea

Make it happen.

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Bold and empowering. This is the concept behind the Make It Happen branding. The empty space between the MK-branded brackets begs to be filled. It invites Everyday Aspirationals to fill in the space with their goals and empowers them to go out and make those things happen. Inspired by the bold colors of Mary Kay at Play, our visual branding uses fun, trendy and youthful hues that express confidence and enthusiasm. The branding and brackets will be successful because they engage with Everyday Aspirationals and offer a personalized message to every woman—whatever you want to do, you can make it happen.

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big idea

conTesT

finding fresh faces

For Mary Kay customers, Independent Beauty Consultants are the everyday face of the brand. Our goal is to make those faces relevant to Everyday Aspirationals.

According to our research, young Millennial women are more likely to be comfortable with and buy from someone their own age. If we want the target to consider buying Mary Kay, she has to know that Mary Kay is a brand made up of people her own age who understand her style and her beauty needs.

Meet the new Fresh Faces of Mary Kay! They have dreams, challenges and stories just like Everyday Aspirationals. They’ve been there, done that, made it happen. And their stories will serve to inspire Everyday Aspirationals, showing them they can make it happen in their own lives.

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WE WANT T0 HEAR Y0UR ST0RY. What made you the woman you are today?

What challenges, self-doubt and hesitation have you overcome that shaped you? Whatever

drives you, whatever gets you out of bed every morning — we want to hear it.

After reviewing submissions, the Mary Kay team will fly finalists to Mary Kay Headquarters

in Dallas, Texas, for an all-expense paid trip, and four Fresh Faces will be selected! These

four women will represent Mary Kay for a full year, empowering and inspiring women all

over the globe.

If selected, your story will serve as inspiration for a Mary Kay party theme. For this party,

Mary Kay will send fellow Independent Beauty Consultants a kit with all the tools they

need to make your look happen. Whether it’s the story of paying your way through college,

climbing the corporate ladder in a tough environment, or overcoming personal struggles,

women everywhere will have the tools and inspiration to make it happen.

Contact makeithappen@marykay.com for questions or more details.

SEND IN A VIDE0 0F Y0U TELLING Y0UR ST0RY.

SUBMIT IT T0 MAKEITHAPPEN@MARYKAY.C0M BY FEBRUARY 28TH, 2015.

Here’s how to

make it happen:

it

SHARE A ST0RY WITH US 0F A TIME IN Y0UR LIFE WHEN

Y0U 0VERCAME 0BSTACLES, SELF-D0UBT 0R HESITATI0N,

BUT IN THE END, You made it happen.

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WILL Y0U BE THE NEXT fresh face 0F MARY KAY?

Mirror Front

Mirror Back

D0N’T LIMIT Y0URSELF. MANY PE0PLE LIMIT THEMSELVES T0 WHAT

THEY THINK THEY CAN D0. Y0U CAN G0 AS FAR AS Y0UR MIND LETS Y0U.

Mary Kay Ash

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Invite back

Invite front

finding fresh faces Mary Kay will select these four Fresh Faces through the Make It Happen Contest, a nationwide IBC search that will run from the beginning of February to the end of March.

IBCs between the ages of 18 and 25 will receive a surprise invitation in the mail. When they open the envelope, they’ll find a Make It Happen branded mirror that asks, “Will you be the next fresh face of Mary Kay?”

To enter, each eligible IBC will submit a five-minute homemade video about a time in her life when she faced obstacles and hesitation but ultimately achieved a goal, overcame an obstacle or made something happen in her life. A select number of participants will move on to the next round, where they will receive an all-expenses-paid trip to Dallas, Texas, to interview with executives at Mary Kay headquarters.

Becoming a Fresh Face of Mary Kay is an exciting opportunity for 18- to 25-year-old IBCs. Incentives to participate in and win the contest include:

• Advancement of personal Mary Kay career. Each Fresh Face will enjoy wide exposure, both online and in traditional media, that will help increase her personal sales.

• Story promotion. Each newly selected Fresh Face will have her story professionally produced and promoted around the country.

