Branding

Branding

Branding

Branding

Branding

MARY KAY

MARY KAY

MARY KAY

MARY KAY

MARY KAY

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

The challenge: We were asked to create a fully-integrated marketing campaign with a heavy emphasis on social media, public relations, and digital promotions. It aims to increase brand awareness, positive perception, and purchase consideration among female consumers ages 18-25. Additionally, the campaign must be leverage-able by Mary Kay Independent Beauty Consultants, giving them an opportunity to directly connect with the Gen Y market.

FINDINGS

FINDINGS

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment. 

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment. 

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment. 

The problem: There is a disconnect between how Gen-Y women perceive Mary Kay and what the brand actually promotes.

Insights:

1. Gen-Y women appreciate brands that promote progressive ideas about beauty.

2. Gen-Y women are passionate about what it means to be a woman today.

3. They have diverse dreams and ambitions, and their own definition of being successful.

Solution: Show the target demographic that the type of woman Mary Kay promotes is one to whom they can relate and respect-- a mature individual who values healthy relationships and personal fulfillment.

CREATIVE BRIEF

Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.

The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences. 

The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.

Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility. 

Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.

The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences. 

The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.

Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility. 

Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.

The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences. 

The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.

Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility. 

Brand Personality: Mary Kay is a spirited motivator that enriches lives through the relationships it builds.

The Opportunity: To build a relationship that grows as the customer grows, IBCs can empathize with Gen-Y women's journeys toward success. They can customize the buying experience to accommodate the consumer's preferences. 

The Proposition: Convince the target demographic that Mary Kay invests in the needs and success of every woman.

Reason to Believe: Each Independent Beauty Consultant is part of a supportive community dedicated to personal success. New customers will discover the Mary Kay passion for empowering women reflected by a commitment to social responsibility. 

CAMPAIGN BLUEPRINT:

campaign-1400

COMMERCIAL

11
13_a
16
18_b
5
29

PRINT ADS

mary-may-wyn-wiley_0371
mary-may-wyn-wiley_0372
mary-may-wyn-wiley_0373

PLANS BOOK

1-cover
2-table-of-content
3-infography-big-idea
3-print

ILLUSTRATIONS

ILLUSTRATIONS

MK-Product-Icons

CONCEPT TESTING

95% think new online features would make buying Mary Kay more appealing. 

41% are more likely to pursue contact with a Mary Kay IBC if they are matched via an online quiz with someone who shared similar interests. 

63% report increased the perception of Mary Kay after viewing print and video ads. 

Perception before: pink, old, feminine, pushy, quality, classy, expensive. 

Perception after: Confident, young, beauty, fun, empowering, modern, ambitious. 

Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff RauApril Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange

Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange

Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff RauApril Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange

Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange

Account Executive: Rachel Leitschuck
Account Planning Director: Adam Kroft
Research/Planning: Leah Keller, Kimi Panagis, Anna McTygue, and Jake strange
Concept Testing: Anna McTygue
Creative Director: Cody Elmore
Videographer: Quentin Orr, Wyn Wiley, and Rhett Muller
Photographer: Wyn Wiley
Designer: Jeff Rau, April Zhang, and Kathryn Pauley
Music/Audio: Andrew Keohane
Copy Chief: Grant Weber
Copywriter: Brendon Henning, Rhett Muller, Eric Thompson, Kathryn Pauley, and Lauren Geisert
Public Relations: Sarah Jo Lambert
Social Media: Matt Heng, Lauren Bejot, and Jolene Dreier
Primary Book Editor: Sarah Jo Lambert
Media Director: Alex Meyer
Media Assistant: Jake Strange

April

Contact

Contact

Contact

April.xz@hotmail.com

April.xz@hotmail.com

Social

Social

Social