• Parties With a Purpose. Each Fresh Face will develop and brand a new type of party, inspired by her own unique story and current makeup trends that are popular with young women. These parties will inspire women all over the country to make it happen.

the next fresh face

make it happen contest

coolest job ever

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conTesT cReaTive

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sToRy pRoMoTionThe sToRies

Through the contest, we found our four Fresh Faces—young, confident go-getters who have inspiring stories of what they have made happen in their lives so far. Now we are going to share their stories with the world. This will show Everyday Aspirationals that Mary Kay has relevant and personal stories that they can connect with.

We know from research that Millennials love brands with a good story because it connects them to something greater than the product itself. It makes their own lives more interesting and meaningful when they support brands with a story over ones that don’t. These Fresh Faces’ stories will allow Everyday Aspirationals to connect with Mary Kay on a more personal and emotional level.

We will turn each of the Fresh Face’s stories into professionally produced videos that will be released on Mary Kay’s website and YouTube channel. Each Fresh Face’s story will unfold throughout the year like a mini-series that reveals new aspects of her story. These aspects include:

• An overview or teaser. This starts the engagement with Everyday Aspirationals and gets them interested in each Fresh Face and in Mary Kay as a whole.

• Details of her story. This will show our target that if this Fresh Face can make it happen, so can they.

• Her experience as an IBC. This shows Mary Kay’s role in each woman’s success story, which could influence and inspire Everyday Aspirationals to become IBCs themselves.

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“People are a company’s greatest asset.” —Mary Kay Ash

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// ST0RY PR0M0TI0N

•copy frame 1: “My name is Hannah.”•copy frame 2: “This is my story.”• visual: countdown 4, 3, 2• visual: images stop flashing and go to a solid background with the mk brackets• copy frame 3: “Make it happen.”

The partnership will include use of print ads. Nearly one quarter of women ages 18 to 24 read each issue of Cosmopolitan. Because our target values third party recommendations, the partnership will include branded content in both the print editions and online. Finally, we will leverage Cosmopolitan’s strong social platforms to spread the word about our Fresh Faces.

We will use strong digital presence to promote the mini-series, which includes pre-roll ads, paid social and online display. The purpose of the creative is to allow Everyday Aspirationals to get a glimpse of each Fresh Face’s story and personality, as well as to click to learn more.

The pre-roll and online display ads will feature a series of inspiring moments that highlight one of the new Fresh Faces of Mary Kay. The final frame of both ads will feature the campaign’s MK brackets and a call to action to learn more. Users will be taken to the Mary Kay You Tube channel to watch the Fresh Faces’ videos.

building buzz

Voiceover: “My name is Hannah. This is my story.”

We will also establish a fully-integrated media partnership with Cosmopolitan magazine, which will publish both print and digital content that features the Fresh Faces and their stories throughout the year-long campaign.

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•copy frame 1: “My name is Hannah.”•copy frame 2: “This is my story.”• visual: countdown 4, 3, 2• visual: images stop flashing and go to a solid background with the mk brackets• copy frame 3: “Make it happen.”

partnering with Cosmo

Story Promotion Details

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paRTies wiTh a puRposeMary Kay has the opportunity to rebrand their parties to make them more personable and own able to Everyday Aspirationals. Our research revealed that the current party format does not resonate with our target because parties did not feature products which were relevant to their lives.

This tactic gives Everyday Aspirationals a reason to host or attend a Mary Kay party, and it features products they desire. We will leverage each of the Fresh Faces to develop a party theme that will resonate with our target and leverage those impact moments in their lives.

The party themes will be sent out to all IBCs in the U.S. in the form of a party kit. This kit will include all promotional materials for the IBCs to use at the parties, tips and tricks from the Fresh Face and detailed explanations of the party theme. IBCs will not be required to use the themes for their parties, but we will highly recommend that they try to incorporate some of the tips from the Fresh Faces so that they can better reach 18- to 25-year-old women.

andY0UNGPR0FFESI0NAL

Party Kit IS 0N IT'S WAY!

AND IT'S FULL 0F TIPS, TRICKS, AND SPECIAL SURPRISES T0 HELP Y0UR H0STESS PARTY WITH A PURP0SE

An email invitation will be sent to all IBCs, letting them know about the Party With a Purpose, the theme and that a party kit is on its way. The email will include an invitation for the IBC to pass along to her clients, as well as for the clients to pass along to their friends. All of the Party with a Purpose themes will be placed on the themes page of the Mary Kay website so that women new to Mary Kay can schedule a Party with a Purpose with an IBC in their area.

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paRTies wiTh a puRposehannah

Hannah, one of the Fresh Faces, has an inspiring story about working through school and starting her career with Mary Kay, which reflects an impact moment of Everyday Aspirationals.

Hannah will design a “young professional” -themed Party With a Purpose, where young women will be able to learn how to perfect a polished look for a big interview or first day of a new job. The materials for Hannah’s party will be packaged into a young professional kit, which will be sent out to all IBCs. During the spring, fellow IBCs will host young professional parties, timed Hannah’s young professional party kit will include:

• A “How To Make It Happen” style guide (right). This will feature tips and fun facts about professional makeup looks from Cosmopolitan, as well as a list of suggested Mary Kay products for achieving the right look. The list will feature items from the Mary Kay At Play color products, Botanical Effects Skin Care products and Clear Proof acne products, plus core line products. From this list, IBCs will order the products they want to showcase at their own party.

• “Make It Happen”-branded goodies. These items will include a photo shoot backdrop (below) for party-goers to stand in front of after creating their new look, as well as stickers of the MK bracket logo to take home with them and fill in with their own Make It Happen ideas.

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paRTies wiTh a puRposesocial ResponsibiliTy

One of the Parties with a Purpose will be cause-related and will leverage the Mary Kay Foundation.

Our research shows that young Millennials respond strongly to cause-related marketing. They are more likely to purchase from a company that puts a purpose first instead of profits. This is why “one-for-one” models, like Toms Shoes and Warby Parker have been so successful. We want to give Everyday Aspirationals an excuse and a reason to feel good about purchasing Mary Kay.

Fortunately, Mary Kay already has all the elements for cause-related marketing in place. We want to leverage the Mary Kay Foundation in this themed party and the Mary Kay At Play product line. In this themed party, for every Mary Kay at Play item purchased, Mary Kay will make a donation and the customer will receive a bracelet.

The Make it Happen bracelet will be a trendy, unique piece of jewelry that is a physical reminder to Everyday Aspirationals to make their goals happen every day. It also is a reminder of the donation made to help the fight against breast cancer and end domestic violence. This bracelet will be in style with young women, but even more importantly, it will represent their personal contribution to the Mary Kay Foundation.

These parties will launch in October, which is both Breast Cancer Awareness Month and Domestic Violence Awareness Month. This party theme will carry through the holiday season until January. That means we can take advantage of the time period when Everyday Aspirationals are thinking about giving gifts and use it to encourage purchase of feel-good products.

Buy One Give One Bracelet

Mary Kay Inc.

Mary Kay Inc.

Mary Kay Inc. Lining all the way around the eye can make your eyes appear bigger and brighter. #tip #MakeItHappen

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social Media pResence #MakeiThappen

Make Dreams Happen is a Twitter campaign where we make a lucky woman’s dream happen every month of the campaign. At the beginning of each month, we will ask the Twitter community to share with us the dreams that they would like to make a reality. An ask might look like:

“What big #dream do you want to make happen? Share with @MaryKay, and the most popular #dream will be made a reality! #MakeitHappen”

The dreams can be anything our target wishes they had or want to make happen in their lives. It could be a year of college tuition, a skydiving trip or a chance to meet Heidi Klum on the set of Project Runway All Stars. So, how are the winners picked? Each month, the dream tweet that gets the most engagement—whether from favorites, retweets or positive responses—will be granted by Mary Kay. There will be 12 different women chosen and 12 dreams realized by the end of the campaign. Granting these wishes will spur a reaction that could drive unprecedented impressions and engagement.

make dreams happen

Social media is a critical way Everyday Aspiratonals interact with brands. We will extend the Make It Happen campaign into social media using Twitter, Facebook and Instagram with the unifying #MakeItHappen. Each of these platforms will be branded with the pink MK brackets. Content will be created that inspires and motivates our target to act on their dreams.

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social Media useR-geneRaTed#MakeiThappen #viRal

When Mary Kay becomes an ownable brand with the target, Everyday Aspirationals will naturally begin sharing on their own social media sites, which include Twitter, Facebook and Instagram. We recommend that Mary Kay adapt a social media listening tool to monitor and participate in these conversations.

Our campaign has many elements that lend themselves to social posting and sharing. Our campaign inspires the target to Make It Happen and once they do, they will talk about it.

social media rebrand

Media

FacebookInstagram#MakeItHappen ContestTwitter

Digital BannersPPCHulu Pre-RollYouTube Pre-RollDigital Production

Cosmopolitan

Direct MailDirect Mail MaterialsEmail Campaign

Flight/Hotel

Media Plan

2015-2016

Contest Begins Story Promotion First Party Second Party Third Party Fourth Party

9,856,867 441,459,598

Monthly CostMonthly Impressions

112,612 10,000 705,511 1,659,186 394,400 394,400 2,079,186 394,400 1,659,186 394,400 1,659,186 394,400

650,000 600,000 46,762,933 47,414,933 40,762,986 40,762,986 47,417,933 40,762,986 47,420,933 40,765,986 47,382,933 40,766,986

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Media

Facebook Sponsored PostsFacebook Sponsored Posts will allow the Mary Kay brand to interact with a wide audience and position itself as an active brand on the largest social media platform. Total Spending: $800,000 Total Impressions: 53,333,330

InstagramInstagram allows Mary Kay to reach and expand a large audience where the Millennial market is quickly increasing, while not spending money. Total Spending: $0 Total Impressions: 373,000

#MakeitHappen ContestMonthly prize money will be set aside to make everyday dreams come true and increase brand awareness and engagement among Twitter followers. Total Spending: $27,000 Total Impressions: 480,000

TwitterBy creating open conversations on Twitter, Mary Kay can reach a large audience and remain cost-efficient. Total Spending: $0 Total Impressions: 532,000

social mediaOnline Rectangle AdsWith one of the lowest category cost per thousands (CPMs), the health and beauty category offers a great opportunity for online ads and the ability for Mary Kay to stand out among competitors. Total Spending: $1,000,000 Total Impressions: 200,000,000

Pay-per-clickBy bidding on branded keywords and solidifying the Make It Happen campaign in search rankings, Mary Kay will become top of mind online among its beauty and cosmetic competitors. Total Spending: $54,000 Total Impressions: 3,533,200

Hulu Pre-Roll AdsInvesting in Hulu pre-roll ads will enable Mary Kay to reach an incredibly wide yet targeted audience and create buzz for the Make it Happen campaign. Total Spending: $1,300,000 Total Impressions: 43,333,333

YouTube Pre-Roll AdsYouTube ads will place Mary Kay in the digital space for when Everyday Aspirationals are seeking help with their makeup in the form of online tutorials, making Mary Kay a key resource. Total Spending: $760,000 Total Impressions: 100,000,000

Digital Production Total Spending: $25,000 Total Impressions: 0

digital

RaTionale

Flight/HotelFor the selective interview process, accommodating the IBCs to the best of our ability is extremely important in empowering the brand representatives and thanking them for their contribution to the company. Total Spending: $10,000 Total Impressions: 0

trip expenses

magazine partnership

mailDirect MailSending contest invitations and Party with a Purpose kits to the U.S. IBCs will help rebrand the Mary Kay brand as a whole and show the IBCs how important they are in achieving a younger, fresher image for Mary Kay. Total Spending: $1,445,555 Total Impressions: 30,274,735

Direct Mail Materials Total Spending: $1,676,306 Total Impressions: 0

Email Campaign Total Spending: $0 Total Impressions: 7,200,000

CosmopolitanFurther expanding upon the partnership with Cosmopolitan will give Mary Kay visibility in both traditional and digital spaces, while also creating quality content that Everyday Aspirationals are sharing and reading with their friends. Total Spending: $1,445,555 Total Impressions: 30,274,735

totalTotal Spending: $9,856,867Total Impressions: 441,459,598

caMpaign evaluaTion

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OBJECTIVES MEASURMENT POTENTIAL RESULTS

Engage and find four young brand ambassadors from the IBCs that represent the target of women 18 to 25

Increase awareness of Make It Happen campaign and overall brand awareness of Mary Kay among Everyday Aspirationals

Increase number of 18- to 25-year-old women who attend parties

Increase engagement with 18- to 25-year-old women on Twitter, Instagram and Facebook.

Measure number of IBCs who submit videos

Measure click-through rate for online outlets

Measure number of Parties with a Purpose thrown and number of women ages 18 to 25 who attend

Measure use of #MakeItHappen

Increase excitement and company loyalty among young ibcs and provides format that can be repeated annually or for other age groups

Everyday Aspirationals have a heightened awareness of the Mary Kay brand and become interested in trying the products.

Increased sales in women under 25

Increased brand engagement from Everyday Aspirationals

Contest

Story Promotion

Parties with a Purpose

Social Media

TacTics

Concept Testing

We tested two important concepts in our campaign:

1. There are young IBCs with good stories out there, and they are excited to get involved in a competition like our Make It Happen Contest. One was so excited to be a Fresh Face of Mary Kay that she participated in our campaign. Thanks, Hannah!

2. IBCs are receptive to receiving kits to help them throw parties. We surveyed several IBCs about the idea of Parties with a Purpose. All responses we received were very positive. One IBC even said, “if the themes were already planned out and really easy to explain, it would be easier for the IBC to share it with the hostess and her guests.”

TeaM

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Creative DirectorcaRoline bishopResearch Director

casey caRpenTeRAccount Executive

TayloR schuMacheRTouchpoints Directors

bRendan shaughnessyTayloR weRThauseR

Account PlannersMaRia leMakis

couRTney schieRArt Director

chelsea chRisManCopywriting Directorkelsey MaFFeTT

Presentation CopywriterdRew gRieR

Plans Book Designerallie planTeRy

Assistant Plans Book Designerchloe kaRavidas

Copy EditorbRidgeT bRadyJunior Account Executiveskyle FiTzpaTRickdevin hollandseinga MacauleybRooke schwab

Special Thanks:To Stephanie Padgett, our mentor through this whole campaign, and to all the professors in Strategic Communication department for guiding us through process.

A huge thanks to Steffie, Nicole, Ashley, and, of course, Hannah for making our photoshoot so wonderful!

Sources:Direct Selling AssociationMintel: Shopping for Beauty Products - US - December 2013Mintel: Color Cosmetics - US - July 2013Mintel: Marketing to Millennials - US - February 2014Mintel: Facial Skincare - US - May 2013Mintel: The Personal Care Consumer - US - September 2012Simmons OneViewState of the YAYA, University of Missouri MOJO Ad

25

SHARE A ST0RY WITH US 0F A TIME IN Y0UR LIFE WHEN

Y0U 0VERCAME 0BSTACLES, SELF-D0UBT 0R HESITATI0N,

BUT IN THE END, You made it happen.

it

WILL Y0U BE THE NEXT fresh face 0F MARY KAY?

THERE ARE THREE TYPES 0F PE0PLE IN THIS W0RLD; TH0SE WH0 MAKE THINGS HAPPEN, TH0SE WH0 WATCH THINGS HAPPEN, AND TH0SE WH0 W0NDER WHAT HAPPEN.

There arethree types of people

in this world; TH0SE WH0 watch THINGS HAPPEN,

& TH0SE WH0 wonder WHAT HAPPEN

it

PLANBOOK 380